let the good times grow

The Dispensary Diaries series gives you an inside look at the day-to-day of running a dispensary – wins, challenges, record-breaking days, & real decisions that shape the business. You’ll follow our expansion into cultivation & manufacturing, meet our vendor partners & industry collaborators, & see how relationships across the NJ cannabis industry are built behind the scenes.
No filters. No shortcuts. Just the real journey of building & expanding a cannabis company in New Jersey.

Valley Wellness is New Jersey’s first female owned and operated dispensary. We’re known for having the largest selection, a great staff, and the best deals in the sate.
Our products are hand-picked for quality and we always go the extra mile to make our customers feel welcome. Ask us about our incredible cannabis today and we’ll connect you to the right strain for your needs.
Check us out today!

Come into the store and meet the crew

Sarah
Da Boss

Tim
COO

Mollie
Community Liason

Liam
Store Manager

Michael
Assistant Manager

Nicole
Supervisor

Andriana
Budtender

Vanessa
Budtender

Josh
Security + Budtender

Dr. Mike
Security

Brittany
Lead

Jody
Budtender

Peter
Security

Renee
Budtender

Chris
Budtender

Frankie
Budtender

Sara
Lead

Ryan
Budtender

James
Supervisor

Pat B
Lead

Rhamad
Delivery Driver + Budtender

Marco
Lead

C
Supervisor

Chuck
Delivery Driver + Budtender
Meet our friends & partners

Andrew Silver
Ascend Wellness Holdings
My name is Andrew Silver, and I currently serve as the Director of Planning for Ascend Wellness Holdings, where I also recently had the opportunity to step into the role of Interim Senior Director of Operations for our Franklin, New Jersey facility.
I’ve been with Ascend for just over five years, and it’s been an incredible journey. I started my career with the company as a cultivation tech in 2021, moved through Compliance in 2022, before moving into Production Planning for PA and NJ in 2023, eventually becoming Director of Planning for the 6 state network at the end of 2024, and now helping oversee operations in NJ. One of the things I’ve appreciated most about Ascend is the opportunity to continue learning and taking on new challenges while working alongside talented teams across the organization.

John Eitner
Ascend Wellness Holdings
Hello, my name is John Eitner. I’ve had a passion for growing plants for as long as I can remember. Before entering the cannabis industry, I spent the better part of a decade building a foundation of horticulture and agriculture knowledge. Earlier in my career I worked in greenhouses growing potted annuals and managed the field production of various fruits and vegetables. Those experiences gave me a deep, hands-on understanding of what plants need at every stage of growth.
For the past five years, I’ve focused that expertise on cannabis cultivation. I joined AWH nearly four years ago as a Veg Supervisor. Prior to that, I was working as a Cultivation Tech and later IPM Lead for another operator. Currently I am the Director of Cultivation for the Franklin site. It is my responsibility to oversee our growing operations from clone until harvest, drawing on my past career to produce consistent, high-quality cannabis.

Danielle Wildstein
Blue Oak
Danielle Wildstein is the Founder & CEO of Blue Oak Dispensary, a New Jersey cannabis retailer recognized for combining operational excellence, customer experience, and community-centered leadership. With more than 20 years of experience spanning healthcare, operations, organizational strategy, and business leadership, Danielle has built Blue Oak into a respected retail brand focused on education, accessibility, and elevated consumer care.
Before launching Blue Oak, Danielle began her career at Accenture, where she worked with major pharmaceutical organizations including Amgen, AstraZeneca, and Johnson & Johnson. Her work focused on clinical trials, product launches, supply chain integration, FDA-regulated processes, organizational design, and enterprise transformation initiatives. She partnered closely with executive leadership teams on large-scale operational and strategic initiatives, developing deep expertise in systems, accountability, and high-performance organizations.

Gabriella Wilday
Molly Ann Farms
Gabriella Wilday is Co-Founder and Chief Executive Officer of Molly Ann Farms, one of New Jersey’s leading independent cannabis dispensaries (https://mollyannfarms.com). She leads the company’s vision, brand, marketing, and culture — shaping the customer experience and the community relationships that define Molly Ann Farms in its market. Where her co- founder anchors the buy side and operations, Gabriella owns the brand and growth strategy that connects the dispensary to its customers and its hometown.
Since co-founding the company, Gabriella has led Molly Ann Farms from concept through licensing and into a high-performing retail operation. She authored the original business plan, secured the real estate, navigated the full regulatory build-out, and cultivated the municipal relationships and community partnerships that earned local support — building the company’s identity and customer base from the ground up.

