Meet Cristy Cali

We were lucky to catch up with Cristy Cali recently and have shared our conversation below.

Cristy, thanks so much for taking the time to share your insights and lessons with us today. We’re particularly interested in hearing about how you became such a resilient person. Where do you get your resilience from?

It’s a bitter-sweet story involving being a second-generation Latino, only child to hard-working entrepreneurs, the social media boom, and a classic clash of the generations.

My family immigrated to the US in the 80’s from Guatemala and built a business exporting goods from Central America to New Orleans, selling them in the historic French Market for over a decade until they were able to open two brick-and-mortar jewelry shops in the French Quarter. They lost most of their employees after Hurricane Katrina, when I was a sophomore in high school, and as an only child I felt a sense of duty to step up and help however I could. By the time I was in college, not only was I going to school full-time but I was also managing another location I had helped them open while also focusing on how to leverage the new social media channels to bring them more business. This is when old-school mentality clashed with innovative, new school of thought. Despite my proven methods of selling more on social media than in-person, I experienced a lot of push back, which inevitably was causing strain on our family’s relationship. I walked away, choosing family over business to start my own company, remove the conflict of interest in an effort to preserve my family’s relationships. They mistook my act of love as an act of betrayal and we didn’t speak for 7 years. Meanwhile, heartbroken and saddened, I found success quickly by building my own e-commerce jewelry brand, utilizing the power of social media. As a result of these accomplishments, I started receiving a lot of consulting requests and started Cosmic E-commerce to help teach other business owners how to create systems and processes to grow & scale their e-commerce businesses.

This story has a happy ending. Nearly 10 years later my family humbly admitted they should’ve trusted & believed in me. Today, they’re a Cosmic E-commerce client and our relationship is better than it has ever been. We all recognize it had to happen that way.

Thanks, so before we move on maybe you can share a bit more about yourself?

Growing up in a rich blend of Guatemalan culture and the vibrant atmosphere of New Orleans was truly unique.
Prior to opening a jewelry store, my family had exported handmade Guatemalan goods, much of which adorned their French Quarter jewelry store. Their shop was a dynamic environment, embodying a retail business model centered around sourcing and selling artisan jewelry from around the world.

As a child, I accompanied my family on these global sourcing trips, where I had the privilege of spending time with talented artisans. These interactions were invaluable, as I observed their meticulous craftsmanship and listened to their personal stories, which deeply resonated with me.

The design and creative aspects of the jewelry business captivated me the most. However, after a period, I felt constrained working within the family business. I yearned for greater creative freedom and the opportunity to make independent decisions and create something uniquely my own. Although taking over the family business would have been a continuation of their legacy, I realized that I could honor that legacy in a different way—by forging my own path and establishing my own brand.

The driving force behind my decision was the desire for freedom of expression. Through my creativity, intuition, and heartfelt passion, I knew I could only achieve this by embarking on my entrepreneurial journey. This path allows me to express myself fully and continue my family’s legacy, but in a way that is distinctly mine.

The decision to start my own company, Cristy Cali Jewelry, was both a natural progression and a deeply personal choice. After working for my family’s jewelry business for seven years, I reached a point where I felt constrained and needed more creative freedom. Being an only child, working together as a family also puts a significant strain on our relationships. I valued my parents more as family than as co-workers, and I believed that creating something of my own was a respectful and loving way to preserve the sacredness of our bond.

My journey in the family business began in the aftermath of Hurricane Katrina in 2005. At the age of 15, I was sent to live with friends in Miami while my parents stayed in New Orleans to focus on rebuilding our lives and helping the community recover from the devastation. Despite being in Miami, I felt a strong desire to contribute to the rebuilding process. Working for my family’s business was my way of being part of that effort.

However, as time went on, I realized that in order to truly express my creativity and honor my family’s legacy, I needed to embark on my own entrepreneurial path. This decision allowed me to create something unique while maintaining the integrity of our familial relationships. Starting Cristy Cali Jewelry was a way to channel my passion and creativity into a brand that reflects my personal vision, all while staying connected to the values and experiences that shaped me.

My designs have evolved alongside my personal and professional growth, making it challenging to categorize them under a single aesthetic. Rather than adhering to a specific style, my creativity is driven by a calling or a feeling I wish to express. Each piece is a reflection of my journey and what resonates with me at different stages of my life. My designs are a harmonious blend of influences, embodying the rich cultural heritage of Guatemala and the vibrant spirit of New Orleans, resulting in jewelry that tells a unique and heartfelt story.

My designs are primarily inspired by meaning. Over time, I’ve come to view my pieces as vessels for expressing profound emotions and concepts that resonate deeply within us.

