Page 33 - May 2020

Building An Online Market Space:

an interview with Ruby Lane

by Judy Gonyeau
hen it comes to setting the stage for selling online, Ruby Lane, with very reasonable, easy to understand, and we have taken the guesswork
their tagline “Vintage Begins Here,” is one of the top options to turn out of sales tax collection and remitting.
Wto when establishing your establishment online. I recently had a
quick interview with the company to learn how things are going today. Regarding Antiques Shows, I have recently heard Ruby Lane is
getting involved with the May Brimfield online show as well as
What are the strongest effects felt by Ruby Lane since Covid-19 working with Frank Gaglio of Barn Star Productions to give these
arrived and the way antiques are sold has shifted? events —and the goods to be sold by dealers—a strong presence to
We have been very fortunate through this crisis. With a global staff present the show and sell wares that would have been presented in
that has worked remotely from their home offices for more than 20 years, person through the Ruby Lane marketplace. Could you talk about
we have been able to work uninterrupted. why this is occurring and what it consists of? Will this become a
Most of our sellers have had direct access to their inventory during permanent arm of the Ruby Lane business?
this unusual time, so items are able to be delivered to buyers. “Necessity is the mother of invention” - Plato
The entire Ruby Lane team and our sellers are very grateful that Many years ago, Ruby Lane had the idea to help shows develop an
FedEx, UPS, and the United States Post Office are working so hard to extended life online. Business was booming and there was no urgency
keep the entire country and Ruby Lane operational. at the time ... until now. Ruby Lane started the process again last year,
With so many buyers remaining at home, we have seen a forging partnerships with a few show owners – ahead of Covid-19,
dramatic increase in sales on the site. Additionally, we have new shop which made developing an online presence a
owners joining Ruby Lane that have never sold “MANY YEARS AGO, RUBY complete necessity.
online. We expect that online sales of antique and At this time, Ruby Lane is an official sponsor of
vintage items will continue to increase this year and next. LANE HAD THE IDEA TO HELP the Hertan’s Antique Shows at Brimfield which is
Have you seen an influx of brick and mortar shops SHOWS DEVELOP AN EXTENDED expected to be accessible from the Ruby Lane Home

turning to Ruby Lane to get set up on its online LIFE ONLINE. ... THIS IS DONE IN Page by mid-May. We are also sponsoring the Barn

marketplace? THE SPIRIT OF BUILDING ONLINE Star Productions Online Virtual Show on May
30th-31st, along with specific show pages.
With brick and mortar shops, antique malls, and VISIBILITY IN CONNECTION WITH This is done in the spirit of building online
shows that have been closed or canceled, much of the A BRICK AND MORTAR REALITY visibility in connection with a brick and mortar
vintage and antique market has gone online. We have THAT WILL COME BACK SOON. reality that will come back soon. Online displays
seen many great sellers return to Ruby Lane and they ONLINE DISPLAYS AND PHYSICAL and physical shows are complementary facets of
cation of selling platforms for these new shops on the site. SHOWS ARE COMPLEMENTARY the same events. Moreover, online offers additional
have brought their friends. We look at this as a diversifi-
There is room in this multi-billion dollar niche market FACETS OF THE SAME EVENTS.” advantages to the physical show:
No square footage limitation. Online can help
for brick and mortar shops, shows, antique malls, and direct foot traffic to the physical event. Buyers are going to see new
online marketplaces. dealers and inventory that never showcased online before - this will
We believe that diversifying selling platforms allows for continuous result in outstanding and unique finds that you won't be able to acquire
selling year-round, and provides an opportunity to bolster inventory from anywhere else.
sellers around the world.
Traditional brick-and-mortar show-goers are going to be able to
What type of permanent changes do you feel will come out of what find their favorite dealers and acquire the antiques and collectibles that
buyers and sellers are currently experiencing as a result of Covid-19? they would otherwise not have access to while dealing with.
Buyers in our niche are becoming even more comfortable with As an extension of the physical show, online can showcase additional
buying online. events and sales – including during a physical show. Consequently,
Over the past two months, buyers have gotten very comfortable online can be an additional source of revenue—all year long—in
shopping online – whether it is groceries, pet food, or vintage and antique partnership with high traffic websites with similar content.
decor. Many of our buyers recently surveyed found shopping online is As fans of antique shows and collectors ourselves, we wanted to
relatively effortless, with better selections and is ultimately time-saving. encourage the growth and promotion of those shows and Ruby Lane
We do feel that the supply chain for our sellers will need to include dealers. We wanted to close the gap between the tangible antiquing
more online options. Many vintage and antique sellers source goods at experience and the world of eCommerce.
shows throughout the world to find inventory for their online shop. Online is the perennial side of the antiques show business
With current global restrictions hindering large gatherings many shows waiting to be discovered, developed, and grown in partnership with an
have had to postpone or cancel until 2021. We suspect new options for appropriate larger web-savvy platform like ours.

dealers will be introduced that will move items, for at least the next 16 Where do you see Ruby Lane in the online marketplace vs. the
months, from a showroom floor to online virtual venues. This strategy competition?
will be necessary to keep business moving forward in the short-term We believe our market position is related to reputation, curation, and
and will most likely have a place in the long-term.
simplification. Ruby Lane’s 22-year outstanding reputation as the largest
If you were speaking with our readers, how would you direct them to curated vintage and antique marketplace draws buyers expecting quality
see if they are a fit for Ruby Lane? and value, as well as sellers who want buyers that appreciate fine items.
We have been successful for the past 22 years by building long- Our process for both buyers and sellers is simple. Direct contact
lasting, trust-based relationships with our sellers and buyers. We are with sellers allows buyers the ability to have their questions answered in
transparent in how we conduct business and really focus on making a timely manner, plus, buyers find the checkout process effortless.
sure the buying and selling experience is effortless and pleasant for all. For sellers, set-up is easy, and managing their shop from an easy to
Being the world’s largest curated online marketplace our buyers understand dashboard reduces office time.
recognize that items are authentic, have great descriptions, and sellers Another advantage is that Ruby Lane has been privately owned by
use lots of images to showcase the piece. Tom Johnson – the same owner/collector since 1998, allowing the site to
Similarly, sellers who are often buyers on our site recognize that move more nimbly in times of market downturns and unforeseen crises.
Ruby Lane attracts a very special buyer that is accustomed to quality We are constantly updating the site’s technology, and our multi-pronged
and authentic items at a good value. Additionally, Ruby Lane fees are marketing strategy has contributed to a large expansion of our audience
as well as relevant partnerships.
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