We’re excited to introduce you to the always interesting and insightful Danielle Wildstein. We hope you’ll enjoy our conversation with Danielle below.

Danielle, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

The idea for Blue Oak really stems from my childhood and personal experiences. Growing up, my mother struggled with chronic health issues that affected her quality of life and her ability to fulfill her role as a single mother. I had to pick up a lot of the slack with my siblings and watched her cycle through doctors and medications, often without improvement. Those early experiences shaped my perspective on healing and the importance of whole-person care, addressing the mind and the body.

I studied psychology in college and then worked in pharmaceuticals because I wanted to understand how to help with health and healing, and advocate for better approaches to health, both physically and emotionally. As I grew older and became a mother myself, I experienced anxiety, sleep issues, pain from orthopedic injuries and surgeries, and other challenges. I realized I wanted alternatives beyond traditional pharmaceuticals, and cannabis became a key part of that.

When New Jersey legalized recreational cannabis, I saw an opportunity to bring my vision to life. I noticed a gap in the dispensary market regarding education and therapeutic guidance rather than just pushing products. Many dispensaries were transactional; they presented products without helping customers understand how cannabis interacts with the body or which options might suit individual needs. I wanted to change that, especially for women and other underserved groups such as seniors. Blue Oak was born from that combination of personal experience, professional expertise, and the desire to provide education-first, high-touch service.

Danielle, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My time in pharmaceuticals, working on clinical trials, educating doctors, and learning from their patients solidified that my professional work must center on helping people improve their quality of life. Personal experiences also shaped me. Growing up with a mother who struggled with chronic and severe health issues, along with my own experiences managing anxiety, sleep issues, and pain, showed me that healing requires a whole-person approach. Cannabis met these needs and aligned perfectly with my mission.

From the start, I was intentional about every decision in creating Blue Oak. My vision was to lead with education, be accessible to everyone, and focus on communities underserved in the medical market, particularly women and seniors. I also wanted to create a specific feeling: welcoming, calming, and elevated. Whether someone interacts with us online, at an event, or in our store, I want them to feel comfortable and confident.

The store itself is designed to be a full sensory experience: calming colors, a real moss wall, inviting scents, thoughtful lighting, welcoming music, and a boutique layout that avoids overwhelming visitors. These details remove barriers and allow customers to ask questions, learn, and make informed decisions with confidence. My team comes from the medical cannabis market, so they’re skilled at collaborative conversations rather than simply recommending products.

Our menu is curated with care. I work with my team to select a mix of well-known multi-state brands and independent New Jersey craft cultivators and manufacturers. We prioritize diversity across categories, pricing, and product type while ensuring only the highest-quality options are available.

What sets Blue Oak apart is our commitment to education, intentionality, and care. I’m proud that our vision for an elevated, education-first dispensary has translated into reality, building trust, loyalty, and community while helping customers feel empowered to make informed choices about cannabis.

Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?

I never expected that opening a cannabis dispensary would make me an instant success. I knew it would require (continued) hard work and resilience, but I didn’t anticipate how quickly the market and Bloomfield, where we operate, would become saturated. After our grand opening, the next day, only two customers came in. I had a full team of staff relying on me, and I was scared we might not make it.

The first few months were extremely challenging. I had to make tough decisions about headcount and operations while balancing my responsibility to my team and the community. It was a heavy weight, being a first-time business owner and wanting to do right by everyone who depended on me. Those early months were some of the darkest times in my life.

What got me through was persistence, creativity, and fortitude. I learned to act every day, adapt from the previous day’s lessons, and not let setbacks stop me or keep me in the negative space. My team’s belief in our mission to educate and provide a high-quality, service-focused dispensary was also crucial. We stayed patient, pivoted where needed, and eventually gained traction.

The experience taught me that success is worth fighting for and doesn’t comeeasily. Opening a dispensary takes grit, patience, and a commitment to doing right by your staff, customers, and community. If you stay focused on your ethos and persevere through the early struggles, success will follow.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Building a reputation comes from trust and putting action behind your words. Even while applying for my license, I was developing a complete business plan, from the store layout to branding, marketing, and hiring strategies. Everything we communicated, whether mission, vision, or values, was intentional and backed by concrete examples.

For instance, we describe Blue Oak as an “elevated boutique dispensary that focuses on education.” I backed that up with the design of the space: calming materials, thoughtful lighting, a moss wall, and a small, inviting layout that conveys comfort and safety. Customers feel welcomed, not overwhelmed, and education is prioritized. Educational materials are available throughout the store, and our staff is experienced and knowledgeable, able to guide customers thoughtfully about cannabis and our products. Think spa, not smoke shop where genuine conversations are key and sales don’t drive interactions with customers.

Leading with education is central to our reputation. Our website and marketing materials include blogs, resources, and thoughtful and credible information designed to help people learn at their own pace. Every descriptor we use is backed by examples, whether it’s high-touch service, product knowledge, or commitment to the community. Consistency, honesty, and delivering on our promises has been crucial.

We also learn from mistakes. If a customer doesn’t return, I make it a point to understand their experience and improve for next time. Consistently showing up as the owner, backing up messaging with action, and hiring staff who are experienced working in cannabis and genuinely passionate about cannabis and its healing potential, have all been critical in establishing and maintaining a strong reputation both in the New Jersey cannabis market and within the Bloomfield community.

Contact Info:

• Website: https://www.blueoaknj.com
• Instagram: Working on getting it back up (it was taken down) — it’s @blueoaknj
• Facebook: https://www.facebook.com/blueoaknj
• Linkedin: https://www.linkedin.com/company/blueoaknj/
• Yelp: https://www.yelp.com/biz/blue-oak-dispensary-bloomfield