RUBY Unveils its Reimagined Home

Christchurch fashion lovers have a new reason to linger a little longer at The Crossing. After an eagerly anticipated redesign, RUBY has reopened the doors to its refreshed store, a space that feels both warmly familiar and entirely new.

Partnering once again with interior designer Sam Boanas, the creative mind behind several of RUBY’s recent fit-outs, the new Christchurch store captures the brand’s evolving in-person style. Bold blocks of colour and glossy lacquered joinery set a joyful backdrop, balanced with soft textiles and timber details that bring warmth and calm. It’s a careful blend that mirrors RUBY’s personality – cheerful, inclusive, youthful – without tipping into chaos.

Boanas describes the vision as “injecting colour and fun into the space to make it an enjoyable and energetic place to visit or work.” Every design decision reflects this ethos, from the considered intensity of each hue to the way the materials invite customers to slow down and explore.

For RUBY Creative Director, Deanna Didovich, the refit is more than a visual update; it’s a statement of where the brand is heading:

“The refit of our RUBY Christchurch store is a fresh expression of who we are and where we’re headed, which we’re so excited about.”

The reopening is also a homecoming of sorts. Christchurch has been part of RUBY’s story from the very beginning, with the store opening in 2017 as one of the first tenants at The Crossing. Eight years on, it felt like the perfect moment to reimagine the space, reflecting both RUBY’s growth and the city’s own vibrant resurgence.

For Nicki Carter of The Crossing, the store’s new chapter signals a continuing partnership:

“RUBY’s store refresh is an exciting next step in our partnership with RUBY and the Sharma family, and we’re delighted that a new-look RUBY store at The Crossing will continue to welcome customers as our rebuilt central city continues to grow, surprise and delight.”

Stepping inside, visitors will notice the interplay between boldness and subtlety. Pops of colour invite the eye, while muted textures create a sense of ease. It’s a space designed for connection, between the clothes and their wearer, between the brand and its community.

This thoughtful fit-out sits seamlessly within The Crossing, Christchurch’s retail heart. Known for its mix of heritage façades, contemporary architecture, and intimate laneways, The Crossing offers a curated experience of local and international fashion, food, and lifestyle brands. RUBY’s refreshed store adds to that energy, offering a destination for those who value style, creativity, and a sense of place.

RUBY’s love letter to Christchurch is now signed, sealed, and delivered. Whether you’ve been a loyal Rubette for years or are stepping inside for the first time, the invitation is open: trade the cool air for something warmer, explore the new space, and make yourself at home.

After all, RUBY already has.