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Meet Katarina Alaupovic of Ruby in Gilbert

Today we’d like to introduce you to Katarina Alaupovic.

Katarina, please share your story with us. How did you get to where you are today?
After graduating with a degree in journalism and mass communication from ASU’s Walter Cronkite School, I went on to work in public relations and online marketing for about 5 years before eventually making the leap into the editorial world. Writing has always been a passion of mine – and I was doing a lot of freelancing on the side – so just weeks before my 25th birthday, I decided to quit my job in PR to become a full-time freelance writer.

For years, I covered everything from women’s health and lifestyle to travel, which was always my favorite beat. I had the chance to explore some beautiful places – Croatia (my homeland), Hawaii, the British Virgin Islands, Jamaica, Italy and all around Mexico. I still do some travel writing on the side, but now I’m mostly focused on my work as a media entrepreneur.

In 2015, I launched RUBY, a digital media company that’s dedicated to promoting female camaraderie, supporting sisterhood and inspiring women to make a difference in the world. I’m the founder and editor, so I’m in charge of everything from our editorial and social media strategy to brand and influencer partnerships. In addition to running RUBY, I’m also the co-founder of the local chapter of Dames Collective, which is the ultimate networking group for this generation’s female leaders, entrepreneurs and innovators.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Most definitely not! At the beginning, the struggle was really carving out my own space as a freelance writer and becoming known for the beats I wanted to cover. When I first launched RUBY, my biggest challenge was finding time to balance my new endeavor, which wasn’t creating income for me at the time, with my still full-time work as a freelancer. Today, I’m very focused on developing RUBY and creating a strong brand presence in the space of online women’s media. My biggest challenges – which I love working on – are honing in on our unique message and editorial mission, and creating and executing a smart growth strategy.

Alright – so let’s talk business. Tell us about RUBY – what should we know?
RUBY is a digital media company – we write and publish female-positive articles on our website ( and social media, but more than that, our mission is to give voice to women from different walks of life and build trust, understanding and respect between our fellow females. I’m most proud of the fact that we offer a platform for women. We pay our expert contributors and journalists (have from the very beginning, even as a tiny startup), and really champion women who are doing big things in their communities, industries or the lives of others.

Is there a characteristic or quality that you feel is essential to success?
Tenacity. I don’t give up. If I fail, I get right back up. If a challenge presents itself, I overcome the roadblock. I’m steadfast in my goals.

Contact Info:

Image Credit:
Karlie Colleen Photography

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