New venture capital brand CaJE launches into US market to support African-American founders


NEW YORK, September 28, 2021 / PRNewswire / – CaJE, the new venture capital brand supporting African-American founders, today announced its exciting launch. Created by an established female entrepreneur Étienne crystal and her husband and business partner Jean Etienne, CaJE will enable the next wave of female founders to get the financial support they need to create scalable businesses.

CaJE is launched at a pivotal time in society where the vast majority of women entrepreneurs and women of color face many challenges in obtaining venture capital. It’s no secret that black women are highly educated but severely underfunded, having received just 0.34% of the total venture capital spent in the United States in 2021. Inspired by Crystal’s own journey as a woman entrepreneur of color, CaJE will tackle this inequality and support the rising generation of businesswomen with a new category of venture capital called “Soil”.

“As a founder and woman of color, I have personally faced the vast inequalities black women face when seeking venture capital,” said Étienne crystal, co-founder of CaJE. “It is my dream to build on my learnings and give back to other women who are looking to turn their business goals into reality. My husband and I want to provide today’s leading black entrepreneurs and visionaries with capital, the resources and advice needed to help them win. ”

In 2016, Crystal founded Ruby Love (formerly known as Panty Prop), a Femtech company, an e-commerce clothing company and a pioneer in the vintage clothing industry. With very little funding, she started the business from its humble beginnings to more $ 10 million within two years. She felt “cajed” several times entering this new industry with very little help along the way, but overcame all obstacles. Meanwhile, Jean was running his own transport and delivery business when Crystal asked him to join the business. What started out as a startup in their basement quickly turned into a $ 50 million business, where Crystal is currently CEO and Founder and Jean is Director of Production. Together, as a married couple, Crystal and Jean have mastered the formula for building aggressive and scalable businesses.

“As an entrepreneur, I know the ‘cajed-in’ feeling that a business can only bring too well,” said Jean Etienne, co-founder of CaJE. “After witnessing Crystal’s incredible journey in building Ruby Love, I have a strong desire to help black women effectively build generational wealth. This is the year for black-owned businesses to support each other, and with CaJE, we’re going to change the world. “

CaJE will offer a new category of venture capital called “Soil” which will be available to startups founded by deserving women prior to pre-seed, where it is common to feel “cased” while developing business ideas. CaJE enters the market as a new era angel investor offering a quick and easy solution to help businesses take it to the next level. Whether seed, qualifying for pre-seed funding, or seed from venture capital funds, CaJE is designed to build and build generational wealth through ideas and markets for black women.

To learn more about CaJE, visit

CaJE is a new market investment firm aimed at supporting start-ups led by women. Founded by Étienne crystal, founder and CEO of Ruby Love, a leading period clothing company, and Jean Etienne, director of the realization of Ruby Love and Crystal’s husband, CaJE, is on a mission to create a new category of capital called “the soil”. Whether seed, qualifying for pre-seed funding, or seed from venture capital funds, CaJE is designed to build and build generational wealth through ideas and markets. for black women.