Our Story

Gold Collective founder Cherie Slane is a fifth-generation San Franciscan devoted to supporting locally-owned and operated Bay Area businesses. The idea for the Collective was inspired by Cherie’s grandfather, Jerry Cook, a San Francisco grocery store owner and entrepreneur.

Jerry’s Meats & Deli

What began as a meat counter within a market in the Castro District in the 1960s grew into a dedicated market, Jerry’s Meats & Deli, in the early 1970s. In 1991, Jerry sold his namesake market to Whole Foods, which remains at the same Miller Avenue location in Mill Valley today.

Jerry Cook at work in his namesake market.

Jerry’s Meats & Deli was truly a family business; Cherie’s grandmother made most of the store’s foods and baked goods, her mother and three aunts oversaw bookkeeping and business operations, and Cherie made sandwiches and worked the cash register at the market during summer vacations.

A Family Tradition

Today, Cherie has taken the entrepreneurial spirit gleaned from her grandfather to establish Gold Collective, a network of like-minded Bay Area innovators dedicated to professional, personal, and philanthropic growth. Her passion for strengthening the Bay Area’s business community is evident in every aspect of the Collective, from the hand-curated member process to the thoughtful member activations.


Cherie Slane, founder of Gold Collective.

Meet the Founder

Cherie brings over twenty years of experience from magazine publishing, branding, and advertising to her role at Gold Collective. Her depth of knowledge in media sponsorships, event strategy, industry networking, digital and social media strategy, and creative partnerships inform her approach to the Collective today.