MJBizMag May-June 2023 - 31

L.A. Story
Former Hollywood exec infuses Sephora-style
shopping with 1920s jazz culture
By Chris Casacchia
many ways,
the design at
Josephine &
Billie's in South
Los Angeles reflects the owner's
identity, sensibilities and shopping
preferences.
Whitney Beatty is a proud Black
entrepreneur and social equity licensee
who struggled for years to open her
apothecary-style retail store, which
resembles a traditional flower shop
more than an outlet for the cannabis
flower she sells.
" It's more of an eclectic design, "
said Beatty, a Detroit native and
former Warner Bros. Telepictures
executive who specialized in reality-TV
development.
Unlike at other marijuana
dispensaries and retailers, visitors to
Josephine & Billie's do not get buzzed
inside by a doorman or security
guard. Instead, they check in with a
receptionist in a lobby reminiscent of a
European boutique.
Adding a flair of intrigue, patrons
walk through a velvet curtain to enter
the store, where they can pick products
right off the shelf and put them in their
shopping baskets.
A Different
Retail Experience
The only glass cases here are arranged
along the back wall, displaying
products from brands that are led or
Josephine & Billie's owner Whitney Beatty says the store's cannabis timeline allows her
to dispel myths about the plant. Photo by Laurel Hungerford
owned by women, Black and Latino
entrepreneurs, as well as LGBTQ
cannabis operators.
" This is not the Walmart Black hair
section, where everything is behind
glass, " Beatty said during a recent visit.
" I don't like that feeling. "
She prefers the Sephora model,
where shoppers interact with products
and customer-service reps on the
showroom floor, especially when
speaking with female customers
seeking wellness items such as
topicals and bath bombs or products
for relieving cramps, menopause
symptoms or arthritis.
" I wanted to do something that was
materially different. I wanted to build
the shopping experience that I wanted
to have, " Beatty said. " I was tired of
everything being an Apple Store. "
A Tea Pad Revival
So, Beatty set out to create a modernday
" tea pad, " a reference to the 1920s
gathering spots where Black and Latino
artists, activists and community leaders
would discuss the issues of their day
while smoking marijuana or sipping
drinks.
Tea pads were also " where the
community could connect, " she added.
" We really wanted that concept to flow
through the store, to be a community
gathering spot where people come and
learn and connect and heal with each
other. "
A map of old Harlem, portraits of
jazz legends Josephine Baker and Billie
Holiday (the store's namesakes) and
portraits of other notable Black women
from the early 20th
century adorn the
back room, which often serves as a
mjbizdaily.com | May-June 2023 29
http://www.mjbizdaily.com

MJBizMag May-June 2023

Table of Contents for the Digital Edition of MJBizMag May-June 2023

MJBizMag May-June 2023 - 1
MJBizMag May-June 2023 - 2
MJBizMag May-June 2023 - 3
MJBizMag May-June 2023 - 4
MJBizMag May-June 2023 - 5
MJBizMag May-June 2023 - 6
MJBizMag May-June 2023 - 7
MJBizMag May-June 2023 - 8
MJBizMag May-June 2023 - 9
MJBizMag May-June 2023 - 10
MJBizMag May-June 2023 - 11
MJBizMag May-June 2023 - 12
MJBizMag May-June 2023 - 13
MJBizMag May-June 2023 - 14
MJBizMag May-June 2023 - 15
MJBizMag May-June 2023 - 16
MJBizMag May-June 2023 - 17
MJBizMag May-June 2023 - 18
MJBizMag May-June 2023 - 19
MJBizMag May-June 2023 - 20
MJBizMag May-June 2023 - 21
MJBizMag May-June 2023 - 22
MJBizMag May-June 2023 - 23
MJBizMag May-June 2023 - 24
MJBizMag May-June 2023 - 25
MJBizMag May-June 2023 - 26
MJBizMag May-June 2023 - 27
MJBizMag May-June 2023 - 28
MJBizMag May-June 2023 - 29
MJBizMag May-June 2023 - 30
MJBizMag May-June 2023 - 31
MJBizMag May-June 2023 - 32
MJBizMag May-June 2023 - 33
MJBizMag May-June 2023 - 34
MJBizMag May-June 2023 - 35
MJBizMag May-June 2023 - 36
MJBizMag May-June 2023 - 37
MJBizMag May-June 2023 - 38
MJBizMag May-June 2023 - 39
MJBizMag May-June 2023 - 40
MJBizMag May-June 2023 - 41
MJBizMag May-June 2023 - 42
MJBizMag May-June 2023 - 43
MJBizMag May-June 2023 - 44
MJBizMag May-June 2023 - 45
MJBizMag May-June 2023 - 46
MJBizMag May-June 2023 - 47
MJBizMag May-June 2023 - 48
MJBizMag May-June 2023 - 49
MJBizMag May-June 2023 - 50
MJBizMag May-June 2023 - 51
MJBizMag May-June 2023 - 52
MJBizMag May-June 2023 - 53
MJBizMag May-June 2023 - 54
https://www.nxtbook.com/emerald/MJBizMag/20240304
https://www.nxtbook.com/emerald/MJBizMag/20240102
https://www.nxtbook.com/emerald/MJBizMag/20231112
https://www.nxtbook.com/emerald/MJBizMag/202310
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-packaging-23
https://www.nxtbook.com/emerald/MJBizMag/202309
https://www.nxtbook.com/emerald/MJBizMag/202308
https://www.nxtbook.com/emerald/MJBizMag/202307
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-retail-strategy-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-lighting-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2022
https://www.nxtbook.com/emerald/MJBizMag/202210
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-sustainability
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-retail
https://www.nxtbook.com/emerald/MJBizMag/202204
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-security
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag
https://www.nxtbook.com/emerald/MJBizMag/202208
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2022
https://www.nxtbook.com/emerald/MJBizMag/2022-buyers-guide-indoor-grow
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-packaging-automation-buyers-guide-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021-lighting-buyers-guide
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-september-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2020
https://www.nxtbookmedia.com