We had the good fortune of connecting with Liyah Leoni and we’ve shared our conversation below.
Hi Liyah, can you tell us more about your background and the role it’s played in shaping who you are today?
Born and raised in London, one of the fashion capitals of the world, heavily impacted who I am today. London is an extremely expressive and colourful city where identity is often expressed throughout clothing and style. I have never been one to blend into a crowd and discovered that part of my multi-faceted identity was rooted in how I dress.
Brought up in a single parented household; my mother has always admired and encouraged my individuality.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Rubi Noire is a sunglasses brand with a brand new perspective.
I believe that sunglasses are the ultimate accessory, completing your outfit. Bringing you a sense of self confidence and boldness.
What sets Rubi Noire apart from other brands is that it continuously looks beyond the vision of style and takes a closer look at how sunglasses make you feel.
Rubi Noire is a brand committed to providing quality products and confidence at affordable prices that last throughout the season.
I hand select all of the sunglasses, to ensure our sunglasses are devoted to the latest trends that compliment your face, style and emotions.
The sunglasses are then reviewed by a panel of consumer peers; not only for functionality and durability but heavily focusing on the feelings and emotions sunglasses stimulate.
” I believe behind every pair of shades, is a person with a story and connection that goes far beyond the purpose of just a fashion accessory.” – Liyah Mai Leoni
In creating Rubi Noire, I wanted to dig deeper into this theory, and asked consumers the question:
“How do sunglasses make you feel?”
Their answers were gathered to create story telling interludes that take us “Behind The Shades”.
These short stories evoke the true emotion and core ethos of Rubi Noire and can be found on the website and YouTube.
Starting the brand for was easy because I combined my love of fashion and music into a product I am extremely passionate about.
Having career in E-commerce wholesale and buying, I knew exactly what I was looking for in my own brand. It was extremely important to me that my consumers know there is a person behind the brand that cares about their purchase and who also advocates the brand. I don’t just select them, I wear them too! Daily!
A lesson I learnt very early on is; embrace competition.
I knew I was not going to be the only sunglasses brand and have often been in spaces where there are multiple brands offering similar products.
However, I always have attained success in these spaces, because I know that Rubi Noire is an entire experience!
I am confident in my products and I listen to my consumer needs. Which allows us to have fun and relax. Shopping Rubi Noire, It’s more than buying a pair of sunglasses. It’s an investment into your emotions, so the next time you open the strings of the little black velvet bag and pull out your sunglasses you remember the emotions attached the experience.
Rubi Noire has only just begun. There is so much more to come. Watch this space!
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Not being an Atlanta native I am still discovering the city. And I often do this with no plan at all. The best spots are always the ones you stumble across on an unplanned adventure. For me, The Belt Line and Ponce is one of the best places in the city. It feels like home to me. I love the energy and vibrancy there. Sometimes the best plan is no plan at all- just live, have fun and explore.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
A huge shoutout to all the women in my life. They constantly surround me with continuous love and support. They inspire me and nourish my creativity more than they know.
Website: www.rubinoire.com
Instagram: rubi.noire
Youtube: https://www.youtube.com/channel/UCwdjTDuLEgEMknHxAjwQh3g
Image Credits
Devante – Manzana Photography