The present invention is a stay for retaining cables or other long, flexible structures in a coiled or bundled condition. The stay retains an end of the cable in an shape in which the end is wrapped around the coil or bundle when desired, such that a user of the cable can wrap the end of the cable around the coil or bundle and have the end retained in such position without having to knot the end to keep it wrapped around the cable or bundle. The stay may use a ductile or malleable element oriented along an end of the cable, such that the cable end to which the stay is affixed may be bent into a position in which the end is wrapped around a cable coil or bundle. The stay may use a helical form such that an end of a cable forms a helical shape, such that helical shape may be wrapped around a cable coil or bundle to retain the end around the coil or bundle. The stay may use a selectively engageable feature such as alternating hook and pile surfaces on the exterior of the stay to allow successive wraps to be retained against successive wraps.