Enable Postgres HStore column serialization for your ActiveRecord / Rails 3.1+ project.
Huge thanks and credit to https://github.com/softa/activerecord-postgres-hstore for code and inspiration.
Example
class Car < ActiveRecord::Base
serialize :data, HstoreSerializer
end
toyota = Car.create(:data => {:doors => 2, :color => "grey"})
# Finding. Notice that all values get stored as strings, hence the typecasting
Car.where(["data -> 'doors' = ?", "2"])
# Updating / Inserting
car.data['make'] = "Toyota"
car.save