Nicole Cardoza knew her calling was outside of corporate America. After spending two years working in tech, she went on to open a consultancy studio, Reclamation Ventures, and launched the nonprofit Wellemental, which focused on bringing yoga and mindfulness into classrooms.
Through both ventures, Cardoza worked at the intersection of equity, inclusion, and wellness. After a decade-long run as executive director of Wellemental, reinvesting more than $2.5 million from the industry to support community impact, the serial entrepreneur, investor, author, and public speaker was ready for a new chapter. She turned to performing, embracing the art of illusion.
“It was the fall of 2019. I had been doing magic on the streets in New York City in Times Square. At the time, it was going to be more of a traditional Magic on the Streets show. But as I was stepping down as executive director of my non-profit that I’d run for about a decade, I was really enthused by this idea of giving it a shot and trying something new,” she says.
Transitioning into magic allowed Cardoza to tap into an alternative lifestyle that offered more freedom and fun. Performing wasn’t entirely new territory. It had been one of her childhood pastimes, and she welcomed the opportunity to revisit that side of herself as an adult, literally putting magic into her own hands.
“There’s a big shift between being an entrepreneur and being an artist. I was always so used to doing things for a quantifiable ROI. X equals Y,” she says. “When I became an artist, I learned that there’s no beginning, middle, or end, sometimes to this work. Because that’s just what it is,” Cardoza expresses.
“It’s fun because I get to create space for art, which I think is one of the most underrated things nowadays. I’m still in the moment of the deep joy of discovering parts of myself that I never gave a lot of attention to,” she adds. “I was definitely a little performer as a child, and then, I learned to be more studious instead. So when I made the decision, it was less about what I was leaving and more about embracing the joy and the fear of what can be done.”
Being a magician has become about far more than showcasing illusions for audiences. Despite her early affinity for performing, Cardoza considers herself naturally introverted, and connecting with crowds has pushed her outside her comfort zone. Still, it’s a challenge she has come to love.
“I’m a very introverted person, so I’ve had to learn to prioritize time to recharge after shows because being a magician is inherently extroverted. I’ve also learned to really stretch myself and find ways to surprise myself too,” she says. “When you learn a new trick, some people get discouraged by the fact that once you start studying magic, you should know how it’s done. But for me, it’s like taking apart a computer. It’s really fun to be able to get your hands dirty. As a magician, we’re always MacGyvering. Also telling myself, here’s the narrative I want to say. And thinking, ‘What magical effect can I use to bring that out?’ I really love that opportunity to build something tangibly and figure out how it’ll come through in performance. It takes all of my creativity, and I’ve never had something in my life close to that.”
Another less-discussed aspect of the profession is the cost of props. Cardoza has learned that sustainability in this lifestyle comes down to choosing the tools that work best for you. Some magicians invest in expensive gimmicks, while others rely on something as simple as a deck of cards from a local Walgreens. In the world of magic, it’s less about flashy tools and more about consistent practice, creativity, and the discipline required to refine and expand your craft.
The magic scene is often perceived as predominantly white and male-dominated. But according to Cardoza, the community is more diverse than many realize. She finds connection with fellow women magicians and draws inspiration from performers past and present who have woven their identities into their work.
One of Cardoza’s favorite historical inspirations is Ellen E. Armstrong, the first Black woman to tour her own magic show in the mid-1900s. With her humor and playful personality, Armstrong serves as a blueprint for Cardoza, who brings that same sense of fun and spirited energy into her own performances.
Another misconception? That performing magic tricks conflicts with religious beliefs or carries demonic connotations. After witnessing one of Cardoza’s shows at the Brooklyn Museum, the reality couldn’t be further from that perception. Her performances center positivity, connection, joy, and pleasant surprises. Every undertaking is an opportunity to challenge that narrative.
“I think particularly for some parts of the Black community, there’s a feeling that magic is in conflict with religious or spiritual practices. I’ve heard people say things like, ‘I’m worshipping the devil,’ Cardoza says. “That exists everywhere, but I do think there is something to that for two reasons. Number one, it’s the lack of representation. You just don’t see people like us doing magic. And two, we’ve been historically both excluded from spaces around magic, we have been targeted, and we have been discriminated against and oppressed because of our spiritual beliefs. So, it’s a societal conditioning that I come into contact with a lot. But I’m really grateful, because I feel that when people see me and realize stage magic is about joy, wonder, and connection, that it doesn’t come into conflict with what you believe, they see it’s a space that we can be in and feel a sense of safety.”
Outside of touring, Cardoza also prioritizes giving back and educating the next generation. She provides magic kits for children and hosts family-friendly magic camps, reinforcing the idea that you’re never too young—or too old—to discover a sense of wonder.
“I feel like Black people know the foundations of magic more than anybody else on the planet,” The performer says. ”And the fact that we have been historically excluded from it, and still in many ways don’t feel like we belong as performers and as participants, is deeply disturbing. The whole point about magic is suspending disbelief. Having to look at the world and know that there are so many terrible things, and with magic, there is the possibility of goodness. And that’s where Black culture is really rooted. So, I want us to feel like we belong in this space.”
One question Cardoza often incorporates into her shows is: “What makes you magical?” As many people search for their spark, especially during challenging times, Cardoza believes that everyone carries a touch of magic within them. It’s ultimately a mindset.
“I think the most important thing is that when you’re trying to find your magic spark, be the person you wish you saw to inspire you to do it. When I was first interested in magic, my goal was to support a black girl magician. And I didn’t see her. It took me a long time to bridge the gap between looking for that person and becoming that person,” Cardoza says. “So if you have a vision and you’re looking for the “Beyoncé” to follow, be that person. Be it in the smallest of ways. Like on Tuesday night, in your room, in front of the mirror for 10 minutes. Be it with your friends before you all go out for drinks. Find ways to start having that person become impossible to ignore.”
