Page 62
Ruthie Davis, Founder, Designer & President of Ruthie Davis
Ruthie Davis’ luxury namesake brand has never been about just selling shoes. In 2006, she had a brand vision and she knew exactly how she wanted her customers to feel wearing her product - just the way she did when she first got hold of a pair of platform heels; tall, powerful and as though she was now standing on a levelled playing field. It’s no wonder that her list of accolades are endless.
“Prior to COVID-19, Ruthie had already been listening to the marketplace and watching its movement towards digital, direct-to-consumer and authentic integrity branding. “For instance, I had already moved into a home office/studio, downsized my wholesale accounts to gain more control of my brand, and was relying primarily on freelance or independent contractors to make up my Ruthie Davis Team. So, when Covid-19 hit and brands were going into “survival mode,” I was already on that path. As a result, it afforded me the chance to finally get out of my remaining wholesale accounts and forced me to focus on RuthieDavis.com as my primary retail channel of distribution.”
‘Davis’ early decision allowed her the opportunity to really understand and connect with her customers, noting what they would like to see from the brand. “I am now looking for new opportunities in this crisis and am optimistic and excited about the future of fashion.” As consumers have begun purchasing more thoughtfully, they have come to appreciate and support brands like Ruthie Davis which stand for something they find meaningful. She believes that there is no longer a hierarchy between the larger and smaller brands as businesses must now all focus on digital platforms, social media influencers and authenticity.
Davis has partnered up with many organisations, individuals, and charities this year to help raise awareness and also give back to various communities. “I also get a lot of DMs on Instagram. I try to answer as many as I can, and if they ask me to speak or Zoom or give my time to something important, I usually say yes. In one Zoom, I spoke to an initiative in Detroit for inner-city under privileged kids who want to get into fashion design. Similarly, this year, I spoke to fashion students at the University of Delaware, fashion students at Marist College, marketing students at Lim College and to a number of individuals who want information or mentoring”. Davis always tries to make herself accessible to people who are seeking her insights, inspiration, and information. “It is important to me to give as much of my time as I can to such efforts. And my message is always about giving practical and doable advice, and tips that make it clear that anyone, who has a dream and desire and is willing to work hard, can realize that dream.”
“In 2021, #IPLEDGE to continue to empower all women with my Ruthie Davis designs and messaging. In addition, I plan to launch a mentorship program where I will be mentoring small groups of people on different aspects of entrepreneurship in the fashion industry.”