The Roxby Collective
From Competition to Collaboration: How Two Roxby Downs Businesswomen Built a Thriving Retail Space Together
In a small town like Roxby Downs, competition between similar businesses often feels inevitable. But for Lauren Wilson and Ellen Smith, something remarkable happened: competition turned into collaboration.
Lauren, the owner of Oak and Willow, and Ellen, the founder of Salty Bloom, are now the proud co-owners of The Roxby Collective — a beautiful, locally-owned retail store located on Richardson Place.
It all began when Lauren attended a small business networking event hosted by the Innovation Hub and supported by Regional Development Australia Far North (RDAFN). She was looking for advice on opening a storefront in the Roxby Downs Shopping Centre. But her idea was met with scepticism.
"None of the other businesses who attended the meeting were really on board with the idea,” Lauren recalled. “They didn’t think opening a shop would work.”
Feeling deflated but determined, Lauren refused to take no for an answer. Among those at the event were Greg from RDAFN and Terressa from the Innovation Hub. While others were hesitant, Greg and Terressa saw potential in Lauren’s vision.
"It was clear Lauren had a great idea," Terressa said. "She just needed the right people around her to make it happen."
With support from the Innovation Hub and RDAFN, Lauren began developing the idea further. During planning discussions, the concept of teaming up with another local business emerged.
Terressa suggested Ellen, whose business Salty Bloom sold similar items and brands.
After speaking with Lauren, Terressa reached out to Ellen and explained Lauren’s idea of turning her online business into a physical store. Ellen was immediately intrigued.
“I thought, absolutely — that’s what we’re missing in town. We’re missing a shop,” Ellen said.
Despite their shared excitement, it took six months for Lauren and Ellen to finally sit down and talk.
“Because we lived in the same small town and had similar brands and products, we saw each other as competitors,” Lauren said.
Both admitted to feeling anxious around one another. But once they met, things changed quickly.
“We’re just both very anxious, and we’ve learned along the way that we’re pretty much the same person,” Ellen laughed.
Lauren added, “We needed to get over the fact that we were awkward and stop competing. Let’s jump in, collaborate, and make one big shop. We’re stronger together than separately.”
Once they committed to working together, they decided to test the waters by running a pop-up shop. Unsure how to get started, they turned to staff at the Community Hub, who once again pointed them toward the Innovation Hub.
The pop-up was a hit with locals. After hosting several successful events, it was clear they needed a more permanent space.
That’s when Terressa introduced them to Luke Hoban from Savills, the company managing leases at the local shopping centre. The Innovation Hub facilitated meetings and supported the women through the process.
Thanks to their hard work — and some help from their community champions — Ellen and Lauren proved there was real demand for their products. They secured a lease and, in January 2025, opened The Roxby Collective on the town’s main street.
While they continue to operate their individual brands, they now collaborate within the same space. They still stock some of the same brands but coordinate to ensure variety and avoid overlap.
But The Roxby Collective is more than just a retail shop.
“It’s not just about selling products,” Ellen said. “We’re trying to create community connection — a safe space where people can come in, browse, chat, and catch up.”
Lauren added, “Since we’ve come together, the space has literally doubled in size. It’s grown into something much bigger than either of us imagined.”
They’ve created a unique kind of retail therapy, one that goes beyond shopping.
“We know people still shop online or go out of town for big trips,” Lauren said. “But sometimes shopping is therapeutic. Some mums have come in just to wander and browse. They’ve left the kids at home and just want a quiet moment.”
Even those who don’t buy anything appreciate the space. It’s a place to connect, talk, and simply be.
“It’s not just a shop,” Ellen said. “It’s about kindness. It’s a safe space for everyone — including mums and kids. The number of mums who’ve popped in just to feed their baby or sit on the couch and have a vent — it means everything.”
Feeling like they’re making their mark on the town, Lauren and Ellen are excited about the future of The Roxby Collective. With big plans on the horizon, one thing is clear: Roxby Downs is better for their collaboration.
The Roxby Collective
Located on Richardson Place, Roxby Downs SA.
Opening hours are displayed on their Facebook page.
If you would like to check out the Roxby Collective Facebook page, follow this link: (3) Facebook