RUE + ROE was established in 2022 by Briana Abedi + Madeline Kaufmann (with a lot of love, hard work and many laughs!). After working together for over 15 years in fashion, marketing, sales and e-commerce, Briana + Maddie are paving their own way through children's retail with an innovative, experiential approach to shopping.
RUE + ROE is based in the heart of the Kentlands community of Gaithersburg, Maryland and online, offering nationwide shipping for apparel, accessories and gifts. RUE + ROE carries carefully curated, specialty items, most of which are sourced from women-owned, sustainable brands that are eco-friendly, and ethically made. And more than just retail - at the brick and mortar you will find RUE + ROE hosting pop-up events to promote local businesses and side-hustling-mamas alike (check out upcoming events here). The boutique offers a serene and sophisticated atmosphere for parents to shop, yet a fun environment for kids to enjoy. Founded with three core concepts in mind, RUE + ROE operates with an emphasis on SHOP. PLAY. DISCOVER.



Briana Abedi attended the University of Miami and the University of Maryland, graduating with a degree in Communications & Public Relations. From her senior year of high school and throughout college Briana worked in a high-end children’s boutique, quickly becoming a Buyer and Manager. Soon after, Briana helped open the boutique’s second location, expanding her experience in the industry. She later went on to work in luxury wear at Neiman Marcus, where she gained further experience in a customer service-focused environment, but missed the intimacy of a small-business feel that was not fulfilled within the corporate setting. Most recently, Briana worked the last 8 years as the Lead Stylist and Buyer at a couture bridal atelier in Georgetown. Briana adopted her passion for children’s wear long before her professional career began. Throughout the DMV, her family owned several luxury children’s clothing boutiques and a children’s shoe store. She regularly visited all stores, helping out on weekends and developing back of house skills from a very early age. Briana resides in the area with her supportive family and their dog (the first name to build the brand!): RUE. 


Maddie Kaufmann graduated from the College of Charleston with degrees in Business Leadership: Change & Social Responsibility, and Sociology. Throughout college, Maddie worked in runway production, coordinating shows and events for high-end designers. During these formative years, Maddie honed in on her passion for business, marketing and entrepreneurship. After college, Maddie worked with Washington Fine Properties, a luxury real estate firm, providing marketing services for some of the top real estate agents in the DMV. For the past 6 years, Maddie has worked as a Marketing & PR Director for luxury bridal and event companies, also offering marketing services as an independent contractor for small businesses. With her extensive knowledge in Shopify, advertising, social media strategy and more, Maddie has helped grow businesses at an exponential rate. On a personal note, Maddie is familiar with the hard work it takes to run a successful small business as her husband is a fourth generation jeweler, with a store in Potomac, Maryland. Together they reside in the Lakelands community with their two young daughters and dog (each who's names helped complete the brand):ROSIE, LUCY + MOO.