Diamonds are forever, but what about rubies?

With the court-ordered liquidation of Ateliers Ruby, owned by the French company Studio Pilote, it is very sad news in the world of two-wheelers. If, like me, you love beautiful things, you will have inevitably succumbed to the enchanting helmets offered by the brand's founder, Jérome Coste, as early as 2008.

With its two main models, the Pavillons and Belvédères, still available in very limited quantities at your outfitter www.icasque.com (hurry, because they are becoming rare and collectible), Ateliers Ruby had managed to combine aesthetics and design to make its helmets true jewels. Of course, this almost elitist positioning of the French brand came at a price, certainly a little too high in the eyes of consumers. Too restricted a distribution network and a business development model that therefore did not survive the constraints of the business world.

As an online outfitter, and a French one at that, we can only regret the disappearance of this major player in the motorcycle world. Let's keep hope alive, however, because a diamond is forever; let's hope that for the love of motorcycling, Ruby can return to the forefront...