Rubies was born from a simple belief: every woman deserves lingerie that fits beautifully, feels luxurious, and builds her confidence from the inside out. We're Lagos-based and on a mission to redefine intimates for the modern African woman.
To become Africa's most trusted bra-fitting and lingerie destination by combining exceptional products with technology that simplifies shopping, sizing, and the overall customer experience — helping every woman find her perfect fit with confidence.
To position Rubies as Africa's leading premium lingerie retailer — delivering a world-class shopping experience, improving customer confidence through intelligent bra-sizing tools, and celebrating every woman's body exactly as it is.
Everything we do flows from four guiding principles — captured in our brand acronym, GEMS.
Every bra, brief, and bodysuit we carry is selected for its fabric quality, construction, and how it actually feels on the body. We won't stock something we wouldn't wear ourselves.
Bra fitting is a skill. Our team is trained to help every customer find her true size — whether that's online through our sizing tools or in person. Every question gets a real answer.
We carry sizes from 36A all the way to 52K because we believe fit isn't a privilege. Every body is a Rubies body, and our range reflects that commitment completely.
A well-fitted bra changes how you carry yourself. We're not just selling lingerie — we're giving women a tool to feel powerful, comfortable, and unapologetically themselves every day.
We want you to love every purchase. If something isn't right, we make it easy to exchange or return — no fuss, no judgement.
Our team is available Monday–Saturday, 9am–6pm (WAT).
We typically respond within a few hours.
Explore hundreds of styles across every size. New arrivals drop every week.
