Ruby Social Co.
a creative studio for clever brands · communications. content. event design.

The Ruby Journal

musings, insights, snippets & the like

Freshly squeezed: Make Lemonade opens its doors

Introducing Make Lemonade, a new design forward co-workspace* for women

*An environment to dream, create, and get. sh*t. done.

My-oh-my! We have been working behind-the-scenes (PR strategy, Instagram planning, content shooting, event planning) with founder Rachel Kelly on this game-changing workspace model for several months now, and the day is finally here: Make Lemonade is now open.

Less about fruit. More about makin' magic.

Welcome to Make Lemonade, where the coffee is strong, the lighting is bright, and phone calls can be made without worrying who might be making a racket beside you. Located in Toronto's downtown core, the 3,000sq. ft. space - adorned with murals, palm print wallpaper, and colourful accents - offers up a serious dose of inspiration for freelancers, creatives, and entrepreneurs. Designed by Toronto firm MMNT Design, the space features several thoughtful working spaces from hot desks and phone booths to a private boardroom and an indoor patio.

Photography: Cameron Bartlett, Ruby Social Co.

I created Make Lemonade because as a freelancer, the struggle of not having a home-base was real.
I was tired of hopping from coffee shop to coffee shop with dodgy wifi and limited seating. My mission was to create an office space that lived inside my imagination.
— Founder, Rachel Kelly


Step into a community of women-identified people working hard to turn their goals into reality. The saying goes, "empowered women empower women." Nonetheless, Make Lemonade is thrilled to have your man-identified colleague pop in for meetings and events.


Make Lemonade is committed to treating all people with respect, dignity and fairness. We welcome people of all backgrounds, are LGBTQ+ friendly, and encourage everyone to be themselves. This is not a space where sexist, racist, xenophobic, homophobic, transphobic, ableist, classist or otherwise discriminatory language is welcome. In other words: no bad vibes.


Born from the idea that creating your destiny can’t be store bought, Make Lemonade is on a mission to create a thriving community of driven women in all fields of business. Members will have access to a calendar of weekly events ranging from speaker series to cocktail hour, as well as a range of services. Click here to view membership levels and pricing.

Where to find Make Lemonade:

  1. In person at 326 Adelaide St. W., 6th Floor Penthouse, Toronto, ON
  2. On instagram via @makelemonadeco
  3. Online via the website

Yours truly,
Ashley Cassidy Seale
Founder & Creative Director

Coming in hot: Pepper B.'s 2017 Collection

Meet Pepper B.

Pepper B. is a happy and chic home goodies collection designed to help you create a space you love to live in. Created by Toronto-based textile designer Danni Simmen, each collection is conceptualized and created locally by hand (always by hand). 

Pepper B - Danielle Simmen - Designer headshot -1.jpg



I believe a pop of pattern can make any space feel more special and complete.


Danni Simmen

The 2017 Collection

Fresh, timeless, and feminine, the 2017 collection was inspired by traditional block printing. Danni added her signature splash of style to modernize the print with a sophisticated palette of blush, cherry, azure, vintage indigo, and taupe. The colourways come to life through two new patterns: Bloom (a floral twist on a contemporary teardrop pattern) and Misfit Stripe (a playful and geometric update on the classic stripe).

The new collection is now available via Pepper B. online shop (shipping available globally), as well as at selection of high end decor and lifestyle shops; please click here for a complete stockist listing.

Yours truly,
Ashley Cassidy Seale
Founder & Creative Director

#clientlove: Happy launch day, ALWAYS x ALWAYS

All palm everything.

ALWAYS x ALWAYS is a lifestyle brand created with love in Toronto by interior designer Lisa Ho. Inspired by beauty found in the simplicity of nature, each and every piece begins with Lisa's personal pursuit of a life lived vibrantly and full of possibility. 

The debut Palm Leaf Collection features seven hero products with: eco-friendly Yoga Mat (ideal for all types of yoga), Pillow (perfect for lazy Sundays at home), Mousepad (for those creative types), iPhone Case (do embrace silent mode), Correspondence Set to help you leave your mark, the Journal (for the dreamers and shot callers) and the Baby Bib for the growing but not overgrown. Wallpaper and Wall Decals are also available.

