Om Diva owner Ruth Ni Loinsigh on eclectic Irish design

Eclectic Cool

Ruth Ni Loinsigh, Om Diva

If the pink shop front of boutique Om Diva doesn’t immediately charm you, then the eclectic products and overwhelming good vibes within surely will. Inside are four floors showcasing and selling the absolute best in vintage and Irish design, passionately curated by proprietor Ruth Ni Loinsigh. A joy to watch on Instagram, her sheer ebullience and love of colour are abiding themes both at work and in her personal wardrobe.

“Colour is so important to me,” says Ruth, “some mornings it’s wonderful to hit the day running in vibrant florals, other days soft lavenders and mints are needed. I think coming at dressing from this perspective means that you will still always have your signature style, but it’s tied to emotion, so it’s an honest expression of who you are rather than who you think you should be.

“I mostly dress according to how I’m feeling. I love that most of my clothes have a little story behind them – where I bought them, for example, so I might tap into that if I’m feeling nostalgic.” She describes her look as animated yet subtle, informed by shape, colour and detail. “If I’m not in some form of wide-legged trousers with Adidas trainers, you’ll find me in a long, floaty vintage dress, layered with an oversized sweatshirt – Hanes or Uniqlo.”

Ruth mostly wears brands picked up on buying trips to Asia such as Iconic and Greyhound. Closer to home, she trawls for retro treasures in Loot, Jenny Vander and Lucy’s Lounge as well as snapping up pieces from Om Diva’s eclectic Irish designers. “I currently have my eye on an Orla Langan denim skirt and a printed corset tee by Ríon Hannora and I’m a sucker for a pair of statement earrings from Capulet & Montague!”