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Ayellet Rubinstein, Founder & Buyer


Growing up in Israel, in the 70's, Ayellet had a passion for fitness and loved beautiful clothes. Being part of the Track & Field team in High School and later serving as a trainer as part of her mandatory service in the IDF, was where she felt right at home.

Growing up in a middle class home where both parents worked, she learned first hand what it meant to have work ethic. Although comfortable, there was no extra money for luxury purchases. That did not stop Ayellet from getting what she wanted. She always babysat and worked every summer as a teenager so she could buy that coveted pair of Adidas Rom or any other "must haves" on her list....

Ayellet got her first taste of the fashion industry, working as a store manager in a boutique in Tel -Aviv. Running a small business and attending to customers came naturally to her and she did it with great joy.

But her plan was to incorporate fitness in her professional life somehow and so she decided to enroll in The Zinman College of Physical Education and Sports sciences. 

The winds took her in a different direction though, and to her second passion - Fashion. As she took a year off of school after her freshman year to do some traveling. She moved to Pittsburgh ( with her then Husband, who's a Pittsburgh native) and  joined the family retail business. 

After 25 years of building a retail destination - Footloose in Mt. Lebanon, buying and working closely with customers, she aspired to branch out on her own and create a fresh new concept in retail as she knew it.

 Inspired by a trip to Paris, the architecture, culture, and overall ambience while wondering the streets of the world's fashion capital were all major influences on manifesting a dream into reality. The Storefront lifestyle boutique opened its doors in November 2016.

Rue Boutique embodies a sense of exploration. The store is a wonderland for fashion lovers, interior designers, and antique collectors alike. This Cali casual meets Barn house spot, is curated to give customers a full experience and hopefully inspire them to wear and decorate their spaces with love and meaning. When she's not at work or with her teenage girls, she's spending time catching up with friends, practicing power yoga or traveling the world.

Kristen Cully, Store Manager

Kristen joined Rue Boutique in 2019. Originally from Washington, DC, she is a jack of many trades.  Prior to moving to Pittsburgh she worked as a personal stylist at Nordstrom and a merchandise liaison at CustomInk (a national custom apparel business).  As someone that loves to travel, Kristen has experience freelancing for fashion designers and stylist everywhere from New York to Italy.  Kristen is passionate about working with our customers to help them look and feel their best.  When not at the store she enjoys being out and about and spending time with family and friends.   And of course spoiling her pup, Victor. 


Penny Lecky, Creative Manager

With a degree in Fashion, Merchandising & Design, Penny began her career in NYC working for designers, Calvin Klein, Richard Tyler and Donna Karan. After leaving the fashion industry to start a family, Penny transitioned her love of design into the home by working as an Interior Design Specialist at Pottery Barn in Princeton, NJ.  Shortly thereafter, she launched her own interior design and home staging consulting business. She has a deep appreciation and love of design whether in one’s personal style or in the home. When she’s not creating, this Jersey girl can be found on her paddle board or yoga mat.

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