10 Years with Rubies Bras: The Real Story—Highlights, Lowlights & Everything In Between

As Rubies Bras celebrates its 10-year anniversary, I wanted to take a moment to share some of the highlights—and lowlights—of our journey. No sugar coating, just the real, raw experience of what life has been like on the inside. My hope is this sheds some light on the ups and downs, the grit and the joy that have defined the last decade.

2015

It all began in the fall when I was having drinks with a friend (hi, Trish!) and complaining, as one does, about my bra. She suggested I try making my own bra. I laughed at first at the absurdity. But desperate times lead to desperate measures amiright? So I signed up and made my very first custom bra at a small Toronto studio—now known as Neon Needle. 

Proud of my creation, I eagerly told (and showed!) my friends and family about my me-made bra. Soon, requests started coming in: “I hate my bra too—can you make me one?” I said yes! Why not?! It felt like a fun, lighthearted side hustle. Even the name Rubies was a cheeky mash-up of Ruhee (my name) and boobies—a playful joke that never felt like it would turn into something real.

2016

I realized I had no idea what I was doing. I didn’t know how to run a business or make bras professionally. So I began traveling regularly to Hamilton to study under Beverly Johnson, a well known bra expert, determined to sharpen my skills and elevate my professionalism.

That year, I also adopted Emma, my first rescue dog, who opened my heart to all animals deserving of the same love and respect, and sparked my journey toward eliminating animal products from both my work and personal life.

2017

Slowly but surely, I began properly fulfilling orders for friends and family during evenings and weekends, honing my craft and building my reputation. I even hosted “Cupperware” parties to educate and showcase custom bras—which led to the exciting highlight of being featured in Vogue!

Then came the unexpected: a cease and desist letter from Tupperware themselves. I was equal-parts shocked and flattered—because when a major company sends you legal papers, you know you’ve truly arrived.

2018

Business picked up, and I took a leap—transitioning from full-time into part-time marketing so I could devote more time and energy to Rubies.

At that point, I also discovered I was too slow at sewing to scale. I needed to focus on fittings, client care, marketing, and operations—so I began outsourcing production, which was a total fail. With the uniqueness of each bra and adjustments needed after the fact, I realized custom bras can't be mass produced or outsourced to a production company. So I pivoted again, this time hiring individual local bra sewists in the community (Hi, Jade, Linda, Jeanette, and Denise!) and eventually bringing one on full time (Hi, Janna!).

2019

With a dedicated sewist on board, Rubies’ potential finally began to crystallize. I left my "corporate job" to focus on Rubies full-time and give it the real shot it deserved. I planned my first-ever commercial photo and video shoot, feeling more optimistic than ever. Momentum was building, and things felt like they were falling into place.

Life was good… or so I thought.

2020

Then COVID-19 hit. All in-person fittings and events were canceled. Just like most of us, I found myself in a difficult, low place. To stay connected and contribute, I started making organic cotton masks, and used the downtime to improve my website and deepen my sewing/design skills. In true pandemic fashion, I even attempted to make sourdough bread like everyone else—but sadly, I killed the starter that was gifted to me within two days.

2021

Slowly, motivation returned. I experimented with virtual fittings for close clients, finding new ways to innovate and adapt. I hired a second sewist (hi Bianca!), and I finally did my first photoshoot—a mix of excitement and dread. Huge thanks to Kareen, Dana from Three Crowns, and Kath from Kath Films for guiding me through. I also began teaching for the first time, debuting at the International Bra Bee Conference.

2022

Building on momentum, I refined virtual fittings and hired a second sewist (hi Leigh!). I also designed a new bra that, with client feedback, became the Sahaara Bra Pattern—one of my toughest projects yet. After many mistakes and learnings, it finally launched to great unexpected success, opening a new chapter for Rubies. I also did more photoshoots—this time by the iconic Toronto bluffs with Khary and Emily Ferris—which was so much less daunting than the first!

2023

The business continued to grow stronger, and I began teaching more regularly, finding immense joy in empowering other sewists to create their own custom bras—a full-circle moment that reminded me how far Rubies had come. But later that year, life took an unexpected turn when my beloved dog Emma passed away in a tragic freak accident that I had to witness. The grief and PTSD were overwhelming. I stepped back to heal, and thanks to my amazing team, Rubies kept going through one of the darkest times of my life.

2024

I started the year with renewed energy, and it became our best year yet—we had now crafted over 1,000 custom bras (!!). We were in a great flow, loving every moment of meeting and helping so many women, and grateful for a loyal client base with repeat orders. We also welcomed two rescue Shih Tzus into our lives: Frida and Nelson!

Meanwhile, my imagination was running wild. I began envisioning couture-style bras—pieces coming to life like that magical Cinderella dress transformation. Though the idea had simmered for years, I finally began putting these ideas to paper and testing couture techniques. Sharing it with close friends (like in my very first year), their encouragement gave me the push to explore it seriously.

2025

This year, we continued expanding Rubies Sewing School and welcomed a third sewist (hi, Anita!), focusing on education and pattern development. I also took another leap and brought on a part-time Marketing Assistant (hi, Renee!). We launched our first live Sahaara Sewing Class and continue to develop our long-dreamed-of patterns.

Now, at our 10-year milestone, I feel called toward a bold new direction—one rooted in curiosity, imagination, and deep artistic focus. Drawing on everything I’ve learned, Rubies will be stepping into the elevated world of couture to create one-of-a-kind, highly tailored pieces starting at $5,000. I don’t know exactly where it will lead, but I know it deserves my full energy and focus.

As I've realized I can’t run three businesses at once (ok four because I still do some Marketing Consulting!), I have made the tough decision to close the custom bra side and focus fully on education and couture with Rubies—the two areas that inspire me most.

Looking Back, Looking Forward

Reading through this timeline, I’m honestly a bit stunned—and not going to lie, kind of exhausted just thinking about it! I can’t believe how much energy my younger self had, or how many times I picked myself up and kept going.

Why?? Pure stubbornness? Wild optimism? An “unshakable” love for boobs and bras? Probably all of the above. Whatever it was, I’m grateful it carried me through. And to my incredible team (past and present)—none of this would’ve been possible without you.

To my clients and the bra sewing community: Your support has lifted me more than you know. Every like, comment, message, shared story, and meet up got me through the hardest days. It really does take a village. And I’m beyond lucky to have found one—and to still be growing in it.

Ruhee :)
Founder, Rubies Sewing School & the next chapter of Rubies

Drop a comment or share your favourite Rubies memory with us—we’d love to hear it.