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The team behind our urban youth charity is headed up by CEO & Project Founder Dawnie Reynolds, who has been involved in pioneering & innovating youth projects all over the UK & abroad for the last 35 years. Before founding Ruff & Ruby in 2010, Dawnie – an original ‘Stokie’ – has worked locally in education, inclusion & youth initiatives across the Potteries for 25+ years.

With extensive experience & expertise in her field, Dawnie continues to engage in daily ground-level youth work despite her role as Ruff & Ruby’s CEO. She is a highly acclaimed motivational youth communicator who pioneered the original UK-wide Soulsista movement & has spoken at large-scale national youth events in front of groups of up to 12,000 young people with The Message Trust, Manchester & Oasis Trust London.

Dawnie & the crew, along with associates & volunteers, have extensive experience delivering high-quality presentations & training for individuals & organisations looking to learn more about the needs of young people & youth culture.


She is available as a motivational speaker & an MC for workshops, awards ceremonies, youth & young adult events, festivals, church services, project launches & staff training events.


To check Dawnie’s availability, please contact +44 (0)7812 774632

“Dawnie is not just one of the most compelling & dynamic communicators I know, but she also has a massive heart for people. It’s a winning combination & I can’t recommend her highly enough.”

~ Andy Hawthorne OBE, Founder & CEO,

The Message Trust

"A job is something you're paid to do...

a calling is something you're made to do!"

The Ruff & Ruby crew are a team of incredibly creative workers & volunteers who come from a broad range of lived-experience backgrounds.


Each of our members has their own story to tell, making them authentic & positive role models. We work closely together to reframe the negative messages within modern youth culture, encouraging disadvantaged young people in Stoke-on-Trent to make better lifestyle choices, raise their aspirations & realise their self-worth.


We firmly believe young people should ‘stand for something, rather than fall for everything’. #LIVEPONPURPOSE



Ruff & Ruby’s senior leadership team is made up of four local trustees & a special advisor. Together, they have a comprehensive working knowledge of the criminal justice system, youth work, education, project management, finance & business, & tackling poverty. This group works alongside Dawnie & the rest of her team to deliver progressive & robust processes that place people at the heart of everything the charity does.


If you’d like to learn more about Ruff & Ruby’s trustees or its annual accounts & reports, please visit our page on the Charity Commission website.


Ruff & Ruby is blessed to have two fantastic local patrons: charity campaigner & mum of superstar Robbie Williams, Jan Williams; & Oscar-winning actor Rachel Shenton.

Rachel & BBC television presenter Beccy Wood both generously donate their pre-loved clothing, which can be purchased from the Ruff & Rubyrooms social enterprise in The Potteries Centre. All proceeds are invested back into the charity.



RUFF & RUBY urban youth charity energises, engages & empowers young people to realise their VALUE, reach their POTENTIAL & reshape their WORLD, through innovative programs & services that inspire them to




07812 774 632



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