From Print to Plant to Emerald Castles
The path from publisher to retailer isn’t one most people expect—but then again, Christina de Giovanni has never followed a traditional route. As the founder of The Emerald Magazine and now the co-founder of Emerald dispensaries, she’s quietly and powerfully redefining what it means to transition from cannabis media to cannabis brick-and-mortar in the nation's most scrutinized market: New York.
“When I started publishing The Emerald over a decade ago, it was all about telling the real stories of cannabis,” de Giovanni recalls. “Back then, no one was talking about how the plant helped people with depression, parenting, arthritis, or trauma. I wanted to focus on the consumer—because that’s who builds this industry.”
That people-first philosophy now shapes every inch of Emerald, the dispensary brand de Giovanni co-founded with longtime partner Ray, who transitioned from the legacy market to the legal one. Their first location opened in Bushwick, followed by an Upper East Side outpost, and a third in Carroll Gardens is slated to open this summer. A potential fourth is on the horizon, pending regulatory shifts that would allow it.
“Ray was literally my weed dealer,” she laughs. “We met at a cannabis expo yacht party in 2019. A week later I saw him on my block. We started talking, and I’ve been buying from him ever since.” That serendipity blossomed into partnership when de Giovanni, realizing her past California arrest wouldn’t qualify her for New York’s equity program, turned to Ray. “I asked if he’d ever been arrested in New York. He had. So I said, ‘Wanna be my partner?’ And eventually he said yes.”
Their origin story, marked by coincidence and conviction, now fuels a business committed to opportunity and access. “His granddaughter’s name is Emerald. My magazine is Emerald. It was fate.”
Media Meets Mission
The Emerald Magazine isn’t just a legacy—it’s an extension of the Emerald brand. Customers can not only shop curated products but also read about the makers behind them. “You can buy RSO from Rick Simpson and then go online and learn how he makes it, who he is, what he’s about,” de Giovanni says. “We’re practicing what we preach.”
This media-retail synergy allows Emerald to spotlight underdog brands in ways few others can. “We’re brand agnostic. We give almost everyone a chance. If a product sells, we reorder. If it struggles, we ask brands to come in for a demo day and educate our staff and customers.”
That inclusive ethos is intentional. “There are so many small brands trying to break into New York. Some don’t have budgets to advertise, but they’ve got passion and great products. If they can’t afford to market with us, we still want to tell their story.”
De Giovanni sees it as her responsibility to amplify craft and culture. “This industry can’t be overrun by corporations that dilute quality. We need to protect the soul of cannabis.”
The Retail Reality
Opening three dispensaries in just over a year isn’t easy—even with fate on your side. De Giovanni is quick to acknowledge the challenges: raising capital, securing real estate, navigating licensing timelines, and staying ahead of a constantly evolving market.
“New York promised we could open three stores under one license. Then they pulled back on that. Now we’re hearing it may come back again. It’s a waiting game,” she says.
Still, she and Ray push forward. “He's an incredible partner. He’s in the store every day. When my dad got sick and I had to leave town for two weeks, he stepped in and ran the show. That’s trust.”
The Feminine Force
As one of the few women running dispensaries in New York, de Giovanni is blunt about the gender imbalance. “There used to be this moment where one-third of the industry’s executives were women. That’s not the case anymore. I look around now and I’m often the only woman in the room.”
Does she experience sexism? “Not directly. The people I work with respect me. But getting to this position was really hard. We need to reclaim that female-forward energy cannabis once had.”
De Giovanni hopes the next wave of cannabis entrepreneurs includes more women in executive and leadership roles. “This industry was once known for being woman-led. Let’s get back to that.”
Advice for Brands
For emerging brands trying to break into New York, de Giovanni has one word: ask.
“Ask questions. Reach out to retailers. Go into the stores. Talk to the staff. Get inspired. Do your research. This market is competitive, but it’s also collaborative—if you make the effort.”
Her goal is to remain approachable and open. “Everyone’s been there. We all had to start somewhere. If I can connect a brand to a good designer, a co-packer, or a marketing lead, I will.”
And when it comes to customer loyalty? “People will try new things, but once they find something they love, they’ll stick with it. That’s why telling the story behind the product matters.”
Rolling Up Legacy
De Giovanni’s own story includes a past cannabis arrest in California—one that almost cost her everything. “I was in my last semester of college when my boyfriend at the time was approached on an Amtrak train by the Reno, Nevada Drug Task Force. He never got arrested, but law enforcement showed up at our house and I got arrested. In the end, all my charges were dropped, but it took nine months. That was a life changing experience for me, and propelled my career in cannabis.”
That experience—and the stigma that followed—deepened her resolve to build a transparent, community-driven business. “I’ve been through the legal system. Ray’s been through the system. This is legacy to legal, and we’re still learning every day.”
Her go-to consumption method? “Definitely flower. And I don’t like rolling, so I’m a pre-roll girl. I’ll own that.”
With three storefronts and a growing media footprint, Emerald is fast becoming a model for what the cannabis industry should look like: equitable, authentic, and human-centered.
“We’re just trying to give people a shot,” de Giovanni says. “And that includes ourselves.”
Follow Emerald Dispensaries:📍 Bushwick | Upper East Side | Carroll Gardens🌐 https://theemeralddispensary.com
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