Ruby Slippers main aim is to provide vulnerable women or women in crisis with the means to dress themselves beautifully in whichever way they wish, in order to give them freedom of expression, dignity in difficult circumstances and the means to show a proud face to the outside world in testing times.

Ruby Slippers partners with sympathetic fashion and beauty retailers who give away a small percentage of their unsold stock to the cause. This is then directly distributed to our charity partners, to cut out the need for warehousing or distribution centres, and from there on direct to the recipient charities.

Ruby Slippers is partnered with three wonderful charities in London:

Hestia, who provide crisis services for domestic abuse survivors; victims of modern slavery; and those recovering from an acute mental health episode.

Family Friends, who support disadvantaged families with an outstanding and much needed befriending service.

The Dalgarno Trust, who improve lives on a North Kensington estate through a multi-disciplinary  approach to peoples needs, including a food bank, a youth programme and a fitness programme.

Ruby Slippers was founded by Jacqueline Kannepalli. She has a background in television and magazine production and prior to Ruby Slippers, founded and ran a multi media fashion e-commerce website, with contributors from Elle, Grazia, Vogue, Harpers and In Style.