5 mins with RUBY designer Deanna Didovich

We took five minutes to chat with Deanna Didovich; the Designer behind Ruby


Did you have any particular inspiriation for the Vampire Collection? For Vampire, I wanted to create a collection that had a darker undertone, but with that usual Ruby charm.  The slightly gothic vibe of black pleating, luxe velvet, and glitter sweat shirting is offset with rose pink, soft florals and a classic polka dot.

What does an average day involve for you? My days vary week to week depending on the time of the season.  At the moment, my days largely revolve around design development for the upcoming Spring/Summer collection.  From fabric sourcing and print conception to working closely with our pattern-maker on new silhouettes this is my favourite time of the year!

When you aren’t designing, what are you doing?  Relaxing!  I love to work hard and balance that with much needed time off.  I love to read and get into a good series.  When I am able to take time off I will often shoot over to Sydney to spend time with my sister and brother-in-law.


Describe your own personal style? I am so lucky that I am able to design what I love, so am able to say that my personal style can be described in one word - RUBY!  When I am at the office I opt for simple and comfortable pieces- lately my wardrobe rotation consists of my black Firebird Pants, Inez Miniskirt, grey marle Alta Wrap T-shirt, my snug-as-a-bug Otto Turtleneck, and about 4 of our classic Bird Shirts that I couldn’t live without. 

What is your favourite place in the world? I cant choose one- but my top 2 are Korcula, an island off the coast of Croatia where my dad was born, and good old Auckland.

What is your daily source of inspiration? At the moment I love the Teen Vogue instagram.  I am also lucky to work with a bunch of total babes who inspire me everyday. 



Whats the best advice you have ever been given? Don’t take anything or anyone for granted because you never know what may happen tomorrow.

Where are you travelling to next? I am off to Hong Kong next week on a sourcing trip for next season.  I haven’t been in a while so am really looking forward to it, it is such a vibrant city.

Of all the amazing pieces you have designed, do you have a favourite? I would have to say the Betty Playsuit.  This quintessential RUBY piece was really the beginning of my love affair with the playsuit.  I think it really sums up what our brand is all about. 

 What could you not live without?  Coffee, family, friends, sunshine, and laughter.

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