Whether you’re planning out your next adventure, mastering a new pose, reconnecting with an old friend, or indulging in a little good old fashioned rest and relaxation (go right ahead, you deserve it), ALWAYS x ALWAYS strives to bring beauty to practicality, curiosity to daily life so you can focus on the things and people you love.

We're so proud to launch this beautiful brand into the world through PR, social media strategy & content, and clever copywriting. 

Available now at and select retailers

Yours truly,
Ashley Cassidy Seale
Founder & Creative Director


Welcome to the RSCo. family, Greenhouse Juice Co.!

We are so happy to announce our new relationship with the incredible team at Greenhouse Juice Co.!

We welcome the brand to our client roster, working with co-founders (and now, authors) Emma Knight and Hana James on the launch of their very first cookbook, The Greenhouse Cookbook

The book hits shelves on April 4th via Penguin Random House and we couldn't be more excited. As longtime GHJC lovers, this is a bit of a dream project, yes yes. We'll be helping out with a national media tour across Canada, as well as lots of fun events along the way (stay tuned for an events calendar, we would love to meet you in your city!).

A bit about the book . . .

A softcover tome with handsome flaps and 288 pages brimming with colour photographs, The Greenhouse Cookbook is a lovingly crafted collection of 100 of our favourite plant-based recipes: 50 to eat with a fork, a spoon, chopsticks, or your hands, and 50 to drink from a glass. The first half includes plant-based breakfasts, lunches, dinners, bites, and desserts created with the hope of making it simple, satisfying, and delicious for more of us to eat more plants, more often. The second half gives away all of our secret sauces: our juice, smoothie, nut milk, and tonic recipes! Yes, even Rococoa! We’ve adapted them for DIY (”Do-It-Yourself”) use, so that you can make them with any kind of juicer.

Sounds divine, doesn't it? Visit The House blog for more details. 

Happy reading/cooking/juicing/savouring!

Yours truly,
Ashley Cassidy Seale
Founder & Creative Director


Ruby Social Co. at MagNet: How to build your brand on Instagram
magnet conference 2017

Big news! We'll be speaking at this year's MagNet Conference

Cue the confetti: Ruby Social Co. has been invited to the speaker line-up at MagNet 2017, Canada's magazine conference. I'm honoured to present along industry heavy-weights like Jane Francisco, Editor-in-Chief of Good Housekeeping and Noreen FlanaganEditor-in-Chief of FASHION. Pinch me. What a thrill!

I'll be giving a one hour talk on How to Build Your Brand on Instagram, offering my insight and tips & tricks for how to stand out in the feed—a topic I'm particularly excited about. The advice you've been given over the last couple of years likely doesn't stand up in today's world of changing algorithms and the rise of quality content. While it's becoming harder to get noticed, I have a few tricks up my sleeve for helping to break that barrier and establish your voice. There will also be a Q&A at the end of my talk, so be sure to bring your questions. 

Mark your Moleskine: the conference takes place from April 25-28 in downtown Toronto. More details about my seminar can be found here.

Tuesday April 25 to Friday April 28, 2017

The Courtyard Toronto Downtown
475 Yonge St, Toronto ON

See Pricing

I hope to see you there!

Yours truly,
Ashley Cassidy Seale
Founder & Creative Director

#clientlove: Health Hut on social

When you have a client like Health Hut, creating social content is a bit of a dream. 

As a purveyor of natural products—from beauty & skincare to travel & baby—Health Hut is a total leader in the non-toxic lifestyle space in Canada. Owner Tara Miller is not only passionate advocate for healthy, safe products but she's also a Holistic Nutritionist so her expertise on the subject means there are all kinds of territories to play in, content wise.

I was so excited to build on her visual story through Instagram. The goal? To create a fresh and inspiring library of images that showcase new products and speak to health tips & tricks (hello, value add!). I aimed for crisp, clear imagery with plenty of white space, allowing the cheerful colours to really pop. Pair it with a customized strategy and community management guidelines, and the feed is continuing to grow and engage. 

This is just a glimpse! Check out @shophealthhut and #HHLiving to see these shots in the wild.

Yours truly,
Ashley Cassidy Seale
Founder & Creative Director