Khalilah Cage is an entrepreneur at heart, and her newest venture combines her passion for creativity with her desire to bolster minority-owned brands. The Curated Experience is a PR/Marketing/Promotions company created to elevate BIPOC artists in the community.
The company, which started this year, aims to uplift the voices and visibility of people looking to elevate humanity in a diverse and positive way, including her own fine jewelry brand, JURY by Khalilah Cage.
Along with her personal experiences as a BIPOC artist, Khalilah said she utilizes her education from the University of Nevada, Reno, where she received her bachelor’s in marketing, to find success. For the last 16 years, she has been the co-owner/operator of several bars and a restaurant in Reno, the last of which was Shim’s Surplus Supplies.
We got to chat with Khalilah Cage about her new company, her passion for community and what it’s like being a BIPOC artist in Reno. Read on to see her responses.
Nora Tarte: What inspired you to start this company?
Khalilah Cage: As a female, black artist myself, I’ve been inspired by so many BIPOC artists who have had to work 100% harder to be seen and heard. It’s what we do. The shift for me happened over COVID, and specifically after the George Floyd murder, when I truly awakened to the realities of anti-Black racism and understood what that meant in my own life and within our community.
I’ve lived in this town for 29 years—I moved to Reno from Fallon to attend the University of Nevada, Reno in 1995 where I majored in Marketing—and I’ve seen so many black and brown people whom were brilliant artists and creators i.e., filmmakers, PR strategists, entrepreneurs, that moved out of Reno because their opportunities weren’t as prevalent or they weren’t being seen and heard, so I have decided to be that for myself and to offer that to anyone who needs a little help networking while also creating opportunities for these artists to flourish and grow.
How do you better serve minority business owners?
I know what it’s like to be semi-invited to spaces because of my creativity and other gifts and “not have a seat at the table”; to work so hard to prove that you deserve the seat. I’m not doing that anymore, and neither should other artists. We are creating our own opportunities, tables and spaces where we belong. Period. We know who and what we are and the gifts and magic we have to offer, and we are no longer asking for permission to share and create it.
Creativity serves as a powerful catalyst for individuals and communities alike, enabling them to grow, thrive and evolve their vision. By harnessing BIPOC artists’ imaginative capacities, people can not only enhance their own personal development but also forge connections and inspire collaboration within their shared community. This collective creativity leads to meaningful contributions that foster innovation, cultural enrichment, and social progress, ultimately creating a more vibrant and interconnected environment for all.
Tell me about the charitable side of your business and how it gives back to the community.
In each of the businesses I am creating, I am pledging to give back 10-20% of my sales to non-profits and/or organizations that I believe are advancing humanity and helping the people in the world who need it. For instance, my jewelry company, JURY, will contribute 20% of its proceeds to prison reform in some way. My clients all have a charitable side to their businesses as well. The Black Community Collective, run by CEO Dr. Edward Coleman, whom I’ve worked on several projects with, is a resource that supports the black and brown communities in helping them build a holistic approach to well-being. Alex Grimes, CEO of Thornfield Coffee, gives 10% of sales back to support mental health education and awareness in some way.
How does your jewelry business fit into all of this?
The business JURY by Khalilah was established in January of 2024, marking the inception of a new venture in the fine jewelry sector. Since its establishment, the company has been focused on laying a solid foundation for its operations, including setting up its manufacturing processes, designing its initial product lines, and establishing relationships with suppliers and potential customers. The initial months have been dedicated to meticulous planning and preparation to ensure that the business is well-positioned to deliver high-quality jewelry designs that meet the expectations of its target market. The emphasis has been on creating a brand that resonates with the values of craftsmanship, elegance and exclusivity. Looking ahead, the business is poised to begin selling in the fourth quarter of 2024.
What created your passion for this project?
My journey into entrepreneurship is deeply rooted in my identity as a Black woman and a mother. From a young age, I was fascinated by the stories and legacies passed down through my family. These narratives, rich with history and resilience, inspired me to create something meaningful that not only honors my heritage but also addresses the social issues close to my heart. This is how JURY was born—a fine jewelry company that embodies the strength and beauty of our stories while making a tangible impact on the world.
The name JURY itself is a powerful statement, reflecting our commitment to highlight and challenge the history of discrimination within the justice system. As a jewelry designer, I see each piece we create as a testament to the journey of overcoming and resilience. It’s not just about adorning the body with beautiful objects; it’s about wearing symbols of strength, history and hope. By integrating these values into our business model, JURY stands as a beacon of change, advocating for prison reform and social justice.
How does motherhood play a role?
As a mother, I am deeply motivated by the desire to leave a better world for my children. I want them to grow up in a society that values justice, equality and compassion.
Through JURY, I aim to contribute to this vision by donating a portion of our profits to organizations dedicated to prison reform. This commitment to social impact is at the core of our business, driving us to not only create beautiful jewelry but also to make a meaningful difference in the world.
In essence, starting JURY has been a journey of passion, purpose and empowerment. It’s a celebration of our heritage, a challenge to the status quo and a commitment to a brighter future. I am thrilled to embark on this entrepreneurial adventure.
