Regina Smith: Lessons from New York’s Emerging Cannabis Industry

In this episode of The Ganjapreneur Podcast, host TG Branfalt is joined by Regina Smith, founder and co-owner of The Plant, a licensed dispensary in Yonkers, New York. Regina shares her journey from a background in retail and baking to navigating the challenges of the cannabis industry. She discusses the complex social equity licensing process in New York, how The Plant is building trust and community in a competitive market, and the importance of education and customer service in the evolving cannabis landscape. Regina also touches on the role of legal dispensaries in the community, and how creative partnerships with local businesses are key to success. Tune in below to hear her inspiring story and insights on the future of cannabis retail, or scroll down for the full transcript!

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Editor’s note: this transcript is auto-generated and may contain errors.

TG Branfalt:

Hey there, I’m your host, TG Branfalt, and this is the Ganjapreneur.com podcast where we try to bring you actionable information and normalized cannabis through the stories of ganjapreneurs, activists and industry stakeholders. Today I’m joined by a fellow New Yorker. She is Regina Smith, founder and co-owner of the Yonkers based the Plant dispensary. How are you doing this afternoon, Regina?

Regina Smith:

I’m doing amazing.

TG Branfalt:

That’s good to hear. Amazing. Amazing is not something I get very often. So before we get into your role as a founder and co-owner of the plant, tell me about yourself. Tell me about your background and how you ended up in the cannabis space.

Regina Smith:

Well, my background, I grew up in a military family. I’ve lived all over the US and overseas. I got into the cannabis industry because of my husband. He is one of those people that have been in the legacy markets, I guess you could say. He was arrested for cannabis when he was 19. Spent about nine months in prison for it. He’s definitely a fan of the plant and everything that I’ve learned about cannabis is because of him.

TG Branfalt:

So tell me a little bit about how getting arrested for cannabis in New York. I mean, it was decriminalized for a long time. How did that affect his life in your life with him?

Regina Smith:

Well, that was when he was 19 and he actually got arrested in California. But I always tell him that doesn’t define you. He’s completely turned his life around. He’s a business owner. We’re actually business partners and all the businesses that we do. And for him to make that such a life change, it amazes me the person that he is today. I don’t think people thought he would where he’s today.

TG Branfalt:

And so New York, so obviously he’s one of these social equity licensees and a lot of people I think have a lot of misconceptions about this program and the processes and sort of what it all entails. So can you tell listeners about that licensing process? How long did it take from start to finish and what were regulators looking for?

Regina Smith:

I would be lying to you if I didn’t say it was emotionally and financially draining. But we had such a passion for what we wanted to do. We had to stay persistent. We found out about being able to own and operate a dispensary back in 2018. It was just an idea. So when 2021 came around and cannabis became legal, we were like, let’s do this. So we got in touch with a very good friend who happened to be a cannabis lawyer, and he guided us through the process for a grueling three years. But you know what? It was a great process. We learned a lot, met a lot of great people, and I’m just happy to be where we are today.

TG Branfalt:

So tell me about operating in New York City. I mean, it’s a very competitive market. What are you doing to set yourself apart and make yourself a destination in such a again, competitive region?

Regina Smith:

Right. So we’re in Yonkers, New York. I would say it’s about 10 minutes outside of New York City, and we do have a lot of dispensaries popping up right next to us. But I think what sets us apart from everybody else’s is just that we are in Yonkers, New York and we are Yonkers natives. My husband is born and raised in Yonkers and we have a community. We want to build a sense of community in our area. And a lot of other towns have opted out right next to us. We have Scarsdale, we have harsdale, and we have another business that’s about three minutes up the block, a cupcake shop. And we just wanted to touch everyone. And we also want people to know that we are a trusted legal brand. So we’re not here to just be on top of the world. We want everybody to feel like they’re tangible. Our employees know what they’re talking about, they’re educated. And I think that’s what separates us from the rest of the pact because the people that we have working for us, they know what they’re talking about and their fans of the plan and it’s a great store.

TG Branfalt:

So obviously one of the things that have been pock, we should say the early New York market was unlicensed dispensaries. How have these dispensaries affected your business and what steps do you think the state should take in curbing illegal operators?

