In a world where creative talent often struggles to meet commerce, Cay Collective is shaping a new path. Founded in 2023 by Johanna Gauffin and Natalie Navia, the Stockholm-based platform serves as a marketplace for independent artists, fashion designers, and lifestyle creators offering more than just a digital storefront. Cay Collective offers an easy way for upcoming creators to sell their products while becoming a part of a meaningful community.
With a rapidly growing community and over 400 active creators across Europe, Cay Collective is addressing a long-standing gap between creative passion and commercial success.
“It’s commonly shared that artists and designers often feel lost when it comes to selling and marketing,” says co-founder Johanna Gauffin. “We built Cay Collective to remove those barriers—so creators can focus on their craft while we support them in all the other steps”.
The platform offers curated access to potential customers, with integrated tools that streamline the often-daunting process of product listing, branding, shipping logistics, and audience engagement. But Cay Collective goes beyond the transaction. It is a community-centered ecosystem where creators are given space to connect, collaborate, and grow.
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Get Your UAE Free Zone License Fast & Easy!“We don’t just want to be a platform; we want to be a movement,” adds Natalie Navia. “We host workshops, events, and real-world meetups that foster a sense of belonging and inspiration among our members.”
These community events have included collaborations with well-known venues such as NK (Nordiska Kompaniet) and Trädgården, one of Stockholm’s most iconic social spaces, drawing crowds of over 5,000 attendees. The events give creators visibility in both physical and digital spaces creating rare opportunities to showcase their work to a broad and appreciative audience.
The roots of Cay Collective are as personal as they are entrepreneurial. Gauffin and Navia met while studying at the Stockholm School of Economics, where both felt somewhat like outsiders in the strict business school setting. They connected through a shared love of creative expression, such as knitting, painting, and fashion design, and became a refuge from the pressure of the prestigious school.
“Those creative moments helped us reconnect with ourselves,” recalls Navia, who previously studied fashion at the University of Borås. Gauffin, a painter, echoed the sentiment: “Making things with your hands isn’t just therapeutic, it reminds you that you’re capable of creating something real, something meaningful.”
Their experiences as creators themselves became the foundation for Cay Collective’s mission. In just two years, the company has scaled rapidly, building a growing team with a strong emphasis on technology to support creators with insights and tools to improve their sales performance. By prioritizing user experience and product innovation, the team is working to ensure that creators receive not just visibility—but results.
The platform currently supports a wide range of disciplines including art, ceramics, fashion, sculpture, and much more, providing both new and established creators with a website that simplifies the business side of creativity. From branding tips to pricing strategies, the support goes far beyond typical marketplace platforms.
Today, as interest in handmade, small-batch, and unique design continues to grow, Cay Collective is positioning itself as a key player in the new creative world. With its creator-first mindset, increasingly strong technological backbone, and a deep understanding of the emotional value of making art, the collective stands as a powerful middleman for a more human approach to commerce.
“Creativity improves mental health, it’s not just something nice to have, it’s essential,” says Gauffin. “Our job is to make sure creators have what they need to thrive, creatively, emotionally, and financially.”
As Cay Collective continues to expand across Europe, it is clear the platform is not just selling products, it’s helping people find meaning in their work and building a business model rooted in empathy, empowerment, and artistry.
