I believe in Indie Biz…

…it has the creative power to bring joy and vitality into a world full of bland organisations and chain stores. Let’s come together as a community of individuals to share ideas, experience and passion to shape the culture we live in. One person’s success is not another person’s failure; shift comparison and feel inspired. Forget the numbers and follow your purpose.

Welcome to Indie Roller!

Indie Roller Guiding Principles

What does it mean to be an Indie Roller? I've created a set of guiding principles, are you ready to take the pledge?

  • Trust & follow your instincts.
  • Dream big, start small; believe in baby steps.
  • Do the work to ignite your passion.
  • Be curious and try stuff.
  • Ask for help and help others.
  • Making mistakes is part of the process.
  • Shift perfectionism & push the button.
  • Reject hustle culture; work at your own pace.
  • Do your thing & let go of comparison.
  • Keep going. Perseverance is everything.

If these words give you the feels please come and join us in the Indie Roller Annual Membership.

Your people are waiting for you!

Meet our founder: Leona Thrift-ola

Indie Roller is guided by me, Indie Biz champion, Leona Thrift-ola. Here's what I've been up to over the past 17 years...

  • 2003

    Started making jewellery to sell at Portobello Market & launched my first Indie Biz Lady Luck Rules OK.

  • 2004

    Launched my first e-commerce website and manufactured an enamel pin & jewellery collection. Held a talk about my work for the first time at the Fashion & Textile Museum.

  • 2005

    Opened bricks and mortar Superette, employed staff, attended trade shows around Europe & built a 240 strong stockist list.

  • 2006

    Focused on the manufacturing of products and started using social media for the first time with a profile on Myspace.

  • 2007

    Started attending craft fairs & shopping events including the BUST Craftacular in London, Renegade Craft Fair in New York & The Clothes Show Live.

  • 2008

    Launched personalised collection, built a workshop to create products in-house and ran events with the service at Tate Britain, the V&A and the Barbican.

  • 2009

    Started a Pop-Up Tea Shoppe side hustle after visiting New York and becoming obsessed with cupcakes.

  • 2010

    Closed Lady Luck Rules OK & Superette. Toured the UK hosting Indie Biz talks & workshops.

  • 2011

    Turned my lifelong passion for vintage into an Indie Biz and launched Thrift-ola.

  • 2012

    Started using Instagram for business and freelanced for Wayne Hemingway working on the Vintage Festival.

  • 2013

    Worked as the Marketing Manager for Rokit Vintage whilst I plotted my next Indie Biz move.

  • 2014

    Launched a subscription box business called Lucky Dip Club from the corner of my living room.

  • 2015

    Lucky Dip Club becomes a 6-figure business in it's second year. I moved into a studio & employed staff.

  • 2016

    Started a family and left London after 21 years. My business plan for investors is put on the back burner.

  • 2017

    Struggled with running Lucky Dip Club and being a Mum; launched The Rollercoaster of Running an Indie Business support group in response.

  • 2018

    Invested in myself for the first time with a business coach and a therapist. Launched Make It Happen membership group and closed Lucky Dip Club at the end of the year.

  • 2019

    My first year as a service-based business offering masterminds, one-to-one sessions and running the subscription group. Launched Indie Roller website and wrote my first book: The Indie Roller Handbook.

  • 2020

    The Indie Roller Annual Membership launches!

I live + breathe the indie biz life and I'm honoured to support and stand for an independent creative way of life. Each day I'm honing my craft and figuring out how I can best serve my subscribers and community. My inbox is always open! I look forward to talking, supporting and sharing what I've experienced with you. Probably over a cuppa or two.