Virginia Bruce is the CEO of The R.E.A.L. Group, which is comprised of R.E.A.L. Brands Pty Ltd (REAL) and the R.E.A.L. Foundation.

Bruce has 25-year history in successfully developing & implementing brand extension programs yielding tangible business results. Bruce’s international reputation was forged through her key role in developing International brand and business strategies for many Fortune 500 brands including Warner Bros, Disney, Audi, Volkswagen, Coca Cola, and Network 7 including four back-to-back Olympics starting with the Sydney Olympic Games. She has worked extensively in the USA, Australia, Asia, China, Middle East and Europe. Establishing business operations in all of these markets.

The R.E.A.L store is the culmination of Bruce’s ideas, values and experience. Throughout her experience, she has realised the power of global brands to impact people’s 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 Bruce’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. Bruce trusts that evolution is the way we grow and apply these ideas: ‘the human spirit will always find a way and this is the essence of creativity’.