Canvas Rebel: Meet Cristy Cali

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We recently connected with Cristy Cali and have shared our conversation below.

Cristy, thanks for taking the time to share your stories with us today How do you think about vacations as a business owner? Do you take them and if so, how? If you don’t, why not?

Yes, I recently went back to my home country for nearly 3 months. I kept things going smoothly through the integration approach. I may have been on “vacation” but I checked in once a week with my team and throughout these 3 months I only stepped away completely for 2.5 weeks. The best advice I can give to entrepreneurs is to document their systems and processes. Document through documentation but also through training videos so you can teach and delegate more easily. Create enough structure to give guidance and direction, but allow for some flexibility and room for improvements when opportunities arise. Find help from people who are passionate about what you do, more so than are qualified on paper. Skills can be taught. Passion cannot.

Cristy, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Q: For folks who may not have read about you before, can you please tell our readers about yourself, how you got into your industry/business/discipline/craft, etc.?**

A:
Hello! My name is Cristy Cali, and I am a jewelry designer with roots in Guatemala and New Orleans. My journey into the jewelry industry began in the aftermath of Hurricane Katrina when I immersed myself in my family’s French Quarter jewelry business. This experience profoundly shaped my career and instilled in me a deep appreciation for craftsmanship and design. At the age of 21, I launched my own jewelry line, and shortly after, I founded my company upon graduating from Loyola University with a degree in international business and expertise in jewelry design.

Q: What type of products/services/creative works do you provide?

A:
I specialize in creating meaningful and intentional high-quality jewelry. My collections often incorporate themes of resilience, cultural heritage, and the mystical aspects of life. Some of my notable collections include the “Please Return to New Orleans” series, which symbolizes a heartfelt connection to the city and its recovery post-Katrina. My products range from beaded gemstone bracelets to intricate necklaces, earrings, and rings, all designed with love and attention to detail.

Q: What problems do you solve for your clients and/or what do you think sets you apart from others?

A:
What sets my brand apart is the intentionality and meaning behind each piece of jewelry, inspired by my dual-life of being a Guatemalan raised in New Orleans. I aim to create pieces that not only enhance personal style but also carry significant emotional and cultural value. My designs are crafted to connect wearers to their inner selves and the mystical wonders of life through gemstones like Mayan Jade and other semiprecious stones. Additionally, I emphasize conscious living and craftsmanship, ensuring that each piece is made with high-quality materials and ethical practices. I love helping my audience find unique, meaningful jewelry that resonates deeply with their personal stories and values.

Q: What are you most proud of?

A:
I am most proud of three things: our loyal community, the joy we create for others, and the expression of my New Orleans upbringing and Mayan culture through the jewelry designs.

I am incredibly proud of the way my jewelry has become a symbol of resilience and connection for many people, particularly through my “Please Return to New Orleans” collection. This collection was born out of the challenges and recovery efforts following Hurricane Katrina and has become a poignant emblem for those who hold New Orleans dear. It’s deeply fulfilling to see how my work can touch lives and serve as a reminder of strength, heritage, and love. I am also proud of being able to represent my Guatemalan roots while sharing the rich history and culture of my home country with my hometown of New Orleans and beyond.

Q: What are the main things you want potential clients/followers/fans to know about you and your brand?**

A:
I want people to know that my brand is built on a foundation of love, compassion, and integrity. Each piece of jewelry is designed to awaken and connect wearers to the wonders of the universe and their inner selves. My mission is to inspire curiosity and meaningful connections through the art of jewelry. As a Latin and women-owned business, I am dedicated to serving my community with high-quality, intentional designs that honor both global and local craftsmanship. Whether you are a longtime supporter or new to my work, I hope my jewelry brings you joy, inspiration, and a genuine connection not only to me but also to our global community!

We’d love to hear a story of resilience from your journey.

I chose this one because I wrote a speech last year for New Orleans Entrepreneur Week that answers this exact question:

Have you ever looked at a well-worn leather jacket and thought about the stories it could tell? The scrapes and scars, each a badge of honor, a testament of battles fought and won.

Now, why bring up leather jackets at a conference about entrepreneurship? Because they symbolize the essence of our journey—rebellion, resilience, and the raw courage to face the unknown.

Remember these cool icons — Johnny Depp in ‘Cry Baby,’ John Travolta in Grease,’ and, my personal favorite, Fonzie from ‘Happy Days.’

Their jackets weren’t just fashion statements, they were armor, an expression of their colorful paths, trouble and all.

But this isn’t a fashion lecture.

It’s about what those jackets represent for us as entrepreneurs: the audacity to stand out, to embrace our imperfections, and to forge ahead, even when the path is difficult to see.

I’m here to talk to you about what it means to wear your challenges like armor and how to transform your struggles into the source of your power.

My story on building a 7-figure jewelry brand begins with a young, ambitious couple from Guatemala who immigrated to the US back in the early 80s. They were madly in love and a little crazy. They were importing all kinds of goods from their travels and selling them at a booth in the French Market.

After a decade of hard labor, they shifted their attention to jewelry and opened a brick-and-mortar jewelry store in the French Quarter. Some of you may be familiar with it, Sterling Silvia, still operating to this day. They grew from pure old-fashioned grit, strong work ethic, and the booming tourism industry New Orleans offered.

At some point in time, for some reason, they decided to welcome a child into their busy lives and realized very quickly one was enough. Especially trying to raise a child in a foreign country, away from all family. There was no Abuelita to cook for us, no tia to watch over me, no primos to play with. There was nobody. Nadie!

