Preparing for its official launch in the States, Australian jewellery label Ruby Olive has undergone a makeover of its brand and website.
Making its first appearance at NYNOW, one of North America’s largest gift and lifestyle trade fairs in New York, Ruby Olive’s rebranding is a direct result of customers’ feedback, or as founder Skye Anderton calls them, RO ambassadors.
“Through our private Facebook group and during conversations with our highly engaged ambassadors I’ve been working out how they wanted to shop, what appeals to them and what they are looking for in a brand,” she explains.
“Ultimately, we’re all about storytelling and this new direction will set us up to help tell those stories.”
The company was established five years ago and in that time has built up quite a successful cult following. After five website refreshes in as many years, Anderton reiterates it’s important to stay current and to keep moving forward. “Everything is an evolution, but that makes it really exciting and fresh, and stops me from getting bored too.”
The new look includes a bolder logo, a simple and more streamlined website, and a cleaner and more sophisticated approach to the brand, says Anderton. “We are also aiming to use artworks as backdrops for each new collection, which we hope will help celebrate the artisan nature of the brand.”
Ruby Olive has always been known for colour and bold designs, which is certainly a key focus, but this new direction aims to open them up to a wider product offering in the future.
“The new website rollout will certainly look different with the new brand aesthetic, but it will also have some new key features, including focusing on the label’s 450+ 5 star reviews from happy customers, featuring a clearer My Reward program for loyal customers, and creating more of a community blog showcasing other brands and people within the same target audience sphere,” she adds.
However, Anderton says Ruby Olive is ultimately about “putting smiles on faces, from the artisan maker to the retailer, from the giver to the receiver…
“I’ve always had an interest in anthropology and I wanted to create a brand that was soulful, ethical, and told a story, it’s not just about what people wear, but also how they choose to live.”
Ruby Olive’s latest collection Cascade is due to launch at the end of this month and features a mix of hand poured resin and sustainably sourced wood and includes a piece that was designed by the winner of the Be The Designer competition held earlier in the year.
By Marion Gerritsen
