Our Team
Ruby Russell is the pioneer behind RR Distinctive Beddings LLC, her latest venture after Summer's Nichols and a Karate Studio, an innovative brand taking the world by storm and showcasing an inspiring blend of resilience and creativity. Her mission is to simplify the bed-making process to enable all, including a child, to be comfortable partaking in this mundane yet essential life skill. Following in her parents' entrepreneurial legacy, she leads three distinct brands under this parent organization - Stayput Beddings ® —a one-tuck, self-centering top bed sheet showcasing practical solutions with a commitment to redefining the ordinary.
Befitted Beddings® extends her vision, addressing the visually impaired with a 3-step reversible duvet cover. Beyond business, it reflects her genuine concern for inclusivity and making a difference. The COVID shutdown sparked Befitted Kids, emphasizing accessibility from a young age through matching doll beds and an illustrated book on bed-making.
Named "Accessible" by The American Council of the Blind, Ruby's creations mark entrepreneurial success and a legacy of inclusivity and positive impact. Her journey, rooted in family tradition, exemplifies the potent fusion of business acumen and a sincere dedication to improving lives. Ruby Russell's story is more than entrepreneurship; it's a legacy in the making.
Ruby's first love is gardening, which is where her creativity blossoms. She cares for the environment and hopes to see this organization be a hub for visible minorities and disabled people to thrive. She received multiple accolades throughout her journey, notably her recognition as an Innovator by the CREA awards alongside Oprah Winfrey and Elon Musk. Most recently, she was named among the top 100 Entrepreneurs of the year by Entreprenista.
Louis Webster Scheel was born in Long Island, Nebraska, where he would later attend the University of Nebraska. His passion for electronics and innovation led him to create and operate the Television Clinic, a television sales and service company. Afterward, he became the chief engineer at Relo Electronics of Omaha, an affiliate of the UP Railroad, where he honed his skills in electronics and engineering.
His career took him to Western Electronics Corp, where he worked as a test set designer. During this time, he invented the world's first relay-less multi-channel remote control system, showcasing his ingenuity and forward-thinking approach to technology.
Louis Scheel's entrepreneurial spirit led him to own and operate L&M, a hobby products manufacturing company. His dedication to innovation and product development led him to obtain multiple USA electronics products patents while working as a design engineer at Dale Electronics Inc. in Columbus, NE.
Louis Scheel created and operated Autoflite, an avionics manufacturing company that served corporate aircraft manufacturers and operators in the aviation industry. His expertise in electronics and avionics led to the success of Autoflite, which he later sold.
After selling Autoflite, Louis Scheel co-created RR Distinctive Beddings LLC, showcasing his versatility and ability to adapt to different industries. Throughout his career, Louis Scheel has been a trailblazer in the field of electronics and engineering, leaving a lasting impact on the industry.
Louie enjoys fine dining and owns a gorgeous Pomeranian called Bentley, which he loves spoiling.
Francine is the Strategic Leader of RR Distinctive Beddings LLC, an organization poised to revolutionize how the world sleeps by introducing innovative techniques to simplify the bed-making process. She founded Cameroon Bedding, a brand inspired by her Cameroonian roots, to bring forth her culture and educate people. She also leads the women's community Mothers to Daughters (M2D), a transformative organization focused on bridging intergenerational gaps among women through mentoring. Her commitment aligns seamlessly with a dedication to empowering women and fostering lasting connections.
Before embarking on full-time entrepreneurship, she excelled in client-facing roles specializing in personal and commercial banking and private wealth management for Ultra High Net Worth clients for one of the largest banks in Canada. Her experience also spans corporate governance, where she crafted executive roadmaps by developing strategic relationships and driving client digital transformation for revenue growth in the financial technology industry. A recognized figure in Canada, Francine is among the 2020 Top 100 Black Women to Watch, a 2021 Black Rising Leader, a recipient of the Legacy Awards in 2022, and most recently named a 2023 Global Peace Ambassador representing her native and adopted countries, Cameroon and Canada.
During her spare time, she mentors newcomers through the Toronto Region Immigrant Employment Council and contributes to youth readiness for the workforce at Woodgreen Community Services. Fluent in English and French, Francine brings a diverse perspective, complemented by a strong passion for community-focused activities, supporting small businesses, reading, meditation, and physical wellness. Her journey is a testament to the spirit of innovation, impact, and empowerment.
A New Way To Sleep
There are two kinds of people in the world. Those who make their beds. And those who don’t. We have nothing against those who don’t. But we prefer those who do. They are accomplished. Driven. Victorious. And the success of every day begins with a victory. No matter how small it may seem. Because the small things matter. If you can’t do the small things. You can’t do the big things.
Now imagine bedding. Sheets, comforters, duvet covers Beautiful, soft, and luxurious. But there’s something much more. This bedding is patented. Ingenious. Different. And the reason? This bedding practically makes itself. That’s not only a good thing. It’s a great thing. Because, in the end, you don’t make the bed.
The bed makes you.
Befitted Bedding, the most significant advancement in bedding since the fitted sheet invented over 60 years ago.
