Ruby Ribbon News

Ruby Ribbon Closes 7.5 Million in Series C Funding, Plans Expansion

Ruby Ribbon Launches New Collection to Support Fight Against Breast Cancer

Ruby Ribbon Announces Launch of Mobile Learning Platform

Ruby Ribbon Announces Its First Senior Director

Ruby Ribbon to Host Dream Big Tour in Dallas

Ruby Ribbon Product Wins Award

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Ruby Ribbon Closes 7.5 Million in Series C Funding, Plans Expansion

Press Release | 11/21/2015

BURLINGAME, Calif., Nov. 20, 2015 -- Ruby Ribbon, Inc. today announced that the company has closed $7.5 Million in Series C Funding. The Round was co-led by DBL Partners, of San Francisco, CA, and Direct Selling Capital of Dallas, Texas, and included participation from current investors Trinity Ventures and Mohr Davidow Ventures. With the closing of the round, the company will add two board members, Norm Matthews, former President of Federated Department Stores, and Cynthia Ringo of DBL Partners. Joey Carter, the founder of Direct Selling Capital, will become an Advisor.

The new investors, advisors and board members collectively bring to Ruby Ribbon deep expertise in areas core to the company's success as well as an investment circle in tune with the company's mission to create thousands of flexible jobs for women while demonstrating sustainable and highly scalable modes of retail.

Ruby Ribbon is an apparel company creating a powerful brand, thousands of jobs for women and a fanatical customer base by offering technology-powered entrepreneurs the opportunity to sell its products through pop-up and virtual retail events. Joey Carter of Direct Selling Capital was formerly the CEO of the billion-dollar home decorating company Home Interiors and Gifts is a former President of the Direct Sales Association and brings deep expertise in managing a sales force of independent contractors. Norm Matthews has more than three decades of experience in retail, including serving as President of Federated Department Stores. He currently sits on the boards of ThredUP Inc., Children's Place, Spectrum Brands, Henry Schein and Party City. DBL Partners focuses on top-tier companies that bring in high returns while creating social impact. Past DBL Partners investments include Solar City, Inc, Tesla Motors, and The RealReal.

"DBL Partners identified in Ruby Ribbon the combination of impressive business results and deep social commitment that are the hallmark of our investments," said Cynthia Ringo, General Partner.

Ruby Ribbon will use the additional funding to continue its nation-wide expansion. The company now has over 1,000 independent stylists representing it in 48 states. The new raise will fund the build-out of additional technology to service the stylist base, an increase in training tools for the stylists and investments in marketing and brand awareness. The company's unique product line includes its award-winning shapewear, essentials with shaping (pants, leggings, skirts and dresses with shaping built-in), and fashion layers. Because independent stylists offer customers high-touch service focused on education and trial, the company has phenomenal repeat purchase rates (nine out of 10 customers plan to purchase again) and very low return rates.

"Ruby Ribbon plans to be the largest apparel company using an independent direct sales force. The new investors and board members will bring expertise and insight that help us attain this goal," said CEO Anna Zornosa.

Ruby Ribbon Launches New Collection to Support Fight Against Breast Cancer

Press Release | 9/18/2014

Burlingame, CA - September 15, 2014 -- Ruby Ribbon, a fashion company with products sold exclusively through technology-empowered Independent Stylists, announced today that it will team with its sales force to raise funds for breast cancer research and treatment. During the month of October, the sale of seven designated products – including versions of the company’s award-winning shapewear – will benefit City of Hope, a world leader in breast cancer research and treatment. Ruby Ribbon Stylists will sell the products via e-commerce, pop-up retail events conducted in living rooms, spas and offices, and also through online “virtual” cause sales events.

This is Ruby Ribbon’s first effort to team with its national network of Independent Stylists to raise funds for a cause. The focus on fighting against breast cancer was a natural choice for the company – 8% of the Independent Stylists who run Ruby Ribbon businesses have personally suffered from the disease; 90% report that a loved one has had breast cancer. “Breast cancer is a disease that profoundly impacts our lives and the lives of our customers,” said Anna Zornosa, CEO of Ruby Ribbon “We are a young company, but one that aspires to be a force of good in our communities.”

Ruby Ribbon has created a seven-item Be-CAUSE We Care collection, containing three pieces of shapewear, three lingerie sets, and a fashion accessory. The company will donate 10% of the sales of these items to City of Hope’s breast cancer research and treatment programs, and the Stylists are contributing a portion of their sales commissions in matching donations. The company’s goal is to raise at least $15,000.

