The concept of Ruti was born when stylist Ruti Zisser found that the emerging brands she bought in droves in Tel Aviv weren’t available in the United States. Inspired by her commitment to bringing her favorite designers to the US, she opened her first store in Palo Alto in 2010. A year later Zisser opened her second boutique on Fillmore street. The modern chic space was designed in collaboration with Nicole Hollis and speaks to the modern San Francisco aesthetic. The concept of the space hones in on a stark contrast between the rough, warm repurposed wood and the slick minimalist elements throughout the store.