Alright – so today we’ve got the honor of introducing you to Lindsay Ridder. We think you’ll enjoy our conversation, we’ve shared it below.
Lindsay, thanks for taking the time to share your stories with us today It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?
I’m a big believer that you can sell anything! I am the Queen of sales. I’ve done door to door sales, I’ve gotten my real estate license, marketing experience and when I came to California I started selling cars. I am a single woman with a lot of responsibilities so bartending on the side was lucrative. When I tried to start my own brand Canna Coven, my debut was awesome, I had an event in Laguna and started creating a name for myself. I had a hard reality check after quarantine when I tried to maintain my inventory. I had a partner but with her responsibilities at the family bodega and wanting to pursue her own passions.I had to respect that. We also put in a lot of money into Canna Coven to only speak to lawyers. I lacked a lot of capital and when I did have capital it didn’t mean it was liquid.Trying to maintain a brand when lawyers literally charge just to speak to them. As much as I was making money, I was not financially literate.
For myself, the lack of profitability comes in hand with lack of support. My family are hardcore Catholics or Christians and did not like my witch logo. My desire for romance and true love have distracted me from my goals, but also not having a supportive partner can get sad. I had the cannabis community, but at the end of the day all the financial decisions were left to me. I spent so much money on a trademark that never happened and probably wasn’t supposed to happen. I spent about $3,000 and my partner spent about $2,000. It may not seem a lot but our profit never even touched the surface. With constant sponsorships just for publicity or high vending fees I could not and I can finally admit I can not spend any more money if I am doing this alone. I pay so many bills just for myself and that has to be the most important business I pour into. Myself. Support is so important when starting in the cannabis industry and if you got it – be grateful!
Lindsay, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Today I am currently doing DJ, Radio advertising and marketing consultation with the Ryan Show. The Ryan Show is based in New York but syndicated worldwide. Which is great because originally, I am from Queens, New York! This is an exciting opportunity for me and for the revolution of Cannabis marketing and radio. Even Real Estate! But you’d have to hop on a call with me for that information. I also write and call myself a cannabis critic for budsfeed.com. budsfeed.com is a website targeted for the cannabis community to promote and see what’s new in Cannabis, it’s great!
In the past. I was a socialite out in the city while in college at CUNY John Jay College of Criminal Justice. I joined the military, I thought I met the love of my life and I really thought I would stay in New York forever. I was revamping bars, I had a mentor who was on Kitchen Nightmares, her name is Chef Ma-Le. My original partner and I started Canna Coven in 2016 and we would go to underground events to stay in the community. One day I took a spontaneous trip to California and stayed. I got introduced to the cannabis Industry out here and the person who brought me, thought I was new to this. I kept letting them think that. My experience and skills were finally about to benefit me and I did it!
My discipline was on point, I sold cars in the morning, worked out at night and would do these events on the weekend. I had a beautiful car and I was living my dream. Then the end of 2019 was approaching and the world was shifting. From a car crash, going back east, I fell into a horrible depression. If it wasn’t for Justin, the CEO of budsfeed.com I would have felt like I wasted a year of my life. Writing helped, and I was a rental manager before coming back to California. As soon as I came back I went back to coordinating events. I was able to see what I was capable of from 10 am to 10 pm. I am always solving problems but I had a strong reality check that some things I can not control. So I turned to God, and right now I am in his hands. When it comes to problems at events or other people’s issues at hand I work calmly and swiftly. I make sure the client and their attendees enjoy and have an experience. I learned a lot working on Entertainment Cruises. I owe that training to them!
I am not too prideful, but I do have to admit graduating basic training and my AIT training with the US Army Reserves was one of my proudest moments. I have accomplished a lot getting certified in real estate, motor sales and throwing events. I usually accomplish every goal I strive for but when I don’t I try not to get discouraged it simply was not for me. I have learned to edit videos better over time for better brand content. I want people to know how my brain works, when I jump into something I go all in. Sometimes, that can be my demise because for some people – it was just an *idea*. So if you work with me, understand I am all in – with money or no money as long as you support the vision that was originally yours I will be able to execute.. Stay positive, consistent and loyal.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
I remember when I had an artist tell me – “You are the richest person I know.” I had $7.46 in my account and I started laughing and responded “I am rich in life.” I had a good lifestyle back in New York, I had a partner who was financially stable and a comfortable life of leisure. So when I came to California with $500 in my pocket, I had to overcome a lot of obstacles alone. It came with growing pains. Being creative does not have to be expensive, or even cost anything, but to have the stability and drive is a luxury. Dealing with my depression and inner demons delayed my process, I ended up also having a stalker so I maintained my page private. My colleagues had reservations about that approach, because they saw the star in me. I can say my ratio and stats on my following is great. I accidentally went viral on Tik Tok for a ghost story and with the mass following I accumulated so fast I hope to connect with more brands.
I will say for the non creatives out there we are still looking for our outlets and niches, even if it seems like we have it all together. Social media is just a perspective and not the whole truth. Re – branding and revamping is also part of the process.
Everyone can create.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
A lesson I had to unlearn to relearn was about my faith. I always believed being an entrepreneur would be easy if I had faith in myself, The truth is I could have believed and lived in my delusional land all I wanted to, but if I was not educated enough on the industry, I would get burnt. I went from being in an underground market to lobbying in Albany for cannabis. I felt like I had done my dues, but to be honest I am just a shrimp in this shark dominated tank. I went down a dark path while working night life and I was falling into bad habits. I had to slow down and unlearn a sense of urgency if there was no purpose. My logo and brand Canna Coven was giving an occult aesthetic when I had to be real that this is a culture and a lifestyle I did not want. I knew my heart was always with God. I was getting proof after proof that maybe this was no longer my path. I finally accepted it. I am in the middle of my transition of knowing I have all this experience, skills and knowledge and where to put the energy. I help Elevate Sesh with events that keep me busy monthly. Ryan from The Ryan Show saw potential in me while I was co hosting on another local radio station in Lakewood. I can’t wait to see what this opportunity brings. The lesson is even if I was attracted to something, it didn’t mean it was meant for me. Even if I did get it. If my heart, body and soul did not align to the mission at hand, then I will be okay without it. The feelings of disappointment are there and possibly sadness but the confidence that comes with prayer, it’s easier to let go and an unexplainable peace.
Contact Info:
- Website: https://linktr.ee/Beezus
- Instagram: @b__z.xo
- Linkedin: https://www.linkedin.com/feed/
- Twitter: B__zus
- Other: TikTok @beezbby
Image Credits
Remini