ELAINE LU
FOUNDER/CEO
Q: What inspired you to enter the cannabis industry?
A: After I survived cancer a few years ago, I decided to leave my big career at a Fortune 500 company. Even though I was a successful marketing professional for 15 years, I knew that my heart was not in the corporate industry anymore. I wanted my next phase in life to make more of an impact. That’s why when I had the opportunity to build a business in the cannabis industry, I wanted to make sure that I built an experience that would stand out from the rest! After learning that cannabis is not really as bad as society and the government wants you to think, I developed a vision to create something special in the marketplace that would change the bad reputation of cannabis.
Q: What makes ASHE different from the rest?
A: I built my company based on a social mission to redefine what it means to be a cannabis user. Every dispensary that I’ve ever been to felt as if I was going to jail or it was a place just for stoners. I get that cannabis stores have high security requirements but the store design and layout added to the feeling on uneasiness. At my first time checking out a cannabis store, I remember seeing an older couple standing in line waiting to purchase their medicine but they looked so uncomfortable to be there. When you shop at ASHE, we provide a welcoming vibe packed with comfortable seating areas plus many opportunities to stay and learn about the cannabis products from our knowledgeable staff.
Q: Who is the biggest influence in your life? Why?
A: I have many big influences in my life but in the past few years, I have really been influenced by NBA basketball legend, Kobe Bryant and his Mamba Mentality. Everything that Kobe stood for makes me want to be a better person or better version of myself. Each struggle that I’ve been through in life made me stronger and more confident of who I am. I even collaborated on the design for the 90-foot Kobe mural on the side of the ASHE building to memorialize his legacy.
Q: What is the best piece of advice that you've received?
A: BE YOURSELF. It’s a simple message but it’s one of the best advice that I have ever received in my life. I remember that the advice came from a random coworker who noticed that I was really down on this one particular day. At the time, I think that I was super sad about a boy or something. Anyhow, without saying or asking much about why I was sad, he simply handed me a sticker that said, “BE YOURSELF” and walked away. Funny thing is, I’ve kept this sticker for over 20 years and still follow this advice till this day. I just remember being so sad and feeling insecure about myself… like maybe I wasn’t good enough? Or pretty enough? Or fun enough? When I got the “BE YOURSELF” sticker, it just made me change my mindset to focus on being authentic and genuine. I focused on not caring what any person thought of me. If this guy didn’t appreciate me or see how awesome I was, then it’s his loss. Till this day, I apply this advice in friendships and even in my career. “BE YOURSELF” and be okay with that!
Q: Have you come out of the 'green closet’ with your parents?
A: Don’t tell my mom and dad but they actually don’t know yet. Lol. Growing up as a first generation, Chinese-American, my parents had hopes and dreams for me to get a career that they could brag about to their friends and our relatives. I’m pretty sure that they would frown upon my career choice. My goal was to bring them to see ASHE in person so they can see how owning a cannabis retail store is not a scary or bad thing. However, due to the pandemic, they have yet to travel to Orange County. Nonetheless, I feel very proud of what I’ve accomplished. Check back with me at the end of the year for an update on their reaction when they finally see it for themselves!
Q: What was your first job ever?
A: I got my very first job at 16 years old working at Chuck E. Cheese! I thought that it would be so cool to work at a place with fun games, cute kids and yummy pizza. However, I quickly realized that kids are really messy and I was responsible for cleaning up after them. Oh! Parents were the worst too. They were so demanding and stressed out. Maybe it was because their kids were trashing the place. Lol. Ugh, worse job ever.
Q: Where did you grow up?
A: I grew up in Sacramento, California in a place that hip hop musicians would rap about, Oak Park. Haha. It was a low-income neighborhood with drug dealers running the streets. As a kid, I was never allowed to go outside because it was too dangerous. I even remember drive-by shootings happening while I was growing up. My siblings and I grew up on food stamps; my parents didn’t speak English; and we each owned just a single pair of shoes.