HARTFORD – A city councilwoman has received a Section 149 cultivation provisional license in the social equity lottery, which allows her to cultivate, grow and propagate cannabis.
Now, she is on the path to creating her luxury cannabis brand business.
With the provisional license, Councilwoman Tiana Hercules said she is able to partner with Ayr Wellness to open a cultivation facility, along with two retail locations in the Greater Hartford area.
Hercules said she chose to partner with Ayr Wellness after her attorney introduced her to an employee to discuss their potential partnership for cultivation.
Hercules researched the company, and was pleased to see Ayr Wellness follows the model of being a force for good, which resonated with her as a business owner, public servant, and a parent, she said.
“All those things (are about) doing good in whatever capacity you can. As a criminal defense attorney, (this) has always been a part of my moral compass,” she said. “And so, knowing that this was a cannabis company, which does give back to the community that they operate in and really has that built into the framework of the organization, I don’t think I could find a better partner in this industry than this company, because it was something that was very different for cannabis.”
Hercules said she also already partnered with Ayr Wellness to deliver two expungement clinics to help people clear their criminal record, it donated money to Capital Community College, and is now working on a community needs assessment, where the plan is to hire a street team to get out and do outreach by knocking on doors to learn what the community believes are the most pressing needs and ways the private sector can be a partner in addressing the needs.
Learning the industry
Hercules said they are looking at sites for the retail space and acquiring land for building a facility.
The process for Hercules has been both surreal and exciting for her, she said, and she feels privileged and blessed to be in the position she is in.
“I definitely don’t take it for granted. But I’m just taking it day by day to learn more about the industry and figure out how to really bring this industry to Connecticut in a way that is true to the culture, giving people something that they may not have known that they wanted in the cannabis industry — a unique experience and being able to shape a newly emerging industry in the state. It’s really exciting,” she said.
Hercules also notes that they are not yet open and very few operators are open through the social equity program.
“Obtaining a license is meaningless if operators are not able to open. Any proposed legislation, policy change, and business behavior that delays, or further hinders us from opening must be viewed as a threat to the social equity program and the spirit of adult-use legalization in Connecticut,” she said.
Kristina Diamond, communications and legislative program manager of the state Office of the Social Equity Council said the council was “created to make sure the adult-use cannabis program is grown equitably and ensures that funds from the adult-use cannabis program are brought back to the communities hit hardest by the war on drugs.
The Social Equity Council’s work is helping to create opportunities for social equity applicants to have a seat at the table in the adult use cannabis market,” she said.
Luxury and health
Hercules said the luxury cannabis brand business, called “Lady Jane”, will stand out for its commitment to women’s health.
She said she hopes that “Lady Jane” will help other women understand that luxury does not have to be inaccessible, especially for Black women and other women of color.
“When I think about ‘Lady Jane’, I really think first and foremost about Black women and women of color. And, you know, too many things in society tell us we’re not deserving of the very best, whether it be the very best neighborhood to live in, the very best house, the very best partner, the very best job opportunity, whatever that is, we’re too often told that we aren’t deserving of it,” she said.
Hercules said a lack of representation in the cannabis industry and experiences for Black women is what prompted her to enter into this field.
“It came from just me wanting to always offer and see the best for Black women. And you know what, I’m not really seeing myself in the cannabis space. If you look at it from a bird’s eye view, we’re not very represented throughout the industry. And there weren’t a lot of brands that spoke to myself as a consumer. And so I said, Well, I guess we have to develop something that I can resonate with and relate to,” she said.
The “Lady Jane” idea was “birthed out of that thinking and wanting to educate people about cannabis, but in an environment that feels welcoming, having events at places that are upscale and just bring a different type of element to what people traditionally think of cannabis as, making it more like almost like a wine experience or an experience you would have at a Louis Vuitton store or a Tiffany’s store where it’s elevated, but you feel like it is exclusive to you but at the same time,” she said.
Hercules said when her business does open, she looks to create an experience for the customer that is unique to them and tailored to the needs for which they are coming to use cannabis.
“If you are someone who is struggling with anxiety, someone who is looking to increase pleasure, or having trouble sleeping, it’s really about custom making that experience for you. Being in a space that feels welcoming and inviting, speaks to you…and really helps carry you through that customer journey, regardless of where you are entering (to come) to cannabis,” she said.
Hercules said she hopes that her obtaining the Section 149 cultivation provisional license, will encourage other Black entrepreneurs who may want to get into the cannabis business in the future, especially Black women.
Hercules said her advice for other Black women and women of color who may want to become entrepreneurs, but may be fearful of taking the first step, is that, “I don’t think I’m special or have any special skill set, I think the biggest thing is you have to be willing to bet on yourself and take a risk.
“Be comfortable with not knowing everything, but be committed to figuring it out and coalescing with people who can point you in the right direction,” she said.
“Always trust and believe in yourself [and] the power of your intuition, the magic that you do have, the stuff that you do bring…to the table. Understanding that is enough to get you through and to navigate these unchartered waters. I’m hoping it does serve as some glimmer of inspiration to somebody,” she said.
“So you really do have to just say, You know what, I’m gonna do this, and I’m gonna do it scared, I’m gonna do it overwhelmed, because it is all of those things. At the very least, you will learn a lot and maybe, you know, be on the road to a very lucrative business opportunity. You have so much to gain and little to lose, other than the fear that’s holding you back,” she said.
Hercules also recommends identifying business leaders that they admire and figure out the reasons why they may be successful and assessing your weaknesses.
This can be with podcasts, books, YouTube videos, or Ted Talks, she said.
When it comes to those who influence Hercules within the cannabis industry, she cites Matha Figaro, Kika Keith, and Roz McCarthy.
Outside of the cannabis industry, she cites being inspired by local executive director/visionary and co-founder of Girls For Technology Inc. Sabrina Tucker – a friend of hers.
“I admire how she networks. I admire how she operates her vision, and she always stayed very true to it. And just to see an organization that was really an idea, become something (big)…and to see her growth in her leadership, and her confidence has been something very, very inspirational to me,” she said.
About where she sees the brand of “Lady Jane” in the next couple of years and her future goals for the brand, Hercules said she is working on developing a line of cannabis-based sexual wellness products, which she would like to bring to market under the “Lady Jane” umbrella and wants to tap into the event space in the cannabis industry.
She said that in creating unique customer experiences within the retail space, she hopes they can be replicated throughout the country, if it’s something that her customers feel that they want.
“You know, I really do love the event space in cannabis, because I think that’s what folks are,” she said.
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