“Superficial luxury and the times of overstatement are over. Instead, there is a new luxury that focuses on the value of things. I call it sincere luxury. People want things that aren’t more inflated than they really are. It is an unhurried luxury, without shortcuts and sensationalism. And this is how I see our tweezers: Because they are the realization of the best that a pair of tweezers can be. Thought through right down to the last detail, without compromising on materials or workmanship, in a timeless design that sidesteps all fashionable and short-lived trends. This return to real value is what I consider to be today’s luxury.” Fides Baldesberger
The owner of Rubis, Fides Baldesberger, describes herself, Fides Baldesberger says that she’s a well-organized chaotic person. Perhaps that’s her secret to success: Again and again she brings things together in a way that others usually believe is impossible to do. When her father died, she travelled back to Switzerland to settle part of the estate involving a small tweezers company, in which her father had a stake. The company was called Rubis. She discovered that the name stemmed from the tiny rubies that were inserted with tweezers into watch mechanisms at Rolex and other renowned Swiss watch brands. The fine tweezers used for that purpose were produced at Rubis - and they the very finest available. However, in 1984, when the 30-year-old Fides Baldesberger arrived in Stabio for the first time, it quickly became clear that Rubis had seen better days. Things were not going well at the manufacturing plant. The company had missed out on what globalization had to offer and was having problems adjusting to the changing markets. And while everyone was waiting for the young Swiss woman to pack her bags in the face of such poor prospects and head back to her precious stones, Fides Baldesberger recognized that Rubis itself had the potential to become a little gem: one only needed to make an attempt to free it of all the dust that had accumulated over the years, and make it shine once again. She ultimately sent the management team on their way and decided to run the company herself from then on. With great passion and dedication, she undertook a thousand different things that she had never attempted before: in a short period of time, she had to build up a sales and marketing department, acquire new customers, develop new products, improve the efficiency of the workshop, have a new factory built and locate new markets. And all at once, at best.
In the process, she quickly identified a much-neglected target group: women. “Back then, there weren’t any quality tweezers in the cosmetics area. The ones that were available didn’t function properly. They were so imprecise that eyebrow plucking was a torture. So, I produced the right ones. Our know-how allowed us to launch a product onto the market that finally complied with what women were looking for.” Steel - that hard, industrial material - was to take on a more feminine touch; and precision was to play a major role in the cosmetics and beauty world. And so she designed the first Rubis cosmetic tweezers, making use of a timelessly beautiful, classical language of form. Straight-forward, simple and unpretentious. She counted on the fact that people usually decide in favor of everyday objects that are both attractive and practical at the same time - a plan that won her many customers, then numerous awards and international honors. She created a design icon, travelled the world to present her tweezers and managed to turn the ailing company into a globally-successful manufacturer of precision tweezers. Today, years later, Rubis cosmetic tweezers are considered to be the “best of the best” (Vogue), and the “Ferrari of cosmetic tweezers” (Bobbi Brown).
All of Rubis’ products are made by hand from the best steel, consistent with all the rules of traditional craftsmanship. And during all processes, their products are repeatedly tested and controlled, so that no product leaves our manufacturing facilities that does not meet with the very highest standards. Rubis’ passion for quality reflects our quest to preserve Swiss craftsmanship and, at the same to, to combine this with state-of-the-art technology.