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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.

How did you start your business?
Riane, my mother and the owner of The Stationery Studio, brings over 40 years of experience in the stationery industry. She’s worked with major distributors like Bidvest, handling brands like Parker, Waterman, Sharpie, HP, Samsung, and Pantum. She’s soaked up all that expertise to pass it on to our own business.
As for me, stationery is my world. I’ve been around it since I was 5 years old, helping customers in our store and serving them at the counter like it’s second nature.

Why did you choose your industry?
Back in 2004, Hartbeespoort was a small community with just the basics in terms of stores. Around that time, we decided to open our own stationery shop. Interestingly, this was when the first “mall,” Sediba Plaza, was being built. Being part of this development allowed us to be the first stationery and art store in a big shopping area.
Starting a business involves taking a chance, but it’s important to be smart about it. With the new mall on the horizon, and knowing it would house reputable businesses, it seemed like the right move to start ours there. Success in business often relies on meeting demand. Since there were no other stationery shops in town, it was a no-brainer for us. Everyone needs stationery, whether it’s a hairdresser, student, or professional, though they may not need the same amount.

What makes your business different from your competitors?
I’ve always believed in leading the way in my industry, not just following others. To stand out, you have to offer something unique compared to your competitors. Tom Abbott sums this up well: “It’s not just about being better. It’s about being different. You need to give consumers a reason to choose your business.”
Stationery is everywhere these days, from grocery stores to clothing shops. While the quality might not match what we offer, it’s still stationery. So, I asked myself, “Yes, we sell stationery and art supplies, but what sets us apart?” That’s when the idea of gifting came to mind. But what kind of gifting? Would a few patterned mugs and hand-knitted handbags really make us stand out? Then, I had a breakthrough! I decided to collaborate with bespoke gifting brands like CaRRoL BoYeS, Yankee Candle, WoodWick, Jenna Clifford, and Anke Products. And just like that, we were different.
It’s important to be aware of your competitors, but don’t let it consume you. As the saying goes, “A flower does not compare itself to the other flower beside it, it simply grows.” Focus on your own growth as a business. Trust yourself and your uniqueness, and you’ll thrive. No need to look back or compare—just keep moving forward.
What are your biggest challenges in your industry?
As a large retail store, you can count on many products to sell and keep your stock moving. But retail also involves taking risks by introducing new items into your store, hoping they’ll be a hit. Every time you bring something new in, you’re essentially betting that people will love it and buy it. However, I’ve learned that not every product I’m excited about will sell as well as I hoped.
In business, we learn a lot of lessons, but it’s also important to unlearn some habits. Whether it’s the fear of new competition, a slow day, or delays in stock arrival, we need to unlearn the tendency to react with anxiety and fear. I often remind myself and my team, “We’ve got this!” This helps us stay calm and confident, knowing we can handle whatever comes our way without always reacting as we might instinctively do. Unlearning can be challenging, but it’s a challenge we tackle every day.
What advice will you give people in the same work industry as you?
Becoming too comfortable is risky in any industry. If you rely solely on a franchise or having a large inventory, you’re navigating dangerous waters. With the rise of e-commerce, consumers can easily buy what you offer with just a click. You need to constantly remind them why supporting your business is better than online shopping. Simply coasting on past success without setting new goals is just as risky. Studies show that it takes several purchases to build brand loyalty. So, every customer interaction matters, regardless of how much they spend. Some of our most loyal customers started with small purchases.
Believe in your team. It’s not about “me,” it’s about “we.” Together, we can succeed. High employee turnover is a red flag, as it makes implementing new ideas difficult. I believe in servant leadership—there’s no hierarchy in our store. I’m willing to get my hands dirty alongside my coworkers. Investing in your team is crucial. It’s not just about paying them; it’s about creating a positive work environment. Rather than singling out one employee, celebrate all achievements, big or small. This keeps everyone motivated and appreciated.
Visibility equals credibility equals profitability. Even if marketing feels like a time sink, remember that even huge companies like Coca-Cola advertise. If you’re not visible, you’re forgotten. Engage with local businesses and events to build relationships and stay top-of-mind with customers.