How CALMA Created a Female-Forward and Welcoming Business in Los Angeles
In a largely male-dominated industry, Mara Stusser and her team set out to create a female-forward, welcoming cannabis dispensary in Los Angeles aptly called CALMA, which is an Italian feminine noun that means “tranquility” or “calmness.”
The 3,250-square-foot dispensary opened July 21, and Stusser had to get creative with her marketing efforts.
“Trying to open a new business during COVID is especially hard,” she tells Cannabis Dispensary. “It was a challenge on its own to figure out how to get the word out. You’re also challenged with marketing when it comes to cannabis, so we really put a lot of faith in … spreading the word in our community and the West Hollywood area to start, inviting neighbors over, having friends and family come. They were all so extremely supportive, so that helped us in getting a lot of people here in the last four weeks.”
The store’s design incorporates elements of its name, evoking a sense of tranquility with pastel colors and marble details. The dispensary also features a large LED video wall that displays calming images, including ocean waves, waterfalls and forests.
“We wanted to create a space [where] … other women, as well as all cannabis consumers, felt comfortable to come in and shop,” Stusser says. “Oftentimes, you walk into a store and it’s kind of intense, and you just want to get in and out. We wanted to make sure the space was very welcoming and felt like a second home for cannabis consumers.”
Published: August 20, 2020
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