City of Hope is a globally recognized cancer center, focused on rapidly transforming scientific discoveries into better treatments and better prevention strategies for cancer and other life-threatening diseases.

"The Breast Cancer Program focuses on the patient as a whole," said Joanne Mortimer, M.D., Director of City of Hope’s Women’s Cancers Program. "We combine the power of collaborative research, education and supportive care to treat both the physical and emotional changes that a breast cancer diagnosis can bring. Ruby Ribbon’s support strengthens our efforts to turn innovative laboratory breakthroughs into promising new therapies that can impact our patients today."

Ruby Ribbon also launched its new webcasting technology to its Stylist sales force today, giving customers another way to participate in the Be-CAUSE we care efforts. In addition to conducting in-person pop up sales events, the Stylists are also encouraged to invite past customers to these “virtual” online sales events that will take place throughout the month.

Ruby Ribbon Announces Launch of Mobile Learning Platform

Press Release | 9/13/2014

Burlingame, CA September 09, 2014 -- Ruby Ribbon announced today the launch of its CONNECT mobile learning platform. The platform is a training and development application designed for use by the company’s sales force of Independent self-employed Stylists who sell Ruby Ribbon clothing at pop-up retail events in locations including homes, spas and offices. Ruby Ribbon is one of the first social selling companies to make learning available via mobile devices and to “gamify” learning by allowing Stylists to earn badges and chart their progress.

In-depth Stylist training and development has fueled the company’s rapid growth; from a start in August 2012, there are now Stylists in 48 states, adding thousands of new customers every month. Stylists provide high-touch service including personalized fittings, and often have teams with dozens of members. The company provides training on the styling and fitting of its apparel products, as well as courses on time management, running a productive pop-up event, and effective sales techniques.

“Using game mechanics is perfect for direct selling because the achievement of rewards and recognition have real value in this channel, and socially broadcasting accomplishments to peers leads to higher levels of engagement and increased retention,” said Betty Palm, former President of Dove Chocolate Discoveries – a social commerce division of Mars Chocolate, who is also an Advisor to the company. “As a young company in the social selling space, Ruby Ribbon is establishing itself as an innovative leader with tools like CONNECT that have high appeal for today's new breed of direct sellers.”

Up until now, Ruby Ribbon’s training materials had been available only online. With CONNECT, a Stylist will be able to access the library from her tablet, Android or iOS smartphone. In addition to making content available in this format, the company has modified and added curriculum so that Stylists can access it as time allows – for instance, in the few minutes available between appointments. The investment in this new technology was strategic as 95% of Ruby Ribbon Stylists have a smartphones, 65% have tablets, and most of these Stylists seek flexibility in consuming the content while on-the-go.

“Our Stylists are active entrepreneurs with busy lives. Giving them great training tools in a way that is fun and fits their lifestyles is core to our mission and company values,” said company Founder and CEO, Anna Zornosa. “With CONNECT, we are using mobile technology and gamification to engage our base in an interactive way, while recognizing her when she accomplishes key tasks that help build her business.”

CONNECT was in alpha testing throughout the summer. In July, the company released its beta version to approximately 20% of its sales force. Beta testing proved successful as 80% of the beta testers performed the majority of the initial tasks.

Upon registering for CONNECT, Stylists receive a starting list of tasks to complete, such as setting up their profiles, listening to a welcome message, taking a survey and signing up for an upcoming companywide training call. After completing each item, they receive reward points and badges, based on the activity completed. Once tasks are fulfilled, CONNECT assigns another set of “to dos,” for Stylists to earn more points. There is an overall “Leader Board” that tracks the highest scoring Stylists, generating friendly competition amongst the group to get the most points.

Ruby Ribbon Announces Its First Senior Director

Press Release | 6/21/2014

Burlingame, CA June 18, 2014 -- Ruby Ribbon announced today the promotion of Independent Stylist Regina Viscount of Linwood, NJ, to Senior Director. Viscount is the first Independent Stylist to reach this level of the company’s career plan since the company launched in August 2012.

In just 16 months, Viscount has become a trailblazing leader at the company. She has built her personal sales team from 0 to 128 Independent Stylists and has mentored 11 of these Stylists into Leaders. In this time, she was promoted five times as she increased her personal sales as well as signed up new saleswomen to the company. Now as a Senior Director, she has five Leaders on her team, each of whom must sponsor and manage at least three Stylists themselves, along with generating $4500 per month in team sales. At this new status, Regina will earn 40 percent commissions on her personal sales as well as up to 10 percent on her entire team’s monthly sales.

