For Julia Fofanah, cannabis has always been more than consumption—it’s been ritual, reflection, and cultural connection. But in a market saturated with “luxury” brands that often lack depth and diversity, she saw a clear void. Where was the elegance? Where was the cultural nuance?
Julia set out to create what was missing: Sà Wea, a brand that blends luxury with cultural identity, elevating the cannabis experience for those long excluded from the narrative. As its founder, Julia is building more than a movement that destigmatizes cannabis and invites new consumers into the fold.
What core values guide your business? How do these principles reflect your personal values, and how do they influence your leadership?
Integrity, innovation, and inclusion are at the heart of Sà Wea. I’m committed to building a brand that delivers excellence while also amplifying underrepresented voices in the industry. As a first-generation Liberian American and single mother, resilience and resourcefulness are second nature to me. These values shape my leadership—I encourage creative problem-solving, ensure transparency in partnerships, and prioritize ethical sourcing, especially when working with Liberian artisans on our gemstone-embellished rolling trays.
“I’m committed to building a brand that delivers excellence while also amplifying underrepresented voices.”
Beyond financial success, what metrics or indicators do you track to ensure that your business growth aligns with your values?
While we’re still pre-revenue and focused on building our brand, I define success through impact: Are we sparking meaningful conversations? Are we staying aligned with our mission? On a personal level, it often comes down to reflection. Sometimes, it’s as simple as looking at a completed daily to-do list or acknowledging how far I’ve come. These small wins are indicators of alignment with our long-term vision.
How do you balance the demands of entrepreneurship with your physical and emotional health? What specific tools or practices have you integrated into your daily routine to maintain mental well-being?
Balancing entrepreneurship with well-being requires intentional effort. I prioritize mental health through mindfulness practices, journaling, and setting boundaries around my time. Being a mother has also taught me the importance of self-care so that I can show up fully for those I lead and love.
Can you share a significant life event that profoundly changed your perspective on leadership? How has it inspired the way you lead?
A former coworker once shared with me that when her daughter was having a bad day, she remembered advice I had given to her: to dress her best even when feeling her worst. It was a reminder to see greatness in the mirror, despite challenges. The fact that my coworker passed this advice to her daughter showed me how impactful my actions can be. People truly watch how you lead as much as what you say. This experience inspires me to lead by example every day.
How have your experiences as a parent or in other significant roles influenced your leadership style? What life lessons have you applied to your professional journey?
Motherhood has profoundly shaped my leadership approach. It has taught me patience, adaptability, and the importance of celebrating small milestones. These lessons translate directly into how I manage my team and build Sà Wea—nurturing growth while staying focused on the bigger picture.
What advice would you give to other women wanting to start or grow businesses in an intentional way?
Don’t think of yourself as a “woman entrepreneur.” You’re an entrepreneur—period. Although our personal challenges may vary, we all share the same inherent worth. Our collective responsibility lies in demonstrating our equality to the world as we strive toward a brighter future for all.
Julia is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.