Our story
How we got our start
Rui Smiths was born out of a deep awareness that nail-beauty tools are an underserved and overlooked category of personal and professional products. Our founder Debbie launched the business in 2014 after a decade as a news reporter and editor, and hasn't looked back since.
What makes our product unique
We see ourselves as a curator for the most precise and proven implements that are made by expert craftspeople and smiths. Rui, pronounced 'ray', means sharp and keen -- which encompasses the essence of the brand and products.
Why we love what we do
Besides addressing a niche need, we want to build something meaningful and give back to society. One of the ways we do that is by supporting factories that hire and train local workers.