Growing up under these circumstances was tough. I struggled with self-worth because my parents were working all the time and I didn’t feel seen or valued. For over a decade, depression and self-harming thoughts were a daily battle, with no one to talk to about it. I struggled with self-identity growing up as a minority and being conditioned to believe I was at a disadvantage for being born brown. (I know I’m pretty white right now, but I promise you I am 50 shades of brown. When I’d come back from Guatemala as a little Chiquita 8-year old, after spending the whole summer there, I looked like a chocolate caramel brownie.

When Katrina hit, I was a sophomore at Ursuline Academy. My parents needed help. I saw this as an opportunity to participate in the business that had kept them from spending time with me. One day, unbeknownst to me, my mother submitted one of my art project sketches to a jewelry casting company to turn it into a necklace, because she loved the meaning so much.

When I arrived at the shop, my mom revealed this piece of jewelry made from my artwork. I realized this was her love language, making me feel seen and appreciated. That day, someone bought the necklace, and I experienced a deep sense of fulfillment I never had before. It’s a feeling many of you understand! It was at this moment I knew this was my purpose. The business I once resented became a creative outlet of expression for me and a way to feel more connected to my family.

For the next seven years, I dedicated myself to the business. As is common with many family businesses, the dynamic of our relationship underwent a lot of strain as we experienced a classic clash of the generations. My new, innovative ideas to modernize and elevate their company was met with so much resistance, that it created an underlying current of frustration and resentment between us.

Eventually, this reached a breaking point and I felt I had no other choice but to walk away. I walked away from everything I had ever known as an act of love to demonstrate that I choose family over business, my Latin parents interpreted this as an act of betrayal.

I wouldn’t speak to them for the next 7 years.

In walking away, I learned the hardest lesson of all: sometimes, love means letting go, not just for the sake of preserving what’s left of a relationship, but to honor one’s own path. This was a very dark time in my entrepreneurial journey, but paradoxically, where I also found my light.

Then I met a man named Jack Cali. I give Jack so much credit, who was there when I decided to walk away and encouraged me to start my own company. He believed in me before I believed in myself.

For the next 10 years, he supported my dream of building a jewelry brand. While we may no longer be married, we remain friends, and the legacy of the energy and love he contributed will live on through the name. Needless to say, the divorce was the most painful heartbreak I ever experienced in my life. Yet another example of letting go.

Guess who showed up to help me get through it? My family.
Guess who started to value our time together more? My family.
Guess who’s also asking for business advice now? My family.

And this is why I also founded an e-commerce agency.

As you can see, my companies were created from the dark shadows on the road, the feeling of being unaccepted and rejected by my own family. If my mother and father couldn’t see the value of my work and ideas, why would anyone else?

The very act of starting a business was an act of courage and embracing the fear that I wasn’t enough – not good enough, not creative enough, not smart enough and that my name could never be enough to become a designer brand.

The shadows on the entrepreneurial road will never go away. These dark, low moments are opportunities for us to demonstrate to ourselves how resilient, strong, empathetic, (fill in the blank) we can be.

We create our own light by tapping into the Divinity that gives us life. Don’t you see? The power that we channel comes from the Divine. We not only owe it to ourselves, but also the people we serve with our businesses. We have the power to choose to embrace and wear our shadows, for everyone to see that the trouble we’ve gone through expanded us to be better leaders, better friends, and better people.

I’m not just going to leave you with a pat on the back and a “go get em tiger.” No, we’re rebels, remember?

So, here’s your mission, should you choose to accept it: I challenge you to embrace your fears, your troubles, and those dark moments to discover the light/fire within you. Remember, you are more than enough.

Do you have multiple revenue streams – if so, can you talk to us about those streams and how your developed them?

Yes, my business has several supplementary revenue streams that enhance our offerings and create additional value for our customers. Here are the key supplementary revenue streams:

1. Magical Mystery Subscription Box Program: This bi-monthly subscription box allows us to deliver a new gemstone bracelet design and other delightful goodies to our customers without expanding the number of SKUs on our website. It’s a fantastic way for our customers to experience fresh, exclusive designs regularly while enjoying a surprise element with each delivery. This program helps us maintain a dynamic product range and keeps our loyal customers eagerly anticipating the next box.

2. Cali Krewe Membership Program: This elite program is reserved for our most enthusiastic and loyal customers. Clients who have a minimum lifetime spend of $1500 or 10 lifetime orders are invited to join. Members enjoy numerous benefits, including member-only pricing, exclusive designs, special sales, and unique offers. Additionally, they have the opportunity to participate in exclusive events and design meetings, allowing them to co-create jewelry designs with us. This program fosters a deep sense of community and engagement with our brand.

3. Custom Corporate Jewelry/Private Labeling: We offer bespoke jewelry design and production services for various Mardi Gras Krewes in New Orleans. Our designs are often given to krewe members as part of their membership or sold to members to help raise funds for the krewes. This service allows us to leverage our design expertise in new and creative ways while supporting local traditions and communities.

These supplementary revenue streams not only diversify our business but also strengthen our relationship with our customers by offering them unique and exclusive experiences. Through these programs, we can maintain a vibrant and engaging brand presence, constantly innovating and providing added value to our clients.

Contact Info:

• Website: https://www.cristycali.com
• Instagram: https://instagram.com/cristycalijewelry
• Facebook: https://facebook.com/cristycalijewelry
• Linkedin: https://www.linkedin.com/in/cristycali/
• Twitter: n/a
• Youtube: https://www.youtube.com/@cristycalijewelry
• Yelp: https://www.yelp.com/biz/cristy-cali-saint-rose-3?osq=cristy+cali