The Flor de Cali: How Our Logo Finally Bloomed

The Archway

Some things you go searching for. Others wait for you in a doorway.

Last year, around the holidays, I was in Antigua, Guatemala, having lunch with my Abuelita at her favorite restaurant. To reach the dining room, you leave the courtyard and pass through a deep arch cut into a thick old wall. I had walked through it before. This time, I stopped.

Set into the sides and curve of that arch was a repeating pattern, tile after tile, the same flower over and over. And I recognized it. It looked almost exactly like the Cristy Cali logo, flipped inside out. Inverted. Opened. As if the little Cali Amulet bud I drew all those years ago had kept quietly growing, and had finally bloomed.

I stood in that archway mesmerized before I sat down to lunch. I carried the mental images with me for quite a while, through more than I expected this past year to hold.

That flower is now our new logo. Her name is the Flor de Cali.

Where We Began: The Bud

When I started Cristy Cali Jewelry in 2012, I had stepped away from my family's business to build something that was fully mine. I didn't realize it at the time, but our original mark was only a bud: a flower still holding itself closed, full of everything it hadn't yet become.

It was the right symbol for that season. A bud is a promise. It holds the whole flower inside it, waiting for the right conditions to open.

Fourteen years later, standing under that arch, I saw what the promise looked like kept.

Why a Blossom, and Why Now

The Flor de Cali is a story about growth.

Look closely and you'll find the fleur-de-lis living inside her. Long before it became an emblem, the fleur-de-lis was a flower, most often traced back to the iris. I love that her roots are botanical all the way down: a flower within a flower.

She represents blossom and transition. And if I'm honest, she represents me.

These past few years, I went through things that broke my heart open, not apart. What came after was a blossoming of my own, and it has reached into everything I do and everything I create. The way I design. The stones I'm drawn to. The kind of brand I want to build for the next fourteen years.

I know I'm not alone in this. Every woman moves through these cycles. Seasons of holding tight, seasons of breaking open, seasons of becoming something fuller than before. The Flor de Cali is for every one of those seasons, and for every woman living through them.

Letting Go of Purple

If you've ever opened one of our lavender boxes, you know how much purple has meant to us.

I chose it for its rarity. Purple is one of the rarest colors found in nature, and I wanted us to be unmistakable from the very first glance. Purple is also the color of forgiveness, and I didn't yet know how much I would need it. Building this brand meant walking away from my family's business. Forgiveness became the lesson my family and I had to learn, and purple carried that lesson with us while we learned it.

That chapter is now behind us.

Purple carried us beautifully through our beginning. It helped you find us. It made us recognizable. It did everything I asked of it.

But a bud and a blossom don't wear the same colors. As the Flor de Cali opened, she asked for something warmer and more rooted. So with deep gratitude, we're letting the purple rest.

Our New Colors: Rooted in the Earth

Our new palette comes from the earth, and from that afternoon in Antigua. Five colors, each one grounded:

• Soft linen, like sun-warmed plaster on old colonial walls
• Golden honey, the light falling across the courtyard
• Fired clay, warm terracotta, the color of hand-shaped tile
• Sage stone, the quiet green of things that grow
• Deep volcanic earth, the rich soil Antigua rests on, cradled by its volcanoes

Where purple asked to be noticed, these colors ask you to come closer. They feel like home to me: grounded, warm, and alive.

You'll begin to see them across our website, our social channels, and our jewelry. Our lavender packaging will stay with us through Mardi Gras 2027, and our new packaging arrives in the spring.

If you have a lavender box tucked away somewhere, hold onto it. It's a piece of our first chapter.

The Flor de Cali Collection

The Flor de Cali made her first appearance on October 9, at our 14-year anniversary celebration at The Chloe in New Orleans, the city where our story began. Sharing her in a room full of people who have walked this journey with us is a night I'll never forget.

This October, I'm unveiling the first pieces inspired by her: the opening chapter of a new collection, with many more pieces to come. Each one carries her shape and her meaning. Growth. Blossom. Transition. A reminder that what you've been holding inside is allowed to open.

A moment for you. Before you browse, take a breath. Think of one place in your life where you are still a bud: something you've been holding close, waiting for the right season. Then say to yourself: I am allowed to bloom. Let the piece you're drawn to be the reminder you wear.

Browse the newest collection → THE FLOR DE CALI COLLECTION

With love, and in full bloom,

Cristy