3 things we can learn from Ruby Dunes

Ruby Dunes (Ohope Based Floral Designs & Objects of Desire) celebrated their first Birthday in the lead up to Xmas, putting a lid on a year that, if the number of people in the store at any one time are any indication, has been a resounding success. Between my partner & the kids I would say we own at least a quarter of the shop stock. I really like the way they have positioned their brand & think businesses of all shapes & sizes can learn something from the little Ohope Florist & Gift shop.

Now – Yes we did create the graphic design, signage, printing & web design for Karen & Nikki of Ruby Dunes, however, we deserve only a fraction of the credit. A big portion of the credit goes to Karen’s business acumen in understanding the importance of investing in a powerful brand & Nikki’s creative flair & determination to create something unique & quirky - something oozing personality. You need only Google ‘Ruby Dunes’ to uncover reviews of the store by fans from throughout the country, keen to share this ‘hidden gem’ they discovered while traveling through Ohope. I love that the girls from Ruby Dunes have opted to create ‘raving fans’ as opposed to plain old ‘customers’ & I think we can all learn something from their approach:

 Dare to be different: Right from the quirky name, the strap line ‘floral design & objects of desire’, the left of centre graphics & wall art, the shop fit out, the colours, the not-the-same-same flower arrangements, the ‘worldly’ selection of objects, trinkets & lotions,  to the personalities that greet you in store or on face book. It’s obvious that Ruby Dunes only stocks things they truly love & it’s nothing for them to have furniture pieces, lamp shades, clothing, jewellery, 2nd hand vintage wedding dress or dresses from a recent trip to India (or somewhere equally as exoctic). They’re not afraid to be different and place huge importance on ‘not being the same’. Are you exceeding expectations & offering something different or are you ‘the same’ to the point of invisibility?

Embrace our passion & personality: This ties in with the above. See, the girls are a mum & daughter combo, with two distinctly different ‘styles’. Karen (Mum) has a great ‘classical’ style, whereas Nikki has much more ‘bohemian’ tastes. Neither of these are quashed at the expense of the other, to the point that they compliment each other nicely. They are both utterly passionate about the things they sell – you can be sure that if it’s in store then it’s something that they’d love to wear, receive or have in their own home. Ruby Dunes could have set up shop over the hill, in town, but they like the beach – so people come to them. The upshot of all this passion & personality is that this is blatantly obvious to customers – there is nothing ‘average’or ‘mediocre’ in store. Everything has a story and is a talking point – Karen & Nikki’s enthusiasm is infectious. And I don’t have to tell you what enthusiastic customers do.  ‘Quirky’ isn’t the only answer, but it’s a cool one. What is it about your business (or life in general) that you are passionate about? How could you go about injecting your passion & personality into your offering?

 Get to the bottom of what we’re really selling: Harley Davidson doesn’t sell motorcycles – they sell freedom & rebellion. Ruby Dunes don’t sell flowers, gifts & objects –as cliche as it sounds, they sell ‘style, love & thoughtfulness’.  They sell a particular ‘aesthetic’, a cruisey lifestyle (Classical & bohemian, arty &  beachy, eco & worldly). Ruby Dunes branding & stock selection is the antithesis of the ‘Big Box’ store and as such, it’s customers are subconsciously rebelling against mediocre. Everything they do (their brand) says ‘I have a great aesthetic & have carefully & tastefully selected items so that you may treat yourself or loved one. Regardless, of whether you spend $5 or $500 - If you purchase, give, or are given a gift, from Ruby Dunes you will be giving or receiving something thoughtful, to be treasured”. Karen & Nikki are aware of this - and embrace it in all of their marketing collateral. There are plenty of 'standard' gift shops & florists in the world, but only one Ruby Dunes.

What do I think we can take from all this? – Be passionate, be unique, spurn mediocrity & the rest is that much easier.