Jen Rubio co-founded Away in 2015 alongside Steph Korey. Before that, she led social media and content strategy at Warby Parker. There, she met her future business partner. She later spent a year traveling the world as global director of innovation for AllSaints.
Rubio struggled to find the right suitcase for her own travels. She noticed a gap in the market. Cheap bags fell apart quickly. Designer luggage cost too much. So, she decided to build something better. She wanted stylish, functional luggage at a fair price.
Together, Rubio and Korey launched Away with that exact vision. The brand created minimalist hardshell suitcases with smart features. For example, built-in phone chargers became a signature touch. Additionally, the team marketed everything through Instagram rather than traditional ads. As a result, they built a loyal, design-conscious following almost overnight. Celebrities and everyday travelers quickly took notice.
The strategy worked incredibly well. By 2019, Away reached unicorn status with a valuation above $1 billion. However, real challenges soon followed. The company faced a widely reported workplace culture controversy that same year. Then, the pandemic hit travel demand hard. Furthermore, several CEO transitions added extra turbulence.
In 2021, Jen Rubio stepped in as CEO to stabilize the business. She guided Away through recovery and prepared it for long-term growth. Meanwhile, she continued shaping the brand’s creative direction and vision. In 2025, she moved into the role of Executive Chair. Jessica Schinazi then took over as CEO.
Beyond Away, Rubio has built an impressive public profile. She earned a spot on Forbes’ 30 Under 30 list. She also joined Create & Cultivate’s C&C100. In addition, she has served as a trustee of the Whitney Museum since 2020. Today, she lives in New York City with her husband, Slack co-founder Stewart Butterfield, and their two children.
Ultimately, Jen Rubio transformed a simple travel problem into a billion-dollar brand. Her story shows how strong branding and clear vision can reshape an entire industry.