Experience
Dates EmployedJul 2015 – Present
Employment Duration4 yrs 5 mos
LocationSleepy Hollow, New York
Film and TV Production
Dates EmployedMar 2014 – Present
Employment Duration5 yrs 9 mos
Dates EmployedOct 2001 – Present
Employment Duration18 yrs 2 mos
Done.
Education
Dates attended or expected graduation1976 – 1979
Experience
Dates EmployedJul 2015 – Present
Employment Duration4 yrs 5 mos
LocationSleepy Hollow, New York
Film and TV Production
Dates EmployedMar 2014 – Present
Employment Duration5 yrs 9 mos
Dates EmployedOct 2001 – Present
Employment Duration18 yrs 2 mos
Done.
Education
Dates attended or expected graduation1976 – 1979
Parsons School of Design
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The Theory of Inertia - Or, How to Understand the Presidential Election and Madison Avenue in One Easy to Understand Column
- Published on November 15, 2016
Co-Founder, FLY Communications
7 articles Following
Right now you’re wondering whether to read this. And no matter what these words say, the chances are you won’t read any further. That’s because of the greatest force in the universe – inertia.
That is: A body at rest tends to stay at rest. A body in motion stays in motion, (Sir Isaac Newton – 1667).
The same goes for human behavior, and as marketing people, we experience this firsthand. We fight like heck against resting bodies. We need people to move, to stand up and walk over to the phone, or turn on their computer, or at least think about replacing their car, their home, their smartphone, or their job. That’s why in direct marketing we implore our audience to “Act Now,” or “Click Here.” Brand advertising, the kind you see during the Super Bowl, works its magic in a more subtle way. You’re already at the mall when for some inexplicable reason those new Nike cross-trainers call out to you as you walk the floor. Just turn left into the Foot Locker, slip on a pair, and you’re ready for your next heavy breathing session in front of the TV.
We saw the theory of inertia play out in this year’s election, too.
“Make America Great Again” proved to be a powerful slogan because it tapped into the fear of change that so many people feel in a rapidly changing environment. Lives have changed. Relationships have changed. Jobs have changed. The neighbors have changed. The kids have changed. Prices have changed. The world has changed. It’s too much change for too many people.
Not to mention that these changes—the ones that have been so helpful to some—have been perceived as detrimental to others. So if someone promises you that things will go back to the way they were—when everyone on your block looked the same, and talked the same, and worked the same jobs—it’s easier to understand how Trump won.
“Stronger together?” Wha? I just want to get my own life back to how it was before. Back when I could go through my day and not have to deal with the new, the different, and the unfamiliar.
It’s not that the great majority of Trump supporters are racists; they’re just normal, well-meaning Americans who are simply uneasy with the pace of change. We are, all of us, bodies that are either in motion, or at rest, and many Trump voters apparently want to stay at rest.
Meanwhile, people who live in the major metropolitan areas voted for Hillary in greater numbers because they tend to be bodies in motion and apparently want to stay that way. Living in a big, bustling city is all about change. Jobs change. Partners change. Neighbors change. Neighborhoods change. The view outside the window changes. It’s not that urban dwellers necessarily like change, it’s just that they’re used to it and are comfortable with even more.
Will Donald Trump’s promise of reducing the amount of change in American life hold up? Probably not. The world is moving too fast now and could start moving even faster. And America is the pacesetter in an increasingly interconnected global community. Our technology, our culture, and our leaders – especially our business leaders – create and embrace change and are making very good money at it. And because the world is now moving so fast, it will probably keep moving fast. But that’s inertia. America won’t slow down for anyone, including the Donald, and anyone who voted for or against him. That’s how the universe works. Just ask Sir Isaac Newton.
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Designer Cristina Dos Santos was born in Lisbon, Portugal and her style is imbued with a distinctly European flair, crammed full of modern American influences. It is this wonderful combination that infuses every project she takes on.
Cristina is renown for scouring the world to bring the finest in global design into her client's homes. For 20 years Dos Santos has been imbuing interiors with her design vision, an aesthetic that marries architectural elements, personality, and function. Taken together Dos Santos' style invites clients to luxuriate in livability. Dos Santos grew up in Lisbon, Portugal and earned her degree in Architecture at Toronto's Ryerson University. After graduation she moved to NYC and worked at ABC Carpet & Home, later as the Director Merchandising Manager for all the Gracious Home Stores. Her current interior design projects include a waterfront home in Nantucket, MA, the Razor House in La Jolla, CA, a Country Estate in Bedford, NY, a Soho Penthouse and multiple high-end residences in Downtown Manhattan. In 2009, she set up shop in her eponymous store at 39 North Moore Street, in the epi-center for destination home stores.
Dos Santos' luxury store is where she sells all the furnishings, accessories and baubles, which she loves most. The space now provides a base for her interior design work. The store has attention to affordable luxury and Dos Santos is designing and is milling a selection of sheets with CDS linens, they are produced exclusively for her in Italy. Cristina enjoys surfing in her spare time and speaks conversational French.