You can add false to the save method to skip the validations if you want.
User.new({:email => "guy@gmail.com", :roles => ["admin"], :password => "111111", :password_confirmation => "111111" }).save(false)
Otherwise I’d do this
User.create!({:email => "guy@gmail.com", :roles => ["admin"], :password => "111111", :password_confirmation => "111111" })
If you have confirmable module enabled for devise, make sure you are setting the confirmed_at value to something like Time.now while creating.