With over a decade of experience in disruptive sectors, it’s no surprise that Krysta Jones called her company Emerging Industries. Under that umbrella, she’s directed global projects and built brands such as marketing and branding agency The High Country Girls (AKA The THC Girls) and digital marketing tool The Highly Connected App (available on Google Play and the Apple Store). Sitting on the boards of numerous companies from publicly-traded entities to nonprofits, Jones is a sought-after expert in sustainable business strategies and elevated creativity - truly the trusted advisor we all need.
Krysta Jones Talks Cannabis Entrepreneurship, Building The High Country Girls (THC Girls), And Woman Power In The Industry
HONEYSUCKLE MAGAZINE: What inspired you to get into the cannabis industry and what is your mission?
KRYSTA JONES: I ventured into the cannabis industry driven by its uncharted nature, aligning seamlessly with my unwavering belief in its potential. My inherent dedication to hard work and value addition found a natural home in this emerging market. The industry's organic pull resonated with someone trustworthy and diligent, qualities essential in the early stages of cannabis business involvement.
What's something that you feel every cannabis entrepreneur should know?
A crucial insight I believe every cannabis entrepreneur should grasp is the formidable challenge embedded within this industry. Without a genuine passion for the field, considering an alternative sector might be prudent. The cannabis industry demands a keen eye, incurs substantial expenses, and continually presents evolving obstacles. Without true passion, one risks investing time without yielding substantial returns.
What has been your biggest accomplishment in the cannabis space so far?
One of my most significant accomplishments to date is the organic and authentic development of a global brand, achieved before the prevalence of influencers or brand ambassadors. This milestone was attained without external investments, relying solely on hard work and continuous reinvestment in self-development.
What do you wish more people knew about your job?
I aspire for a broader understanding of the intricate timeline involved in brand building. Additionally, I'd like to emphasize the correlation between a well-allocated budget and the expeditious progress one can achieve. While creativity and strategy remain pivotal in budget-constrained scenarios, financial resources undeniably empower a swifter and more dynamic approach.
What are your favorite strains and products?
Among my preferred strains are Golden Goat, Durban, and classic genetics. While I prefer flower, I remain open-minded and appreciative of quality products, irrespective of their packaging or production methods. Exploring the diverse offerings and production techniques within the industry is something I genuinely enjoy.
What's your hope for the future of the cannabis industry?
I envision a future for the cannabis industry characterized by sustainable growth and development, upholding the legacy of this space and fostering an environment for those genuinely committed to its principles. Amidst ongoing legalization, witnessing unfortunate circumstances is inevitable. My sincere hope is that the industry evolves towards increased professionalism, providing support to legacy operations and practices.
What's the best thing about being a woman in cannabis?
The most rewarding aspect of being a woman in the cannabis industry is the industry's commitment to promoting and celebrating women, fostering diversity. This environment allows me to authentically embrace and express myself, contributing to a more inclusive and dynamic industry landscape.
What's the worst thing about being a woman in cannabis?
One of the challenges of being a woman in the cannabis industry is the persistence of the "good ol' boys club" in certain aspects. Despite advancements in various industries, there are instances where traditional dynamics endure, making it clear that change, no matter the industry or market, is an ongoing journey.
For more about Krysta, The THC Girls and The Highly Connected App, visit thehighcountrygirls.com or follow @thehighcountrygirls @thehighlyconnected and @mthrfknjones on Instagram.
*A version of this article originally appeared in Honeysuckle's 18th print edition. Click here to order and choose your element - Fire with Bun B or Ice with Queen P!
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Featured image: Krysta Jones, founder of Emerging Industries and The High Country Girls (C) The High Country Girls