Regina Smith:

For me, I try not to think about unlicensed shops. I feel like I’m a competitive to myself and I try to make myself better each and every day. What can I do to my business to set myself apart from everybody else? And what can make me better? Me worrying about the next person? Is it going to get me money? I got to just think about us. But I would say that in Yonkers when the licensing was going on, our mayor did put out a, what do you call it, a moratorium I think you would say. So that new smoke shops could not open up. So that kind of helped us. And then also with the OCM and their regulatory boots on the ground, I would guess you could say they are doing their job in shutting down these illicit shops. And you know what? I don’t have a problem with that.

TG Branfalt:

So in your estimation, officials are doing everything they can.

Regina Smith:

You know what? I couldn’t assume that it’s a hard job to do. So with that, you’re going to get a lot of aggravation and opinions, but I think that they’re doing the best that they can do with the resources that they have. I mean, it’s a new industry. New York is new. So eventually I believe we’re going to get there

TG Branfalt:

And we are seeing the enforcement go up. And I think that there is some concern about criminalizing. Is that something that does maybe enter your thoughts a little bit about the criminalization that may be occurring?

Regina Smith:

Yeah, I think that’s trying to navigate it. You know what, you had people arrested for selling marijuana, but then you can’t ret people for something that’s now decriminalized. It has to make sense. So I get it.

TG Branfalt:

So I want to switch gears a little bit and I want you to talk to me if you would, a little bit about being a black woman in the cannabis industry. Now women represent, I think it’s less than 1% of cannabis business owners and operators. And of that percentage, the percentage for black women is even less. So can you talk to me about what your experience is in this industry?

Regina Smith:

Yeah, I was telling you before I got into this industry because of my husband, he teaches me pretty much everything that I need to know. So sometimes I do feel like I have this imposter syndrome. I feel like I walk into the room, I don’t really see a lot of people that look like me. So you do get this feeling of do I belong here? Do I know what I’m talking about? But I try to learn as much as I can each and every day about the cannabis industry. I do love it and I’m passionate about it, but I may not know everything, but I do enjoy being in this space.

TG Branfalt:

Do you think that there’s other things that the state could do to increase, or even counties leaving localities or even the cannabis industry to increase opportunities for women and women of color in the space?

Regina Smith:

I think the social equity applicants, that was a great start. But for me, I do see a lot of trailblazing women in this industry that are doing great things. There’s a lot of industry events that are going on in New York, a lot of black coalitions that are educating people about what the black community is doing in the cannabis space and a lot of black owned cannabis products that are going to be hitting the market. So yeah, I think time is going to tell that we are going to be one of the people to watch out for.

TG Branfalt:

And how important are those networking groups and events like that? Because I do follow them on Instagram and that sort of thing. And I do see the sort of community that has been built by women in this industry.

Regina Smith:

I think it’s very important to go to those industry events because you don’t want to set yourself apart from people. I think for me, when you’re being competitive against another person, it doesn’t help you when you’re talking to other people in the business and you get to bounce off ideas with each other, it’s all love. I think the plant brings people together. It doesn’t separate us. So you smoke the plant anyway. You consume the plant, you got to be chill. Let’s be chill, let’s get together, let’s connect with cannabis. That’s our slogan. Connect with cannabis, because that’s what this plant does for people.

TG Branfalt:

And so you’ve talked to me about your experience so far and how there’s been a bit of a learning curve. How did you overcome these challenges or this imposter syndrome as you sort of get your footing into this industry?

Regina Smith:

Oh, repeat that question one more time.

TG Branfalt:

So talk to me about some of the learning curves in the cannabis industry and what some of the challenges that you had to overcome and how you overcame them as you’ve gotten your footing.

Regina Smith:

Oh, okay. That’s a very good question because although it’s a retail business and I have experience working in fashion retail, and my bakery is a retail store, this market is just very regulatory and you have to be compliant. So it’s always like eyes are always watching you type of thing. So that’s something that I’ve had to learn to be very careful from A to really ZI mean, there’s so many steps along the way that you have to take to make sure that when you’re selling the product, that it’s being handled in the proper manner. Go ahead.

TG Branfalt:

Well, I mean bakeries, you require the health department’s watching you all the time, right?

