When Heidi Avery could not find a subscription box to purchase online for her teenage daughter Sienna during the height of the COVID-19 pandemic in 2020, she decided to take matters into her own hands and launch the very business she was looking for.

Ruby Crate, a seasonal subscription box venture was born with a small investment of $5,000 out of Heidi’s own pocket. The business took off at an unexpected speed soon after and Heidi says it has now “earned the family $400,000 since its 2020 launch, as of May 2023."

Sienna and her mother’s entrepreneurial quest started in their own home, with family chipping in when it came to the labour of the business.

They began with 400 boxes. Each box contains “seasonal items tailored slightly depending on the age of the recipient, including slippers, water bottles, candy, sunscreen, sunglasses, makeup, tote bags, essential oils, jewellery, accessories, and wellness products.”

In addition to the four seasonal boxes, the duo’s business also includes a customized birthday box, which includes a series of postcards, a seasonal recipe, a welcome card with a list of items inside each crate, and a personalized note from owners, Heidi and Sienna.

Sienna, who is also the self-proclaimed chief creative officer of the company, began pouring in ideas about what teenagers and tweens her age were interested in. As of the end of 2022, the duo have sold 4,000 boxes. 

Heidi and Sienna say the key to their small business success story is their “creativity, and entrepreneurship tenacity,” which they displayed with their approach to the New York Fashion Week, when they gifted 100 mini crates to the prestigious fashion event.

They then took part in an after party, which was also attended by young celebrities and teen influencers. The initiative resulted in Ruby Crate making unique connections with other small business owners in the U.S., an influx of sales, and an increase in the company’s consumer engagement.

The duo say their products “are sourced locally from female-owned businesses in Canada and the United States” and their sales target for 2023 is at least 4,600 boxes.

“[Sienna is] more confident. She knows the importance of money, and children can do more than adults think,” Heidi says. "[It is] important to be able to give kids similar opportunities.”

Heidi says Sienna is now considering taking over the business when she is older, with hopes to expand Ruby Crate by involving bigger investors. Sienna also plans to purse business school in the near future.