Cannabis can be about more than intensity, it can be about balance.
Weekenders was born from a simple realization: the marketplace didn’t reflect the kind of cannabis experience the founder wanted to see.
Instead of competing in a race for the highest THC percentage or the lowest price, Weekenders focuses on experience, connection, and the whole plant. Design-driven and intentionally inclusive, the brand treats cannabis as part of a lifestyle, not just a product on a shelf.
We connected with the founder to talk about ownership, persistence, and what it really takes to build a Black-owned cannabis brand in today’s market.
What inspired you to start your brand?
I didn’t see what I wanted in the marketplace. There were very few brands that felt design-driven and creatively inspired, or that looked to the plant as a way to engage more with the world, not less.
What problem were you trying to solve in cannabis?
We wanted to challenge the way cannabis has been reduced to a race for the lowest price and the highest percentage. That framing ignores the plant itself and limits who feels welcome in the category. By shifting the conversation toward the whole plant and the entourage effect, we aimed to build an approachable, inclusive brand—one that treats cannabis as part of a lifestyle and a tool for connection, not just a commodity.
What does Black ownership in cannabis mean to you?
Ownership matters because it allows you to lead with a unique perspective and make decisions that stay true to that vision. There are so few Black-owned brands in cannabis that every single one matters in shaping what this industry becomes.
What’s one challenge people don’t see about running a cannabis brand?
What people don’t see is how much work goes into simply keeping the brand on the shelf. Between compliance, production timelines, payments, and distribution, every step takes more time and coordination than it should. Building a cannabis brand isn’t just about creativity—it’s about persistence.
What’s something you wish consumers understood about the industry?
I wish consumers understood how much power their spending holds. When you support companies that are intentional about how they operate—who they source from, who they employ, and what they stand for—you’re supporting an entire ecosystem. That’s true in many industries, but especially in cannabis, where the impacts of those choices are still being shaped in real time. Your choices matter.
What moment made you realize “this is really working”?
The moment it clicked was seeing people actively look for the brand—and feel frustrated when it wasn’t there. Watching customers express disappointment when Weekenders was sold out showed me that this wasn’t just another product on a shelf. It had become something people identified with and felt ownership over. In an industry where so few Black-owned brands break through that noise, that kind of connection is powerful.
What product are you most proud of and why?
I’m most proud of our decision to lead with experience over strain names. While we still honor strains, we recognized early on that they aren’t the most meaningful entry point for most consumers. By focusing on how each product makes you feel—and reinforcing that through color—we made the brand easier to understand, easier to choose, and easier to come back to. That clarity has been a big driver of loyalty.
How do you give back or stay connected to your community?
Community starts with presence. I stay connected by showing up, leading by example, and continuing to build through the inevitable challenges. Mentorship, intentional hiring, and partnering with dispensaries on creative fundraising and give-back initiatives are all ways we try to make sure Weekenders is contributing to the communities it’s part of—not just selling into them.
What advice would you give to aspiring Black cannabis entrepreneurs?
Prepare for resistance, even when it’s quiet. Be adaptable, stay vigilant, and protect your vision. Build a community where you can, but never assume access equals alignment. And while I’m not a Reagan fan, the phrase still applies here: “trust, but verify” — always.
How can we stay connected with Weekenders?
Our IG profile: @weekenders_cannabis
Our website: https://www.weekenderscannabis.com
