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 long-term marriage and a stress-related stroke, I made a conscious decision to reassess what I wanted the next chapter to look like. Stepping back from a senior role built around sales, partnerships, and scaling businesses gave me the clarity to choose what I wanted to build next. Artisan Collective came from that decision - a deliberate move to apply everything I’d learned, built on trust, transparency, and a simple belief in win-win relationships.
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 creates new work, takes on commissions, and introduces me to exceptional British artisans - many of them 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 how hard it can be 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 proven ability to open doors, close deals, forge meaningful partnerships, and ensure exceptional work reaches the right people. Paired with a deep appreciation for craftsmanship and originality, that’s what I bring to the Collective.
Artisan Collective unites outstanding independent British artists from across all disciplines - from painting and sculpture to neon, textiles, 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.
Artisan Collective exists to give exceptional makers access to the right opportunities - connecting them with collectors, designers, developers, and commercial partners who genuinely value originality, craftsmanship, and quality. Whether it’s arranging studio visits, brokering commissions, negotiating licensing agreements, or managing projects from start to finish, the focus is always on placing the right work with the right people, and building relationships that last.
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