In newly legal cannabis markets, the knee-jerk reaction for aspiring business owners is to either open a dispensary or launch their own product. But what if you don’t want to go through the grueling (and expensive) licensing process? In this episode, we speak to Sumera Galvez and Rocio Mata, co-owners of Dr. LungZzz, one of the most beloved smoke shops in Illinois. The minds behind this female and minority-owned retail business delve into the pros and cons of running a non-plant-touching business, how both consumers and larger cannabis brands can be better advocates for social equity, and what it takes to foster deep customer relationships in this competitive space.