New Zealand womenswear with its own resale scheme

Why we featured it

RUBY's store has a lot of personality, from the 'Rubyverse' loyalty programme to a sister label, Liam, that sells lingerie and sewing patterns graded from beginner to advanced. It also carries a resale scheme for pre-owned pieces, and product pages show fit advice with measurements for more than one model.

Worth stealing

• Liam sub-brand with lingerie and sewing patterns sorted by skill level
• "RUBY Says Recycle" resale scheme for pre-owned pieces
• RUBYverse loyalty programme with points
• Fit advice and model measurements for two models in different sizes on the product page
• Store stock checker, wishlist and pre-order on product pages
• Gift shop grouped by price, such as $50 and under