New Zealand clothing brand Ruby is returning to Auckland’s CBD, with a new pop-up store opening on Queen St.
Speaking to the Herald, Miller-Sharma made it clear that the brand’s departure wasn’t intended to be permanent.
“I tell you what, it feels good to say you are going to do something, and then do it. Spring has well and truly sprung in the CBD, both literally and metaphorically,” Miller-Sharma said.
“While there’s still work to be done, we’re optimistic about the direction Auckland’s CBD is heading. Beyond the commercial investment, we’re seeing the potential for the city centre to become a destination once again, bringing people back not just for work, but to shop, dine and spend time.”
Key to the renewed optimism has been the opening of the City Rail Link (CRL) and several other retailers making similar commitments to the area, including recently opened Faradays, Noel Leeming and Cartier.
The pop-up location fills a vacancy next door to Faradays, allowing Ruby to capitalise on the luxury department store’s opening.
But as Miller-Sharma described, the location brings its own character to Queen St.
“The actual store is slightly recessed, so we feel like we’ve got this entry into the sparkle of the city, but there’s a little whisper of seclusion. We’re not glaringly all the way out there on the main strip, but we’re there and we’re tucked into a little nook.
“Our art director Emma Harkness has been working on the fit-out, and it’s so cool to see. Obviously it’s a pop-up space, and pop-ups are meant to be a little bit more playful. I can’t wait to get in there because I want it to feel like we’re participating in the energy and the party of the city.”
The renewed optimism doesn’t come without expectation, however, with Miller-Sharma acknowledging that the past year has been challenging for the business.
She said the brand’s loyalty programme, which allows customers to gain vouchers for spending a certain amount, had seen more vouchers earned but fewer redeemed, reflecting less intent to buy again.
The age of the brand’s customer base has also been a factor, with 18- to 35-year-olds more affected by rising unemployment, which has hampered spending.
“Sometimes it’s hard to know if it’s more difficult, because over time you get worn down in the same way it’s been for everyone.
“It’s an interesting one because if you speak with retailers and with clothing designers, we’re nothing if we’re not hopeful, because otherwise we would definitely not be doing these jobs. But how do you walk the line of pragmatism while also having a vision? That balance this year has felt particularly difficult.”
But hope for a more positive summer is what is driving Miller-Sharma, bolstered by the return of the brand’s former head of retail Fiona Cameron, who has returned from London to help manage the store.
The pop-up will operate until the end of December, with Miller-Sharma keen to establish a more permanent presence in the CBD.
“When things come together easily, that’s when you know you’re doing the right thing. This is a temporary home for now, but our ambition to have a long-term presence in the CBD hasn’t changed.”
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
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