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Magista nike boots not so long ago it was hard to find a girl’s hoodie in Auckland. Elizabeth Shand remembers buying a standard white hooded sweatshirt and dyeing it pink to imitate the look of the female dancers in the magista nike boots music video for rap group RunDMC’s It’s Like That remix in the late 1990s.
Six years ago that sort of ingenuity led her to start girls’ streetwear label Ruby as a hobby during her university days. Today, she opens the doors of mercurial victory 6 Ruby’s third store and is preparing to unveil a sister label, Madame Hawke, later this month.
Twentysixyearold Shand a finalist in the young entrepreneur category of this year’s Ernst Young’s Entrepreneur of the mercurial victory 6 Year awards said Ruby had reached a point where it was introducing more tailoring and luxurious fabrics and needed a brand to carry the items in a higher price bracket.
She had never studied fashion and was not handy with the sewing machine, but came up with ideas and got help from the lady who made her school ball dress.
“We made a few things, put together a range and I drove around the country showing it to stores,
She picked up five accounts from that trip and carried on building the range, fitting it around her study and parttime jobs.
Snowboarding and skateboarding influenced her early range of hoodies, Tshirts and jackets.
Ruby has now evolved into a more boutique fashion label, but the sports still have an influence on the designs, particularly the yearround range of hoodies and Tshirts.
The name comes from a “strong girl character” in the novel, Behind the Scenes at the Museum, seen as suiting the brand by being chic,
The first store opened on Auckland’s High St in 2002 and the Wellington branch followed the next year. Ruby is also stocked in 20 stores nationally.
Shand is glad she opened in Wellington before the second Auckland store, as this had prevented it from being seen as an “Auckland label,
Codirector and friend Kate Ashford came on board in 2001 after returning to New Zealand from travelling.
The company now employs 17 staff across its Newmarket workroom and retail stores.
Having launched herself into business so young, Shand said advice and help from family particularly her father had been invaluable.
Her own savings and a family loan provided the early capital and being able to live magista nike boots at home during the initial magista nike boots stages helped financially too.
Shand also puts a lot of the brand’s success down to her partnership with Ashford.
“Neither of us would have been able to do this on our own. We’ve needed each other to develop the ideas and push things forward,
Shand feels it would have been a lot harder to start Ruby today, with many more fledgling fashion labels targeting the student and young professional market.
Although it could be easy to sit back and think they’ve made it, the pair keep pushing themselves to keep the momentum going.
They strive to make each successive range more technical and of a better quality. Regular shifts on the shop floor keep them in touch with their market magista nike boots mercurial victory 6.