Wanda James' Simply Pure is rolling out a franchise model to empower BIPOC entrepreneurs.

As one of Colorado's premier cannabis companies, Simply Pure's sales were up 50% in 2020 from 2019. 

The store's feel and how it sources products were inspired by top brands Tiffany's and Whole Foods.

See more stories on Insider's business page.




In the over five years she served in the Navy, Wanda James rose from an officer in the University of Colorado's ROTC program to lieutenant before ending her duty in 1991. 
After stints as a leader in the food and beverage space, in marketing, and serving as campaign manager for Governor Jared Polis' congressional bid and on the finance committee for former President Barack Obama, the Colorado-based veteran now hopes with her husband and business partner Scott Durrah to bring their cannabis brand, Simply Pure, to additional markets and build a franchise model that empowers minorities in need. 
In 2009, James began to see a convergence between business, policy, and activism in her life. She knew that the issuance of the Ogden Memo — which directed Western US attorneys not to focus resources on state-compliant cannabis operations — was impending. The directive served as the precursor to the more oft-discussed 2013 Cole Memo, which stated the Justice Department wouldn't enforce federal cannabis laws in legalized state markets.
James and Durrah decided it was time for Colorado to see its first Black-owned cannabis brand.





Wanda James.



Simply Pure


The decision to get their license stemmed from James's brother, Rick, getting arrested at 18 with four-and-a-half ounces of cannabis. He would serve six years of a 10-year sentence, four of which had him picking cotton in a maximum-security prison.
"I couldn't believe that the United States government would actually sentence a Black kid to picking cotton," James told Insider. "That's cruel and unusual punishment no matter how you slice it," she added.
The couple's first dispensary, Apothecary of Colorado, opened in 2009. The following year, their edible brand Simply Pure came online. Over time, the brands would merge, with the company using the Simply Pure name.
With over a decade in the market, Simply Pure is regarded as one of the state's premier companies. The couple remains active in daily operations.


"We ensure that quality is a focus and we ensure that customer service is job one," James said.
Colorado's cannabis sales reached a record-breaking $2.2 billion in 2020. Simply Pure reported sales were up 50% for the year, with the final four months up 80% compared to 2019.
James shared with Insider how she got the business off the ground.
An approach backed by diamonds and produce
Instead of staffing budtenders, Simply Pure aims to create "budologists."
"If you come to Simply Pure green [a newcomer to the industry], it can take you up to a month and a half before you can even get on our floor," James said. She noted that the training process is multifaceted, including several weeks of preparation with front-desk personnel to understand customer interaction.





Simply Pure.



Simply Pure



With an array of customers, James wants budding budologists to understand their diverse needs and how to interact with them. Training also includes time at the company's grow facility to understand the cultivator's side of the operation. Visits to partners allow trainees to learn about their training and procedures as well.
The store's design and feel stand out as well. Taking influence from jeweler Tiffany Co., James said the company maintains all the needed security measures without making it obvious on the sales floor. Instead of large guards at the door, the company has more subtle practices that adhere to state regulations.
"We go above and beyond with our security measures, but they're invisible," James said.







The Simply Pure lobby.



Simply Pure


Tiffany's was the inspiration for security, but another store helped model operations. "People always talk about being the Apple of cannabis, but we kind of see ourselves more like Whole Foods," James said. The feeling stems from product offerings, with Simply Pure striving to work with only top vendors and products.
The companys Vendor Participation Program seeks to establish lasting partnerships. "We are specific about being able to be good partners with those vendors we put on our shelves," James said.
Awareness leads to business and personal gains
James attributes a significant portion of 2020's strong performance on increased buyer responsibility. "So many people came in this year and said they wanted to shop at a Black- and minority-owned business," she said.
"Seeing those people coming back because we're an amazing business made us feel really incredible," she added.
But more than business growth, James's focus is on helping build success for others.
Her brother became a grower for Simply Pure after serving six years of probation. Today, he works as an assistant manager at the company's grow facility.
Rick's case wouldn't be James' last interaction with nonviolent offenders. In 2020, she'd start work with Arzelle Lewis, founder of printing and charity foundation SweetFeet, on a bid to release his father, Fred Harris, from a 96-year sentence on a nonviolent cannabis charge.
James' political connections and conviction helped advance the cause. On January 15, 2021, Harris walked free after serving over 20 years in jail. James, who admits to not being emotional much, said she cried upon hearing the news.


Despite the changing climate in America, James still sees shortcomings in representation in Colorado's cannabis sector. A 2020 Cannabis Business and Employment Opportunity study found that almost 75% of Denver's licensed operators were white, while white people made up 68% of cannabis employees.
Never one to not act, James and Durrah are now rolling out a franchise model aimed at spreading the brand while providing franchisees with access to their industry insights. James said she's "excited to now truly offer what we hope is going to be an opportunity for more Black and brown ownership throughout the industry," she said. She recently told Cannabis Dispensary tentative locations for franchises include California, Illinois, Massachusetts, and Texas.
In the past, James and Durrah took out short-term loans and a mortgage on their home to help grow the business. But now she sees a receptive field of investors for an equity raise. "I'm not going to say we're still not fighting for capital, but folks are definitely interested — we're having a lot of conversations," she said.
James also said Durrah is "at it again" with his latest edible line, BCause, which aims to work with Black-owned chocolate ventures and farmers in the US and abroad. The company intends to donate 5% of all the line's sales to causes ranging from supporting Black and BIPOC businesses to funding law schooling at historically Black colleges and universities.

Source: Business Insider

Powered by NewsAPI.org