Meet Josh Spies

Where are you located?
I am based in the West Midlands. The majority of our customers are based in the UK, but we also serve customers internationally.

What does your business do?

Dice Dragons offers dice and TTRPG accessories for all kinds of adventurers, whether they’re devoted dice goblins or just starting out in the hobby.

Our service is prompt, professional, and personable. We aim to keep our products affordable without compromising on quality. Our range includes mass-produced items, officially licensed merchandise, and a growing collection of our own unique dragon designs.

As we continue to expand, we’re building our brand identity around our six “dice dragons” – avatars that represent the different personalities you’ll find across tabletop roleplaying.

How did it all begin? What drive you to start the business?

I’ve always had a spark for selling online. As a kid, I’d buy job lots of Pokémon cards, take them into school, and spend my break times listing them on eBay. Combining that with one of my biggest passions – tabletop roleplaying games – felt like a natural fit. I started Dice Dragons in 2022 while creating a new character for my Dungeons & Dragons game.

I wanted dragon-themed dice to match his little dragon companion, but everything I found was either very expensive or overseas. I realised there was a gap in the market for cool dragon-themed dice and accessories. I started with a small range, and it’s grown steadily into what it is today – not just a curated selection of dragon-themed products, but also our own unique designs, officially licensed Dungeons & Dragons merchandise, and more. In the early days, I ran the business alongside my full-time role in SEO.

In October 2024, I left to focus on Dice Dragons full-time, and since then we’ve gone from strength to strength. We hope to continue growing and become the leading store of our kind in the UK.

What are you personally passionate about the most? What motivates or drives you? 

What drives me is the positive impact we have on our customers. Dice and tabletop accessories might seem simple to some, but for those of us in the tabletop roleplaying community, they’re important tools that shape our games and experiences.

Our overwhelmingly positive feedback is a huge motivator – not just the thousands of 5-star reviews online, but also the responses we receive from CICs and community groups we support, as well as conversations at gaming conventions.

We’ve helped beginners with their first dice sets, people finding gifts for their Dungeon Masters, and even people choosing gifts for wedding anniversaries (more often than you might expect!).

Who is your ideal customer?

It’s difficult to define our ideal customer in a single sentence! Ultimately, it’s anyone who shares our passions and resonates with what Dice Dragons aims to build. A big part of our brand is helping people get into the hobby.

We support beginners with affordable products and pre-written adventures, while also catering to more experienced players with high-quality accessories, helpful guides, and unique items to enhance their collections and games. So it’s a really broad range of customers that we help.

What type of business owners would you like to connect with?

I’d love to connect with others, not just in the board game industry, but also people at a similar stage in their journey, as well as those working in eCommerce more broadly. I’m also keen to connect with marketing professionals, particularly those experienced with Meta Ads, TikTok, and Kickstarter crowdfunding.

Contact Details

Website: https://www.dicedragons.co.uk/

More About Me: https://www.dicedragons.co.uk/pages/josh-spies

LinkedIn: https://www.linkedin.com/in/josh-spies/