Lethbridge’s Gold Standard Recreational cannabis store


O


xford Dictionary describes the entrepreneur as “a person who takes financial risk in order to


organize and operate a business.” After opening in Lethbridge in November of 2018, Twenty Four Karats has attained multiple Best of the Best awards through a dedicated staff, team work, community involvement, and most importantly our valued clientele, which has made them Lethbridge’s Gold Standard Recreational cannabis store. Twenty a four Karats, located at 2220 5th Ave South in Lethbridge, opened during the initial legalization phase and Pan said it was a challenge for the 100 percent locally owned business. “We were certainly fighting to get into the market as soon as possible. At the same time, we wanted to make sure that we provide the most valuable products and the best services to our customers. There was not enough product, and all the stores across Alberta were fighting for the limited supplies. Under this circumstance, we started operating; we built a great team and structured business. It wasn’t easy and we strive to continue to build a good reputation within the community. “ “We took a lot of risks and the reward


so far has been worth it. “ said Twenty Four Karats owner Edward Pan. “ As every-day goes by we get more legalized products, more producers, more craft growers and more people getting involved.” It’s that expertise, variety and excellent service that has earned Twenty Four Karats the Lethbridge Sun Times Best or the Best Awards in 2019 and 2020. Twenty four Karats also looks to educate people about cannabis, about “weed” to


fight against the stigma attached to cannabis users and cannabis products. “Some people think it’s an illicit drug, but we have tried to change their perception by providing more educational information. There is a history and a culture here, of which lasted many years. Dating back from the 70’s there was history and in the 1800’s there was a past of cannabis existing for medicinal purposes. It was a hidden culture and it’s been challenging to manage it as a retail business,” said Pan. To navigate those challenges, Pan surrounded himself with a knowledgeable, dedicated staff “I had to find a team that wanted to work with the store and build the store and I have found a passionate team,” he said. “We have team members specializing in different areas. They educate our customers, help new users to find the right products, build good relationships with the LPs, organize charitable events like donating to the local food bank and sponsoring local hockey teams to give something back to the local community. I am thankful for our community for supporting us , and very proud of our 24Karats team.” “How do we continue growing the


store? It’s not just me, it’s the whole team that puts their minds together and works to build this store. “The development of Twenty Four Karats is reflected through their customers’ feedback and the job positions they have offered. Twenty Four Karats currently has more than 15 staff members and have been working with many local businesses in various areas. There are more career opportunities for people who have received their QCW


Four Karats owner Edward Pan and wife Jing Jing.


(Qualified Cannabis Worker) certificate. “Twenty Four Karats always welcomes new staff to join us” the owner said. Like many businesses, Twenty Four Karates took a downturn with the COVID-19 pandemic, Pan says they continue to press on. “It’s another challenge in our life. We continue moving forward. COVID-19 has put a dent into our business and made some changes in our life. People have to wear a mask and constantly hand sanitize.” As Twenty Four Karats continues to


grow, Pan believes in Lethbridge’s burgeoning economy of entrepreneurs. “As entrepreneurs we do a lot of change for the way we shape the community. We try to break away from traditional business, especially in the cannabis industry. It’s something new and it’s not easy being an entrepreneur. It means long days and hard work. Sometimes you look at it when you’re done and say to yourself “it’s a job well done” giving yourself and all involved a pat on the back saying “we did a great job”. Even though we’re a small business, we have got a lot of support from the community, staff members and families. I truly appreciate it. “We want to continue to be the best of the best with the help of our lovely community and valued staff.”


12 • Lethbridge ENTREPRENEURS


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