JIGGY Founder Kaylin Marcotte Shares Her Startup Journey

During Women’s History Month, Women in Retail Leadership Circle (WIRLC) is highlighting female entrepreneurs who are making history today in the world of retail. The third installment in this series is an exclusive interview with Kaylin Marcotte, founder of JIGGY, which sells puzzles that highlight art made by emerging female artists.

Inner Circle: What challenges did you face when launching JIGGY with $25,000 of your own savings and no prior experience in founding a business? How did you overcome these challenges?
Kaylin Marcotte: Oh my gosh, there were endless challenges! JIGGY was my very first experience with a physical product, so the whole world of manufacturing, supply chains, freight and logistics were brand new to me — and quite a steep learning curve. I overcame them with the generosity of my network and founders who had done it before, and having no ego about asking the dumb questions and raising my hand for help.

IC: How did your experience at theSkimm help prepare you for this new role?
KM: My experience at theSkimm was invaluable in giving me the confidence to go for it myself. Watching two young female founders building a brand from the very beginning demystified for me what it took and that I’d be able to learn as I go. The only thing standing in my way was myself, so I went for it! 

IC: JIGGY has a unique mission-driven approach, combining the joy of solving puzzles with supporting emerging female artists. What inspired you to create a profit-sharing system with artists, and how has this impacted their careers?
KM: I’m in awe of the talent of these artists and they are themselves small businesses and independent creators chasing their dreams. That inspires me to keep doing the same! 

IC: What would you say has been the most significant lesson you’ve learned during the journey of building JIGGY?
KM: Getting comfortable with the unknown, letting go of control, and adapting. Especially with a physical product company, there is SO much you can’t control (e.g., production, timelines, shipping delays, port conditions, etc.). I think more than any specific skill or prior experience, it’s all about adaptability. 

IC: JIGGY‘s success involves distributing tens of thousands of dollars to the artists you collaborate with. How do you see the relationship between JIGGY and these artists evolving in the future, and how do you continue to prioritize supporting emerging talent?
KM: Our artists are integral to the JIGGY mission and community. As a brand, we want to serve both our customers’ needs and those of emerging creatives around the world. So as we look at new products and initiatives, we’re developing our road map to achieve both.

IC: The puzzle market has seen a resurgence, and JIGGY has played a role in modernizing the industry. How do you stay innovative and ensure that your products continue to resonate with consumers, especially in a competitive market?
KM: The No. 1 thing is we listen — to our customers, followers and communities in emails, on social channels. We listen to the feedback they’re giving us and ideas they want to see from JIGGY. It’s what led to our junior kid’s line, frame pairings, Studio platform and personalized puzzles.

IC: Can you tell us about JIGGY Studio and the impact you hope it will have on artists?
KM: Studio is our marketplace platform where artists can turn their work into puzzles. It allows us to collaborate with so many more incredibly talented creatives and to give our customers endless puzzle options. It takes our impact even further — to give artists an opportunity to monetize their work and build their own small businesses by being a part of ours!

IC: As a founder and owner, what advice would you give to aspiring entrepreneurs, particularly women who are looking to start their own businesses in industries that may be traditionally male-dominated?
KM: Start where you are and with what you can. If it’s not quitting a job and diving in full-time right away, then start that Instagram account and post relevant content to build a following, or start working on a website and take pre-orders to fund the first inventory. You can bet on yourself in a lot of ways and the female founder tribe is here to support you.

IC: What’s next for JIGGY?
KM: We’re so excited to continue growing both online as well as with some incredible retail partners like Macy’s, Barnes & Noble, Anthropologie, and more. We have a lot more up our sleeves on the product side as well, including new personalized make-your-own puzzles, accessories, and our first non-puzzle product: adult coloring books!