Justice System Background Becomes Dispensary's Competitive Edge

My defining moment came when I decided to open Kaya Bliss Dispensary in Southern Brooklyn with my business partner Giorgio—despite having a background in the justice system that many would see as a liability in the cannabis industry. Everyone told us to downplay that history, but I made the unapologetic decision to make it central to our brand story and mission.

I leveraged my personal journey with the justice system as our unique selling proposition, emphasizing social equity and community empowerment rather than hiding it. We built our entire recruitment and marketing strategy around creating opportunities for marginalized communities and being transparent about our commitment to giving back. This attracted local influencers, business leaders, and top talent who connected with our mission.

The change was immediate—our transparency about social equity set us apart from every other dispensary in Brooklyn. Before we even opened, we had a loyal following and strong partnerships with local businesses. When construction delays hit, our community-first approach kept customers engaged through virtual events and collaborations, creating massive buzz for our eventual opening.

My advice: Your perceived weaknesses can become your greatest strengths if you own them completely. The cannabis industry is full of corporate players trying to sanitize their image—we went the opposite direction and made our authentic story our competitive advantage. Don't let others define what qualifies you for success.

Edgar Kleydman, Founding Member, Kaya Bliss Dispensary