Anna Zornosa, the Founder and CEO of Ruby Ribbon, believes this is a pivotal moment for the company. “We did not expect this achievement to happen so quickly, but we are over the moon it has. Regina’s promotion shows that our career plan and product offerings are creating big opportunities for women,” said Zornosa.

Viscount’s personal success at Ruby Ribbon has been fueled by the company’s own explosive growth due to high demand for its unique product line. Ruby Ribbon’s mission: ensuring that women of all ages, shapes and sizes look and feel their best, has given Viscount the confidence and motivation she needed to become one of the company’s most successful Stylists.

Ruby Ribbon to Host Dream Big Tour in Dallas

Press Release | 4/29/2014

Dallas, TX -- 04/28/2014 Ruby Ribbon, a California-based social commerce apparel company, will be glad to welcome Dallas into its family this May 8th. The CEO and Founder, Anna Zornosa, will host the party to celebrate and meet their new and potential clients. The Dream Big Tour in Texas will be held at the Dallas Marriott Quorum from 6 PM – 8:30 PM CDT.

Dream Big in Texas Tour

Lasca Weiss, Dallas Leader of the woman-owned company Ruby Ribbon, says “the focus of this event is meeting you, introducing our line of shaping apparel and garment technology, and building our community in the Dallas Metroplex.”

Ruby Ribbon Product Wins Award

Press Release | 3/20/2014

New York, NY March 17, 2014 -- Woman’s Day has chosen Ruby Ribbon’s Classic Cami as a winner in its “Great Value Awards 2014,” as seen in the magazine’s April 2014 issue (on newsstands now). The innovative everyday shapewear item that smooths, shapes and shaves up to an inch off of the waist was one of 30 products hand-picked by Woman’s Day editors and tested by a panel of readers across five categories: Fashion, Beauty, Home, Cooking and Health. Each item was selected for its ability to make readers’ lives easier, whether they are “short on time, cash or space.”

Ruby Ribbon’s Classic Cami was a standout as a great value in the Fashion category, thanks to its patented shaping technology, all-day comfort and versatility, and invisible gripper edge that eliminates any riding up. Woman’s Day reader tester Namita Jindal of Edison, NJ, also noted that the Classic Cami – one of the only shapewear items on the market that offers enough support to go bra-less, even up to a H cup – “covered so well that I didn’t need to wear a bra with it.” Ruby Ribbon’s Classic Cami is available in seven colors in sizes 32-40 ($49-$59,

“At Ruby Ribbon, we believe that confidence is a woman’s most beautiful accessory. So, in designing our Classic Cami, we stayed true to our mantra in producing a piece that lets women feel fully supported in their clothes, knowing they have a go-to foundation piece that’s comfortable, slimming and affordable. We’re thrilled that Woman’s Day recognized it as a great value and hope its readers will make it one of their own wardrobe staples,” said Ruby Ribbon Founder and CEO Anna Zornosa.

Ruby Ribbon Reports Fast Growth, DSA Membership

Press Release | 1/7/2014

urlingame, CA -- January 02, 2014 -- Ruby Ribbon announced today it has been accepted as a full member of the Direct Sales Association (DSA), an event that caps a series of firsts the company experienced during 2013, its first full year of operations.

In December, Ruby Ribbon cleared a stringent twelve-month application process with the DSA. Ruby Ribbon’s compensation plan, along with its policies and procedures, were reviewed to ensure Ruby Ribbon complies with the DSA’s Code of Ethics and with all US laws and regulations that affect direct selling companies.

The company, founded in 2012, sells its unique line of apparel exclusively through Independent Stylists who sell the product at pop-up retail events. Ruby Ribbon also reported additional significant milestones in 2013, including:

- Completion of its Series B fundraising, with Mohr Davidow Ventures leading the $8.5 Million round; - Stylists now represent the brand in over 40 states, with nearly 300 women selling the product; - Growth in activity to an average of 7 pop-up sales events per day.

In addition, in the 4th quarter of 2013, two Independent Stylists reached Director-level on the company’s compensation plan. One of these newly promoted Directors, Regina Viscount of Atlantic City, NJ, became a Director within 10 months of launching her own Ruby Ribbon business; the other, Chrys Hoffman, joined the company before its launch. Director level achievement is significant because it requires a woman to mentor at least three Stylists to a level of Leader; to become a Leader, the Stylist mentors a group of saleswomen that collectively sell $4500 per month.

