The decriminalization of cannabis opened up a market with an already established consumer base ready to get legally high. Some had hoped that this would provide an avenue for minority entrepreneurs to get in on the ground floor of an industry not yet dominated by those with privilege, particularly since Black and Latinos have historically borne the brunt of the War on Drugs. Those hopes have thus far been sadly dashed, as white men dominate the industry.

That did not deter Leune founder Nidhi Lucky Handa. She was motivated by the “boys club” atmosphere that had formed in the cannabis, creating a gap she could capitalize on and fill. Nidhi wanted to develop a brand tailored towards consumers that want to appreciate the plant beyond just getting high, with an aesthetic and identity as elevated as those that partake in the kind herb.