Built from the inside.
Artfocal was founded by Janine Collins and Jon Davis — two people who have spent their careers working at the intersection of creativity and commerce, and who saw the same gap from different angles. Janine had built one of the earliest visual artist agencies in the UK, negotiating licensing deals, brand collaborations and commercial partnerships on behalf of artists for years. Jon had spent decades developing creative talent across music, publishing and art.
They met through a mutual introduction. Jon came to an exhibition Janine was launching. He pitched her some artists he represented. She sold the work. And then she asked him whether he'd be interested in building something together. Artfocal was the result.
Meet Janine
Co-founder
Janine Collins is a qualified solicitor who has spent her career providing legal and commercial expertise to clients in the creative industries. She brings a rare combination of legal rigour and genuine art world experience — the kind that only comes from years of working directly with artists, galleries, collectors and institutions.
In 2008, Janine co-launched one of the first online platforms for figurative artists, which grew into one of the UK's earliest visual artist agencies. In that role she negotiated commercial contracts, high-profile art commissions, licensing and IP agreements, and brand collaborations on behalf of artists — building a track record across galleries, auction houses, curators, collectors, property developers, luxury hotels and global film franchise licences.
Most recently, Janine served as gallery director at a central London start-up gallery, where she curated a series of well-received exhibitions for contemporary artists. She brings that full breadth of experience to every artist and partner relationship at Artfocal.
Meet Jon
Co-founder
Jon Davis has spent more than three decades working at the intersection of creativity and commerce — developing artists, musicians, authors and chefs into successful commercial propositions, and building the strategies, products and partnerships that make creative careers sustainable.
His career spans music, book publishing, art and education. He has held senior leadership roles at market-leading global organisations, building and managing multi-million-pound business units and teams — often during periods of significant change. He knows how creative industries work from the inside, and how to navigate them on behalf of the people who make them worth caring about.
In 2025, Jon launched Colourcodia — an art series developed with leading New York astrologer Michele Bernhardt, Buckingham Fine Art, TAG Fine Arts and the Affordable Art Fair. He also works closely with early-career artists, helping them develop creative direction, market positioning, and effective routes to market.
What Sets Us Apart
We make the business of art work
Artfocal exists to make the business of art work for the people who make it — and the partners who believe in it. Our artists can focus on the works of art and our partners on achieving their goals.
We take the long view, always
We are not interested in quick deals or short-term thinking. We work with artists we genuinely believe in, and we build relationships with partners who share that belief. Everything else follows from that.
Proven Process, Flexible Execution
We bring structure where it counts and adaptability where it matters. Our methods are clear, but always responsive. We do a lot of listening and drive clarity and flow to get the right things done.
We’d like to hear from you
Whether you are an artist, a gallery, a brand, or simply curious about what Artfocal does — come and talk to us.