Photo: Allyssa Bovasso-Pignataro
The New Jersey cannabis industry grows more and more each day and everyone wants a piece of the action, but only a few can actually make it to the finish line. Two years after the first recreational cannabis dispensary opened in the state, Franklin Township was graced with a dispensary unlike any other.
Timber 5, owned by Michael Bailey, Wesley T. Gaynor Jr. and Dr. Shawn Stokes, is a micro business with a mission to “curate a sophisticated and inviting space where cannabis enthusiasts and novices alike can explore, learn and indulge in the finest selection of premium cannabis products,” and it is evident the second you step through their front door.
Most dispensaries in the state, specifically multi-state operators (MSOs), do not give off a comforting, welcoming vibe, sort of like those tasteless modern style homes with zero personality, but Timber 5 does business differently.
“Traditionally, what you see when you go into dispensaries is the generic Apple Store type. We're not like that. We're totally, totally different,” said Bailey. “We want every customer, if they so choose, when they come in, to become a part of our family.”
The second you open the front door, under lit up, flashy signs, you are hit with a fresh aroma,
mixed with the smell of their cannabis products of course. Who is walking into a dispensary and doesn’t enjoy the smell of fresh flower anyway?
The earthy ambiance with the slow jam music serenading each customer as they browse lets them shop at their leisure, without feeling rushed to make a decision. “Come in here, be comfortable, ask questions, take your time,” said Bailey.
Photo: Allyssa Bovasso-Pignataro
Timber 5 has been up and running since April of this year, but it was not an easy ride. The state began offering priority applications for a cannabis retail license to increase opportunities in the industry for target communities, such as minorities, women, disabled veterans and people with cannabis convictions (expunged or not), according to the NJ Cannabis Regulatory Commission (NJCRC).
The cannabis industry is a hot commodity, especially here in the Garden State, and everyone wants a slice of the pie, or a hit of the bong in this case. Applications rolled in at extreme numbers and the NJCRC could not keep up. Gaynor compared this phenomenon to the Popeye’s chicken sandwich craze. “You have this new industry that you open up, and you have all of these different businesses going in for different types of licensing, but you don't have enough chicken sandwiches to feed them all. So then things get backed up,” he said.
The journey that got them to where they are now, described by Bailey as a “bumpy road”, requires a lot of time, finances and questions that come along the way. He mentioned that there was a lack of financial assistance from the state. “If we weren’t the type of people to think and plan for tomorrow, we would have never been able to do this,” he said.
“There was an image painted that these groups would have an opportunity at this capital to help carry them through and get them to a certain position, and when you step back and look at what was actually awarded, it doesn't reflect that,” said Gaynor.
But, after four years of determination and persistence, they are grateful to have their business open seven days a week despite these challenges. “We're not the kind of guys that are going to just give up. We're not starving, but we're not laying on the floor because we've had our bellies fall either, so we're right there in the middle,” said Bailey.
Both Bailey and Gaynor have career backgrounds that help the public in different ways. Bailey has worked for the Montclair Fire Department for 36 years and is a battalion chief. Gaynor has worked in the human services field, and most recently became part of an executive team for a nonprofit in Morris County that is the largest provider of shelter and affordable housing for individuals and families.
Bailey is not a consumer of cannabis himself, but wanted to be a part of this because he liked the challenge of growing a business, and the opportunity for minorities to get in on a micro level. “While I'm not a user of cannabis, I am aware of all the benefits of cannabis, how it helps people,” he said.
Gaynor is a connoisseur with the goal of eventually getting into cultivation and thought this was an opportunity that would not only be good for him personally, but for his family as well. “Once I realized that door was opening, I wanted to take full advantage,” he said.
Customer engagement means everything to them and their team. Both Bailey and Gaynor have their regulars that come in on certain days for their products, and to see them. A customer had come in to kick off their “stay-cation” and was so excited to see Bailey behind the counter. It was clear they enjoyed their products, and the people who sold them.
Photo: Allyssa Bovasso-Pignataro
Because the recreational cannabis industry is still new, in a way, many people are still slowly getting over the misconceptions about the plant, and are stepping out of their comfort zones to try cannabis products. The owners make it a point to hire budtenders from the community which helps customers feel more comfortable, and makes it easier to create those connections to build a loyal customer base.
“Our connection to the community is important,” said Gaynor. “I believe, generally speaking, people can make an intimate connection with people from the same community, generally. So that's a goal for us.”
They take pride in their products and training of budtenders as well. When new products come in, the owners have the companies come in to explain the product and its effects so they are better prepared to help new, and experienced, consumers have a smooth, enjoyable experience.
“I think they appreciate when you don't use the used car salesman approach, where you can just talk to them about it,” said Gaynor.
Dispensaries in New Jersey are only able to buy and sell products from cultivators in the state. To find the best of the best, there was a lot of research conducted to better understand these products and what consumers wanted, and it takes a lot of trial and error. As a mom and pop, they are looking to expand their stock and support small cultivators in the future.
Photo: Allyssa Bovasso-Pignataro
New Jersey is a place for cannabis advocates to come together and enjoy all that the plant has to offer, but the federal government is not a big fan. Since it is still classified as a Schedule 1 drug, there is no way to receive funding from the federal government. It also makes it difficult for business owners to receive loans from banks, and causes them to charge higher fees. The state has provided a round of funding for grants and assistance, but that is not the easiest to acquire either.
Aside from the financial aspect, it is widely known that cannabis is not harmful like other drugs that it is scheduled with, like heroin and LSD. There are still a number of states across the country where cannabis is illegal and criminalized as well. “You don't criminalize anybody getting a prescription for Oxycontin, and that's way more damaging to a person's physical, mental, emotional health than anything that anybody was selling at the dispensary,” said Gaynor.
If the plant was decriminalized on a federal level, it would also open up so many doors for dispensaries to carry products from other states, allowing them to have broader menus, and possibly lower prices.
In any type of business, there are always the good and bad days, but having the customers they have had since day one makes it all worth it for them.
As business continues to boom, Timber 5 hopes to eventually upgrade to a vertical license to be able to cultivate and open up more locations in the future. “We'd like to be out of the state. We'd like to become an MSO, like Ascend, Zenleaf, all the big companies. We would like to scratch that surface, and if we are fortunate enough to do that, then that would mean we are successful,” said Bailey.
Timber 5 is located at 695 Hamilton St Suite D, Somerset, NJ 08873.
See our reel on Instagram to get an inside look of the space.
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