RubyYAYA | Electric Lifestyle Clothing

Rubyyaya is a fusion of embroideries, print, colour and eclectic spirit. We aim to blend traditional handmade techniques with modern functional design. We are not interested in dressing catwalk models; we make clothing for real women going about their hectic lives

Rubyyaya began as an Australian resort wear brand in 2013. The Rubyyaya customer is provocative, cool yet thoughtful, she loves to travel the world and enrich her spirit with ancient secrets. She's not afraid of being different and is always the first to test boundaries. She is the type of woman who always appears so effortlessly chic.

In the inception of Rubyyaya, designer Mel concentrated on casual cotton dresses that were easy care, easy wear. Mel's original mantra was "twist and travel" all garments were delivered in a knot and once washed they were to be twisted back into a knot giving a casual rumpled elegance that was easy to throw into a suitcase and did not need ironing. However, as time progresses, Mel's interest and direction has evolved and is always changing. Mel is conscious of latest trends but try's to adapt them to suit the Rubyyaya customer. Rubyyaya still produce these garments but also do an extensive range of beaded and embroidered garments.

Mel draw's influence from a multitude of countries that she have visited during her Rubyyaya journey. Each country has their own style, textiles and culture. The colour, fragrances and constant activity in India are completely transfixing. There is a wealth of local products and incredibly skilled artisan in India that give soul to clothes and is a great inspiration for Rubyyaya

Rubyyaya celebrates the love of travel and artisanal products, while promoting fair labour practices. Rubyyaya is designed to offer countless combinations of effortless elegance. 

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