“Our stylist network is at the core of the Ruby Ribbon business,” said Ruby Ribbon Founder and CEO Anna Zornosa. “Our entrepreneurs understand there is significant earning potential, based on our business model. Stylists are able to create their own businesses on their own terms: a winning formula for everyone involved.”

Ruby Ribbon, which offers Shaping Essentials and chic shapewear that includes proprietary shaping technology Intomi by Ruby Ribbon®, chose to sell it’s products through technology-enabled Independent Stylists in order to offer customers a high-touch, service-rich experience. Most customers first encounter Ruby Ribbon products at an event where they have the opportunity to try on products and receive advice from a trained fit expert. This has resulted in both extreme customer satisfaction (more than 90% of customers reported high levels of satisfaction in a survey conducted by a third party), as well as product return rates of less than 3%. Customers can also purchase products online, usually using a Stylists’ ecommerce site, which is provided by Ruby Ribbon.

“What is so great about Ruby Ribbon is that there are no other products like the company’s Shaping Essentials and shapewear on the market, so the products really resonate with the customer,” said Viscount.

Ruby Ribbon Names New Chief Marketing Officer | 6/20/2013


Patti Cazzato Joins Social Selling Fashion Startup Ruby Ribbon As Chief Merchandising Officer Seasoned Apparel Veteran Brings Active Wear Experience to Innovation of Shapewear Line Burlingame, Calif., June 17, 2013 – Retail industry veteran Patti Cazzato has been named Chief Merchandising Officer of Ruby Ribbon, Inc. Cazzato, whose background includes senior roles at Levi’s and Gap and the founding of her own line of yoga wear, will lead the Company’s product development as it creates a new apparel category – “Shaping Basics.” She will lead a team whose functions include product sourcing, design, planning and merchandising and reports to Founder and CEO, Anna Zornosa. “We are thrilled to add Patti to our executive team. Her product leadership will further define and build our line of shapewear and shaping basics and add fuel to our rapid expansion across America,” comments Zornosa. “Our customers are delighting in how we put shaping technology into every day closet favorites such as leggings, tees and skirts, and we are excited for Patti to take our unique concept into even more creative directions.” Ruby Ribbon, founded in 2012 and backed by venture capitalists Trinity Ventures and Mohr Davidow Ventures, distributes its products exclusively through a nationwide network of Independent Stylists who sell the product at pop-up retail events and through their own websites. This allows the company to provide each customer a service-rich, personalized experience. The model has also allowed for rapid growth: since it’s first pop-up event in August 2012, the company has gained representation in over 30 states. Cazzato adds, “I am delighted to join Ruby Ribbon and apply my apparel expertise to the Ruby Ribbon mission of enabling women to become CEOs of their own businesses. It’s really a dream to have the chance to innovate in the hottest sector in women’s apparel today.” Cazzato brings over 25 years of accomplished retail leadership to Ruby Ribbon. While at Gap, she served as Senior Vice President and worked with senior management to grow the business over an eight-year period from $650 million in revenue to $1.7 billion, and from approximately 200 to 650 stores. At Levi Strauss, she spearheaded efforts to "feminize" the entire key branding elements of the line, helping to ensure the retailer's top position in market share. In addition to holding senior posts at Levi Strauss & Co., the Gap and Ann Taylor, Cazzato launched her own company, Clary Sage Organics, a clothing and yoga collection made with all organic, pesticide-free cottons. About Ruby Ribbon Ruby Ribbon is a new social selling apparel company, supported by a nationwide network of independent personal stylists, which sells shapewear constructed with its unique Intomi by Ruby Ribbon™ design. The company has created the category of Shaping Basics – classic wardrobe staples such as t-shirts, leggings and skirts - that have shapewear built right in. All Ruby Ribbon products are sold exclusively through in-home or in-office “pop up” events. Stylists use the latest in social media and technology to build their businesses and increase their sales footprint while drawing inspiration from Ruby Ribbon's core beliefs: entrepreneurship, friendship and camaraderie. Ruby Ribbon raised an initial Series A financing round of $3.2m led by Trinity Ventures. It recently raised another $8.5m, led by Mohr Davidow Ventures. Founded in 2011, Ruby Ribbon is based in Burlingame, CA and New York City.

