The Directory: Meet Jigsaw CEO Peter Ruis

Peter Ruis is not your average CEO. This history and politics graduate, who heeded the call of the fashion world when he was offered a job as a trainee in British multinational retailer Marks and Spencer in 1989, has not looked back since. As he quickly rose through the ranks, then moving on to many brands including Ted Baker, Levi’s and John Lewis taking on various roles, Ruis says it was his insatiable love for fashion that kept him going.

Now, as the CEO of Jigsaw, the clothing brand that famously hired the former Kate Middleton as an assistant buyer in 2006, Ruis is tasked to take this British retailer global. Founded in 1969 by multi-millionaire John Robinson, the brand recently entered the Middle East with its first store at The Dubai Mall.

The Directory caught up with Ruis to talk fashion, menswear and why he will never make catwalk rip-offs.

Q: From a History student to working at Marks and Spencer, Ted Baker and now Jigsaw, that’s quite an evolution of a career, wouldn’t you say?

A: Don’t forget Levi’s and John Lewis. I have always tried to choose quirky and interesting brands, and the best way to learn is to throw yourself into new experiences.

Q: How different is it working for a family-owned company as opposed to a large corporation?

A: Strangely not that dissimilar. The family is never far away in retail. At M&S I worked with the Sieffs, at Ted Baker Ray Kelvin was our founder and CEO. Levi’s is a business with the family still involved, and with John Lewis and their Partnership model the ethos of Spedan Lewis was never far away.

Q: Have you always been interested in fashion?

A: Yes... from about the age of 11 I was pretty obsessed with fashion and music. I have an archive that would make a very interesting 1980s exhibition.

Q: How have you seen menswear evolve over the years?

A: Menswear has gone from being a fringe part of the industry to now being part of the mainstream. Men are as interested as women, and there is no stigma attached to a man who takes his clothes seriously. That wasn’t the case 20 years ago.

Q: What would you say sets Jigsaw apart from the rest?

A: We created the concept of “premium high street” in the UK when there was just a sea of middle-of-the-road chain stores. We buy luxury fabrics and sell them at prices that are attainable; we design everything in-house, cut patterns internally, and use the best manufacturers across the world. Our service ethos is second to none, and we design every store completely individually. No two are alike.

Q: What are we feeling for men this season at Jigsaw?

A: We have our best menswear collection ever. A little bit of Michael Caine meets Jean Paul Belmondo. Check out the Bloomsbury suits and handmade English footwear.

Q: Tell me a little bit about the creative process at Jigsaw: From conception to shop shelf.

A: We create a conceptual, and colour direction for the season, research it, visit the mills and start to create the prototypes. We organise it into 4/5 drops and review sequentially. Then during the course of the season things will take our fancy and we can design and deliver to the shop floor within 5 weeks.

Q: How involved are you with that creative process?

A: Very — I sign off every product and input throughout the process.

Q: What are the kind of fashion items one will never find at Jigsaw?

A: Cheap disposable fashion, raspy cheap man-made fibres, catwalk rip offs, and anything that is not inherently stylish... whether classic or directional.

Q: Where would you like to take Jigsaw next?

A: Where do I start? Internationally we have many new territories to conquer. Last week we opened a new shop in LA and a pop up shop in 6 El Corte Ingles. Next month we open in Abu Dhabi, Johannesburg and Cape Town. We are opening our 10 stores a year in the UK. We have so much further to go with the collection, the design of our shops and new product areas (Home, Optical, Tech Accessories). The sky’s the limit... we have lots to do

Go get yours

The Jigsaw store is located in The Dubai Mall. Call 04-3398644.