BY VEENA RAO

AShe has been in the beauty enhancement business for over 28 years now. Rubina Rupani (or Ruby as she is known as), was just 11 when she fell in love with the art of creating intricate henna designs. Growing up in Pakistan, she followed in the footsteps of her elder sister, the famed Shah Mehndiwali, and decided very early in life that beauty was her business.

Moving to Atlanta in the early 90s from California, where she worked for the popular Ziba Beauty Salon (that boasts of doing Madonna’s henna), Ruby saw huge potential in the beauty business. Atlanta had a small South Asian population, but no South Asian beauty salon. She set up Ruby Beauty Center in Decatur, Georgia in 1995 that lent wings to her passion.

Today, Ruby runs three well established, full service beauty salons in Atlanta, and one in Tallahassee, Florida. Her clientele has grown beyond the South Asian community. Today, around 70% of her clientele are African-American. Apart from South Asians, she also has Caucasian, Hispanic, Iranian and Afghani clientele.

The Americans love new techniques, she says. “Mainstream salons offer only eyebrow waxing. Threading gives better shape, stays clean longer and is cheaper.” Which explains why threading is getting more and more popular amongst Americans.

Also popular among Americans is henna art. “Ever since Madonna popularized henna, it has become a rage among Americans,” she says.

The salons offer a wide range of beauty services that include threading, hair care, facials, beauty makeovers, waxing, body massages, ear piercing, henna treatments for hair, bridal packages etc. The prices are very reasonable. Eyebrow threading costs $6, hair cuts start from $7 upwards, face bleach costs $7, while an oil massage can be enjoyed at $18 and up.

For those who want to relax in a day of beauty, Ruby offers the “Day of Beauty” package that includes eyebrow threading, face bleach, facial, haircut, henna or hair color touchup, one hour body massage, and waxing. The package costs $200 upwards.

The bridal package deal includes a facial, full arm, under arm and leg waxing, threading, make-up, and mehndi for $350 and up. Ruby travels all over the south east, and even as far as New York to beautify brides and their parties.

What makes Ruby successful? “Lots of support from family, including my sister-in-law Mehrunissa (Nissa), my sister Parveen, and also my 25 young professionals. Experience, customer trust, great service, and competitive prices also count,” she says. “I have several customers who have been coming here for 12 years.”
Staying successful in the beauty business means having to stay abreast of new techniques. We research new techniques, and then train our professionals before we adopt them, she says.

Ruby’s husband Murad Rupani manages Ruby Beauty Salons. He develops new markets, and takes care of the nitty gritty of running the business. Ruby and Murad have two supportive sons who are 14 and 11. “None of this would have been possible without the support of my family,” Ruby says.

Her future plans include opening more salons, which would be a way to provide employment to young women. “We want to give jobs to newcomers from India and Pakistan who are struggling to establish themselves,” she says.

Here’s wishing Ruby and Murad the very best in all their endeavors.

Ruby Beauty Centers:

739 Dekalb Ind. Way, Suite 110
Decatur, GA 30033
Tel: 404-294-8020

5675 Jimmy Carter Blvd.
Suite 650, Norcross GA 30071
Tel: 770-242-RUBY

3064 Old Norcross Road
Duluth, GA 30096
Tel: 770-806-9707