As we celebrate International Women’s Month, we turn our attention to an inspiring entrepreneur who is redefining the cannabis space with passion, creativity, and an unapologetic approach. Lucia, the visionary behind Smoke Show Co., has built a brand that seamlessly blends her love for hospitality, cannabis, and fashion. From her early dreams of wanting to run a nightclub to pioneering spaces for women in cannabis, Lucia’s story is one of resilience, innovation, and empowerment.
A Family Legacy of Entrepreneurship
Lucia’s journey into business was deeply influenced by her mother, an entrepreneur who always encouraged her daughters to chase their dreams, even if they led to unconventional paths. Growing up in an environment where ambition was nurtured, Lucia developed a passion for hosting and entertaining, drawing inspiration from the glitz and glam of Studio 54 and disco culture. This early fascination fueled her dreams of hospitality and creating a memorable experience, which her mother recognized and supported by encouraging her to study Hospitality and Beverage Management at the University of Nevada, Las Vegas (UNLV).
Vegas became a training ground where she sharpened her skills in branding, sales, and event planning, all of which later became the foundation for Smoke Show Co. During her time in Vegas, she also met her mentor, Tim, who played a pivotal role in her professional growth. His guidance helped her navigate the intricacies of branding, sales, and hospitality, providing invaluable insights that continue to shape her journey.
Through her work as a brand ambassador and saleswoman in the beverage industry, she learned the power of storytelling in brand-building—a skill that continues to define her work today.
Breaking into Cannabis: From Sales to Strategy
Lucia’s personal relationship with cannabis began over 20 years ago when she discovered the magic of the plant, and its powers to help her daily life. It wasn’t until she landed a role as a sales representative for the largest packaging company in 2018 that she realized she could merge her professional skills with her love for cannabis. Lucia quickly made her mark, becoming the top-selling rep in her first year and forging lasting relationships with brands she still keeps in touch with today.
Her success led her to their CBD division, where she combined her expertise in cannabis with hospitality, setting the stage for her next big move. With the support of her mentor Tim, she saw the potential to bridge the gap between cannabis and hospitality, leading her to create Cannabis USA—a company dedicated to helping cannabis brands market themselves effectively. After a year of working with various brands under Tim’s helpful eye, Lucia realized that instead of simply offering services to existing brands, she wanted to create her own brand—one that was unapologetically cannabis.
The Birth of Smoke Show Co.
Smoke Show Co. was born from a simple post-it note on Lucia’s desk. Alongside a numerical breakdown of a pound, she had scribbled the words Smoke Show—a name she instantly knew belonged in the cannabis space. With the help of her sister, she designed a logo filled with personal meaning—the font is in Lucia’s handwriting, and the three smoke lines symbolize Lucia and her two sisters.
Initially, Smoke Show Co. focused on retail, brand ambassadorship, and consulting, but the brand quickly evolved into something much bigger. Drawing from her mother’s 40-year background in apparel, Lucia expanded into fashion, collaborating on designs featuring cannabis and mushrooms in elevated, sty lish prints. Her clothing line redefines cannabis style for women—not just for those who work in the industry but for anyone who wants to wear their cannabis pride with sophistication.
Today, Smoke Show Co. stands as a full-fledged branding agency, offering everything from brand strategy and logo apparel to consulting and event curation. More than just a business, it is a community-driven space where women and other cannabis professionals can network, share their passion, and feel empowered.
Championing Cannabis with Heart
Lucia’s love for the plant fuels her drive in an industry that isn’t always easy. Having grown up in a non-legal cannabis environment, she finds it surreal and exciting to be part of a space that once seemed impossible. Her ability to curate safe, welcoming spaces for cannabis professionals has become a defining aspect of her work.
Her commitment to giving back is evident in her actions—she recently curated a free retail space to support those affected by the LA wildfires and designed a special “I Love LA” t-shirt where a portion of the proceeds were donated to wildfire relief efforts.
Celebrating Women in Cannabis
For this year’s International Women’s Day, Lucia is going all out with a special event dedicated to women in cannabis. Inspired by an event she attended in the past, she’s teaming up with Amirose Eisenbach and Sarah Falvo to bring together an incredible lineup of women for a celebration of connection, education, and empowerment.
The event will feature:
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Infused olive oil tastings by E10 Labs
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A relaxing sound bath by Crizzle Caliva
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Curated shopping experiences with must-have cannabis goodies
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Exclusive talks and office hours for business owners seeking advice
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A raffle with 100% of proceeds donated to the United Way LA relief fund for fire victims
If you’re in Los Angeles looking to celebrate International Women’s Day, grab a ticket and check out the event!
Looking Ahead
Lucia and Smoke Show Co. are reshaping the industry by creating the spaces and services needed to thrive in the cannabis industry and beyond. Whether through fashion, branding, or community-building, her work is proof that cannabis entrepreneurship can be bold, stylish, and deeply impactful.
We’re honored to share Lucia’s story and to celebrate her dedication, innovation, and fearless leadership. If you’re looking for an event that champions women in cannabis, this is one you don’t want to miss!
At E10 Labs, we’re proud to collaborate with Lucia and Smoke Show Co. to bring innovative experiences to the cannabis industry. From infused olive oil tastings to fostering authentic connections, we share her passion for creating elevated and inclusive spaces for the community.
