Nature Inspired Handcrafted + Curated Gifts
Ruby Blue Co. was born by the water — inspired by the natural beauty, creativity, and close-knit spirit of the beach community that Shah calls home. Thoughtfully curated and handcrafted with a love of colour, texture, and storytelling, with a commitment to sustainability wherever possible.
From statement jewelry to meaningful everyday pieces, Ruby Blue Co. designs are created as wearable art to spark joy and celebrate individuality.
MY STORY IN 400 WORDS OR LESS: Born a tomboy... it surprises even me to be in the jewellery business. I mean until age 6, I had a mushroom cut resembling one of The Beatles and in high school, I was a bench-warmer for every single sports team.
I accidentally discovered my passion during a humid summer when I was 15. My older and much cooler friend Lindsay had picked me up in her crimson Pontiac. We cruised down Yonge Street in Toronto, to her friend Andrea’s house and that’s when I first saw it. The textures, the colours, the pattern....my heart skipped a beat at the sight of a bracelet Andrea had made. It's been over 25 years now and I’m still at it. I have learned and continue to learn by experimenting...sometimes this works brilliantly the first go and often it does not.
In my twenties-early thirties I had a couple of shops, mid-town, and wholesaled too. But after about ten years that took a toll on my body. I learned through a herniated disc and tingling hands, that I couldn't work 80–100-hour weeks anymore. My identity and work were intertwined tightly. My ego was proud of working with stylist, designing for celebrities and fashion shows and didn't know what to do with this unwelcome change. So, I became depressed. And eventually saw a great therapist – Lloyd Gilbert. Although I didn't see it this way then....it was a blessing in disguise (note to self: remember to trust in life). I was gifted with the down time to introspect and face myself. I think working on me is what "attracted" my sweetie, Alan.
Fast forward to two babies later (just a year and a half apart from each other - huge respect for twin moms and single moms), I launched a new line...a third baby of sorts. And I named her Ruby Blue Co (Ruby is our last name, Blue represents our beach community, and Co...sounds cool eh?!). I work from my home office. The flexible hours allow me to spend time with my family, somewhat keep up with the endless cleaning and cooking (I only started cooking at 35), and as of three years ago, I’m back at University of Toronto part-time (trying to mend a silent regret I had – dropping out after my first year).
INSPIRATION: Most of the inspiration behind my jewellery comes from Mother Nature....from the incredible colour combinations out there to the materials that I use in my designs, such as sea glass and driftwood (which I source at the beach near our home). Other times inspiration strikes from a song, or a poem, or another human's story, or a beautiful pattern on a garment.
GRATITUDE: When I was a little kid, my family and I moved around a lot, for survival reasons. Now that I am older and have a family of my own, I feel truly blessed to have set our roots in the Beach community in Toronto. A place where we not only know our neighbours we can count on one another and even have BBQs together.
GOAL: I would like to try to contribute to a cleaner world. This includes in my work. In many of my designs I use recycled materials, and I am working towards 100% compostable packing, including my reusable jewellery pouches, and paper gift wrap.
MISSION: My mission in life, and in my business is to spread JOY. I hope I do this with my cheerful jewels and the customer service I provide.
As a small business based in the vibrant city of Toronto, I honour the traditional territory of the Mississaugas of the Credit, the Anishinaabe, the Chippewa, the Haudenosaunee, and the Wendat peoples. This land, protected under Treaty 13 and the Dish With One Spoon Wampum Covenant, has long been a gathering place for diverse communities. Today, it remains home to many First Nations, Inuit, and Métis peoples. Together, we celebrate the rich history of this land and commit to fostering meaningful connections with its original caretakers.
Thank you for your time and your support in my craft, passion and small family business.
Warmly,
Shah