For instance, I’ve always been fascinated by the stars, planets, and the mysteries of the cosmos. This lifelong passion for astronomy once led me to dream of becoming an astronomer. Driven by this fascination, I felt compelled to create a collection that captures my love for the universe. As I began sketching, I envisioned pieces that I would love to wear—pieces that would elegantly and tastefully convey this celestial appreciation, adorned with brilliant gemstones.

One standout piece from this collection is the Celestial Goddess Earrings, available in both silver and 18k gold vermeil. These earrings feature large, faceted gemstones that reflect light beautifully, casting a radiant glow across the contours of the face. Another piece is the El Sol Divino Pendant, also offered in silver or 18k gold vermeil. This pendant is inspired by the sun and is adorned with as many gemstones as I could incorporate, creating a dazzling and vibrant expression of my passion for the cosmos.

Each piece in my collection is designed to be more than just an accessory; it is a meaningful expression of the wearer’s inner world and a testament to the beauty and mystery of the universe.

In addition to designing jewelry, another passion of mine is writing. Recently, I launched a Substack where I share thoughtful, provocative, and insightful reflections from my 12+ years of entrepreneurship, building a luxury lifestyle e-commerce jewelry brand, and my ever-evolving journey of personal growth. My intention with this Substack is to provide deeper points of connection, offer a sense of companionship, and share valuable insights for challenging times.

I want to help people feel less alone in their journeys and create a channel for the connection I wished I had when I started. I aim to serve as a light of hope, love, and inspiration not only during difficult times but also in celebrating our wins and successes, including redefining what success looks like.

Readers can subscribe for free at https://itscristycali.substack.com. If you choose to upgrade to a paid subscription, you will enjoy 10% off all your purchases at cristycali.com.

Thank you!

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
The three areas of knowledge that have been most impactful on my journey are:
A fundamental understanding of e-commerce marketing practices, learning the Shopify platform, and keeping up with technological advancements.
The psychology behind building brands, creating authentic connections with your audience, cultivating culture and inspiring brand loyalty.
Leadership. Learning how to lead from the back to create a team-led company has been instrumental in establishing a company culture where everyone is highly valued and recognized for their contributions.

What are three qualities or skills that have been most impactful on my journey?
Resiliency
Courage
Creativity

What advice do I have for folks who are early in their journey in terms of how they can best develop or improve on these?
Find a mentor. I’ve worked with at least 5 different mentors in the past 2 years alone. Everyone has something valuable to teach. Learn from the mistakes of others and take full advantage of mentors because their entire mission is to be of service.
The goal is integration, not balance. If you try to live your life seeking to find “balance” in the chaos of entrepreneurship, you’ll find yourself often feeling unstable and anxious if you’re spending too much, or not enough time, in different segments of your life. Alleviate the pressure.
Become an expert in saying no, so you can say yes to what will propel you forward the most. You can do it all if you get intentional about how you spend your time. If it doesn’t bring you one step closer to your goals, it should be a no.
Focus on building genuine relationships, not expanding your network. You’ll expand your network organically from building authentic connections with others without needing anything in return. Ask what you can do for others before you consider what they could do for you.”

Is there a particular challenge you are currently facing?

Personally, I am focusing on reintegrating myself with my Guatemalan roots. Having spent so much of my life away from most of my family, apart from my parents, I feel a strong calling to reconnect and immerse myself back into the Guatemalan culture. With only two grandparents left, there is a sense of urgency to spend as much time with them as possible. I’ve missed out on many memories with them and my extended family while growing up in the United States, but it’s not too late to make up for lost time. This is what I need in my life right now.

As a result of this personal journey, I foresee incorporating more Guatemalan jade and other handmade goods into my product lines. Additionally, I am exploring opportunities to sell my jewelry in Guatemala, bringing a piece of my heritage into my business in a more profound way. The journey to reconnect with my roots is fulfilling an essential part of my personal life that nothing else could, and as a result, it is enriching the cultural depth and uniqueness of my designs.

Contact Info:

• Website: https://www.cristycali.com/collections/please-return-to-new-orleans
• Instagram: https://www.instagram.com/cristy.cali/ and https://www.instagram.com/cristycalijewelry/
• Facebook: https://www.facebook.com/CristyCaliJewelry/
• Linkedin: https://www.linkedin.com/in/cristycali/
• Other: https://itscristycali.substack.com/

Image Credits

Professional headshots and sketch photo: Diana Alvarado, @alvaradodii
Product Images: Vlad Sitnikov, @iamvlad.com_