Small Business Spotlight - WrappedByRu
"As women, our weight fluctuates so much that it’s hard to pinpoint the progress we’ve made. Waistbeads help you celebrate your small victories, even if they don’t show up on the scale."

Instagram: @wrapped.by.ru
I’m here with Ruth Fikeru of WrappedByRu on her business which relates to-
Ruth Fikeru
: -waist bead and anklets and body jewelry-
-artisan goods of all kinds. I don't want to pigeon hold her down because she's growing to do big things! First question - what’s your background as it relates to the craftsmanship aspect your work?
R : I would say that I'm a consumer first. I started making waist beads for myself and people would see the things that I was wearing and wanted to purchase them for themselves. That's really how this whole thing got started. So I really feel like I know what people want because I hold myself to making a product that I too would want—so appearance and quality are very important to me.

You touched on quality a little bit and I think this goes into your work as a craftswoman, as well. What are some of the issues that you faced as a consumer in your experience with waist beads and how did those experiences affect your approach to your own products?
R : I started wearing waist beads in May when I was in a fitness club at work and trying to track my gains. I've always known that one of the purposes of waist beads is to track your weight fluctuation, which means that that they never come off. So they should be very heavy duty. They should be versatile. You're going to wear them all day long, every single day. For this reason, I've never purchased them off the street ("I live in New York City now”) even though they're very available, but I just think that the quality is low. A lot of people will make them out of stretchy string or just low-quality beads/items, overall. And I never wanted that because I think the most embarrassing thing that can happen is you can be in a meeting and you scratch your stomach and boom, your waist beads pop. That's super embarrassing.
So the biggest thing for me is quality and one thing that I make sure to do is have every individual item be as high quality as possible and that starts with the strings that I use. A lot of people will try to use stretchy string because it allows for wiggle room if people do not know their exact measurements—which is a major challenge for me. But still I make sure that I use a real quality string with wire components and plastic wrapping. The reason that I want to use wire is because waist beads should not stretch at all. And with the amount of wear they get, they should be the most heavy-duty thing ever. So that wire - you can pull on it, tug on it, you can get super bloated, and nothing is going to happen to it. Then, when it comes to design as well, I think there's a lot of quality in that too because I put a lot of focus and a lot of attention and detail into the way that I design things. Texture, color, combinations, vibes *smiles.* I put a lot of thought into it.