Gian Lombardi
Molly Ann Farms
Gian Lombardi is Co-Founder and Chief Operating Officer of Molly Ann Farms, one of New Jersey’s leading independent cannabis dispensaries (mollyannfarms.com). He oversees buying, inventory strategy, business analysis, sales performance, marketing, and brand partnerships — sitting squarely on the buy side of the wholesale market, managing negotiations with the brands competing for shelf space.
Since co-founding the company, Gian has helped lead the business from concept through licensing and into a high-performing retail operation, with a focus on disciplined buying, margin protection, and data-driven growth.
Prior to entering cannabis, Gian spent more than 25 years building and leading high-performing B2B sales organizations in the digital media and ad-tech industries. He held senior revenue and sales leadership roles at companies including DoubleClick (later acquired by Google), YuMe (IPO’d), White Ops (acquired by Goldman Sachs), and STAQ (acquired by Operative), where he consistently scaled teams, opened new markets, rebuilt underperforming sales organizations, and drove significant revenue growth and successful exits.

Matha Figaro
ButACake
Established in 2015 in the vibrant heart of Jersey City, New Jersey, we are proud to be a small, local, minority woman-owned cannabis edibles company. Transitioning from grassroots to legal prominence, ButACake proudly went fully legal on 12/14/23 in New Jersey. As a trailblazer in the cannabis edibles realm, we’ve mastered the art of infusing indulgence with innovation.
At the core of our delicious offerings is CannPowerment, New Jersey’s pioneering minority woman-owned Class 2 licensed independent manufacturer. Fueled by passion and expertise, CannPowerment ensures that every ButACake creation is crafted with precision and care, bringing you an elevated cannabis experience like no other.

Nirmit Patel
Nirvana Dispensary
Founded by a team of passionate pharmacists, Nirvana Dispensary was born out of a shared vision to revolutionize the way people approach cannabis. Drawing from our extensive knowledge of pharmaceuticals and healthcare, we recognized the immense therapeutic potential of cannabis and the positive impact it can have on people’s lives.
As women in the industry, we are proud to be breaking barriers and creating a space that embraces diversity, inclusivity, and empowerment. Our journey began with a deep commitment to helping others, and it continues to drive us as we navigate the evolving landscape of cannabis.

Ronald Ferraro
Bango Distribution
Bango Distribution is one of California’s first licensed cannabis distributors, built to facilitate legal purchasing from the Emerald Triangle and deliver to medical dispensaries statewide.
In 2023, Bango opened their NJ cultivation and distribution facility, expanding Elyon and other brands to the East Coast.
Ronald Ferraro, Founder of Bango Distribution, brings extensive experience in business and the cannabis industry. Matthew Ferraro, Co-Founder of Elyon Cannabis with his brother Ron, is a seasoned cannabis entrepreneur.
Bango has expanded into cultivation, manufacturing, and distribution across multiple states, supplying hundreds of retailers with trusted, compliant cannabis products.

