YANA Creatives: Transforming Cannabis Culture into a Hub for Holistic Wellness
In a world where personal and professional trajectories often diverge, Ariana Fleishman, commonly known in the cannabis industry as, Ari Tokes, has forged a unique path that seamlessly weaves together psychology, private equity startups, and technology management. From her experiences, a visionary leader emerged – the CEO of YANA, a wellness and creativity center in Washington, DC. In this exclusive interview with High Herstory, Ariana delves into her journey and unveils the driving force behind YANA – a mission-driven business rooted in childhood resilience and a commitment to mental health. As YANA, which stands for "You Are Not Alone," emerges as a vibrant hub, Ariana shares insights into its diverse offerings, commitment to inclusivity, and the transformative power of holistic wellness services.
High Herstory: Can you tell us about your journey from a background in psychology, private equity startups, and technology management to then becoming the CEO of YANA, a wellness and creativity center in Washington DC? How did your previous experiences shape your vision for YANA?
Ariana Fleishman: Before any of my professional experiences, my path to founding YANA as a mission driven business is deeply intertwined with my childhood. I moved out of my parents house when I was 12 years old because my parents divorce was extremely difficult to witness. I was lucky enough to have grandparents who lived close by. When I moved in with my grandparents, I learned self-resilience and how to control my emotions at a young age because I was given access to a safe environment, therapy, and great doctors. My grandfather was a well known psychologist worldwide and I knew that I was very fortunate to have a place to seek refuge as a kid. YANA actually stands for “You Are Not Alone” and it is also the nickname my mom gave me when I was young. All of my closest friends and family call me “Yana”, but I don't introduce myself that way anymore to new people. I now want to separate myself from my business and I hope for YANA to become bigger than just me.
10 years ago, I didn't know how I was going to create a business around the mission of YANA. I knew I needed work experience working for someone else to figure out how to start my own business. After undergrad, I worked for a friend's start up company that had a mission to end food waste in the US and make healthy food options accessible to low income families. I did social media marketing and helped develop the backend of their website to work with our warehouse and food delivery operations. This is where I learned how you could scale a business nationwide and also make an impact on social issues. I got picked up by a private equity firm focused on intellectual property assets and I learned alot about IT businesses and tech consulting. While working full time in private equity, I went back to school at Georgetown University and studied Technology Management. By the time I finished my masters degree, I had already become managing director of the PE firm at 25 years old and bought my first home.
Despite these accomplishments, I found myself disillusioned, working under leaders who didn't care about the impact they were making on society as a whole. I was unfulfilled working in an environment that didn't align with my values. Covid hit and I just said “fuck it”. I quit my job and used my 401k to spend 8 months cultivating myself and what legacy I wanted to leave behind. This time and money spent on myself led to the birth of YANA. In America, we are so quick to fill a job role description that we forget to think about what impact we can make from just being true to ourselves.
HH: YANA Creatives is described as a place for members to create unique user-generated content and connect with brands while offering mental wellness services. Can you elaborate on the concept of YANA and how it fosters a cross-industry ecosystem for collaboration and business expansion?
AF: At its core, YANA is more than just a cannabis shop in Washington, DC; it's a thriving community fostering mental wellness, creativity, and collaboration. We view education around cannabis and mushrooms as a resource for our members to gain medicinal benefits and creative enlightenment. Our members have access to a spectrum of wellness services like therapy, yoga, meditation, and microdosing sessions, all facilitated by our team of seasoned wellness advisors, including a clinical psychologist and integrative nutritionist.
YANA also serves as a vibrant platform for artists and creatives. For instance, we've collaborated with artists like LauraLee Benjamin to create a lighter collection that highlights lgbtq artistic expression. We have a fully-equipped podcast studio for our members to discuss topics with other subject matter experts, creatives, and to connect with their audiences.
Our overarching mission is to cultivate connections for creative communities. We believe in the power of collaboration – that unity can transcend individual limits, embodying the essence of "You Are Not Alone." It's about breaking through mental barriers and discovering new perspectives to reach a larger audience.
HH: Your experience includes various roles, from social media marketing to managing intellectual property portfolios and even turning a small retail shop into an East Coast lifestyle brand. How has this diverse background influenced your approach to building and growing YANA Creatives?
AF: Social Media Marketing and lifestyle branding for male owned cannabis brands was fun for sure, but it really was all smoke and mirrors. I learned that it's more important to focus on building the product and what impact the product creates because then the marketing and media is organic and costs so much less to engage people. It doesn't make sense to focus on building the marketing and brand if there isn't a good product or story behind it. I honestly felt like I was shooting myself in the foot by spending so much time and energy creating a persona around someone that wasn't real. Without the cameras, rented homes, cars, and models, there wasn't really anything substantially unique about the business. The amount of money spent on bolstering an image and a facade was way too much and that money could have been used to make more profits for the business. When people care more about their image than financially supporting the people who work for it or creating a quality product, that's when it's time to leave. Building for others honestly taught me alot about what not to do in my own business.
Managing intellectual property portfolios and working with lawyers was even more of a boys club than working in the cannabis industry. This was truly just learning how to navigate a room of men who wanted to do business vs. the men who were only talking to me because I'm the only girl at the conference. I had the same pedigree as any of the men in the room, but deciphering between the ones who wanted to date me vs. the ones who wanted to date me, knew they couldn't, AND still wanted to do business with me was the main skill that I learned working in white collar setting. These people just liked to know where I grew up, what schools I went to, and what country clubs I hung out at. That's really all they need to know to give you a contract and a secure business relationship in a commoditized industry.
