Meet Wanda James, A Cannabis Trailblazer Entering N.J.’s Legal Weed Market This Year

Thanks to Wanda James two Black-owned, recreational cannabis dispensaries are set to open in New Jersey later this year, with another one soon to follow.

James and her husband, Scott Durrah, made history in 2010 when they established the Denver-based company Simply Pure, the first legally licensed Black-owned dispensary in the country.

The brand’s overarching mission in the cannabis industry, James said, is to elevate minority communities, particularly those impacted by the War On Drugs and prioritize social equity in the ongoing discourse on legal weed.

The Simply Pure brand is making its debut in the Garden State this year, with the opening of Simply Pure Trenton in Ewing Township, owned by Tahir Johnson.

Johnson’s store in Ewing is at the forefront of the three, securing the distinction of becoming the first Black-owned social equity firm to be granted a retailer license by the New Jersey Cannabis Regulatory Commission. The Ewing-native is a highly regarded cannabis advocate who previously served as the director of social equity and inclusion for both the U.S. Cannabis Council and the Marijuana Policy Project.

“The fact that this man wants to carry the Simply Pure torch and start to tell the second generation Simply Pure story, I am thrilled,” said James, was in talks with two other dispensary owners to open under her brand. “That’s what social equity is about, a Black-owned brand, helping new Black entrepreneurs become great at what they do.”

James’ dedication to supporting minority entrepreneurs in the cannabis space is just one aspect of her extensive background, which includes serving as a Navy officer, a five-time restaurant owner, a Fortune 500 executive and working with government leaders such as former President Obama. Recently, she achieved another milestone by becoming the first Black woman elected to the University of Colorado Board of Regents in over 44 years.

Ahead of her keynote address at the NJ Cannabis Insider’s fall conference scheduled for Oct. 12 in Newark, this Q&A provides a glimpse of her story.  She delves into her journey with launching the Simply Pure brand, outlooks for social equity and insights for emerging entrepreneurs. This conversation has been edited for length and clarity.

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