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For small-scale boutique Ruby, located in Upper Montclair, business stays constant year round. Located just off Bloomfield Avenue on trendy Church Street, co-owners Beth Stricof and Daniella Liben have built a reputation for carrying some of the seasons most sought after looks as well as staple items required for any woman's wardrobe.

Specializing in casual, contemporary, missy, sportswear, and career women's styles; Ruby caters to a variety of consumers' needs. Upon entrance customers will notice a variety of jewelry and accessories ranging from trendy pieces to classics. At the back end of the store is an impressive denim selection shelved from floor to ceiling and categorized by brand name. The most popular seller for Ruby is denim, and so they carry an eclectic mix of designs including Rock and Republic and Joe's. Upstairs shoppers can relish in casual wear, dresses, and career wear. Ruby's blend brand names range in price from eighteen dollars to twelve hundred dollars.

Ruby's prime location on busy Church Street also poses a problem, as just across the street is another women's wear store, People. Ruby's main competition is with the People store because they both cater to the same market, although each offers diverse items. Church Street is home to other shops and restaurants, but only the People store competes with the women's wear market of Ruby.

Ruby manages to more than make ends meet by staying consistently busy year round. The slowest month for Ruby is February, as is true for many shops mainly because of the end of the holiday season and the anticipation warmer weather and the new spring collections. Their reputation for offering quality and affordable clothing has helped co-owners Stricof and Liben gain repeat customers.
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