With YANA, I focused more on what kind of people I wanted representing the brand. Are my employees aligned with my mission of mental health awareness and do they see this job as a career? Who are the owners of the products I represent in the shop and what is their purpose of being in this industry? The intentions and the core values of the people I hire were more important to me than their experience in business and school. Everyone is new to the cannabis industry so I just wanted to work with people who I actually liked and people who could see my vision as more than just selling weed. Everyone working for YANA has amazing ideas and input on how YANA should connect with our customers. Everyone is so unique and has a different skill they bring to the table. I didn't purposely look for minorities when I was hiring, but YANA is proudly minority-operated and predominantly female-led. This diversity is not a mere statistic; it's a reflection of our commitment to inclusivity and understanding in mental health and wellness.
HH: YANA Creatives is committed to providing access to holistic and integrative mental wellness services that may not be commonly covered by health insurance. Could you share more about the importance of these alternative approaches and how YANA is working to make them more accessible to the community?
AF: At YANA wellness and creativity center, we strongly believe in the transformative power of holistic and integrative wellness services. Traditional healthcare often overlooks natural ways to heal people and general practitioners tend to facilitate unnecessary pharmaceutical dependency that can be so costly. Western medicine approaches are not something I refute and I do believe in going to the doctor for physicals and any time people are sick of course. But I do think there is room for providing more options. Alternative holistic approaches like therapy, yoga, meditation, change in diet, and microdosing therapeutic sessions offer profound benefits for mental and physical well-being without being dependent on a drug. Our goal is to democratize access to these services, making them more available to those who might not have the means or insurance coverage. YANA wellness services include Cannabis Therapeutic Sessions, Meditation Training, Clinical Therapy, Yoga Therapy, Reiki, Cacao Circles, and Integrative Nutrition Consultations. By providing a supportive environment and a variety of wellness services at YANA, we're breaking barriers and offering our community the opportunity to explore these beneficial practices in a safe and nurturing space.
HH: YANA seems to emphasize both creativity and well-being. Can you describe some of the social wellness events and mental wellness services that YANA offers to its members in Washington DC? How have these offerings been received by the community?
AF: Absolutely, YANA is a unique blend of creativity and wellness because positive mental stimulation has so much to do with our physical and mental wellness. We host a variety of social wellness events, like artist showcases, collaborative workshops, and community gatherings that foster connection and creativity. Our mental wellness services are just as diverse, ranging from one-on-one therapy sessions to group yoga and meditation classes. We've also introduced cacao circle ceremonies and microdosing therapeutic sessions, which have been particularly well-received for their innovative approach to mental health. The community's response has been overwhelmingly positive, with members appreciating the fusion of creative expression and wellness practices, all within a supportive and inclusive environment.
HH: You have a remarkable track record of connecting the right individuals and organizations to create strategic partnerships. How do you see these partnerships benefiting both YANA Creatives and the businesses and talent within your network, and can you provide any examples of successful collaborations?
AF: Strategic partnerships are at the heart of YANA's ethos. We believe in the power of collaboration to amplify impact. By connecting with like-minded businesses and talented individuals, we create synergies that benefit all parties involved. For instance, our collaboration with artists like LauraLee Benjamin has not only enriched our product offerings but also provided a platform for artists to gain wider recognition. Similarly, partnerships with wellness professionals like our clinical psychologist, Dr. Vivid, has allowed us to offer a broader range of services, enhancing our members' experience while expanding the professionals' client base. These collaborations are a testament to the strength of community and shared vision in driving meaningful growth.
HH: How do you see the two worlds of social media and commerce coming together from a trends perspective? What are some of the creative choices you are seeing social media marketers embracing lately?
AF: Social media and commerce are increasingly becoming intertwined, evolving beyond traditional marketing strategies. The trend now is about authenticity and storytelling, where brands are focusing on creating narratives that resonate with their audience. We're seeing a shift towards user-generated content, where customers become brand ambassadors, sharing their genuine experiences. Influencer collaborations are becoming more strategic, prioritizing alignment with brand values over mere popularity. Social media is no longer just a platform for promotion; it's a space for community building, customer engagement, and fostering brand loyalty through authentic connections.
HH: What is next for YANA Creative Agency? Any upcoming events you’d like to share with our readers?
AF: Now that the physical location is up and running in DC. I do see our digital footprint as the next frontier. Utilizing the podcast studio to meet with subject matter experts and amplify voices who are aligned with our mission is how I think we will really create institutional change. Growing up in DC and working in this city around politicians, lobbyists, lawyers, businessmen, and academics, I know that this is where true change is instilled. Accountability constructs are a civic duty and to be skeptical of social norms brought about by lobbyists who represent big business interests in government is something I have always been conscious of. We're continuously exploring new ways to enhance our community's social wellness experiences. In the pipeline are a series of events that blend creativity with wellness, including art exhibitions, wellness retreats, and creative arts workshops. These events are not just about offering services but creating experiences that enrich our members' lives. Keep an eye on our social media channels and subscribe to our newsletter to get updates on what's next at yana! We promise to continue to push the boundaries and challenge current social norms so that more new careers and business can be developed for creatives and the holistic wellness community.
As we conclude this illuminating conversation with Ariana Fleishman, the visionary force behind YANA Creatives, we are left inspired by the intersection of creativity, wellness, and community that defines this revolutionary space in Washington, DC. YANA's commitment to breaking down barriers, fostering inclusivity, and providing innovative mental wellness services challenges conventional norms.