Change MakeHERS: Spotlighting Jaime Lipowitz
Why Women in Cannabis Matter
As the cannabis industry continues its rapid expansion, an increasing number of dynamic women are emerging as influential leaders within the field. These women not only shape the trajectory of their businesses but also pave the way for future generations of female leaders. At White Ash Group, we believe in celebrating the triumphs of women in the cannabis sector by highlighting their accomplishments. That's why we initiated the Change MakeHERs series – a collection of interviews and spotlight articles where women who embody strength, integrity, and hard work share their insights and advice on navigating the cannabis landscape.
Jaime Lipowitz, Entrepreneur, Strategist, and Brand Builder. Founder of High Buds Club
Jaime Lipowitz isn’t just building a brand—she’s shaping the future of cannabis marketing. As the founder of High Buds Club, she saw what others overlooked: the immense influence of Budtenders in driving consumer choices.
With just $5K and zero outside investment, she turned a bold idea into a profitable business, pioneering a first-to-market advertising solution for the cannabis industry.
Today, High Buds Club is the premier discovery platform connecting brands, retailers, and Budtenders—covering 30% of Canada’s Budtender market and redefining how brands win at retail.
This month, Jaime shares her journey of vision, grit, and game-changing strategy—plus what it really takes to build something no one else sees (until you show them). Read more about her story below!
Q: What inspired you to create High Buds Club, and how does it address the unique needs of brands, budtenders and cannabis retailers today in the 2025 Canadian cannabis landscape?
High Buds Club was born out of a visit to a dispensary in California in February 2019. A Budtender flipped my product purchase to another brand and I quickly recognized the immense power and influence Budtenders would hold in connecting brands with consumers.
Cannabis brands have a challenging path to navigate in getting a product successfully through a crowded market. Once a product is successfully on retail shelves, they then have to win Budtender recommendations to connect to consumers.
High Buds Club is the solution for brands to connect with Budtenders at scale in order to build awareness and win that consumer recommendation.
Q: What does being a “visionary” in the cannabis industry mean to you, and how has that mindset driven the success of High Buds Club?
When I started HBC, everyone told me “Budtenders aren’t part of the plan”. But just because they weren’t part of their plan didn’t mean they wouldn’t be a part of someone else’s.
Being a visionary means believing in the future of what should be and trusting yourself to bring it to life. You can’t expect people to understand something they’ve never seen before so you have to build it and show them why it works.
The market will always tell you what it needs so if you understand how to create value, you’re a visionary.
Q: What role does creativity play in your leadership, and how do you stay ahead of trends in such a dynamic industry?
I always loved that this industry wasn’t built when I joined it so nobody could tell me the right or wrong way to create it.
Creativity has always been at the heart of High Buds Club and a key component to my leadership style. I encourage my team to think outside the box and challenge the status quo because that’s the only way we’ll move the needle with true innovation.
To be the market leader, you need to build the model in which other businesses follow and that can’t happen without creativity. We’re able to stay ahead of trends because we’re the ones creating them.
Q: What challenges have you faced in establishing and growing High Buds Club, and how have you overcome them?
I have had endless setbacks and countless moments of despair building this business. But failure only happens if you quit.
My biggest challenges have been with other parties lack of integrity and and the tumultuous nature of this industry - things can flip on a dime. There’s been very high highs and ultra low lows.
But anything worth doing is hard. The challenges is guaranteed so it’s up to me to control my attitude and keep it pushing. You’re not going to win them all but you can outwork and out-think them.
Q: As a leader in the cannabis industry, what personal qualities have been most instrumental in your success with High Buds Club?
I was so naive when I first began High Buds Club and in many ways, it’s been a huge benefit. Because if I had known how hard this was going to be, I don’t know if I would have ever started. But I’m also resilient and very competitive so that’s what’s kept me going.
I have a high risk tolerance and don’t lack confidence so that definitely helps too.
6. What advice would you give to aspiring entrepreneurs looking to make a meaningful impact in the cannabis sector?
Talk to 20 people before you invest a dollar. Figure out what is something you can uniquely provide to the industry and start there.
Then talk to another 20 people.
You also have to be passionate about the problem you’re solving otherwise don’t bother. If you’re not passionate, you’ll quit as soon as it gets hard.