Suzan Nickelson
Holistic Solutions Dispensary
Suzan C. Nickelson is a graduate of Rutgers College, Rutgers University New Brunswick. Suzan is the founder and CEO of Holistic Solutions LLC is led by a woman of Jamaican, African and Taino descent.
Suzan is also the founder of Ital Daughters LLC a cannabis and hemp consulting company, which specializes in assisting minorities, women, veterans along with local municipalities and stakeholders in understanding the compliance and regulatory aspects of the industry.
Ital Daughters LLC supports entrepreneurs in scaling and growing their companies and accessing resources . Suzan is a business entrepreneur who has assisted and help scale companies who are opening retail, cultivation and manufacturing licensing approval in NJ.
Danielle Wildstein
Danielle Wildstein is the Founder & CEO of Blue Oak Dispensary, a New Jersey cannabis retailer recognized for combining operational excellence, customer experience, and community-centered leadership. With more than 20 years of experience spanning healthcare, operations, organizational strategy, and business leadership, Danielle has built Blue Oak into a respected retail brand focused on education, accessibility, and elevated consumer care.
Before launching Blue Oak, Danielle began her career at Accenture, where she worked with major pharmaceutical organizations including Amgen, AstraZeneca, and Johnson & Johnson. Her work focused on clinical trials, product launches, supply chain integration, FDA-regulated processes, organizational design, and enterprise transformation initiatives. She partnered closely with executive leadership teams on large-scale operational and strategic initiatives, developing deep expertise in systems, accountability, and high-performance organizations.
Danielle later expanded her leadership experience into high-growth entrepreneurial environments, overseeing operations, complex project management, and organizational infrastructure for businesses and high-net-worth families. Across every role, she developed a reputation for building scalable systems, leading teams through growth, and creating operational clarity in fast-moving environments.
At Blue Oak, Danielle has applied that experience to an evolving cannabis industry that demands both compliance precision and modern retail innovation. Under her leadership, the company emphasizes data-driven operations, team accountability, customer education, and sustainable long-term growth while maintaining a strong commitment to community engagement and compassionate service.
In addition to her business leadership, Danielle has supported nonprofit initiatives focused on medical research and advocacy, including helping establish and operate a 501(c)(3) organization dedicated to advancing translational research for women’s health.
Danielle is a New Jersey native and holds a BA in Psychology from Lehigh University and an MS in Human Resources Education and Organizational Development from Fordham University.
Gabriella Wilday
Gabriella Wilday is Co-Founder and Chief Executive Officer of Molly Ann Farms, one of New Jersey’s leading independent cannabis dispensaries (https://mollyannfarms.com). She leads the company’s vision, brand, marketing, and culture — shaping the customer experience and the community relationships that define Molly Ann Farms in its market. Where her co- founder anchors the buy side and operations, Gabriella owns the brand and growth strategy that connects the dispensary to its customers and its hometown.
Since co-founding the company, Gabriella has led Molly Ann Farms from concept through licensing and into a high-performing retail operation. She authored the original business plan, secured the real estate, navigated the full regulatory build-out, and cultivated the municipal relationships and community partnerships that earned local support — building the company’s identity and customer base from the ground up.
A serial entrepreneur with more than 30 years of leadership experience, Gabriella has founded and scaled two companies in highly regulated industries. In 2012 she launched No Fuss Lunch, an organic school-food-service company now serving 70+ schools across New York, New Jersey, and Connecticut, and in 2002 she founded The Sourcium Group, a WBENC-certified technology consultancy serving clients including Cargill, Caterpillar, and Société Générale. Earlier in her career she led B2B sales organizations as Vice President of Sales at CompuCom, where she managed $192 million in revenue and directed the post- 9/11 trading-floor technology build-out for Morgan Stanley and Lehman Brothers, and held sales leadership roles at ADP. A graduate of Keene State College, she serves her community as President of the College Club of Northern New Jersey and Treasurer of Ridgecrest Senior Housing Corporation.
Suzan Nickelson
Suzan C. Nickelson is a graduate of Rutgers College, Rutgers University New Brunswick. Suzan is the founder and CEO of Holistic Solutions LLC is led by a woman of Jamaican, African and Taino descent.
Suzan is also the founder of Ital Daughters LLC a cannabis and hemp consulting company, which specializes in assisting minorities, women, veterans along with local municipalities and stakeholders in understanding the compliance and regulatory aspects of the industry.
Ital Daughters LLC supports entrepreneurs in scaling and growing their companies and accessing resources . Suzan is a business entrepreneur who has assisted and help scale companies who are opening retail, cultivation and manufacturing licensing approval in NJ.
Holistic Solutions LLC is the first majority owned Alternative Treatment center (ATC) to be awarded a medical and adult use license in NJ. Out of the class of 2019 Holistic was the third to open both medically in the state and one of the first to open in the adult use market. s led by a BIPOC woman of Jamaican, African and Taino descent.
Prior to becoming a business entrepreneur, Suzan had spent the last twenty-four years as a dedicated and proud public servant of NJ who last served as the Administrator of Employee Relations and oversees statewide operations for NJ State departments disciplinary matters, grievances, workplace violence investigations, dispute resolution, confidential investigations, arbitrations, meditations, Office of Administrative Law hearings, Public Employment Relations Commission (PERC) matters and other legal disputes.
