Jessica Goldfond of Rainbow Unicorn Birthday Surprise: Little Bursts of Happiness
Some brands instantly spark curiosity—and few do it more effortlessly than Rainbow Unicorn Birthday Surprise, affectionately known as RUBS. Jessica Goldfond, the creative mind behind the whimsical accessories brand, sat down with Bagel Ambassador Sam Silverman as part of BagelFest’s Bagel Buzz Instagram Live series.
When asked about the unusual name, Jessica recalls her penchant for offbeat monikers that stick in people’s minds. “I’ve always just liked names that are sort of irreverent and… they don’t really relate to whatever I’m doing,” she says, drawing a parallel to her PR firm, The Shiny Squirrel. The RUBS name was born from a moment of jest, proving that sometimes you really do have to follow through on bold ideas.
Kitschy Accessories with a New York Twist
RUBS’ product line is just as fun and vibrant as its name suggests. The mainstay? Hair accessories (think quirky pigeon hair claws and bagel-shaped clips) reflecting Jessica’s love of “fake food” and things that capture New York culture. Alongside hair goodies, RUBS offers keychains, bag charms, and socks, all built around the theme of joy and self-expression.
“I mainly sell things that are about being different and adding to your own personal style,” Jessica explains. Many of her bestsellers, like the bagel hair claw and bagel keychains, celebrate an unmistakable New York icon. These playful pieces are designed to offer a “little burst of happiness," much like a great bagel on a busy morning.
The Sweet Spot: Where RUBS and Bagels Meet
It’s fitting that RUBS will be featured at the 2025 New York Bagel Fest. Both the brand and the event celebrate what makes New York unique: community, creativity, and, of course, carbs.
RUBS accessories are sold in over 900 boutiques worldwide, from small shops to major retailers like Nordstrom. And while they haven’t broken into bagel shops yet, Jessica notes that the register is the perfect spot for something small, delightful, and highly giftable. Collaborations are a major part of the RUBS story, including recent tie-ins with Phoenicia Diner (pancake hair claws!) and Jessica is eager to create custom accessories for bagel shops, mascots, and beyond.
Small Business with Big Personality
Before RUBS, Jessica made her mark in the PR world—an experience that’s shaped her approach to product and brand building. Her advice for other small business owners, especially those in food and hospitality? “Connect with your audience on social media and be very consistent… Turn your business into a fun experience for the person watching it.”
She stresses the value of infusing brands with personality by highlighting not just the products, but the people and community behind them. Even in a city as vast as New York, that sense of local connection at the coffee shop, the bagel counter, or on Instagram can make all the difference.
Traditions & Tastes
Of course, no Bagel Buzz would be complete without a lightning round dissecting preferences: Everything vs. sesame, toasted vs. untoasted, rainbow bagels, Montreal-style, and, the age-old debate—“Is it really the water?” The consensus: New York’s bagel magic is a blend of tradition, skilled bakers (with roots from various immigrant communities), the city’s soft water, and the relentless pursuit of perfect texture and taste. Jessica’s favorite order is a classic: a salt bagel piled high with lox cream cheese and raw onion, a flavor profile that’s quintessentially New York.
As the bagel world grows and changes, so does the circle of brands, personalities, and creators like RUBS that infuse old-school foods with fresh joy and imagination.
Check out RUBS’s website and Instagram.
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