Today we’d like to introduce you to Ashley Schriener.
Hi Ashley, please kick things off for us with an introduction to yourself and your story.
I was introduced to the cannabis industry oddly enough due to my Dad. He started in legal cannabis sales in Colorado as soon as it became medically legal. Shortly thereafter, my brother joined forces with him and then I did as well a few years later. We all worked for another cannabis company until deciding to start our own, DADiRRi, in 2018. We really felt the need for a lifestyle cannabis brand. One that offered quality products with unique packaging and an eye-catching logo. We also wanted a cannabis company with an excellent company culture, a family. That’s where it all began! Not to mention I became pregnant with my first child within days of starting to DADiRRi. It was a truly magical time in my life!
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Nothing in the cannabis industry is “smooth”. We are truly paving the way for this industry and every step is a hurdle, even if you have been a part of the movement since 2012. We are in the prohibition of cannabis and everyone involved can feel its growing pains. Not only were we a family-owned start-up without deep pockets but we also had to spend the first 1.5 years building our cannabis processing facility. It’s funny to think back when we first started. I had bought a home in the mountains BEFORE I knew I would be a new Mom or start a large cannabis business. So when we started DADiRRi in Denver, I ended up staying in the driveway of my parent’s house, in a Winnebego, waking up before the sun came up and coming home after the sun went down, pregnant and doing everything from sales, to rolling joints, to delivering orders, to every piece of marketing and package design. It was just the three of us at first, doing it all. We had zero ideas on how to make some of the cannabis products we randomly came up with. So many long days and so much trial and error. I don’t think many people understand what goes into starting a legitimate cannabis brand. We are proud of what we have done in the last four years. Through it all, we have really created something special, something different than the traditional cannabis brands out there.
Thanks – so what else should our readers know about DADiRRi?
DADiRRi is dedicated to providing unique, premium-grade products that promote the synergistic lifestyle and vibration of people, nature, and cannabis. Our mission is to always provide consumers a top-quality and sacred cannabis experience. Our goal is to integrate cannabis, and its many plant allies, into people’s everyday life. Both medicinally and recreationally.
Dadirri’s vision is to become a global brand and a household name in the cannabis industry. Known for its high quality and innovative products as well as its beautiful brand and company culture.
Do you have recommendations for books, apps, blogs, etc?
Absolutely! I live, learn, and grow with books and podcasts. I am all about personal growth. I am currently reading “Start with Why” by Simon Sinek which is a great book about you or your company’s WHY. Your mission and vision should always start with why rather than what. I highly recommend this book to anyone looking for a clear direction in life. I also suggest the hypnotherapy app by Grace Smith, which helps break deep subconscious beliefs (i.e., losing weight, making money, public speaking). You would be surprised at how some of these deep-rooted traumas and beliefs can hold us back in life without us even knowing it. Lastly, hire a mentor or a coach to help you see your blindspots! I am currently working with an Astrological Coach who really is making sense of my path right now. Whatever type of coach you find, make sure you align with them in both an emotional and professional manner. My sweet spot is the spiritual/entrepreneur-focused coaches.