Indie Oxford Stories: Amy Williams at Onanon
Welcome to Indie Oxford Stories, our series celebrating the incredible people behind Oxford’s independent businesses. These are the makers, bakers, creatives, and community builders who bring so much heart to the city. Each story offers a personal story about what inspired them to start, what keeps them going, and how you can support the local businesses that matter so much to life in Oxford.
How would you describe your business in a sentence?
Founded in 2025, Onanon is a clothes selling service with monthly curated collections sold at in-person pop-up events – with a focus on good brands and natural fabrics.
What first inspired you to start your business – was there a lightbulb moment?
Yes, I was chatting to a friend, after closing May & Co, my previous business and was saying about the possible next ideas I’d had that weren’t really gripping me and mentioned what I’d really love to create was a version of a lovely clothes shop, where everything was secondhand, but the experience was like buying new. And she said, well why don’t you do it?!
How did you actually get started?
I first decided to create a look, and researched the kinds of brands I’d like to sell, along with the style of pieces. I like things to be used rather than put away for special occasions, so making the focus on everyday wear rather than evening or officewear was an important decision. The first collection I did was with pieces I’d sourced secondhand so that I could show people what to expect. I then started reaching out for sellers to bring their pieces to me for the following collection. Thankfully, it was so well received, with many women wanting to buy great brands but without the heavy price tag, whilst being more sustainable. It then just grew from there.
What felt most daunting about starting out, and how did you overcome it?
Not knowing if people would like the clothes! We all have our own taste and style, so curating a collection of things I liked wasn’t guaranteed that people would like them too!
What has been your biggest challenge so far?
Managing stock was a challenge at the beginning – there were a lot of spreadsheets! I then decided to invest in purpose-built consignment store software to manage it all, and it was the best money I’ve spent so far.
What has been your proudest moment?
Hearing what people say when they come into the pop-up events and how they love all the details about what I’ve created.
What is the biggest lesson you have learned about running a business?
Be prepared to change. Don’t sit there waiting for things to happen, if they aren’t – keep trying new things and tweaking it til it does.
If you could give one piece of advice to someone starting out, what would it be?
Stick to what feels good and right to you. Everyone is different and will do it in their own way, take advice but tune in to whether it sits right with you and base decisions on that feeling.
What’s next for you and the business?
I’d like to continue growing the number of sellers who use Onanon. Collaborate with other businesses that complement the service – like personal stylists, menders, secondhand accessories, etc.
How can people support you right now?
Share their experiences as buyers or sellers and inspire others to do the same.
What is your favourite thing about running a business in Oxfordshire?
I love the community in East Oxford and feel very grateful that there are people who appreciate and get what I’ve created.
Who in the Independent Oxford community inspires you?
Hamblin – without a doubt! Everything they do is just spot on – from what they produce to everything that is behind it.
What does being part of the Independent Oxford community mean to you?
Its a lovely feeling to be a part of such an amazing bunch of individuals that have created these brilliant indie businesses.
Fun fact about you that people might not know? I used to DJ with my sister and moved to Oxford for the music scene.
Tea or coffee? Coffee ☕️
Early bird or night owl? Early Bird 🐥
Book or film? Book 📖
