Lucid Cannabis Co. managing partner Queen Avaava.
When you’ve been in this industry for more than a decade like I have, you invariably end up meeting a lot of different people with different backgrounds and experiences. Some get to their current positions in a straightforward manner. Others travel along a more interesting and nuanced road. Queen Avaava, managing partner of three cannabis retailer stores, is a good example of the latter.
With a background that included restaurant work, construction, interior design, remodeling and, finally, medical cannabis, Avaava’s business experiences were a good foundation for the move into Washington’s adult-use cannabis industry.
We met at one of her Lucid stores in Auburn, about 20 miles south of Seattle. Neat, clean and tucked into a strip mall, the store itself is fairly nondescript. However, the first thing you notice is a long line of concrete ecology blocks that rim the entire outside perimeter of the location, creating a security barrier for would-be burglars thinking about ramming the retailer with a stolen vehicle.
“Theft has been a huge problem,” she told me and explained that over the past few years she’s had no less than seven cars drive through the doors during “smash and grab” robberies. More on that later.
Avaava originally hails from Big Bear, California, and arrived in the Seattle area in 1998. After stints in numerous unrelated businesses, she opened her first medical cannabis dispensary in 2011 in the small city of Puyallup.
“It was a wonderful time,” she said. “We created a dab bar where we would host live music, game nights and a fresh press night.”
The dispensary was very popular and generated a loyal customer base while maintaining close connections to the community.
In 2014, following the state’s successful legalization initiative, Avaava made the move to recreational cannabis and helped open the first of two adult-use shops in Lacey. Originally called Green Solutions, the stores were renamed Lucid shortly thereafter.
I couldn’t help but wonder how the business has been for a woman of color in an industry that, despite its promise of opening up opportunities for minorities, is still mostly dominated by white men.
She thought for a few moments before answering.
“Over the years I’ve gained confidence and skills as a woman entrepreneur,” she said. “Early on, I probably didn’t know my value as a leader, but with help and advice from other confident women and men, success followed.”
As we talked, it became obvious that Avaava has managed to navigate the business world — and, in particular, the extremely difficult world of the cannabis business — quite successfully.
I asked about people’s attitudes and if she feels they’ve changed over the years.
“I’ve heard tons of offensive comments and as recently as last week had to deal with attitude from a contractor. However, now I know how to manage those situations with more ease and poise. Instead of pouring sugar into the tanks of the offenders, I just shrug it off,” she said with a smile.
Lucid is one of two Washington stores managed by Avaava. Her third location is a store in Winnemucca, Nevada, which opened in 2020.
Having operated in the two states for more than five years, Avaava said Nevada is by far the easier state for cannabis business in terms of regulations and how they impact owners.
Nevada “has a system that is more straightforward and allows vertical businesses,” she explained.
Although Lucid doesn’t currently have its own cultivation facility in Nevada, plans are in place that could lead to one in the near future.
“We have the location and funding, so it’s just a matter of timing,” Avaava said.
With 55 employees and three locations, Lucid Cannabis Co. keeps her plenty busy.
“We’re a business like any other,” she said. “We try to treat our employees with respect and ask that they respond in kind.”
Among the many challenges cannabis retailers face, employee turnover is one that has impacted the industry nationwide. To combat turnover, Avaava focuses on the interview process.
“I ask a series of questions to determine a candidate’s ability to function as part of a team that requires reliability, great attitude and product knowledge,” she said.
Turnover is low at her stores and employee tenure averages more than three years —significantly higher than the industry average. She is also a stickler when it comes to hiring budtenders, whom she refers to as “cannabis specialists.”
“Friendly, helpful cannabis specialists with a deep knowledge of the plant are vital to maintaining strong customer relationships, which lead to ongoing repeat business and long-term loyalty,” she said.
Simple smart business practices in real time.
And what about theft?
“It’s a huge problem that unfortunately just seems to be part of the landscape now,” she said. “We rimmed the store with concrete blocks and that has helped. We haven’t had a smash-and-grab for months now, so I’ve got my fingers crossed.”
With two stores in Washington and one in Nevada, Avaava is always busy and refers to herself and a “grinder” and a workaholic. Her duties include, but are not limited to, site scouting, training, bookkeeping, purchasing and sometimes even in-store sales.
“I love to work, and I really enjoy this business and seeing our stores successful,” she said. “It may be hard work at times and mean long hours, but the rewards are worth it.”