A Midwestern Female-Focused Cannabis Brand: Sarah Tupper's Vision for Ashe Lounge
Three years ago, Sarah Tupper, an entrepreneur from Michigan, identified an emerging trend among Midwestern women: a growing curiosity about integrating cannabis into their lifestyle for health and wellness purposes. Tupper realized this group of women, spanning her age group and older, were largely underserved in the cannabis industry, leading to her idea for a female-focused cannabis brand.
Tupper herself had been utilizing cannabis in various ways. She reported using it as a creative stimulant, a calming agent, and even as a sleep aid. Her personal experiences, coupled with a perceived lack of accessible options for other women, formed the basis for her venture. The goal? To reintroduce these women to the benefits of plant medicine in a setting that was comfortable and inclusive.
However, Tupper's path was not without obstacles. A partnership with a male-owned, vertically integrated company proved incompatible with her vision, resulting in a dysfunctional manufacturing and distribution deal. This experience laid bare the disparities in Michigan's cannabis market, which is primarily male-owned and caters to a predominantly male customer base, leaving potential female consumers on the sidelines.
Recognizing these market gaps, Tupper saw a demand among women for a cannabis brand that resonated with them on a personal level. Many were interested in mental health, wellness, and were possibly considering less alcohol consumption. The lack of such a space, for Tupper as an entrepreneur and as a consumer, highlighted a broader issue within the industry.
During a meeting with a fellow female entrepreneur, Tupper had an epiphany: The industry needed female-owned, female-focused spaces where all individuals could feel safe and included. It was then that she decided to take on the task herself, understanding that it might not be a quick-profit venture, but firmly believing in its long-term value.
Armed with a clear mission and a comprehensive business plan, Tupper's vision started gaining traction, especially among women who understood the need for such spaces. Her venture, dubbed Ashe Lounge, began as a project for herself and like-minded women but soon evolved into a broader mission. It aimed to bridge the gap not only in the cannabis industry but across various societal sectors where women's needs have been consistently overlooked.
Ashe Lounge stands as a testament to Tupper's vision of creating a community that she identifies with: women who live in her area, share her values, and have a curiosity about integrating plant medicine into their lifestyle. It's more than just a cannabis lounge — it's a platform for societal change, pushing against traditional norms and advocating for female inclusion in every sphere.
