About Us


Hello and welcome to imogen ruby. We are a family run business created by Jaz (Mummy), Alison (Nana) and Imogen. The idea for imogen ruby began in 2021 when Jaz was pregnant with Imogen. After a great deal of research, we settled on an online business and launched in February 2023. We began to build our brand relationships, selecting only those who specialise in sustainably made, environmentally kind products. In May 2023 we wanted to expand our business and continue to grow so we opened our first physical shop in Cobblestone Walk, Steyning.

In August 2023, we were thrilled to discover that we had been selected as one of the #smallbiz100 2023!

In December 2023, we opened a second shop within Cobblestone Walk, Steyning so we are able to show off a wider range of our collection!

We wanted to continue to expand our collections and offer a wider range of environmentally kind products, so in March 2023 we opened our first High Street bricks and mortar shop!

Why these products?

  • Clothing

    We have selected brands that provide high quality, attractive clothing that lasts well and is as ethical or sustainable as possible. All of our brands use GOTS certified organic cotton. This prestigious award means that the cotton is grown sustainably and with care to the workers and environment. We currently stock most of our clothing in age 0-5 years. We will continue to expand the selection over the coming months.

    All Clothing 
  • Toys

    We have selected brands that not only provide high quality, well made toys but also those that have a range of toys for each developmental stage. Babies and children grow so fast and it is important that we continue to challenge and encourage this development. We also wanted to select brands which are sustainably made and endeavour to have a minimal impact upon the environment. Where possible we have selected fair trade brands.

    All Toys 
  • Reusable Nappies

    Jaz wanted to use reusable nappies with Imogen and found that there is an overwhelming amount of information. After spending many hours researching and using a variety of brands with Imogen, we have collected our favourite brands here to support you in starting your own reusable nappy journey. We have created our own reusable nappy incentive scheme to help get you started on your cloth journey and also offer support and advice.

    All Nappies 
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  • Not Only Pink and Blue

    You can find us as part of the not only pink and blue directory. Not only pink and blue is challenging the tradition of dressing girls in pink and boys in blue. After all, there are 11 colours and over 10 million shades to choose from!

    They, and we, believe that all colours are for all children, all toys are for all children, and that all children should see themselves in the books they read.

  • Small Business Saturday

    We are delighted to have been selected as one of the Small Business Saturday#SmallBiz1002023! Small Business Saturday is happening on the 2nd December this year and is a celebration of the 5.5 million small businesses around the UK. In the lead up to this day, the campaign selects 100 inspirational small businesses to highlight and we have been chosen as one of those 100!

  • Green Skills Course

    We have taken part in and completed the Green Skills For Small Businesses course with Oxford Brookes Business School and Small Business Britain. We are committed to ensuring that every decision we make is as sustainable and planet friendly as possible. This course has helped us pave the way for ensuring that each step we take as we grow as a business mirrors and reflects our values.