The cannabis industry on the West Coast is not for the faint of heart. It’s a competitive market, with many players vying for success. In Oregon, where the number of licensed retailers is three times that of neighboring Washington, the competition is especially fierce. While some see the large chains like Nectar, Chalice, and La Mota as the only ones capable of surviving in this oversaturated market, there are still smaller businesses like Green Muse Dispensary that are thriving. I had the opportunity to speak with the owners, Karanja Crews and Nicole Kennedy, and they shared their insights on how they have managed to succeed in this challenging industry.
Despite their accomplishments, Crews and Kennedy don’t consider themselves successful just yet. As Kennedy puts it, “We’re not in multiple locations like Nectar or any of those big companies.” However, they have been able to stay afloat while many other shops have closed down. This, to them, is a testament to their success. In a market where only two percent of cannabis businesses are Black-owned, Crews and Kennedy have had to overcome many obstacles to get to where they are today.
Both Crews and Kennedy come from backgrounds that are not directly related to the cannabis industry. Crews had some retail experience as a teenager, while Kennedy learned about entrepreneurship from watching her parents run their own businesses. However, their different skill sets have proven to be a perfect match for running Green Muse. Crews has a talent for product curation, while Kennedy handles the HR and policy regulation side of things. They both used to be teachers in the Portland School District before they decided to team up and open Green Muse (formerly known as Green Hop) in 2018. It is the world’s first historical hip-hop-themed dispensary, with color-coded terpene profiles that match various musical artists and genres.
Walking into Green Muse, you can immediately tell that it’s not your typical dispensary. The bright green and yellow Craftsman style home-turned-shop is adorned with hip-hop memorabilia, and the budtenders are knowledgeable and passionate about the products they sell. Dr. J, one of the budtenders, has been with Green Muse since the beginning and enjoys discussing new strains and matching them with the perfect artist or genre. This attention to detail and personal touch is what sets Green Muse apart from other dispensaries.
In a market where many businesses are struggling to survive, Green Muse has managed to thrive by creating a unique and welcoming atmosphere for their customers. Their success is a testament to their hard work, dedication, and passion for the industry. As Crews and Kennedy continue to grow and evolve their business, they hope to inspire other entrepreneurs to enter the cannabis industry and make it a more inclusive and diverse space.
