This post is dedicated to my fellow beloved women who have a secret dream they’ve hidden away.


Exactly five years ago I opened Ruti. This was a major life change after working for many years in the technology industry.
My career was convenient and my position was respected, but I was never happy there. I didn’t love what I did.

For many years I never had the courage to admit to myself, and to the people around me, that my heart was in a different place, far away from algorithms and artificial intelligence. The world of technology was not for me; I’ve always preferred the human touch.

One of my most vivid memories is of being surrounded by my girlfriends in my closet. They came to dress up and “shop” in my closet. The funny thing is that while I always loved my clothes, I liked giving them away even more, since I always had a little closet and a big appetite for new things.

One day I went to have lunch at Calafia in Town & Country Village in Palo Alto. My heart missed a beat. Nothing was extraordinary…. The restaurant was designed to my taste, the people there looked like my friends, and the dishes were healthy and small. I’m sure many psychologists would have fantastic theories about what happened next, but a strong feeling came over me. My internal voice was finally strong enough, being well fed and happy, and it yelled at me “you can do it!” Six months later, the first RUTI sign was hung, just a few stores away.


It was hard work, often seeming impossible and causing some tears, but my internal voice, once unleashed, couldn’t be quieted again.

The rest is history. Needless to say that there are always challenges, and there is always work to be done, but now every morning I wake up and feel thankful for my family, for the new clothing that has just arrived from production, and for you: my loving customers who continue to let me dress them up!

At the end of the day, I learned that following my secret dream was essential to my happiness, and I hope you all can set your passions free and find joy doing what you care about the most.



P.S. Here are some of my favorite new images of our winter collection:


Mixing different sized polka dots gives some fun new flare to a timeless design.


Combining a bold print with a simple but architectural shoe can give an outfit a great sense of balance. This pairing is a match made in heaven!

Feminine flower petal frills become an elegant and surprising detail when paired with something a little more edgy. The perfect go-to when you want to show your strong and sweet sides.