To Shelbie Vasquez, cannabis culture is peaceful, unifying, and healing. Currently, she works as the trade marketing and PR manager for Yummi Karma, a wellness-centric tincture company that focuses on flavor just as much as efficacy. Their line of products ranges from delicious high-THC recreational fun to curated cannabinoid ratios with uniquely formulated herbal profiles that combine to create a specific effect.
Along with Yummi Karma, part of that brand family is High Gorgeous. This is their line of luxurious products that empowers women to feel confident when using cannabis. They strive to create consistent, sustainable, and safe products. High Gorgeous focuses on making cannabis-infused beauty products, while serving up a side of live resin style concentrates.
As part of Respect My Region’s North American Weed Tour, Shelbie came on the Higher Women podcast to discuss her experience in cannabis. She talked about what she thinks the future of cannabis-infused self-care looks like, and even expressed how much she’d love to help create the High Gorgeous Spa and Lounge. Keep reading to learn about Shelbie’s journey, as well as her thoughts on the future of cannabis wellness. Scroll to the bottom to watch the full interview on the RMR YouTube channel.
Shelbie Vasquez Trade Marketing + PR Manager at Yummi Karma
An Interview with Shelbie Vasquez of Yummi Karma and High Gorgeous Cannabis Brands
RMR: I saw that you had a background in hospitality, what led you to the cannabis industry instead? What drew you into Yummi Karma specifically?
Shelbie Vasquez: I was a cannabis consumer before I got my first ever job. I wanted to be in High Times and be a “Miss High Times.” My first job was at Ben & Jerry’s, and we know they smoke. So, it was very well-fitting for me. I only quit because I had worked there for about 3 years and felt I needed a change. So, I went to work at a coffee shop. During this time, I was helping my homie sell weed on the side.
At the coffee shop, I was approached by a couple who were opening a boutique hotel and needed some employees. So, they poached me, and I started working for them. Palm Springs is known as a vacation spot so it’s common to work in hospitality if you’re from there. Palm Springs is also known as the home of Coachella Fest. So, when Coachella would come around and I knew celebrities would be in town, I would hit them up on Twitter letting them know I could help get them herb.
I was able to help my homie meet Danny Brown and Donald Glover (a.k.a. Childish Gambino). Danny bought some herb and wax for his first time, and he posted it on his IG. I also met Danny, Action Bronson, and Gaslamp Killer at a party we were at, and we got to share joints and give them stuff. We had a lot of fun going to shows and after parties and being able to hang with our favorite people all from the magic of connecting with cannabis. It just worked out to continue helping him with his plants, and we ran an MMJ delivery service together.
We loved going to cannabis festivals to see what else was out there and what other people were producing with their plants, it was such a golden time. I saw the High Gorgeous booth at the High Times Cannabis Cup festival, bought all the products, and then bought the products wholesale for our delivery patients. Later, when I saw Yummi Karma was hiring, I was excited to see if I could join their team. It’s been a fun journey!
Shelbie Vasquez on Her Relationship with Cannabis
What is your personal relationship with the plant? What kinds of products do you use and how do you incorporate them into your life?
Shelbie: My first bong rip had me feeling like a weight was lifted. I grew up sheltered and had a lot of anxiety, so cannabis allowed me to feel less tension in myself. I loved having longer thoughts about things and just being able to enjoy whatever thoughts were coming through. Also, I loved listening to music and being able to notice more beats. I loved watching a dumb movie and laughing so much and munching out. I haven’t really taken many long breaks since I started.
Once I started smoking and realized that it’s not a horrible thing that should be illegal, I became an activist for cannabis. If you have a passion for the plant, you have to be an activist for it because it’s ridiculous for it to be illegal while having so many medical benefits and being naturally occurring. When I thought of what cannabis culture was, to me it’s peaceful, unifying, and healing. I knew the cannabis community was something I needed to be a part of. I love helping others learn about and love helping people find products to help them.
Shelbie Vasquez enjoying one of Yummi Karma’s tinctures | Sourced from her Instagram (@karmagorgeous)
I smoke every day; my favorite method is the bong. I am not a weed snob at all. I used to scrape resin from my pipe if I didn’t have any weed and I would smoke it and feel great. Now, I do vape for convenience. Tinctures for when I need more help sleeping or to ease pain from monthly cramps. I love CBD topicals; I get complimented often on my skin and I always joke that it’s because I use weed every day. Being in the legal cannabis industry, I still go to events all the time and get to try lots of new brands and products. The products used to be way more fun and creative back before regulations came in. However, it’s still great to keep being around and seeing ways brands are being innovative.
