Behind the brand with Ruby Rocks
We love Ruby Rocks! Its jewellery is not only gorgeous but it’s ethical too. Xander Kostroma is here to tell us all about this lovely brand.
Can you tell us a bit about you and your story as a designer?
My name is Xander Kostroma and I hold the license for a fashion brand called Ruby Rocks. I’d love to share with you how I came to be the license holder for Ruby Rocks and how now, I produce for their label.
I left the corporate world (at the time I was the online buyer for all categories at Guess EMEA) and I decided to become self-employed. Well, after I left Guess, I’ll be honest it was hard. Money was tight and I was stepping into an unknown future.
About 6 months into being focused on my projects, I realized I needed help financially. My agent at the time, Jenny (who also happens to be the owner of Ruby Rocks), offered me a job in London to work at the showroom for 2 months to help her with the relocation, which I accepted. During my time there Jenny and I got to know one another better and we started talking about developing the Ruby Rocks brand further. The label is well known for clothing and footwear but accessories had always been a part of Jenny’s vision to launch. I was already producing under my own label Emi Jewellery, and Jenny knew I was experienced in the jewellery sector so after a couple of glasses of wine and sorting through the logistics, she granted me the license to produce also for Ruby Rocks.
I have Jenny to thank for my amazing journey, which lead, me to where I am today. Ruby Rocks is fast becoming the no.1 go-to jewellery brand at FGH Group and I couldn’t be happier! We’ve now expanded into non-leather purses, which have just launched and our 2nd collection of scarves is due out soon!
Can you give us an overview of your range?
I produce jewellery (necklaces & bracelets), non-leather purses and scarves. My collections are always based around nature (like Emi jewellery) and I always feature lots of colour, animals such as swallows & hummingbirds, banana prints and pineapples… you name it!
In one sentence, Ruby Rocks is bold and not afraid to be loud.
What inspires you when you are creating your designs?
I have always been fascinated by spirituality and the science of nature, so my inspiration comes from directly from my environment. The world is in harmony and you have the ability to change your surroundings around you.
As humans, we need to be in line with nature and the world around us. I have learnt that we are all interconnected. Nature affects us and us nature. It’s this motto that I work to and it can be seen translating into my work.
What do you do to ensure your brand is ethical?
As a part of my team, I have a great representative based full time in China. She is the connecting piece to the Chinese Market and us. She personally visits the factories weekly to ensure everything is in good working order and the livelihood of the workers is cared for thoroughly.
We have in place strict working agreements that must be adhered to for us to collaborate with a factory. Our policies include things such as:
- NO child labor.
- All of our workers are treated fairly and equally.
- Workers work no more than a 45hr week.
- The right tools are provided to each worker to ensure they have the right equipment to do their jobs safely and efficiently.
- Workers are paid fairly. We take a lower margin and pass the savings onto them.
Alongside this, our jewellery is also independently tested for nickel, which as you know is an allergic to some people (myself included) and is harmful if worn in plated jewellery.
We are also working on our packaging to help lower our impact on the environment. We print on recycled cardboard (this is imperative) and try to use FSC certified where possible. Our postage boxes are made from cardboard instead of plastic, which means they can also be recycled along with our swing tickets. We don’t want to contribute to the rising levels of plastic which end up in our oceans.
Can you give us any exclusive info about what’s to come for future seasons?
We are developing a small range of hats which should be out in the next few months, we’ve got thick wooly winter scarves coming and then our Christmas jewellery collection will be launching in November. I have been toying with the idea of developing summer sarongs for next year but this is just in the early stages right now.
Our purses collection has been so popular so we will be expanding this for sure. We’ve got quirky owl designs lined up for next year in PVC, which are great to wipe down and keep clean and no animals have been hurt in the process!
Now that you know all about the brand, take a look at the latest range here.
