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For Lilach Mazor Power, 2011 was the year it all began.
She acquired a cannabis license from the only 126 offered in Arizona. Construction began in 2012 for her dispensary, Giving Tree Dispensary, which successfully opened its doors in 2013.
Now in 2021, it is still the only female majority-owned dispensary in the entire state. But as Power stresses, this isn’t something to be proud of.
When she entered the cannabis industry, Power was adamant in her belief about the healing power of the plant. She was curious as to why patients with chronic issues were not trying different methods, as their medicine could only serve them to a certain point.
This led to the idea of a wellness center. “It would be East and West, a real holistic approach,” Power explains.
The idea of a wellness center has since grown into a budding business, ripe with opportunities. Of these, Power decided to take matters into her own hands and innovate into a specific niche market with women consumers in mind.
Lilach Mazor Power
Founder & CEO
Giving Tree Dispensary
This past summer welcomed the launch of Power’s own cannabis product: Revelry.
The brand’s mission? “F*ck menopause.”
Powerful and blunt (no pun intended), this is a product that respects women and listens to the needs of their bodies that aren’t being discussed enough.
Taken in day and night doses, Power designed the products as capsules, one that currently makes up only 5% of the market. This way consumers receive the most accurate dosing in a method as easy as taking a daily vitamin.
Power reminds us that users care about what they put in their bodies. Capsules are a way to ingest cannabis without having to smoke or eat a bunch of calories every single day. This niche market is where Power is becoming a leader.
The Day Capsule, a microdose of different cannabinoids, helps tone down symptoms like anxiety, and irritability while improving mood. But that’s only half the battle. The Night Capsule then promotes restful sleep through a combination of 10mg THC and 10mg CBD as a way to give metal and physical relief.
Promoting a new product and owning a small business are big responsibilities, with emphasis falling on customer experience.
“I can’t compete on a pricing level,” says Power, referring to her dispensary. “But I can offer the best customer service. We pride ourselves on having the best experience.”
Consumer experience is how women-owned dispensaries like Power’s are competing in a market trying to push them out. Large corporations and MSOs have used money to dilute cannabis businesses with women leadership.
As the industry continues to ever-evolve, it’s clear that female representation is necessary in creating significant strides to advance diverse viewpoints and contribute prominent skills, especially in leadership roles.
Power’s advice?
“Don’t get into your head and just go for it!”
