E-commerce Site Ruby Love Secures $8 Million in Funding

Ruby Love has caught the attention of investors. In its three-and-a-half year lifespan, the online shop, which sells period panties and swimwear, has sold $10 million worth of products.  “I started the business just being aggravated with sanitary pads sticking out of my underwear and being embarrassed and uncomfortable,” Crystal Etienne, who founded the business in January 2016, told WWD. “I wanted to start a product that could actually hold pads in place and make it more comfortable. And then [the business] just blew up from there.”  An impressive feat considering the market is already flooded with brands like Thinx and Knix that make period-proof products, many of which have large advertising budgets.  Etienne, on the other hand, started Ruby Love, the company formerly known as PantyProp, with far fewer resources and without a background in retail. (Etienne had previously worked in accounting.) In fact, she said she didn’t spend any money on advertising in the first year. It was the products that make Ruby Love the best period panties in the “period apparel” market, she claimed, and kept customers coming back.  “We really can boldly make the statement that no tampon is required [for our underwear],” said Etienne, who serves as chief executive officer

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