No hair defies Rubis! Or Swiss precision! No eyebrow trend can be created without a pair. No self-respecting brow threader or brown mapper should be without prestige line Swiss precision luxury tweezers, scissors, and gold nail clippers. A bathroom is naked without a Swiss box!
Rubis, based in Stabio, originally designed technical utensils to place rubies into Swiss-made watch brands like Rolex, Cartier, and Patek- Phillipe. Now they are used to pluck the eyebrows of the rich, beautiful and privileged. Bobbi Brown said Rubis tweezers are ‘The Ferarri of Tweezers’, and Rosie Huntington Whitely said they were her lockdown savior. Vogue magazine has described Rubis tweezers as ‘the best of the best.
The woman in charge of the world’s most famous tweezer manufacturer is an art historian. Owner and CEO, Fides Baldesberger attended the Gemmological Institute of America (GIA) in Los Angeles and worked for a dealer at the diamond exchange in Antwerp. Later, she imported valuable gemstones from India to Switzerland. She took over the company from her late father, built a new factory, and opened up new markets. She turned into an international brand.
“At that time, there were no quality tweezers in the cosmetics sector. The company’s know-how made it possible to launch a product that finally matched what women were looking for. Steel – this hard, industrial material – should take on a feminine touch and precision should play a role in the cosmetics and beauty world.”
Fides Baldesberger designed the first Rubis cosmetic tweezers which are now available in classic gold ($53), red gold and, rhodium and sapphire, gold and diamond, black ruby, and Swarovski black amethyst. The company also makes men’s grooming aids, manicure instruments, and eyelash tweezers.
Rubis has been making precision tweezers for over 70 years. In the beginning, the tweezers were used exclusively in the Swiss watch industry. Now they are used for other demanding applications in electronics and microelectronics, robotics, telecommunications, space travel, research, biogenetics, pharmaceuticals, laboratories, surgery, microscopy, chemistry, medicine, biology, and microbiology. Global companies such as Motorola, General Electric, Siemens, Toshiba, Hewlett Packard, and renowned research institutions such as the Fraunhofer Institute and the University of Zurich have been working with Rubis tweezers for many years.
“Evolution is what our development engineers call it when they harmonize ultra-modern technology and traditional Swiss precision in their ground-breaking precision instruments. Continuous innovation has enabled a premium label to ready its classic tweezers to meet new and exacting demands.”
Adds Baldesberger: “The superficial luxury and the days of exaggeration are over. Instead, there is a new luxury that focuses on the value of things. I call it honest luxury. People want things that are not more inflated than they really are. It is a quiet luxury, without shortcuts and sensation. And this is how I see our tweezers: because they are the best that tweezers can do. Thought out to the smallest detail, without compromising on material or workmanship, in a timeless design that avoids all fashionable and short-lived trends. I see this return to real value as a luxury today.”