Absolutely. I wanted to ask, what impact do you feel your products have on people's body image? Both in positive and negative ways.
R : So one thing I would like to make extremely clear is that waist beads are for everybody. I know a lot of people are just like “Oh, my body is not ready for it,” “I'm not ready for it,” whatever it may be. But I think waist beads are really great way to get to whatever body goal you may have or celebrate where you already are in life. Waist beads can track your progress because the numbers on the scale are not always reflective of what your body is doing. Especially as a woman and having our bodies disperse weight in so many different ways, it’s hard to pinpoint your progress. But when you're looking at the waist bead, they really tell you every micro-movement that your body makes. And so if you lose a quarter of an inch on your belly, you're going to be able to tell because your beads are going to drop. If your goal is to gain weight, then your beads are going to rise a little bit. And that really helps people celebrate the small victories that they may have every single day, thanks to their waist beads. I think that is really important.
I've been talking about doing like different lines as well. I've been thinking about women who have had babies, a lot. And that got me thinking about a maternity line because I find that women who have babies don't celebrate their bodies as much as they should. Like your body's doing something extremely amazing, extremely wonderful! And we tend to look at the downside of it like “My body is not the same as it was before I had this child.” Overall, when wearing waist beads, I feel like it’s important to celebrate whatever your beads are showing you at the time!
That’s amazing. I think a question ago you mentioned how your attention to quality doesn't just extend to the materials you use, but also to your approach and design. Since you started WrappedByRu, how have you seen yourself grow as an artist and a craftswoman as far as how you approach the design aspect of your business?
R : I’ve had to grow as an artist whenever I work with people who request custom designs. Sometimes I know them really well and they don't have to communicate too much to me. They just say, “Oh, I want something that's going to reflect my bright spirit,” or whatever it is and I can say, “Oh, okay, I know what you mean. I'm going to do like oranges and different textures, different sizes.” But then I get these same requests from people I do not know, and I turn towards their Instagram page to understand who they are as a person and come up with a design that is going to reflect that. I push myself to communicate with people to make sure that I get them exactly what they want. There was actually one order that took like four hours because we were texting back and forth, which was a really important aspect. I got to understand the person, internalize her vision, and reflect all of that in the design of the product.
It almost sounds like it becomes a collaborative process between you and your customer.
R : It really is. I genuinely tell people that I enjoyed making the product with them. And when I say with you, I really mean WITH you. There are cases in which we put in an equal amount of effort and I wouldn't have been able to make something that they love so much without them telling me what they want and who they are.
That most definitely gives the consumer a different level of ownership and investment in the product as opposed to if they just would have bought a premade design from you. And I think that that speaks to your business. What have you found as a small business owner is the most difficult part of owning a small business?
R : Most difficult part is a very simple thing - someone asks “What do I need to do to order?” You can either pick a design or give me an idea of what you would like and then you give me your measurements. The measurement seems like the simplest thing. It’s the base of it. But some customers have trouble figuring out what their measurements are if they don't have a tape measure and that has been the most difficult thing, really. I really hate to send out products that people aren't happy with and if it doesn't fit the way that they wanted to, that makes me really sad and I'm sure someone who spent money on something is going to feel the same way.
Something that I'm really struggling with is figuring out how to troubleshoot that issue because I don't want to leave anyone unhappy. I'm a very small business and I think that my biggest job is to make every single person I interact with extremely happy. So what I'm trying to figure out is a way to, 1) help people come up their most accurate measurement and 2) if it doesn't work out, I want to be able to fix it for them. For the second issue, I don't think that everyone understands the amount of work that goes into it. If someone gives me the incorrect measurement, it's really difficult --or impossible-- to adjust, but that's not enough where I'm not willing to make it right. And some people put in their orders to be mailed and I don't think it's very fair to ask them to pay for shipping to mail it back and forth and it still not be correct. So I've been working on some directions, using everyday products, to figure out your measurement without a tape measure. So that'll be coming out on my Instagram page very soon and I hope that it is super helpful, but we'll see how it goes.
I think about how personalization and customization in a global world is very difficult, especially when one of the perks and one of the reasons somebody would go to a small business or an artist such as yourself is because of that personal experience with the product. How do you see yourself cultivating a fan base/collector base, currently, and then in the future as your business grows?
R : I found that most of my success has been coming from word of mouth. Whenever I make someone a product that they're super happy with, they tell their friends and, like boom, that friend group is my next clientele and so on. I really hope to satisfy all of my customers and grow my business off of the strength of my product.

My final question is where do you see your business in a year? And then also, where do you see yourself growing as an artist and in a craftswoman in a year? What are some skills perhaps you would be looking to pick up and add to your repertoire and what are some things that perhaps are currently inspiring you to venture off and do different things?
R : That’s a lot *laughs* So I'll start with where I see my business going in a year. I find that my clientele tends to be a very specific type of woman and I don't think that that's the best way to run a business. I think waist beads are for everybody. However, everyone doesn't think that and I can create a lot of different things. I just need to be asked. And so what I want to do is come up with things before I'm asked to make them. I started off with waist beads and then I was asked to make bracelets. I made bracelets and I started making anklets. I’m capable of making all sorts of things, so I want to try and make my business expand before somebody requests it. I just want to be ready with those items.
Right now, I'm thinking of the things that people may want, in a way to reach different groups of people. I want to reach the older women, men, and all of these different like pockets of people. My bead work is very beautiful and can be appreciated by everybody. I’m thinking about introducing glasses chains for either sunglasses or seeing glasses, men’s anklets and bracelets, and more. Just trying to cater to a much larger audience.
And then, as far as your question as to where I see my artwork going, I really want to get outside the box, my personal box, because I have a very specific style. There are things that I like, that I think are beautiful, and then are things that I don't think are beautiful BUT people are still requesting them for purchase. I want to listen to my customers a lot more and see those as different paths to take. And so in a year, I really, really hope that my clientele goes from being my friend group and my friend’s groups and networks to catering to everybody. Like anyone who goes on my Instagram page/(hopefully, soon) my website will be able to find something that they like.
I think that's amazing. Not just you as a female small business owner or a teacher, but also someone who's interested in changing the culture surrounding their product. And also an artisan who has initiative, who wants to take initiative in building and creating their skills for future products. I'd like to thank you, Ruth of WrappedByRu. We're extremely proud of you and we can't wait to see what you do next! Thank you so much.








