FEATURE
inspiring
RUBY CRATE: FROM IDEA TO AWARD-WINNING MOTHER-DAUGHTER BUSINESS WORDS BY LORRAINE PELLEY The first year of the COVID-19 pandemic was a time of uncertainty and challenges, but it was also a time of opportunity. For Heidi and Sienna Avery, a mother-daughter duo from Ontario, an impromptu event in March 2020 sparked an idea for an incredible home-based business venture that is still going strong today. Heidi Avery was looking online for a teen subscription box to buy as a surprise for her daughter, Sienna. Despite an extensive search, she couldn’t find anything suitable for a teenage girl. This experience started a conversation between the mother and daughter and the idea to create their own teen girl subscription box business. Heidi used her marketing background expertise and Sienna used her expertise in teenage trends to form Ruby Crate. After months of planning, designing, researching products, and preparing their boxes, Ruby Crate launched in September 2020. The name Ruby Crate was inspired by Sienna’s great-grandmother whose first name was Ruby. Her great-grandmother was a well-liked, kind, and generous person, traits that define everything their business represents. Rubies are also precious gemstones. This contributed to their decision because according to Sienna, “every girl who gets a Ruby Crate should feel like a precious gem.” Today, Ruby Crate is a successful mother-daughter home-based business that has sold and shipped boxes of goodies throughout Canada, the United States, and Australia. 12 CITY PARENT | August 2023
Currently, shoppers can buy Ruby Crate boxes as an annual subscription or as a single purchase. The annual subscription includes four seasonal boxes, one sent during each season: spring, summer, winter, and fall. Single boxes can be purchased anytime throughout the year. They make a great gift for birthdays and other celebrations or occasions. Mini Ruby Crate boxes are geared for young girls between four to seven years of age and the teen boxes are
made for girls between eight to 17 years old. Each teen box comes with 10 items including unique beauty and skincare products, fun gadgets, and other special items catered to teenage girls. Young girls receive Mini-Crate, a smaller version of the Ruby Crate. Mini-Crate contain five products geared for the younger age group. This year, Ruby Crate is also selling Campus Crate for young women 18 years and older. These boxes have products for university
and college students. The Campus Crate are available in summer and fall. Since starting their business, Heidi and Sienna have been featured in several news and television segments. Ruby Crate was also part of the VIP package at a fashion show during New York City’s Fashion Week in February and were distributed to teenage celebrities and influencers during a young celebrity and influencer party. The unique products in each Ruby Crate are sourced through local, Canadian and some American suppliers and are not commonly found in popular retail businesses. Knowing there is something special about getting a box full of goodies delivered to you is one of the reasons Heidi and Sienna don’t disclose what products are in the boxes before they are shipped. They want the girls who receive them to have the full experience of being delightfully surprised and excited when they receive and open their Ruby Crate. In three short years, Ruby Crate has become Canada’s #1 Subscription Box for Girls and won the A Year of Boxes Best Teen Box 2021 and 2022 awards. Working together in a motherdaughter-run business is a dream opportunity for Heidi and Sienna. During the last three years, they have grown closer and learned from each other while doing something that inspires others. Ruby Crate subscription boxes are available on their website rubycrate.ca cityparent.com