Ruby Ponsonby

At this point, RUBY is one of the country’s most recognisable names in fashion: it’s the homegrown label worn by every Auckland cool girl. Always chic and instantly recognisable, you’ll spot their pieces popping up all over the place, from music festivals, graduation ceremonies and walking down Karangahape Road, to nights out, birthday parties and just about everywhere in between. 

Known for embracing colour and all kinds of bodies, their range revolves around soft silhouettes made with quality fabrics. Some iconic pieces of the past include their silk slip dresses, polka dot patterns and colour-blocking sets, but they always have a mixture of statement and staple pieces designed to be styled however you like, regardless of the season. 

Their Ponsonby store is nestled in amongst the iconic shopping strip of NZ’s most loved brands and household names. You’ll find RUBY’s own latest collections alongside their sister brand, Liam, as well as patterns and ready-made pieces. Together, they cover a lot of wardrobe ground: workwear, event dresses, knitwear, trousers, soft layers, lingerie and more. Customers can also buy and sell pre-loved pieces from their range through their new RUBY Says Recycle initiative, giving old favourites a new second life.

Although they’ve been around for more than two decades now, their style is still ever-evolving. Every season, new collections find their way into the homes and wardrobes of New Zealanders of all ages. What it seems to all come down to is their consistent sense for pieces that feel joyful, as well as their commitment to their inclusive size range, running from 4 to 24. Simply put, they’re a brand that clearly loves women, and we love them for it too.