Suzan started her state career in 1997 protecting NJ’s most vulnerable children from abuse and neglect, assisting in families providing safe nurturing environments.
While in State government Suzan has worked for numerous departments and was the first civilian to lead the Division of State Police since 1921 statewide civilization of its workforce operations in all enlisted units.
Suzan has spent her career committed to creating a harmonious, safe, productive and where success and innovation assist all employees feel respected and honored for their commitment to public service and helping others -true servant leadership.
Prior to Suzan joining the State she worked with non-profit agencies in advocacy such
Catholic Charities and Disabilities resource Center where she was responsible for the negotiation of employment and implementation of behavioral contracts with clients who were independent and lived in community-based settings who received case management from the Division of Developmental Disabilities.
Suzan is an award-winning leader and entrepreneur and has been recognized by her peers and business leaders:
- First Black-owned medical dispensary to convert to adult-use in NJ; MWBE certified
- Created NJ’s first cannabis post-grant certificate (in partnership with Rutgers Law School).
- Chair, Equity & Social Justice Committee, NJ Cannabis Trade Association.
- Speaker & mentor at Rutgers, Stockton, Rowan, and BCB Mastermind.
- Founder, NJ Cannabis Equity Association (2024–present).
- Instructor, NJ Cannabis Training Academy (2024–present).
Awards & Recognition:
- Women of Excellence Game Changer – SJ Magazine (2023)
- Breakout Business of the Year – NJ Cannabis Insider LIVE (2023–24)
- Top 10 Minority Women in Cannabis
- Nationwide Legislative Bill S3486 – sponsor signed into NJ law in June 2025
Suzan is a mother of three children, twin boys ages (17) and a daughter (16). Suzan is a proud member of Zeta Phi Beta Sorority Incorporated and Jack and Jill of America, South Jersey Chapter, along with the National Hook Up of Black Women, National Council of Negro Women, Atco Lions Club. Suzan is an entrepreneur, leader and advocate and is an active member of her south jersey community.
Matha Figaro
Established in 2015 in the vibrant heart of Jersey City, New Jersey, we are proud to be a small, local, minority woman-owned cannabis edibles company. Transitioning from grassroots to legal prominence, ButACake proudly went fully legal on 12/14/23 in New Jersey. As a trailblazer in the cannabis edibles realm, we’ve mastered the art of infusing indulgence with innovation.
At the core of our delicious offerings is CannPowerment, New Jersey’s pioneering minority woman-owned Class 2 licensed independent manufacturer. Fueled by passion and expertise, CannPowerment ensures that every ButACake creation is crafted with precision and care, bringing you an elevated cannabis experience like no other.
ButACake isn’t just about edibles; it’s a celebration of life’s pleasures. Whether you’re a connoisseur or a curious explorer, our diverse range of products caters to every palate.
From decadent brownies to gourmet cookies, we’ve redefined what it means to savor cannabis-infused confections.
Transparency is at the core of our values. We meticulously lab-test each batch to guarantee potency and purity, providing you with a trustworthy and consistent experience. Our commitment to excellence extends beyond taste – it’s about creating a brand you can rely on for quality and innovation.
Join us on a journey where the love for cannabis meets the art of baking. Explore the ButACake collection and discover a world where every bite is an invitation to savor, celebrate, and elevate. Indulge responsibly, savor passionately, and welcome to ButACake – where cannabis meets culinary bliss.
Social Equity Fellow
Last year, Matha Figaro made history as Azuca’s first-ever Social Equity Fellow – and what a year it’s been! In April 2024, she launched ButACake’s cannabis-infused baked goods in New Jersey, marking a major milestone in her entrepreneurial journey.
As the unstoppable Founder and CEO of ButACake, she’s helped strengthen CannPowerment’s status as New Jersey’s first and only Black woman-owned licensed cannabis manufacturer, successfully operating and expanding the edibles category in partnership with Azuca. The results speak for themselves.
Andrew Silver
I’ve been with Ascend for just over five years, and it’s been an incredible journey. I started my career with the company as a cultivation tech in 2021, moved through Compliance in 2022, before moving into Production Planning for PA and NJ in 2023, eventually becoming Director of Planning for the 6 state network at the end of 2024, and now helping oversee operations in NJ. One of the things I’ve appreciated most about Ascend is the opportunity to continue learning and taking on new challenges while working alongside talented teams across the organization.
My path into cannabis came from a passion for the plant and the community it generates as well as business operations, problem-solving, and building efficient systems in somewhat of a pioneer industry. What keeps me here is the opportunity to be part of an industry that is constantly evolving and improving. Every day brings new challenges, and I enjoy working with our cultivation, post-harvest, manufacturing, and retail teams to ensure we’re delivering high-quality products that customers can trust.
My philosophy has always been that great products start with great people and great processes. Whether we’re planning production months in advance or improving day-to-day operations, the goal is always the same: provide consistent, high-quality cannabis while creating an environment where our teams can succeed.
Outside of work, I’m a husband and father, and most of my free time revolves around my family. I also enjoy golfing, coaching youth sports, and finding new ways to improve both personally and professionally.
I’m grateful for the opportunities I’ve had at Ascend over the past five years, and I’m excited to continue helping grow both our teams and the cannabis industry. Thank you for taking the time to learn a little more about me—I hope you enjoy everything our team works so hard to bring to the shelves.
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