Avra Myers may have distilled the very essence of modern women’s wear — to a ruby. Actually, what Myers, head of apparel retailer A Ruby, has done is to offer a selection of classic items in classic colors online at Aruby.net. “My philosophy is to make it easier for women to get dressed in essentials that are always available at reasonable prices,” said Myers, who boasts 30 years as a retail fashion executive.
Now Myers, former co-founder of Club Monaco and co-president of Limited Stores, is testing a pop-up shop near her base in Quincy, Mass.: She has taken a space at Boston-based WS Development’s Legacy Place, in Dedham, for an open-ended if temporary run. This follows a one-month trial at WS Development’s Derby Street, in Hingham, Mass.
The growing pop-up concept gives retailers a chance to expose their brands to a wider audience, Myers notes.
“They can touch the fabrics and try on the clothes,” she said. Pop-ups also let developers fill unleased space, offer customers something new and test potential tenants, according to Beth Winbourne, general manager at Legacy Place. “WS Development is proud to nurture them on a path to success with the goal of making them permanent,” Winbourne said.
Myers has not yet decided on a longer-term strategy, but she does say she wants exclusivity wherever she lands. In other words, she wants her concept to continue to be a ruby.
“I don’t want 100 stores all over the place,” Myers said. “Instead, I would like a flagship store in each major market: I want to own my brand, like Ralph Lauren.”