Regina Smith:

I mean, the health department comes once a year. The Ooc M could be knocking at your door at any moment, at any time of any day. It’s kind like you have to be on your P’s and Qs. There’s no skipping a beat. You have to just do what you got to do.

TG Branfalt:

So how have you taken your previous experience from your bakeries, small cakes to your role as a fashion and retail brand ambassador to the industry, the cannabis industry?

Regina Smith:

Well, I told you before, I’ve been a military brat. So I grew up in the south, and I think with my southern charm in coming up to New York, I became New York savvy. So I think that’s a great mix. I’m all about customer service. So what we’ve implemented at the plant is great customer service. Our customers love us because we have conversations with them. We know about the product. We educate our employees about what we’re selling so they can be able to sell it to our customers and create pretty much a great customer experience. We also partner up with other local businesses so that we can have a great overall experience. We partner with Walters Hot Dogs, which is a very popular food truck in our area. And you shop with us, you get hot dogs or snacks. Some small cakes would be there, you get a cupcake. Ice cream. Like I said, we’re just building a sense of community at our store. And I think people love that.

TG Branfalt:

I mean, people love hot dogs and cupcakes. I mean, it seems like a win-win. And lemme ask you a little bit more about that. One of the biggest things that when I talk to New York business owners is the rules on advertising, which is obviously far different than doing fashion. It’s all advertising and retail, it’s all advertising. Baking is baking and also advertising. So how are you advertising in New York?

Regina Smith:

You just got to be creative. We can’t say we’re doing percentage off or nothing like that. So to bring in customers, you do have to build those connections with other businesses so that you can succeed. And you know what? If I can help another business and another business can help me, so be it. A little bit of money spent there is worth it.

TG Branfalt:

And it’s money going back into the community rather than to Google or Instagram.

Regina Smith:

Exactly.

TG Branfalt:

So you talk about the sort of link to the community. Do you think community service is more of a requirement for cannabis businesses, especially in New York than for more traditional businesses? And why or why not?

Regina Smith:

Absolutely, because you know what? People look at it as a substance and you have to build trust. I mean, we are not selling illicit cannabis that you’ll buy off the street, which before this became legalized, people were doing and you couldn’t trust some of the product out there because you don’t know if it’s placed with something. Here. We want to build trust and know that you can trust our products. It’s very potent, it’s trusted, it’s tested, and it’s important for your customers to be able to come to you to be able to like, Hey, it has this many milligrams in it. I am going to fill this. I can come back because I know what I’m getting.

TG Branfalt:

And how much of a role do your employees play the people that you hire in connecting with your clientele or the community at large?

Regina Smith:

I mean, they are the heart of our business, and without them we would not succeed. But that’s on us to be good leaders so that they can resonate what we’re telling them to the customers. And I think they’re doing an amazing job at that. They are a great team. I mean, you got to come see them.

TG Branfalt:

I could see the sort of joy in your face when you talk

Regina Smith:

About them.

TG Branfalt:

It’s remarkable. What advice would you have for somebody coming from a more traditional space and entering the cannabis space? What advice would you have for them?

Regina Smith:

I mean, patience. That is what I’ve learned in this process because it was a very long process. You do it again. Absolutely. I met some of the most amazing people in this industry, and to me, I just can’t believe that I’m here. I really can’t. If you would’ve told me when I graduated college that I’ll be selling marijuana for a living, I’d be like, where did my life go? Wrong? But here,

TG Branfalt:

But no one life’s going to take you. I mean, you also have a baker. You’re also selling cupcakes. I mean,

Regina Smith:

Yeah. Yeah, I am.

TG Branfalt:

So where can people find out more about the plant, find out more about Regina Smith, find out more about small cakes, just where people find out more about you.

Regina Smith:

Well, you can find more about my bakery at Small Cakes NY on Instagram and the Plant You can visit us at fan of the Plant com and the Plant Yonkers on Instagram. We’re doing events, education sessions for our customers every week. So follow us for doing big things.

TG Branfalt:

I’m very delighted to be able to have this conversation with you. Thank you so much. That is Regina Smith. She’s founder and co-owner of Yonkers based dispensary, The Plant.