Women in High Demand: Ladies of Dutch Love Women in High Demand: Ladies of Dutch Love

Women in High Demand: Ladies of Dutch Love

Women in High Demand: Ladies of Dutch Love Women in High Demand: Ladies of Dutch Love

Raise our women high 🙌👑⁠


A year ago today, we launched #WomeninHighDemand, an initiative that that celebrates the strong, ambitious and bad-ass female entrepreneurs in the industry who inspire us to think critically about our actions and have helped raise awareness about gender equality.⁠

Over the last year, we were fortunate enough to have collaborated with female led brands and businesses like Ohai, Allume, Laundry Day, Soul Life, Georgia Love, and more.

Today, we're honouring International Women's Day by shining the limelight on the ladies that drive Dutch Love, because where would weed be without you? 💕



Autumn Irving

West Coast Regional Manager

Being the regional manager for our West Coast teams, Autumn’s role primarily focuses on our people and supports the overall operations at Dutch Love. With this comes a mixed bag of responsibilities including recruitment, in-store merchandising, and mentoring our sales associates to become great leaders.


Q: How did you come to find yourself in this career?

A: I started working in cannabis in the grey market before legalization as a budtender. I quickly fell in love with my job - conversing with like-minded individuals all day about something I was passionate about.

Learning so much more about this beautiful plant than I ever thought I would, and making a difference in people's everyday lives. This inspired me to work harder and smarter.

Eventually working my way up in the company I was working for at the time to general manager of our flagship location.


Q: Why did you choose to pursue a career in cannabis?

A: I decided to pursue a career in cannabis because it’s something I've always been passionate about, it's extremely rewarding to know you're working in an industry that makes a difference in people’s everyday lives. This industry has also introduced me to some of the closest people in my life today.


Q: If you could give one piece of advice as a mentor, what would it be?

"Embody the leadership you wished you received."



Nikki Valletta

East Coast Training & Recruitment

Nikki’s role as Manager of Training & Recruitment encompasses a number of responsibilities that include (but not limited to) operations, merchandising, and retail programming. As a small, independently owned business, she gets her hands on all aspects of the company from the store level to the overall brand and culture.


Q: Why did you choose to pursue a career in cannabis?

A: I’ve been a cannabis enthusiast for a long time and I’m hopeful about all of the possibilities this industry opens up.  The fact that we could legally purchase it, learn about it, and use it as a wellness resource to help people was very exciting!  I love the duality of cannabis - it has a fun side and a wellness side to it.


Q: What were some of the barriers you’ve faced in this field or others?

A: I think when you are trailblazing in a new industry it’s equally as exciting as it is terrifying and you really need to build a great team around you. Keeping our teams engaged, educated and excited has proven to be challenging in the midst of the pandemic and the level of competition out there.  

As a female leader in this industry, you also face more of a stigma. This industry, like many others, has begun as a male-dominated industry.

There is a distinctly feminine feel coming through products and accessories that I find resonates with the female consumer which is very encouraging.


"The number of females creating and moving up in this industry is small but mighty."

Q: How do you think women in the cannabis industry are #BreakingTheBias?

A: Women leaders are sharing their experiences on entrepreneurship and business strategies, and discuss topical issues of diversity, inclusivity, women empowerment and cannabis amnesty. We have access to an incredibly supportive group of women who are actively mentoring and helping other women get ahead.


Q: If you could give one piece of advice as a mentor, what would it be?

A: No matter what you do, put your best foot forward.  Be enthusiastic, respectful of others and work hard to be an authority in your field.  Support people where you can and always be open to new challenges!




Fiona Samson

Content Producer & Campaign Manager

As the Content Producer and Campaign Manager, Fiona is responsible for all things creative. From social media management to website maintenance, maintaining LP relationships and strategizing campaigns. She’s always on the hunt for the latest trends and strives to find compelling ways to represent the ever-changing landscape of the cannabis industry.


Q: What do you think is the most underrated part of your job?

A: The brainpower that goes behind planning campaigns and creating content. When you’re a content creator, you’re the director, photographer, copywriter, project manager, customer support, business partner, and everything in between. It’s a 24/7 job. Shoutout to all the content creators out there! I see you.


Q: What do you love most about your job?

A: The creative freedom (within regulations, of course) and collaborating with so many other brands and creators that I look up to. Although we're each other's competition, we still find the space to educate and uplift each other.


"I feel like we're all paving the way for a new cannabis culture which is really exciting and empowering."

Q: Why do you think it’s important to observe IWD?

A: Some of the most influential people in my life have been women whether they’ve shaped me as a person, inspired me to be my true authentic self, or paved the way for my career.

As someone coming from the tech industry and having worked in the cannabis industry for 2 years now, it’s no question we’re living in a man’s world. And although women are increasingly being recognized for their social, economic and cultural achievements, we still have a long way to go in addressing gender equality among other issues. 

I think that’s why it’s so important to honour and uplift the achievements of women from all areas of life, not just today but all year round.




Zoe Small

Digital Marketing

As the Digital Marketing Intern, Zoe assists with managing the social media account by brainstorming new ideas, contributing to and developing campaign strategies, writing product reviews, creating organic engagement, and staying up to date with the latest social media and industry trends.


Q: How do you think women in the cannabis industry are #BreakingTheBias?

A: I love seeing women involved in every department from retail, operations, merchandising, programming, digital design, even the LPs we work with. It is comforting and inspiring to see so many women thriving in the industry, I gotta step my game up and make these women proud too. 


Q: If you could give one piece of advice as a mentor, what would it be?

"Be yourself and know that you are good enough."

A: (Hey Alexa, play Frank Ocean.) It’s so easy to fall into an imposter syndrome mindset but most of the time, especially being women, we are so much harder on ourselves than we need to be.


Q: If you could pass the torch to the next Woman in High Demand, who would it be and why?

A: I would love to give a special shout out to the women working in store, they are our most important brand ambassadors as the faces of the company. After all, without them, no one would have weed!!



Happy International Women's Month! 💕


Stay tuned as we’ll be featuring the women that #BreaktheBias in the cannabis industry all month long. Follow us on Instagram @xodutchlove.