D’nise Rebelle
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District manager
Curaleaf
After playing a key role in facilitating Curaleaf’s transition from medical to adult-use sales in Maryland, D’nise Rebelle is taking on one of the most challenging markets in the country.
“I’ve managed six stores, opened three stores and relocated myself and my wife for my promotion to district manager of the state of New York,” Rebelle says.
But managing Curaleaf’s Empire State operations isn’t daunting for Rebelle, as she transitioned from cosmetics to cannabis right on the cusp of unprecedented change.
“I made the switch January 1, 2020, not knowing that a pandemic was right around the corner,” Rebelle says. “I believe my adaptability and passion have been some of the main keys to my success in cannabis.”
While the highly regulated cannabis industry is a far cry from the laws governing cosmetics, Rebelle says that on a retail level, the two industries have a lot in common.
“Much like cannabis, cosmetics is all about product knowledge, and people need to know it will work safely with their body,” Rebelle says. “My favorite part about being in beauty was how it made people feel even better about themselves. That is cannabis for me and many others on another level.”
Q&A
What was the move from retail cosmetics to cannabis like?
I made the switch January 1 of 2020…not knowing that a pandemic was right around the corner. So needless to say I went from holiday sales DC to a ramping cannabis industry in Maryland. It was an exciting & new challenge!
Are there parallels? Much like cannabis, cosmetics is all about product knowledge and people need to know it will work safely with their body…my favorite part about being in beauty was how it made people feel even better about themselves, that is cannabis for me & many others on another level. So yes!
You helped the company transition from medical to adult-use in Maryland – what did you learn from that experience? I learned what extreme change management looked like. From our patients who we reassured they would remain a priority & to our team members that helped us manage large crowds on July 1st 2023. And, even further I learned that many people from many walks of life love cannabis!
Tell me a little about your current position in New York – what are the biggest challenges?
Being from the DMV I have a new found respect for the state of New York. So many people only think of the city but it is full of mountains, rivers, and lakes that would blow your mind and have certainly increased my mileage! I have a new found love for the state of New York as we have stores from Queens to Plattsburgh, I’ve gotten to see a lot of it quickly.
What personal trait/quality would you say has been paramount in your career? I believe my adaptability & passion have been some of the main keys to my success in cannabis. I’ve managed 6 stores, opened 3 stores, and relocated myself & my wife for my promotion to District Manager of The State of New York.