In Conversation with Allison Woessner, Founder of Intercollector

This week, we’re excited to introduce Allison Woessner, the founder of Intercollector, a platform dedicated to connecting collectors and independent sellers worldwide. With a background spanning contemporary art, auctioneering, e-commerce, and a lifelong passion for collecting, Allison is bridging tradition with modern technology to reimagine how people discover, buy, and share unique objects.

In our conversation, Allison speaks candidly about her entrepreneurial journey, the hurdles she’s faced in breaking into a very traditional industry, and the satisfaction that comes from seeing a community come alive around her vision.

FC: Can you summarise your background and how Intercollector came to life?

AW: I started my career in the auction industry and then marketing and e-commerce, which really gave me a foundation in understanding audiences—what excites them, how to communicate a story, and how to make a brand resonate. At the same time, outside of work, I’ve always been drawn to art and collecting. I think it’s the mix of creativity and history that really fascinated me.

When I looked at the traditional antiques and collectables market, though, I realised how intimidating it could be. It often felt closed off—like you had to already be an expert or part of a certain circle to participate. That never sat right with me, because collecting should be joyful, personal, and accessible.

That’s where the idea for Intercollector came from. I wanted to build a platform that was inclusive, approachable, and global—somewhere that both serious collectors and casual browsers could connect with sellers and discover objects that really spoke to them. For me, it’s not just about buying and selling—it’s about celebrating the stories behind each piece and opening up the world of collecting to a much wider audience.

FC: What were some of the biggest challenges you faced when you first launched?

AW: There were plenty! The first was credibility. Collecting has such a long, deeply rooted tradition, and many sellers were used to doing things the way they’d always done them—through fairs, auction houses, or antique centres. So, when I came in with this idea of a modern, digital-first platform, it was quite a leap for them to take me seriously. Convincing them to come onboard wasn’t easy, but once we got a few early adopters who saw the potential, others began to follow.

Although the company has been bootstrapped up until this point since we knew that we needed to build the platform and prove the model before we went to market for external investment, we are now fundraising which will be a big hurdle ahead.

We’re not the type of startup that fits neatly into the usual boxes investors are familiar with. We’re not building another app to disrupt food delivery or ride-hailing; we’re operating in a space that’s niche but incredibly lucrative if you understand it. Explaining the opportunity—and the passion behind it—takes persistence. Any potential investors in Intercollector must be willing to look beyond the obvious and appreciate the cultural and financial value of collectables. They must also understand the long-term value of Intercollector as not only a marketplace for trading but also for connecting and communicating. The expanse of our vision must be considered and accepted.

And of course, there’s the general challenge of wearing a hundred different hats. In the early days, you’re doing everything yourself—building the business, pitching the vision, managing the tech, supporting sellers, even writing copy for the website. It’s a lot, but you learn quickly, and it makes you incredibly resourceful.

FC: As a female founder, have you faced any barriers that you felt were specific to your gender?

AW: Yes of course. However, because of my personality, I have been very driven in my approach which means just focussing on the business and blocking out any other noise.

I have been doing company fundraising pitches for 20 years. I raised three rounds of financing for my previous company Auction Atrium way back in the old days. Back then, women were such an oddity that we got a lot of attention. Once we were in the room we got our fair shot, but in retrospect, I must admit that women had to use a charm offensive. It was all smiles and deference in investor meetings. The phrase “I am not worthy” comes to mind. Now the environment is so different. There are so many women in the mix, and it is brilliant! I hope that young women coming up now won’t think about their gender. There is no need to feel at a disadvantage. It is your business idea and execution that matters.

FC: What has been your proudest achievement so far?

AW: For me, the proudest moments are always when the community shows me that the vision is working. When a collector tells me they’ve found a piece on Intercollector which they’ve been trying to acquire for years, or when a seller explains that through my company they’ve reached an entirely new audience they never would have connected with otherwise—that’s when I feel the most validated.

One memory that stands out is when a seller told me she had given up on trying to sell her items online because she felt so lost in the bigger platforms. With Intercollector, not only did she find a way to sell again, but she also found buyers who genuinely cared about the stories behind her pieces. It’s moments like that where you realise you’re not just building a business—you’re changing experiences for real people.

FC: What has been the best part of working with FounderCatalyst?

AW: The support, hands down. When you’re a first-time founder, there’s so much you don’t know, and sometimes you feel embarrassed asking what you think might be “silly” questions. FounderCatalyst has created an environment where no question is too small. The guidance has been practical, straightforward, and, most importantly, human.

And the community is phenomenal. The WhatsApp group in particular has been a lifeline—it’s like having a group of peers who are walking the same path, ready to share advice, intros, or just a bit of encouragement when you need it. Building a startup can feel lonely at times, but with that community, you’re reminded that you’re not alone in this.

FC: What advice would you give to younger female founders?

AW: I get asked this a lot and I never quite know how to answer. I think that everyone’s experience and circumstances are so different, offering general platitudes seems rather hollow. I know that entrepreneurship is hard, and it can be soul crushing at times. But there is nothing like the feeling when you come out the other side and realise that you built something that no one else could.

I would say to any entrepreneur that it is worth it. Keep going. Don’t listen to people who criticise you or your business. Entrepreneurs have an optimism and passion that makes some people try to diminish you, don’t let them!

FC: And finally, what’s next for Intercollector?

AW: We’re in an exciting phase of scaling. Our focus is on bringing more sellers onto the platform and expanding our reach globally. There’s such a huge opportunity to connect collectors with treasures they never would have found otherwise, and to help sellers thrive in a digital-first world.

We’re also looking at partnerships that will allow us to grow the community side of things. Collecting isn’t just about buying objects—it’s about passion, identity, and connection. So we want to make Intercollector not just a marketplace, but a true hub for collectors around the world.

A huge thank you to Allison Woessner for sharing her story with us. Her resilience, vision, and commitment to inclusivity are inspiring, and we can’t wait to see how Intercollector continues to grow.

Learn more about Allison and Intercollector

• Website: Intercollector
• Personal LinkedIn: Allison Woessner
• Company LinkedIn: Intercollector

Stay tuned for our next Female Founder Friday, where we’ll continue to highlight incredible women changing the entrepreneurial landscape.

Author: Jen Jeffries, Marketing Executive at FounderCatalyst