Women bring European fashion finds to American shoppers

Photo Credit: STAFF PHOTOS: VERN UYETAKE - Dani Juhala, left, and Amy Radich, aka Ella and Rubi, show their e-boutique website,

Be uncommon and step out of your comfort zone.

That’s the fashion advice offered by Dani Juhala and Amy Radich as they launch Ella + Rubi, their new e-boutique of European fashions and accessories. The business name comes from the women’s fashion alter-egos: Dani’s is Ella, a derivative of Daniella. Amy takes her name from her grandmother and her July birthstone, ruby, and gives it a little flair with the unique spelling of Rubi.

The women say Ella + Rubi “offers carefully selected fashion goods found exclusively from interesting and unique vendors from large cities and small villages around the world who want to introduce themselves to the U.S. market.”

The company’s motto is “be uncommon.”

“You know those pieces that you are complemented on, that stand-out piece of clothing or that sweet little accessory that tells a story? That’s what we are after,” said Juhala. “And we aren’t afraid to go searching for them, no matter how far.”

The women met more than a dozen years ago through their husbands. Both are self-professed fashion curators and trend experts and embody entrepreneurial spirits.

Radich previously owned a maternity boutique and worked in public relations.

Juhala is a personal stylist. When her husband was transferred to Frankfurt, Germany, for a five-year stint, the Austrian-born Juhala was quickly enlisted by German handbag manufacturer George Gina and Lucy to help promote their bags in the United States.

“They wanted to gain access to the U.S. market,” Juhala said. What she thought would be a flexible job became a fulltime career, with trips to New York’s Fashion Week and markets in Los Angeles and Las Vegas. Juhala discovered more unique European brands that wanted to become known to US consumers.

“European style is unique,” Juhala said. “Vendors were ready to actively promote their goods to American shoppers.”

The idea for Ella + Rubi developed from Juhala’s experience with European vendors and the women’s enjoyment of broadening their worldwide fashion horizons.

“We look for niche products that tell a story,” Radich said. “Before we select an item we ask ourselves, ‘would we wear it?’ We have some of the same clothes, but wear them differently. You know how you feel when you have something you really love — It feels right and looks great.”

Juhala and Radich will hold a trunk show of Ella + Rubi fashions Friday and Saturday from 9 a.m. to 1 p.m. at Club Sport, 18120 S.W. Lower Boones Ferry Road in Tigard. The trunk show is open to the public.

To view the Ella + Rubi line, read the stories behind the products and shop online visit

Contact Barb Randall at 503-636-1281 ext. 100 or email This email address is being protected from spambots. You need JavaScript enabled to view it..

Juhala, left, and Radich enjoy wearing European clothing and accessories which tell a story.

Contract Publishing

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