Why I started Artisan Collective
I’m Jay Willson, and after 35 years helping other people grow their businesses, I knew it was time to build something of my own - something real, and above all, something personal.
Following the end of a longterm marriage, a stress-related stroke, and stepping back from a high-level sales role to recover, I had to seriously reassess what I wanted to do with my new life. I chose to build something of my own - something with meaning. I wanted to use my experience to create real value for others too, grounded in the belief that we’re stronger together than alone.
What experience has taught me is this: the best results come from bringing the right people together. That principle sits at the core of Artisan Collective.
I come from four generations of artists, including my great uncle, Chas C Stadden - a world-renowned military artist and sculptor. My nan was an accomplished porcelain painter, and my mum, Sandy, at 76, with her signature pink and purple hair, still produces art with passion, takes on commissions, and introduces me to exceptional British artisans - a number of whom are now part of the Collective.
Her insight, and the input of every artist in the Collective, helped shape a platform that truly reflects their needs. It made me realise just how hard it is for great independent artisans to be seen - and that’s something I’m here to change. This isn’t a marketplace built just for margins. I built Artisan Collective by listening first, removing the noise, and making space for genuine connections to the extraordinary.
I’m not an art critic, a fine art dealer, or an art consultant - and I don’t pretend to be. What I do have is a keen ability to open doors, close deals, forge meaningful partnerships, and create the kind of noise that puts great work in front of the right people. Paired with a deep appreciation for exceptional craftsmanship, that’s what I bring to the Collective.
Artisan Collective unites outstanding British makers from across disciplines - from painting and sculpture to neon and beyond. This isn’t a traditional marketplace. It’s an invite-only space where every member is selected for their originality, skill, and shared values. There are no middlemen, no inflated margins - just honest representation and full control for the artists.
We exist to give our makers the platform and connections they need - reaching global collectors, interior designers, developers, and commercial clients who value more than just decoration. Whether it’s arranging a studio visit, brokering commissions, negotiating licensing agreements, or handling the full process from start to finish, we’re here to make those connections count.
With a sharp commercial instinct and a drive to create opportunity, we don’t wait for interest - we generate it, opening up new routes to market whilst helping raise the profile of British craftsmanship on a global stage.
This isn’t about chasing trends or seeking academic approval. It’s about offering something more considered - work that speaks for itself and leaves a lasting impression.
Whether you’re here to collect, commission, or simply discover, I invite you to explore the work and stories that make this Collective so special.
All good business starts with a chat - so feel free to get in touch.
Many thanks,
Jay Willson
Founder & CEO