Casting and characterisation In December 2010, the
Liverpool Echo reported that eighteen-year-old Shaffer would be joining the cast of
Hollyoaks as Ruby, the sister of
Duncan Button (
Dean Aspen). Shaffer originally auditioned for the role of
Leanne Holiday, but she was later cast as Ruby. Shaffer made her first on-screen appearance as Ruby in the episode broadcast on 3 January 2011. In May 2011, it was speculated that Shaffer would be leaving
Hollyoaks. They dubbed her the "Rubester" and said she "occupies herself with tormenting others" including her best friend,
Esther Bloom (
Jazmine Franks). Shaffer told
OK Extra that Ruby is a "tart with a heart", but finds it hard to trust people. She said "[Ruby] has deep-seated insecurities and she feels quite lonely." Ruby gets her friend,
Sinead O'Connor (
Stephanie Davis) to write a love letter from their friend,
Esther Bloom (
Jazmine Franks), to teaching assistant,
Amy Barnes (
Ashley Slanina-Davies). Ruby assumes that Pete will be tutoring her. However, Pete convinces Ruby that Colin was only trying to comfort her. Pete tells Ruby that Colin will continue to tutor her. Pete then offers to be Ruby's new tutor. Ruby kisses Pete after she accidentally spills a drink on him. Ruby plans to host a party as Frankie and
Jack Osborne (
Jimmy McKenna) are on holiday. Ruby is pleased when
Riley Costello (Rob Norbury) and
Doug Carter (PJ Brennan) offer her a lift and she introduces herself as Alicia. They added that Ruby is "one seriously mixed-up girl" and it is not long before her lie begins to spread. Riley's fiancé,
Mercedes McQueen (
Jennifer Metcalfe), hears the rumour and is angry with Ruby. Jono attends Ruby's sixteenth birthday party and the other guests do not arrive. Shaffer said that Ruby is "over the moon" with Jono's presence. The pair continue to see each other and their relationship becomes serious.
Departure On 31 October 2013, it was confirmed that Shaffer had decided to leave
Hollyoaks. A show spokesperson revealed that Shaffer's final scenes as Ruby will air in early 2014. It was also confirmed that Ruby's on-off relationship with
Ziggy Roscoe (Fabrizio Santino) would face "more twists and turns" in the following weeks. In her later storylines, Ruby bought cocaine from
Trevor Royle (
Greg Wood) and suffered a
heart attack after taking it. ==Reception==