the Kush Babes

Built on Authenticity, Scaled through Expertise

My experience in the cannabis industry made one thing clear: this space runs on credibility and relationships. You can’t fake your way through it—people instantly know if you understand the culture, the product and the consumer. That insight shaped everything I built.

With Kush Babes, I created more than a lifestyle brand—it’s a reflection of real women in cannabis: educated, stylish and fully owning their place in the industry. It’s about identity, visibility and community, not just apparel.

On the staffing side, I recognized a critical gap. Brands didn’t just need faces, they needed professionals who could educate consumers, represent the brand authentically and actually drive sales. So, I built a staffing model centered on training, product knowledge and accountability. Our Brand Ambassadors don’t just show up, they engage, inform and convert. That standard comes directly from my own experience working on the ground and understanding what truly moves the needle.

Experience Retail, Higher Standards, Smarter Cannabis Teams

One of the biggest shifts right now is the move toward experience driven retail. Customers are no longer just buying cannabis, they want to understand it, explore it and connect with it. That is driving demand for highly trained, personable staff who can guide those experiences both in store and at events.

At the same time, brand standards are leveling up. Cannabis companies are starting to operate more like traditional CPG brands, with sharper expectations around consistency, data tracking, compliance and measurable ROI from activations like demos and pop ups. It is no longer enough to be present; brands want performance they can quantify.

We are also seeing a clear shift toward wellness and lifestyle integration. Consumers are more intentional about what they are using and why. They want to know how products fit into their routines, whether it is for relaxation, focus or recovery. That changes the role of frontline teams. Brand ambassadors and sales staff need to act as educators and trusted guides, not just promoters.

Bridging Culture and Professionalism

The biggest challenge is finding people who understand both cannabis culture and professional business standards. A lot of candidates have one or the other—but rarely both.

Retention is another ongoing issue. Because many roles are part-time or gig-based, companies struggle to create consistency and loyalty. That is why we put a strong focus on community, even within a flexible workforce. When people feel connected to the brand and the team, they show up differently.
There is also a lack of structured training across the industry. Many brands expect results without investing in proper onboarding or education. We’ve made that a priority—because when you train your people well, everything else improves: sales, relationships and brand reputation.

Scaling without Compromise

It is a constant balancing act. Community sits at the core of everything we do, but in cannabis, that community has to be built with responsibility and awareness.

For us, that means creating experiences that feel real and engaging while staying fully aligned with local regulations. Whether it is events, demos or content, we are intentional about how cannabis is presented. It has to be educational, elevated and always compliant, because credibility matters just as much as creativity in this space.

On the business side, growth comes down to systems. We have built clear processes around scheduling, reporting, compliance checks and training so we can scale without losing the personal connection that defines our brand. Structure allows us to grow, but discipline keeps the quality intact.

At the end of the day, it comes back to intention. Every decision has to support the culture, respect the consumer and protect the long-term sustainability of the business.

Operate Like a Pro, Grow with the Industry

First, treat cannabis like a real business, because it is. Show up professionally, be reliable and understand that expectations are rising as the industry becomes more competitive and more regulated.

Second, invest in knowledge. Learn the products, stay current on regulations and understand retail and consumer behavior. The more you grasp the full ecosystem, from compliance to sales strategy, the more valuable you become.

Third, build strong relationships. This is still a network driven industry where trust carries weight. The connections you build with brands, dispensaries and other operators can create opportunities that no resume alone will.

Finally, stay adaptable. Cannabis is constantly evolving, from shifting laws to changing consumer trends. The professionals who succeed are the ones who can move with the industry, keep learning and stay grounded in their core values while everything else changes.