SIMONMILLER is a Los Angeles-based lifestyle brand spanning ready-to-wear, footwear and accessories, known for its playful yet elevated style. Following the opening of its first East Coast flagship in Little River at the end of 2025, SIMONMILLER approached Hey Ruby to activate the space and introduce its new collection to Miami’s local community. Set across two colorful casitas connected by a tropical courtyard, the store brings together fashion, art and collectible design, creating a natural setting for an experience rooted in style, design and community. Rather than create a traditional shopping event, Hey Ruby developed an experience around personal style as a form of self-expression, using conversation and styling to create a more engaging way to discover the collection. Mexico City-based stylist and fashion creator Dayra Cardoze joined us for a special edition of our signature event, “Conversations with Strangers,” exploring personal style, confidence, dressing beyond trends and making more of the pieces already in your wardrobe. The conversation extended into the collection, with Dayra pulling her favorite pieces and demonstrating unexpected combinations to help guests envision them within their own wardrobes. The evening concluded with guests mingling, trying on Dayra’s selections and shopping the collection. The activation extended beyond the event itself, generating strong organic interest across Hey Ruby’s social channels. Promotional content generated 18.7K+ views across two posts, 137 shares and 219 profile visits, while guests stayed to browse and try on pieces, with purchases made during the event and continued interest in the collection and online store.