Created by Sarah, Māmā to Ruby, Dear Rubes was born from a personal journey, and desire to pay it forward. Our story begins with Ruby, our tino pai kōtiro (special daughter) who entered the world prematurely and with a congenital heart defect (CHD). From her first days, we navigated numerous hospitals and lots of medical care. At just three months old, Ruby underwent open heart surgery to correct her TOF (Tetralogy of Fallot). Thankfully, hospital visits are much more infrequent nowadays, limited to routine checkups. 

Guided by Ruby's journey with CHD, Dear Rubes is driven to raise awareness and extend support to non-profit organisations and charities, all while contributing to the revitalisation of te reo Māori. 

Our vision is two-fold: to offer vibrant, expressive clothing for children and to champion meaningful causes. Each clothing item bears themes inspired by these causes or non-profits, with proceeds directed back to support their missions. For instance, our "manawa" and CHD prints directly support Tamariki Manawa Māia (Heart Kids NZ). You can find out more about which charity/non-profit each item is supporting in the product description.

Sustainability lies at the heart of our ethos. Dear Rubes prioritises small-scale production to minimise waste and environmental impact and avoids unnecessary individual packaging and swing tags. Our commitment extends to sourcing sustainable materials, such as 100% cotton, with future plans to incorporate organic and recycled materials. These choices not only reflect our eco-conscious stance but also ensure durability, enabling the clothing to be passed down through generations of tamariki, for continued use.

At Dear Rubes, every stitch tells a story of resilience, culture, and environmental caretaking. Join us in our journey to clothe tamariki with purpose and passion.

Kia kaha, Kia māia, Kia manawanui.