The Value of Indie Roller

You’ve got the talent to create products and/or services; we’ve got the savvy business strategy AND compassionate self-care tools so you can grow a long-term sustainable business.

Indie Roller is a gift to a budding business owner because it gives you a tried and tested road map to grow your own successful company from. We provide clear direction and relief from imposter syndrome, self-doubt, fear and comparison. You will build an unshakeable belief in yourself, your business and your customers so you can do the work you want to be known for.

This results in quicker decision making, embracing mistakes and getting your work done in half the time. Boom!

Indie Roller Guiding Principles

  • 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.

Indie Roller is a supportive and inspiring environment where independent business owners like you can rise up and work ON your business. This means allocating time to learn skills, create strategy and get coached on your mindset. When you choose this path you are moving away from ‘hoping it works’ to intentionally doing the work.

Our human-first approach means we teach you the tools to manage your own mind alongside skills to market, sell and make money. We prioritise the ‘who’ before the ‘how’. We believe this is a fundamental part of long-term successful independent business ownership.

Our core training ‘The Indie Roller Process’ teaches you how to create a solid foundation to work from that flows up from your values, why, vision and mission. You don’t have to compare your business to others when you decide intentionally how you want to run yours based on these four components. With your foundation in place you have your own business ‘rule book’ to guide you and give you the working life that suits your needs.

The monthly Get It Done framework creates an adaptable system for you to become consistent with setting goals, committing to them and following through.

Growing a business is not rainbows and unicorns all the time.

That’s why we do this together in the colourful and fun environment created by Indie Roller founder - me - Leona Baker.

With Indie Roller you will learn - step by step - how to believe in yourself as a business owner, believe in your business and believe in your customers. We create space for self-care and business success to exist side by side. You will become the expert in your own business so you have the confidence to start, develop and evolve.

Meet our founder: Leona Baker

Indie Roller is guided by me, creative business champion, Leona Baker. 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 subscription 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 a book: The Indie Roller Handbook.

  • 2020

    I run the Indie Roller 2020 Membership, Digital Bootcamps and Festive Showcase in a challenging year.

  • 2021

    The Indie Roller Membership becomes a community driven space to hone strategy and skills and increase visibility and sell online. I launch my coaching practise.

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 members and community.