Out of all the flavors Yummi Karma makes, what’s your favorite?
Shelbie: It changes because we’ve had products come and go, currently, my favorite is Strawberry Lemonade because I love citrus. I also love soda-flavored things, so I love our Root Beer drops too.
Yummi Karma Strawberry Lemonade THC Tincture | Photo from Yummi Karma Instagram feed (@yummikarma)
Using Marketing to Convert the Cannabis Naysayers
When marketing cannabis products, or even explaining the benefits directly to a consumer who has never used cannabis before, what are the selling points you use?
Shelbie: Right now, Yummi Karma’s slogan is “Good Vibes, Bottled.” I have also heard CBD be explained as “meditation in a bottle.” Really, if they have any interest in trying it, I say to just try it whichever way you feel most comfortable and see how it makes you feel. Since everyone is different, you really do have to market to specific needs. When I told an older lady about starting out with CBD, I used the meditation in a bottle phrase. That resonated with her because she did yoga. It just depends on the person who is in front of you letting you know what things they go through or want to heal.
What do you believe is going to be the #1 marketing tool for cannabis on a national level that will help convert naysayers into consumers?
Shelbie: I think for a long time it wasn’t something that was really exposed in the media. Now, we have more movies, music, shows on Netflix, all this internet content celebrating cannabis, it’s not out of sight out of mind anymore. I know older people who watched the Dr. Sanjay Gupta CNN documentary about cannabis and that was what helped change their mind and be more open to it. We’ve seen videos of grandma’s taking their first bong rips. Documentaries personally helped me become more educated and feel more comfortable being a consumer. I think more visual content in general and having consumers share their stories – monkey sees monkey do.
Do you foresee a future where there could be a High Gorgeous Spa which carries all of the products and incorporates them into the services?
Shelbie: YES! I love this question because it is definitely a dream of mine to have that come true. Coming from the desert, we love spas, they are my happy place of serenity. I’ve gone to cannabis festivals that have a tent for cannabis massages, so awesome! I know other cannabis brands have had success with their infused spas. So, it would be so amazing to get services with my favorite High Gorgeous products. It would be such a vibe.
Plain Jane Body Lotion | Photo sourced from High Gorgeous Instagram (@highgorgeousofficial)
The Future of Cannabis-Infused Self-Care Routines
What do you think will be the tipping point where society realizes that cannabis is a holistic, wellness-centric medicine and then actually treats it as such?
Shelbie: It will be when the government realizes it and declassifies it as a Schedule 1. But I feel that the reason it’s being held back is because of Big Pharma. I think society is at a point where we know of cannabis holistic benefits. You have sections at the grocery stores now for CBD, some coffee shops offer CBD as an addition. It’s the government that needs to evolve.
Do you think that a vast majority of society will even reach a point where we all collectively agree that cannabis is acceptable to consume?
Shelbie: Yes, it is safer than alcohol, and safer than all other drugs. It might not be seen as the most attractive thing; some people still say they don’t like to smell the smoke if it’s around. I think there is still opposition by people or groups and those who think consuming cannabis is trashy, makes you lazy, and all the stigmas. So, there is still work to be done, but that’s why we’re here doing what we’re doing right now. We can continue sharing each other’s stories about beautiful things that have happened by being a cannabis consumer. Eventually, we can get to the point where it’s collectively acceptable.
Higher Women Podcast with Shelbie Vasquez of Yummi Karma and High Gorgeous
More Content
THE RELATIONSHIP BETWEEN BACKWOODS AND HIP-HOP
TERPENES FOR ANXIETY: 3 TERPS IN CANNABIS WITH STRESS-RELIEVING PROPERTIES
RAPPER WEED: WHICH RAPPERS HAVE CANNABIS PRODUCTS IN THE MARKET? WHO ACTUALLY HAS THE FIRE?
18 COMPANIES THAT DON’T DRUG TEST THEIR EMPLOYEES FOR WEED
7 TIPS FOR MARKETING CANNABIS AND CBD ON TIKTOK AND INSTAGRAM
