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It’s my classroom, my roundtable and research lab. Here is where you will find what I am up to, what I’m excited about and where I think the industry is going.
Welcome to the spot where I share my wins, losses and lessons learned.
Hi, I'm Salwa
My journey in the press
I am Salwa—an Oakland girl with a passion for every aspect of the cannabis industry. I got my start at Oaksterdam University, where we were leaders in cannabis education, advocated for legalization and the release of nonviolent prisoners. Heck, there is even an awesome documentary about it. Oaksterdam didn’t just teach me about the cannabis industry — it inspired me to become an industry leader.
Wanna Hear How I got started?
There’s a lot of filling out forms, working with elected officials, and occasionally beating your head against the wall. I launched this website to help newbies better understand the cannabis business, avoid the pitfalls, and put your passion for the plant to work. You can do this, seriously, I got you.
the cannabis industry can be confusing, confounding, build-the-plane-while-we’re-flying-it business.
The belief that there is always a way has been my guiding light but let’s be honest, cannabis takes work.
— With zero money to my name, I figured out how to apply for and win a dispensary permit. Back then, a dispensary permit meant you could do anything in cannabis. So, I did. I launched: a retail store, an indoor cultivation, an extraction facility and cannabis brand. I was able to replicate this model in several markets across several states. When the time was right my partners and I set out to be the first plant-touching business to go public on the American Stock Exchange- the OTCQX. This was a first time anyone had done that, and first mover advantage was everything. Next, I wanted to give back to our beloved cannabis culture. Through a bunch of grinding and lobbying our company helped the industry gain expanded permissions to allow for cannabis events to be held at places other than county fairgrounds. Basically, we felt that cannabis should be sold at concerts. Enter 2019 Highland Events was the first to legally facilitate cannabis sales at a mainstream music festival: Outside Lands 2019. So now what? I want to give back and share what I know.
I got my chance at becoming an entrepreneur when Oakland released four dispensary licenses.
my passion
When I was 20 I was struggling to pay for college and make school a priority.
So unfortunately, I quit college to focus on keeping a roof over my head and food on my plate. I landed my first big girl job as an assistant on the redevelopment of the Oakland Fox Theater. My main focus quickly became fundraising for the project. This was a blessing for me for two reasons:
1) I met all the dispensaries in the area, who were so generous and gave the project so much money (like second largest donor behind Bank of America money)! It was great to get acquainted with the local cannabis businesses in that way and build friendships that later helped in my cannabis career.
2) I raised money for elected officials to help get awareness for our project. I raised money for all the local council members in Oakland at the time but also elected officials and candidates that were higher up, like Gavin Newsom, the Clintons even former president Mr. Barack Hussein Obama II himself… and a bunch of people in between.
Early career, Before weed
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How to navigate City Hall for information and how to be seen and heard, how to plan for the long game while putting in work everyday. Oh, and not to mention, how to handle the paperwork that comes with government. This job gave me the I think I can do this; how hard can it be attitude that made me an entrepreneur that I hope to pass on to you.
it helped me get familiar with government and how it worked.
cannabis advocacy was instrumental for my career and confidence,
a. Makeup Mogul
b. Real Estate Tycoon
c. Award Winning Actress
d. Tech Hero
Fantasy Career?
a. Selling weed professionally
b. Being a Boss
c. Landing a Magazine Cover
d. Being a Mama
Best Accomplishment?
a. Breakfast
b. Lunch
c. Dinner
d. Snacks/ Appetizers Dessert
Favorite Meal of the Day?
a. Blue Dream
b. GDP
c. Original Cookies, duh
d. Sour D
e. All of the above
Go to strain?
Richard Lee
#1 Cannabis Hero?
My kids, chocolate and profanity..,(I curse like a #$$ing sailor.)
Name something that makes you happy?
Seventeen Magazine nostalgia
Take the quiz
Salwa helped me hone in on the bigger picture and gave my career a new sense of direction. I highly recommend her consultation services for anyone feeling stuck, stagnant, or in need of a refresher. She has a divine talent for outlining an actionable plan and encouraging you to take the reigns. She reignited a passion in me that I haven't seen for a long time.
Sarah ElSayed
