Ruby's dumbness is the joke, and the show commits to it completely, every problem she causes spirals in the exact way you predicted, then somehow worse. The Jewelpets are aggressively cute in a way that works because the comedy around them actually lands, not because you're supposed to coo at them. Nobody watches this one anymore, which is the real crime.
Ruby is a scatterbrained rabbit Jewelpet who owns the Kira Kira Shop in Jewel Land and cannot resist collecting anything that sparkles and shines. Long ago, according to legend, a strange meteor smashed the Mirror Ball, and its fragments, known as Deco Stones, were strewn across Jewel Land. Once Ruby and her friends hear the story, they set out to find the stones. Along the way they meet the KiraDeco 5, a group of five unusual people who want to collect the Deco Stones too. The two sides become friends, with the Jewelpets growing especially close to a member named Pink Oomiya. Together they have to gather every stone and keep the Eternal Darkness from overrunning the human world. The result is a colorful fantasy and magical girl story built around a sparkling treasure hunt.
