Crystal and her team published Rue magazine’s premiere issue in September 2010 as a way to bring fresh content to a rapidly growing online community. The design world quickly embraced their new endeavor and today the magazine receives over 10 million pageviews per issue. Within the magazine’s first year of publishing, The New York Times recognized Rue in a piece entitled “The Thriving (Online) Shelter Magazine Industry.” Rue in particular was singled out for its hip aesthetic, and an inclusive approach that strengthens the connection with readers and partners in a growing community. Rue’s click-through technology allows the magazine to put its readers in direct contact with vendors making the Rue experience a truly interactive one, and invites readers to participate in the dialog, instead of merely observing. At the magazine’s core is the belief that it doesn’t have “readers”, it has friends, and that everyone has the talent within themselves to design their most beautiful life – sometimes it just takes a little advice from a friend to get started in the right direction!