Ruby Ribbon Raises 8.5 Million to Fuel Continued Expansion

Press Release | 5/1/2013

Burlingame, CA, April 30, 2013 -- Ruby Ribbon Inc., the first company to sell shapewear and unique shaping apparel through technology-enhanced, person-to-person social commerce, has raised $8.5 million in a Series B round led by Mohr Davidow Ventures (MDV) and joined by the company’s original investor, Trinity Ventures. MDV’s general partner Katherine Barr will join Ruby Ribbon’s board of directors along with Ido Leffler, co-founder of Yes To Inc, the makers of the Yes To Carrots natural beauty brand.

As one of the first social commerce companies to target the fast growing, multi-billion dollar shapewear market, Ruby Ribbon introduces customers to its products through independent stylists who invest as little as $200 in order to represent the company at “pop-up” events in venues including beauty salons, exercise studios, living rooms and offices, and to sell through their own websites.

The stylists arrange the events and manage their businesses using a web-based platform provided by the company. This platform offers resources including video-based product training; the ability to purchase product samples; and tools to track and manage their own earnings and those of their teams. The stylists frequently augment the company’s technology by using their own devices (i.e. smartphones and tablets) and social media assets to reach customers and promote their businesses.

The new investment will fuel Ruby Ribbon’s rapid growth. The company began a limited launch in August 2012, intending to prove out its model by supporting selected stylists near its offices in Burlingame, Calif., and New York. Customer reaction was strong and the original stylists asked to expand their teams to associates in additional states. By the end of 2012, Ruby Ribbon had representation in 20 states. At the end of April, the company will have representatives in 30 states.

“From our first introduction to Ruby Ribbon, we felt the company’s fresh approach to the $100 billion market for apparel, combined with a channel that promises both high-growth and service to the customer, was a winning combination,” Barr said. “Their success in recent months makes us more certain that our firms’ experience with mobile technology and consumer web applications can help accelerate their trajectory.”

At the heart of Ruby Ribbon’s success is a unique product – all-day comfortable shapewear and Shaping Basics, a new category that the Company invented that includes staples such as t-shirts, leggings and skirts that have built-in shaping technology. Each of the company’s products is constructed with Intomi by Ruby Ribbon™, design and technology that ensures each piece smooths, shapes and flatters the wearer. The line benefits from the fact that customers get introduced to it in a setting that offers demonstration, trial, and personalized styling advice. Word about the product has spread rapidly, largely due to the stylists’ ample use of social media and technology resources, which allow them to accelerate the growth of their businesses.

“In our first months in the market, we’ve proven that Ruby Ribbon has created a perfect match between our product and our channel. We are now in a majority of US states and have proven we can scale,” said CEO and Founder, Anna Zornosa. “Customer feedback has been fantastic, and the stylists have really fallen in love with the opportunity.”

Ruby Ribbon Completes Soft Launch-Builds For Future

Press Release | 11/5/2012

October 5, Burlingame, CA and New York, New York - Ruby Ribbon, Inc., a new apparel brand with unique products sold exclusively through social commerce, announced today that it is completing its "soft launch" period and building team and infrastructure for the future.

Ruby Ribbon, with executive offices in both Burlingame and in SOHO, New York, was founded in 2011 and funded by Trinity Ventures, Inc., one of the most-respected Sand Hill Road Venture Capitalists. The company was started by Anna Zornosa, CEO, and Deborah Uri, Vice President Marketing and Operations, both seasoned entrepreneurs who have started other, mostly technology-based companies. Their vision is to build a nationwide network of Independent Stylists, running their own companies, with their productivity enhanced through the support of a powerful brand and cutting-edge technologies.

Ruby Ribbon began a "soft launch" period August 1st. The goal of the soft launch was to hire Founding Stylists, support their success with Technology, Brand, a compelling compensation plan, and an exciting apparel collection. Those goals have been achieved and the company is now seeking to extend its Stylist network and to recruit Sales Executives (Two positions are listed on the company's website,

Achievements during the last 60 days have included:

•Sixty Trunk shows closed, with average sales over $800. •Bookings for additional parties made at over 85% of all shows. •Stylists recruited in 14 states. •Positive reactions from stylists and customers to the company's unique apparel collection. •First Stylist promoted to Leader (which requires two months of personal sales of $1500, three personal recruits and team sales of $4,500.) Ruby Ribbon's apparel product features Shapewear and apparel basics that contain built-in shaping technology. The Fall Winter 2012 line features T-shirts, Leggings, Fashion tops and Shaping basics all of which enhance a woman's beautiful shape to make her feel confidently "Beautiful Inside And Out."

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