What’s it like to work in a dispensary? Queen City’s Jennifer Brandt and Justin Singer brought the inside scoop on all things cannabis to That Westfield Podcast, hosted by Amanda Vargas.
This quick recap of their conversation showcases their unique perspective on cannabis entrepreneurship and the dispensary’s commitment to fostering wellness in the Plainfield community and beyond.
Legal professionals set their sights on cannabis
Brandt and Singer are both attorneys. Brandt’s experience is as an international mediator who facilitates dispute resolution and peacemaking globally. Singer works in the cannabis industry as an expert on licensing and compliance. It wasn’t long before Singer felt called to participate in the cannabis industry himself.
Meanwhile, Brandt told That Westfield Podcast that she felt a strong pull to the legalization movement, especially in her hometown of Plainfield. Reflecting on her roots, Jennifer expressed her enthusiasm for starting a cannabis business in a place imbued with personal significance.
“I was born and raised in New Jersey, and I grew up going to all the Plainfield schools, graduating from Plainfield High School, and playing [on their playing] fields,” she shared. “People have a real affinity for Plainfield, and some of my best friends are still in Plainfield… I have a real connection to this city.”
“It’s a neighborhood joint”
Vargas praised Queen City for its exceptional product selection and inviting atmosphere. Singer highlighted their aim to foster a warm, authentic environment that contrasts with the corporate feel of larger operators. Their ethos is woven into their very identity, reflected in their name “Queen City,” which pays homage to Plainfield’s long-held nickname.
With a team of 30 employees, Singer emphasized their dedication to hiring locally. As a designated impact zone, the city of Plainfield is among several municipalities in New Jersey marked as communities disproportionately affected by the War on Drugs. Singer and Brandt both shared on the podcast that one way to help support communities affected by cannabis arrests is by providing stable, good jobs.
“The overwhelming percentage of our employees are from the community … and to us, that’s what it’s all about,” he said.
Singer expressed his appreciation for the diverse backgrounds and experiences that Queen City employees bring to the dispensary every day.
“One of the things that I love about the cannabis industry is that, by and large, everybody that’s in it was doing something else before they came to this industry,” Singer said. This diversity, Singer said, fosters a culture of learning and growth that provides opportunities for upward advancement in the dispensary.
Brandt and Singer also shared the story of Ariell Hunt, whose mother owned a preschool that operated from Queen City’s current location on 1353 South Avenue for 25 years. Hunt, who joined the dispensary as an Assistant General Manager and a Plainfield resident since childhood, had a full-circle moment that Brandt and Singer are quite proud to share.
Education and customer experience
Queen City prioritizes training its staff to provide informative and personalized services to customers. Many New Jerseyans are walking into a dispensary for the first time or may have taken a long break before revisiting the plant. With edibles, concentrates, and many other products outside of the classic flower, there’s an education curve that dispensary associates, sometimes called “budtenders,” get to fill.
“The sales associates on the floor and behind the cash register are vitally important,” said Singer. “They are the first line of education to consumers.”
Both owners stress that many patrons, including friends and family, have had their first exposure to cannabis at Queen City, highlighting the dispensary’s commitment to education and destigmatization. The dispensary often holds community education events as well, like a conversation about legal cannabis at the Jewish Community Center in Scotch Plains held in January 2024 that gave attendees an opportunity to ask their questions about the plant in a judgment-free environment.
Final words of wisdom
Despite the challenges posed by federal criminalization and stringent regulations on a state level, both Singer and Brandt are quite optimistic about the future of the cannabis industry. They’re excited about recent regulation updates, such as expanded edible options coming to New Jersey.
Additionally, they shared valuable advice for aspiring entrepreneurs in the cannabis industry: develop a thick skin, be patient, and immerse yourself in the ecosystem to find reputable partners.
Check out the full podcast episode here, and tune into “That Westfield Podcast” for more insightful conversations with local entrepreneurs and innovators.
