AACE INTERVIEW: Aisha Alves of FlowerHire
Aisha:
We have an unprecedented opportunity to build an industry from scratch and do it RIGHT, and to me, that means: placing the right people in leadership roles today
As in the world of Covid-19, I met most of the amazing interviewees via social and business networks. One of my favorite connections is with the super engaging, intelligent, and enthusiastic cannabis advocate, Aisha. When I have worked long hours and at the bottom of a day, when I am thinking “oh why not just garden”, I meet people like Aisha that revives my excitement and “go-for-it” attitude to pushing cannabis forward. I am honored to bring Aisha here to AACE. - Ophelia Chong
Throughout your life, how have your ideas about Cannabis evolved?
There are two major factors that shaped my early views of Cannabis: The 80’s and Fil-Am culture. Growing up, we kids were the prime audience of Regan-era War on Drugs propaganda. I can clearly remember that famous fried egg commercial, the haunting images of scare-tactic educational films, and of course, the endless school assemblies where we, sitting cross-legged on the cold cafeteria floor were taught to fear and condemn DRUGS….whatever they were. Cannabis, of course, was considered the worst one of all, because it was the one we were most likely to come in contact with, pushing us down the inevitable slide into life on the dark side. My generation was raised with a distinct fear of drugs - not what the substances themselves would do to us, but who we would become as a result of contact with them.
My family, like many other filipino Americans, was fully committed to American cultural ideals and functioning within the “system” - so if it was taught at school, then it must be right. Putting on top of that the Catholic distaste for vice in general, it was simply off limits.
It wasn’t until I was in college and out of the house that I was even exposed to Cannabis - and when it happened, lo and behold, I did NOT spiral into life on the streets. Rather, it was something to share with friends, heighten emotion, and relieve stress. What made it difficult, however, was the criminality of it - I didn’t feel safe and eventually I stopped partaking altogether.
Tell me about your pivot into Cannabis.
After a decade-long career in the beauty industry, my role was eliminated as a result of COVID’s impact on the retail world. I grieved, for sure, but after some time saw it as a chance to make a conscious redirection of my career. Cannabis is the intersection of all the exciting ways to do good: Plant Medicine, Technology, Creativity, and Social Justice. So, like many others, I took “the PLUNGE”. I joined FlowerHire because of the amazing people I met on their team, and because their mission aligned with mine: We have an unprecedented opportunity to build an industry from scratch and do it RIGHT, and to me, that means: placing the right people in leadership roles today in order to ensure a more innovative, inclusive, and conscious Cannabis community tomorrow and beyond.
How did the beauty industry prepare you for cannabis?
In the Beauty world, especially in my area of Brand Education, we were always dealing with non-measurable metrics. How can you quantify how a product makes you feel? It was very much about the EXPERIENCE of using a product, and how that differs from person to person. In Cannabis, we also look for people who understand that consumption of the plant is a very intimate experience. So, understanding the non-tangible connection between product + experience + emotion + self-perception is a valuable lesson that people (including me!) bring from the Beauty and Self-Care industry.
How does your family feel about your working in the Cannabis industry?
Overall they are supportive and are happy that I’ve found something I’m passionate about. I do, however, have to consistently re-educate them in little ways (“No, you can’t die of a pot overdose” or “Not every person in the industry is a Stoner”). I still feel like we have a long way to go in erasing the stigma, and that has to start at home with conversations like those.
What is the most frequent question you are asked about cannabis?
“How can I get into the industry!”? People see the news and growing market presence and they think that Cannabis is a fast-track to big money, like some modern-day Silicon Valley. If it seems like someone is just looking for a paycheck, I tell them to do some research, figure out what they really want to do, then get back to me. This is usually enough to weed out any casual opportunists. But if someone is ready to work HARD to build this industry and has a passion for the plant, I tell them “Send me your resume!”
To learn more about Cannabis job opportunities or how FlowerHire can help your business, visit www.flowerhire.com
You can also connect with Aisha on LinkedIn