FAQ – Rubies & Smiffys Integration
As part of our ongoing commitment to simplify operations, improve efficiency, and support long-term growth, we are transitioning to a fully integrated service model, with Rubies managing the services and functions previously provided by Smiffys.
This means a simpler, more streamlined experience for you, including:
• One customer account
• One trade website
• One sales order system
• One combined datafeed
• One consolidated delivery
There will be no disruption to your ability to trade during this transition.
When will these changes take effect?
These changes take affect from the 1st of July.
What will happen to my current account?
If you are already a customer of Rubies than you will simply continue to use your Rubies account.
If you are new to Rubies, then you will need to go through a small setup process to receive your new customer account number. We will store your Smiffys customer account number against your company record for reference.
How do I access my new trade account?
If you are already a Rubies customer then nothing changes, continue to use your Rubies credentials.
If you are new to Rubies you will automatically be sent an invite once your account is setup and you receive your new account number.
You will have access to:
• Your Rubies order history
• Both Rubies and Smiffys product ranges
• Your personalised pricing
How do I place orders?
All orders can be placed via the Rubies trade website, where you can purchase both brands in one transaction, please visit rubiesuk.com
Will my discount structure change?
We are introducing a new unified discount structure across both brands.
This has been designed to:
• Simplify trading
• Align pricing across the range
• Reward customer performance and commitment
For full details, please contact your account manager or customer services team.
Will there be Price Changes?
We are aligning pricing across both brands to create a more consistent structure. Any changes will be communicated in advance via your account manager.
Will I receive a new price list?
Yes — you will be able to download a bespoke combined price list covering both Rubies and Smiffys products via:
rubiesuk.com and data feeds.
Will any products be discontinued?
You will have access to both Rubies and Smiffys whole range. We will continue to optimise the product portfolio, but no immediate changes will affect availability.
How can I access product and data feeds?
We are introducing a new combined data feed, giving you access to both Rubies and Smiffys product ranges in one place.
You will be able to access this data using several flexible options:
- API: A new Rubies API
- Client Application: A downloadable tool for accessing and managing data feeds
- Trade Website Download: Download feeds directly from our trade website
- FTP Server: Retrieve feeds via our secure FTP service
For full details, technical documentation, and setup guidance, please visit:
docs.rubiesws.com
Will my trading terms change?
Your current terms will remain in place initially.
You can view the latest Terms & Conditions and IP agreement here: https://www.rubiesuk.com/policies/terms-of-service.
We will continue to review terms periodically to ensure alignment across the business.
Are my credit limits impacted?
If you currently have a credit account, your existing terms will remain unchanged initially.
However, credit limits may be reviewed periodically as part of the integrated model.
Will I lose my order history?
Open Smiffys orders, and future orders will be available. Smiffys Orders despatched before the transition will not be available.
Who will invoices be issued from?
From July 2026, all invoices and official communications will be issued by Rubies Masquerade UK Co Ltd.
Will this impact deliveries?
This change is designed to improve your delivery experience:
• One order across both brands
• One invoice
• Combined minimum order values
• Combined free shipping thresholds
This means greater flexibility and efficiency when placing orders.
EU Customers:
Orders may be shipped from multiple warehouse locations, which could result in separate deliveries.
You can track all deliveries within the order on our website, please visit rubiesnl.com
Will your returns policy change?
Yes — a new unified returns policy will apply.
You can view the full policy here: rubiesuk.com/policies/privacy-policy
Will payment details change?
Updated payment details will be provided where applicable. Please ensure your records are updated to avoid delays in processing payments.
Who do I contact for assistance?
Your account manager remains your primary contact.
We are also introducing a single customer service team to support all enquiries.
Contact details: