We recently connected with Maike Oatley and have shared our conversation below.

Alright, Maike thanks for taking the time to share your stories and insights with us today. Let’s jump right into how you came up with the idea?

Like many others, I opened an Etsy store in 2020. I taught myself how to print and cut stickers. I bought a big printer to be able to print nice, thick greeting cards. But apart from a spike in orders around holidays, business was slow. I spent most of the money coming in on printer ink, sticker paper and packing material.

Then, in 2021, I rediscovered my love for journaling, inspired by a rabbit hole of journaling videos on YouTube.
It felt like reuniting with an old friend—as a teen, I’d poured my (mostly cringey) thoughts into written journals and I’d kept numerous illustrated journals throughout art school.
YouTube introduced me to the concept of Creative Journaling, where you mix writing with doodles, photos, stickers and ephemera. And I became hooked!

YouTube also introduced me to some wonderful creators who offered collage sheets, which are similar to printable stickers. And it hit me: I too could offer my illustrations as printables. This would allow me to still create whimsical stationery, but without the hassle of producing physical products and shipping them.

Now I just had to figure out how my printables were going to stand out among more well-known creators.
I noticed that my bestsellers on Etsy were all products with cats on them.
I love cats (I mean who doesn’t). Cats make everything better. But I think cats make particularly perfect journaling companions. Cats remind me to live joyfully—basking in sunny spots, cherishing cuddles and good company, living unhurriedly, and pursuing desires with relentless enthusiasm. And ultimately, those are the moments and values I want to capture in my journals. I journal for joy.

Sadly, I don’t have a cat. Missing a feline companion for my journaling led me to a creative solution: crafting cat printables.
And that is how ‘Cat Collage Club’ was born. It’s a subscription for cat-themed journal printables.

At first I was worried that I’d soon run out of ideas. But 2 years in and I still enjoy drawing cats. Creativity sure loves limitations.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Besides being an illustrator who designs cat-themed journal printables, I’d also describe myself as a journaling enthusiast and joy advocate.

Joy plays a huge part in my work. For one, I think cats bring joy to a lot of people (they surely put a smile on my face while I draw them).
I love that subscribers to Cat Collage Club can tap into their love for stationery as well as cats. With the printables that I offer, they can ‘adopt’ unlimited cats for their journals.

I also have a YouTube channel where I share journaling tips and prompts on how journaling can help you cultivate more joy in your life.

One of the more difficult things about joy is allowing ourselves to pursue it. Joy can easily be thought as something that is frivolous or luxurious and therefore egoistic or expendable.

But seeking out joy is important for several reasons, as it has a profound impact on our overall well-being and quality of life, for one seeking out joy helps you create a life that feels more fulfilling and meaningful.
When you actively pursue activities and experiences that bring you joy, you’re more likely to feel satisfied with your life as a whole. This has a positive impact on your mental and physical heath, improves your relationships and can increase your resilience in tough times…just to name a few benefits of joy.

I once read a quote by Nedra Tawwat (a relationship therapist) and she said that “joy starts with authenticity”

But there are so few spaces where we can connect with ourselves, find out who we are and what we like – free of judgement. Journals offer that judgement-free space.

It’s easy to see how playing with cute stationery such as unlimited cat stickers brings joy.
But there is a potentially less obvious source of joy in journaling:
Journaling can put you back in touch with what is authentically you, both through writing as well as through decorating your spreads with stationery.

What’s been the most effective strategy for growing your clientele?

This is going to sound quite cliché, but I think the most effective strategy has been to be myself. Whenever I let myself design stickers that I would buy if I saw them in stores or let myself make YouTube videos that I would like to watch, the response is always the most positive.

What’s worked well for you in terms of a source for new clients?

Surprisingly, YouTube has been the best source of new clients for me. Journaling is quite the solitary hobby, but a lot of journalers still enjoy the feeling of having company while they decorate journal pages or play with their stationery. I think my YouTube videos are appreciated for creating the feeling of having a friend over to share your hobby with.

Contact Info:

• Website: catcollageclub.com
• Instagram: https://www.instagram.com/catcollageclub
• Youtube: https://www.youtube.com/MaikeOatley