Tête-à-Tête with The Creator of Luxury Online Antique Marketplace RubyLUX

RubyLUX.com was officially launched in October 2015 by antique collector, and entrepreneur Tom Johnson. The savvy ‘techie” brings a wealth of experience in the area of online luxury marketplace. Mr. Johnson’s career in technology spans over 33 years, starting with a position at IBM in their high-end computer graphics division in Kingston, New York. The impetus for establishing a website catering to the antiques and collectibles world grew out of Tom’s love of 1950s California Pottery, many pieces of which were acquired via the internet. Combining his passion for antiques and collectibles with his high-tech background, Mr. Johnson created Ruby Lane in 1998 and named the site in honor of his mother Ruby.

Maple Grove High End Weekly™: You created RubyLane in 1998, so what made you decide to launch RubyLUX now? What are the differences between the two companies?

Tom Johnson: It was always my dream to launch a higher-end version of RubyLane with exclusive luxury products and a high-quality established brick and mortar base. And so based on the success of the first site I believed I was on the right track. RubyLUX.com launched in October 2015 with 150 dealers and an average price point of approximately $2,500.

At Rubylane we host over 2,500 shops, feature 500,000 items and receive 2 million visitors per month with about $125,000 a day in sales. The average price point is roughly $200.

Furthermore, RubyLUX was born in response to the many dealers requests I received to offer them an alternative to the main player in this game, 1stdibs. They’ve been frustrated with the change of direction that site has taken in the last 2-3 years including a fee structure that keeps mounting, a commission structure that has been added and is arbitrary, a dealer roster that keeps expanding with dealers whose merchandise doesn’t live up to the site’s original vision.

RubyLUX doesn’t charge commission, does not get in between the dealer and the buyer. We focus on quality not quantity.” Tom Johnson

High End Weekly™: I see. What would you say is the main difference between RubyLUX, and the online antique marketplace giant you just spoke about, 1stDibs?

Tom Johnson: One key difference is that RubyLUX doesn’t charge commission, does not get in between the dealer and the buyer and lets them do what they do best. We focus on quality not quantity – we’re very strict about the quality of the dealers we sign on, we offer a more curated range of product, which means the best of the best rather than a little bit of everything. I’m particularly proud of the quality and caliber of international dealers we have been able to attract to this brand new venture.

High End Weekly™: As regards to the antique dealers, are you reaching out to them, or are they coming to you?

Tom Johnson: It’s a combination of the two. We have a great sales team that knows the antique and design industry intimately and enjoys great relationships with the best dealers in the U.S., Canada and Europe. Word of mouth has also led many dealers to RubyLUX, especially those who are looking for a viable alternative to the other sites.

High End Weekly™: How does RubyLUX create luxury experiences for their clients each time they shop the collection online?

Tom Johnson: Since I am personally funding the site I can be more dealer-centric which means I can be aware of and respond to their needs personally. RubyLUX provides tools for clients and dealers to interact in a simple, easy to use and streamlined fashion. It’s really about back to the basics where people interact by phone, email, Skype. With any Internet site it’s the subtlety that works, having a balance between great design, just enough information and ease of use.

 
High End Weekly™: With a background in technology that spanned over 33 years, starting with a position at IBM in Kingston, NY., as well as your experience in the online marketplace since 1998, what are your thoughts about its future?

Tom Johnson: I see 2016 as a year of growth attracting a larger base of respected dealers and an embrace of the design community so that they know we are the top resource for them and their clients’ needs. Also specialized online marketplaces like RubyLUX will become even more integrated with brick and mortar operations to create seamless experiences between online and the real world.

High End Weekly™: As an avid collector of California pottery, what advice do you have for millennials who are new to collecting? How should they approach the process?

Tom Johnson: Start by collecting based on your actual needs and what really inspires you. I’m a big fan of actually using what you collect. Invest in quality pieces that could last your lifetime, rather than throwaway pieces from those large brand name stores.

High End Weekly™: What fascinates you about the antique business, and what is your idea of true luxury?

Tom Johnson: The antique business allows one to evoke great memories from the past and pass them down to next generations for them to create new memories. As for luxury, it can mean so many things. For me, it’s being able to travel and live in three cities, surrounded by friends, family and my exceptional staff. True luxury is being happy with where you are in life, and being surrounded by beautiful objects of great design. There’s a reason why they still exist because great design stands the test of time.

High End Weekly™: What are your favorite galleries, and museums?

Tom Johnson: Besides some NYC favorites like MoMA and The Met, and SF’s Legion of Honor, I love the smaller Artis Baker Museum in Naples, Florida that gets some really interesting exhibits coming through. The Louvre is certainly a favorite and inspires the past and present like RubyLUX does. The Hakone Open Air Museum outside Tokyo is just a lovely outdoor experience, and ever since I first visited Barcelona I thought it was like one big museum, especially the Casa Batllo and the Picasso Museum.