Em's Letter ~ From you to who? RUBY Says Recycle's next chapter 20.05.25

Rubettes!

Buckle up for a two-parter!

ACT ONE: Em

I’ve made my own clothes since I was a teenager, and now I run a company that is in the business of selling clothes /// AND /// I know that our planet’s resources are finite and, as a society, we can’t just keep extracting more more more times infinity.
It’s been a real thinker for me, borderline identity crisis to be honest.

So I just started testing things out. Selling patterns. Making a collection out of offcuts. Running training workshops using production waste. The goal was to generate a quarter of our revenue from something OTHER than new clothing by 2030.
All of these ideas are glimmers that will contribute to our goal. But Rubettes, in RUBY Says Recycle (RSR), we have found an idea that has just bloody well taken off. In the financial year ended March 2025, RSR made up 6% of our revenue, well up on our forecast. This year, we are forecasting it to be at 7%, but my private lil’ goal that I am keeping incredibly secret is that we get it to 10% ;)

Every step we have taken to build RSR has been powered by you.
From commenting to purchase on RUBY Says Recycle when we went into lockdown in 2021, to the fever dream of TAKE B_ACK FRIDAY in 2023, RUBY Says Recycle racks becoming permanent fixtures in RUBY stores nationwide, and our standalone RUBY Says Recycle Pop Up in the former Smith + Caughey’s Newmarket site over the summer just been, we have grown RSR piece by piece. And you have been with us every step of the way ~ thank you.
And the cool thing is, as more of you become involved, it evolves into something bigger and unexpected. We’re riding the wave on this one and I love it.

We know the retail market is challenging. A walk down any main street in any town or city in New Zealand is a glaring reminder to all of us. AND we know that for individuals, it has been hard. There is less disposable income.
RSR is a way for us to take those pressures and bend them into something awesome.
RSR RRPs sit lower than first-hand RUBY pieces, and for those who already have RUBY in your wardrobes, bringing back pieces you no longer wear can contribute to (or pay for!!) something else from us.
And those empty stores? We can start to occupy them. I really encourage others who are in the business of selling ~ things ~ to seek out vacant spaces in your neighborhoods. You never know what you might be able to bend to your will my friends x

And now, with very excited jazz hands, I’m going to handover to my sidekick (and our Brand Manager), Bailey for a very important announcement:

ACT TWO: Bailey

Introducing the next chapter in our RSR story: our very first standalone RUBY Says Recycle store is opening at 255 Broadway, Newmarket on Friday 30th May 2025. Just down the road from last summer’s pop-up ~ same postcode but whole new feel ~ and this time, it’s not just for the summer fun but for the full year ahead. Four seasons of past season finds, inside what also happens to be a NZ first ~ the first own brand second hand store in Aotearoa.

We’ve always said RUBY Says Recycle is made possible by the people who wear us ~ and this next chapter proves it. Every piece you’ve passed on or picked up is what makes RUBY Says Recycle more than just a project. It’s a movement, and one that exists because our Rubettes continue to show up for it. We plan to be here for the long haul if you are too ~ so come along for the ride ~ one that’s minimal admin, a voucher in hand before the sale, and a chance to pass your piece on to the Rubette who missed out the first time. From you, to who?

Bring your pre-loved RUBY or Liam pieces into any RUBY store nationwide + at Slick Willy’s Dunedin and receive a voucher, for between 20-40% of the resell price, within 7 days. Whether you want to put this toward something new or second hand, it’s your choice. From there, we’ll take care of the rest ~ curating, listing, and passing them on to the next Rubette x

Key notes:

RUBY Says Recycle opens at 255 Broadway, Newmarket on Friday 30th May 2025. We’re open 10am – 5pm Monday – Saturday, and 11am – 4pm on Sundays.

Shop RUBY Says Recycle at 255 Broadway, Newmarket and at all RUBY stores nationwide.

Drop back items for RUBY Says Recycle at all RUBY stores nationwide + at Slick Willy’s Dunedin and receive a voucher, for between 20-40% of the resell price, within 7 days.

About RUBY Says Recycle