The Power of Intentional Design

The Details the team put into this store are evident. From the carefully cursed range of products that prioritize local companies to the kind and knowledgeable staff trained by Justino Rodriguez, an Afro-Boricua New York-based professor and cannabis educator. Every aspect of this store and consumer touchpoints have been carefully considered. “Great design is subjective,” Dio explains, “but what’s true about great design is that it’s always deliberate. We thought about everything—how the space feels, the way products are displayed, even the people we hire. It all has to be intentional.” ”

We didn’t just want employees—we wanted educators,” Dora adds. “We sought out people who are passionate about the plant and can offer real guidance to our customers.”

From Prosecutor to Cannabis Advocate

As a former prosecutor in Brooklyn, Dora has witnessed firsthand the harm cannabis-related offenses have caused Black and Latino communities. Now, on the other side of the industry, she is using her expertise and experience to foster lasting change through education and empowerment. “It’s been a really special transition for me,” she reflects. “I started in a District Attorney’s office that was the first to decriminalize marijuana convictions. I worked on those cases, then became a defense attorney, and now I’m helping to inform consumers about safe and moderate cannabis use. It’s all come full circle.”

Dora’s experience adds another dimension to her passion to change the narrative around cannabis consumption and cannabis users.

Why Cobble Hill?

For nearly eight years Dora worked just a few blocks from the current location of Yerba Buena. Being familiar with the neighborhood and its culture, choosing Cobble Hill as its flagship location was a no-brainer. “It’s a great mix of young professionals, families, and an audience that aligns with our vision,” she says. “When we learned our partners had a license for this location, it was a no-brainer. The community here values quality and experience, which is exactly what we’re offering.”

Cannabis and Wellness: An Educational Approach

A core pillar of Yerba Buena’s philosophy is focusing on cannabis as a part of a comprehensive wellness lifestyle. At the grand opening, this mission was brought to the forefront with guests being treated to CBD-infused massages and guided through thoughtful presentations and demonstrations of some of the different products carried in the store. This education and wellness-first approach made guests feel comfortable and confident in their purchases. “We don’t just sell cannabis—we educate,” Dio emphasizes. “You can’t make empowered choices without good information. Cannabis is complex, and we want our customers to understand how to integrate it into their lives in a way that serves them.”

That’s why education is built into the shopping experience. “One of the first questions our budtenders ask is, ‘Is this your first time using cannabis?’” Dora explains. “From there, they guide customers based on their needs and level of experience.”

A New Era for Cannabis Retail

Yerba Buena goes beyond just a dispensary—it’s an experience and feeling. The Yerba Buena experience is about culture, intention, and the belief that cannabis consumption can be a sophisticated, wellness-driven experience. “This isn’t just a store,” Dio says. “It’s a reflection of who we are, and a space where people can explore cannabis in a way that feels elevated, informed, and personal.”

With its doors officially open, Yerba Buena is poised to set a new standard in the industry—one where education, community, and culture come first.