Ruby has officially become… a sock company.
If you had told me this is where Ruby would end up when I first started, I wouldn’t have believed you. Back then, I had a completely different vision in mind—one that looked nothing like where we are today.
In the beginning, I was focused on underscrubs and other accessories for nurses. That was the plan. That was the path. Socks? They were a necessary afterthought, but an afterthought nonetheless. My long-term goal was to build Ruby into a scrub company that could rival Figs. (For the record, Figs are still my favorite scrubs and the only ones I wear when I’m working as a nurse—but I digress.)
But then something unexpected happened… the socks started selling. And not just a little—they took off. Orders kept coming in, and the momentum didn’t slow down.
The data was clear. It kept pointing me in one direction: socks.
And if I’m being honest, I resisted that idea for a while.
It wasn’t what I had planned. It wasn’t the brand I had pictured in my head. But no matter how much I tried to steer Ruby toward something else, the socks kept showing up. They found their way into roller skate shops across the country. They ended up on the feet of people doing hard, meaningful things—working long shifts, training for marathons, recovering, healing, pushing through challenges I can’t even begin to imagine.
Little by little, socks became more than just a product. They became THE product.
Eventually, I reached a point where I couldn’t ignore it anymore. I realized I needed to pivot. I needed to be open to the possibility that Ruby’s future didn’t look like what I had originally envisioned. And truthfully, that realization didn’t sit well with me at first. It felt like letting go of something I had worked so hard toward.
But growth often requires letting go of rigid plans.
So, I leaned in.
I started looking for ways to evolve Ruby’s compression socks and even searched for a U.S.-based manufacturer who could produce them at the level of quality I expect. To this day, I haven’t found the right partner—but that challenge ended up opening a different door.
Somewhere along the way, I realized I had painted myself into a very niche corner. Compression socks had become my lane, and I had limited myself creatively without even realizing it. Around that same time, I purchased the rubysocks.com domain, and something shifted.
It suddenly felt like permission to explore.
I started designing grip socks. I began playing with bold, fun, colorful casual socks. I let myself imagine a version of Ruby that wasn’t so narrowly defined. And more importantly, I gave myself permission to enjoy the process again.
Let me be clear—this is not about abandoning the nurses and people who have supported Ruby from the very beginning. Not even close. That community means everything to me, and compression socks are still a core part of Ruby’s identity. This shift isn’t about replacing that—it’s about expanding beyond it.
It’s about stepping outside the box I put myself in and seeing what Ruby is truly capable of becoming.
I want Ruby to be more accessible. I want it to reach more incredible women, in more walks of life, doing all kinds of amazing things.
So yes, you’re going to start seeing a lot of newness.
Grip socks (I’m in love with Pilates—but more on that soon). Casual socks in bold, funky, expressive colors. Playful designs that feel a little different from what you might expect. And eventually, compression socks again—once I find a production partner that meets the standards I refuse to compromise on.
Right now, I’m open to all of it.
And honestly? I’m excited.
I’m excited about the creative side of this next chapter—the photoshoots, the design process, the storytelling, the parts of the business that light up a completely different part of my brain. There’s something really energizing about building without such rigid expectations.
Who knows if socks are where Ruby will stay forever? I certainly don’t.
What I do know is this: sometimes the best things happen when you stop forcing the outcome and start paying attention to what’s actually working. Ruby may not have followed the path I originally imagined—but it’s becoming something I’m incredibly proud of.
And I have a feeling there are a lot more wonderful things ahead.
Thanks for being here, I’m so glad to have you!
Love, Emily
