Virginia Bruce is a social entrepreneur who has worked as an international brand and business developer for 20 years. The r.e.a.l store is the culmination of her ideas, values and experience. Throughout her experience, she has realised the power of global brands to impact peoples values and decision making. Her goal is to utilise this to inspire people to do good. Her vision is to create a brand that demonstrates the ability to merge profit for good and philanthropy into a sustainable business model that focuses on "paying it forward".

A definitive aspect of Virginia’s vision is creativity. She believes creativity is a positive visceral force that transcends language, distance, time and form. It is the use of imagination to form original ideas. Evolution is the way we grow and apply these ideas. Nothing is consistent, everything is changing and anything is possible. The human spirit will always find a way and this is the essence of creativity.