Independent Oxford


What is Indie Oxford?

Set up in March 2015, Independent Oxford supports the growing community of independent businesses in Oxfordshire, and is on a mission to create a world where everyone values local. Indie businesses are the beating heart of our communities, and make our towns, villages and high streets colourful, vibrant and diverse.

Why support indie?

Oxfordshire’s indies (and all indies!) reflect the places we live, our cultures and our interests and they make us different. We want people to know the alternatives to the nationwide high street stores and make considered, well-meaning purchases that last.

Through supporting independents you’re supporting the local economy and the money you spend at an independent directly helps support that person’s livelihood. You’re supporting local people’s jobs, funding innovation, and investing in your community.

There are great businesses just down the road that will greet you by name, and online shops that will deliver your order by bike and at a time that’s convenient to you. Indie Oxford helps you to discover them!

How is Independent Oxford helping? 

First and foremost by spreading the word. The directory is a comprehensive, ever growing list of hundreds of indies in Oxfordshire.

The directory, the blog and social channels the stories of these indies and the passionate people behind them.

As well as this, Independent Oxford has built and continues to build a community of independents who collaborate, encourage and support each other through what can sometimes be a challenging and lonely journey.

How can I get involved?

  1. Check out the Directory to discover your new favourite independent businesses.
  2. Use and browse #IndieOxford on socials to spread indie love and support.
  3. Consciously consume and adapt your shopping habits.
  4. Get to know your local businesses. Indies nurture community and relationships, and we want you to be part of that.
  5. If you are an indie, join the community and become an Indie Oxford member.


Rosie Jacobs

Rosie is the Co-Founder and Director of Independent Oxford.

Why Independent Oxford?

Anna and I started Independent Oxford in 2015, as we felt strongly about the benefits of supporting local businesses (and still do!), and creating a community for indies to get support. We both run indies ourselves and felt a real need for this, so thought others would too! Anna has now taken a step back from Independent Oxford.

I am passionate about providing an authentic, highly engaging and dependable website for you to discover the brilliant members we have across Oxfordshire, and share the IO mission to create real social change by showing the value of buying local, encouraging people to invest in their local economy and community. Each Indie Oxford member helps to realise this mission, and supports my work to put the local economy on the map.

I love building strong communities that make a positive social and environmental impact, and love using the digital world to support that.

Favourite Indies?

I love so many local indies: The Project PT for awesome community gym sessions, The Missing Bean for great coffee, Herberowe for gorgeous candles, Every Body Studio for yoga, Pompette for amazing food, and of course my Dad’s incredible Warborough Honey!

What are you up to when you’re not Independent Oxford-ing?

I also work for OSEP (the Oxfordshire Social Enterprise Partnership) which supports purposeful businesses, social enterprises and charities in Oxfordshire, sit on the Oxford Economic Steering Board, and support Good Food Oxford as part of its Oxford City Steering Group.

When I’m not busy with all things indie, I love running, cycling, reading, festivals, spending time with friends and family, and curling up with our cats Tom and Allen.

Email me at


Ruba Asfahani

Ruba works on the Independent Oxford blog, writing stories about the awesome indies our community.

Ruba Asfahani has worked in communications since 2012. Originally hired for in-house roles, in 2021 after the birth of her second child, she embarked on a freelance career to ensure a balance between her personal and professional lives.

Ruba is passionate about working with social impact organisations. Understanding the nuances associated with charities and the 3rd sector has allowed for a greater (and faster) way of working with tight budgets and sometimes challenging restrictions.

Ruba’s experiences encompass all communications; strategy is her bread and butter, but naturally extends to copywriting/editing, creating visual content, PR, email marketing, and more.

Ruba on her favourite indies:

There are so many amazing Indie Oxford members now, it’s hard to choose my favourites but I’d have to go for Jessie’s Art Shed because I wish it existed when I was younger and think it’s an amazing creative venture. The Oxford Soap Company for the best smelling, smoothest soaps I have around my house. And The White Rabbit pub – gorgeous pizza, delicious beer, hilarious team – all in the heart of Oxford!

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