Ruby’s Fabrics – The new generation

In the quaint town of Brits, nestled among the rolling hills, lies a fabric emporium steeped in history and tradition. Founded in 1982 by the indomitable Rabia, affectionately known as Ruby, along with her brother and father, Ruby’s Fabrics is a testament to creativity, entrepreneurship, and familial bonds. Ruby, with her innate talent and flair for sewing and design, transformed humble fabrics into exquisite garments coveted by all who beheld them. From the comfort of her home, she stitched together dreams, weaving threads of elegance and style into every creation. Her reputation spread far and wide, setting the stage for a remarkable business venture. On the day of the grand opening, the town of Brits witnessed a spectacle unlike any other. A helicopter, hovering majestically in the azure sky, showered the streets with cascades of pamphlets, heralding the arrival of Ruby’s Fabrics. The anticipation was palpable, and as the doors swung open, a wave of excitement swept through the throngs of eager customers. Lines stretched for blocks, as townsfolk eagerly awaited their turn to step into Ruby’s realm of creativity. Amidst the hustle and bustle, Ruby’s brother, an established  businessman, proclaimed to the crowds, “The proof is in the pudding! Shop at Ruby’s and taste the difference.” And taste they did, savouring not just the fine fabrics, but the spirit of ingenuity that infused every garment. Through the years, Ruby’s legacy endured, a beacon of inspiration for generations to come. Her wisdom and guidance, sought after by both young and old, continued to shape the fabric of the community.

A New Chapter:

From Pretoria to Brits for Mohammed Azhar Ismail and his brother Zeeshaan, the journey to Ruby’s Fabrics was one of resilience and reinvention. Born and raised in Pretoria, their lives took an unexpected turn with the loss of their father in a tragic accident. Faced with adversity, their grandparents beckoned them to Brits, where a new chapter awaited. In the heart of this close-knit community, their mother, Shenaz, emerged as the next generation with Ruby’s guidance edged in her heart. With her arrival came a fresh perspective and a wave of innovation. Dubbed “Klein Ruby” for her unwavering dedication and boundless creativity, Shenaz forged deep connections with clients, earning their loyalty and trust. As the brothers navigated their academic pursuits, the allure of entrepreneurship beckoned. Despite pursuing studies in International Relations, Mohammed’s passion for business burned bright. Heeding the call of destiny, he abandoned the confines of academia to join the family enterprise. With Zeeshaan by his side, the duo embarked on a journey of expansion and growth. In 2020, they unveiled a new chapter in the Ruby’s saga, opening doors in Hartbeespoort with a modern vision and a commitment to excellence. Though the markets differed, their dedication remained unwavering. Embracing Tradition in a Modern World in an era dominated by fast fashion and mass production, Ruby’s Fabrics stands as a bastion of tradition and craftsmanship, specializing in curtaining. Despite the ever-changing landscape, they remain steadfast in their mission to nurture a new generation of artisans. Surprisingly, the youth of today harbour a deep-seated fascination with the art of sewing, a testament to the enduring appeal of handmade craftsmanship. At Ruby’s, they find not just fabrics and notions, but a sanctuary where their creative aspirations are nurtured and celebrated. Navigating the Challenges of Entrepreneurship. Yet, behind the scenes, entrepreneurship is a demanding endeavour fraught with challenges. Mohammed reflects on the pressures of leadership, acknowledging the complexities of overseeing every facet of the business. Despite the trials, he remains resolute, guided by a steadfast commitment to excellence.

The Power of Relationships Central to Ruby’s success is their unwavering commitment to customer care and staff relations. For Mohammed, the key lies in fostering genuine connections built on trust and mutual respect. Heeding his mother’s sage advice, they welcome each client with a smile, ensuring every visit is an unforgettable experience. Recognizing the pivotal role of their staff, they prioritize a culture of inclusivity and support, akin to a tight-knit family. Mohammed’s advice to aspiring entrepreneurs echoes this sentiment, urging them to value both their staff and clientele as pillars of success.

 Looking to the Future

As Ruby’s Fabrics continues to draw from their respected predecessors, Mohammed, Shenaz, and Zeeshaan remain steadfast in their dedication to excellence. With stores in Brits and Hartbeespoort, they offer a curated selection of fabrics, haberdashery, and sewing essentials, catering to the diverse needs of their clientele.

In an ever-changing world, Ruby’s Fabrics stands as a beacon of tradition, innovation, and above all, family values.

As they embark on the next chapter of their journey, one thing remains certain— the legacy of Ruby endures, weaving together past, present, and future in a tapestry of resilience and creativity.