Rubysh (From Rubbish to Ruby) is meant to deliver a message that seemingly ugly looking waste may transform into beautiful and stunning “ready to wear” jewelry. It is a really unique approach from a quite rarely considered perspective to inform many people the beauty side of waste recycling. Since the jewelry is on purpose displayed for (but not limited to) drawing attention, the message is widely spread out. As the population grows during the years, waste is therefore expected to increase and causing inevitable negative impacts to environment. In Indonesia, organic waste takes roughly 65% of the generated waste and inorganic waste, such as plastic and fabric shreds, follows with approximately 20%. Even though inorganic waste contributes less to the total waste in Indonesia, it is non-biodegradable and difficult to treat. Despite the social and environmental problems incurred by this type of waste, it actually offers a very great business opportunity. From where the Rubysh Jewelry is created, less waste is sent away and job employment is offered. At present, we employ a group of 20 people (all women) to make jewelry, the majority of them are housewives from low until middle income families. The waste is now sorted properly and goes through creative process at the studio run by the local people. The jewelry production indeed reinforces the importance of better waste management at source. On the other hand, the consumers conserve raw materials because they wear jewelry made from waste. At the same time, the consumers also act as a living campaign showing to others how cool it is to support waste recycling while looking so fashionable with the jewelry. It is expected that the initiative to contribute to making place without waste will grow even greater.