Sirita Wright is on a mission. Cannabis laws are changing rapidly all over the world, which means that entrepreneurs are turning their attention toward the booming industry. Currently, however, the majority of cannabis business owners are white — a fact that Sirita wants to help change. With her media company EstroHaze, Sirita and her co-founders offer women of colour a space to learn about the numerous lifestyle and business opportunities that the cannabis industry offers.
As she said in an NBC interview, “I am unapologetic. Cannabis is saving lives, creating jobs and [is] a huge opportunity for people of colour to attain generational wealth.” This is how she works.
Name: Sirita Wright
Location: Brooklyn, NY
Current gig: Co-founder & CMO, EstroHaze | Marketing Strategist | Actor
Current computer: MacBook Air & iMAC
Current mobile device: iPhone X
One word that best describes how you work: Charged
First of all, tell us a little about your background and how you got to where you are today.
I moved to NYC in 2005 while finishing undergrad at Marymount University in Arlington, VA. I was studying Fashion Merchandising and moved to NYC to intern in the fashion department at VIBE magazine. After completing my internship and working a variety of jobs within the fashion industry and coming through the financial collapse in 2008 alive, I pivoted and started pursuing acting while freelancing in social media. In 2014 I became the Social Media Manager at Black Enterprise. It was there I met my co-founders Kali Wilder and Safon Floyd, and we started a cannabis-themed podcast called EstroHaze.
At the end of 2016, we applied to a seed-stage cannabis accelerator called Canopy Boulder. We’re alumni of the Spring 2017 cohort and EstroHaze is a full-fledged media company and consulting agency creating cannabis business and lifestyle-centered content featuring women of colour.
Take us through a recent workday.
Last Tuesday, after waking up and doing my morning routine (brush teeth, wash face, bathe/dress, walk the dog, drink water, have coffee), I went through my emails and calendar for the day and prepared to meet my co-founder Safon for a partnership meeting in the city. As we walked into the meeting I got a phone call from one of the casting agencies I work with to confirm my availability for the following day to be a photo double. After the meeting, we headed downtown to do a site visit at Come Back Daily, an amazing CBD shop/co-working space in TriBeCa.
After that, we went back to Brooklyn to call our co-founder and CEO Kali to touch base about our meeting and talk next steps. From there a round of joints and tea followed by me heading home — which is about a six-minute walk from Safon’s. I walked my dog, then checked in on any emails that might need my attention. I checked our social profiles to make sure there aren’t any comments we need to attend to, checked my calendar for the next day and made any adjustments and started the wind-down routine.
Besides your phone, what apps, gadgets, or tools can’t you live without?
I can’t live without backup phone chargers, books and podcasts on marketing like Neil Patel and Eric Su’s Marketing School, my FENTY Beauty lipgloss and my (partner’s) PuffCo Peak vape.
What’s your workspace setup like?
The wall in front of my desk is my inspiration wall full of fashion photos, a physical calendar, moving words and other images that inspire me and just get me smiling when I walk into my office. I spent a lot of time in there so it needs to give me a great feeling. I use folders and clipboards to keep my projects separate, file folders for financial and personal matters and stacks of colouring books — including one unauthorised one of Drake.
How have the changing laws around cannabis affected your business?
They’ve allowed us to have more open conversations around cannabis advocacy and how cannabis and wellness go hand in hand. As the conversation becomes more mainstream, [we’re more able] to help break the stigma surrounding cannabis and people who use the plant – especially communities who have been stigmatised. This allows us to talk about social justice and figure out ways to repair the damage done due to the war on drugs.
Who are the people who help you get things done, and how do you rely on them?
My co-founders are amazing women who are so badass and get shit done. When we get in the flow and start executing on our ideas, our business flourishes. We continue to learn and grow and pivot when necessary. Entrepreneurship is not easy and you need a strong team around you; my cofounders and I have not only worked together previously, but we’ve lived together and really had to dig deep in setting the foundation for our business.
How do you keep track of what you have to do?
I layer tools to help me stay on track. I have weekly and monthly Trello boards and all of my calendars are synced to one main calendar. I set my schedule weekly and look at my calendar daily. I am a big believer in time blocking, batching tasks and using productivity tools like the Pomodoro chrome extension.
How do you recharge or take a break?
I really love being out in nature. Maybe it’s because I was a Girl Scout or am a Virgo, but there is something about being outside at a park or taking a walk that helps me recharge. One of my favourite places to visit is the Brooklyn Botanical Garden. I think it’s a magical place. Everyone there is happy and smiling. Kids are playing, everyone is learning about plants, the energy flowing around the space is really special and it doesn’t feel like you are in New York.
What’s your favourite side project?
My favourite side project right now is my marketing podcast Savage Media. It’s really common-sense marketing for entrepreneurs and creatives. The tactics and strategies I share can be implemented quickly and allow for quick wins while helping you understand and streamline your overall marketing efforts.
What are you currently reading, or what do you recommend?
What’s the best advice you’ve ever received?
Keep it cute or put it on mute.