In the latest episode of Branding Like a Boss, host Angela Pih sits down with Crystal Kitahara, co-founder and CEO of Yummy Karma, to explore the inspiring story behind one of the most beloved sister-owned cannabis brands making waves in the wellness space. With nearly a decade of experience and a passion for plant medicine, Crystal offers candid insights into her entrepreneurial journey, the evolution of her brand, and her vision for the future of cannabis wellness.
From Central Valley Roots to Industry Trailblazer
Crystal’s story begins in Fresno, California, where she was raised amidst farming on both sides of her family. Her early entrepreneurial spirit was evident from a young age, starting with a house-cleaning business called the “Cleaner Sisters,” where she creatively managed operations and profits. She pursued entrepreneurship academically at Fresno State, gaining foundational knowledge that would later influence her business ventures.
Her professional path led her through marketing internships and work with local news stations, where she honed her skills in advertising and demographic targeting. It was during this period that Crystal was introduced to cannabis through her clients—prop 15-era growers—leading her to explore the industry firsthand.
The Birth of Yummy Karma: A Personal Mission
Yummy Karma’s origin story is rooted in love and compassion. Crystal recounts how her mother was struggling with sleep issues, relying on medication that caused concerns about safety and falls. Recognizing the potential of plant medicine, Crystal and her sister collaborated with an herbalist to create a tincture called Drift Away, combining chamomile, lavender, magnesium, and melatonin for a natural sleep aid.
This personal connection fueled the brand’s mission: to create effective, discreet, and enjoyable wellness products that normalize cannabis use. Crystal emphasizes how early education on tinctures—an ancient, trusted remedy—was pivotal in shifting perceptions, especially among women who traditionally avoided cannabis.
Branding, Naming, and Design: Infusing Fun Into Functionality
Crystal highlights the importance of memorable branding and product naming. She shares her creative process, drawing inspiration from beauty and skincare industries, Sephora, and iconic brands like Kate Spade. For example, her team’s approach to product names like Peachy or Lights Out ensures they’re catchy and easy to recall for consumers.
The brand name Yummy Karma originated during her college days through a clever honor system juice cart project, where she combined spiritual elements with humor—using Buddha and Jesus imagery to promote good or bad karma. Nearly eleven years later, this playful yet meaningful name continues to resonate with her audience.
Rebranding as a Strategic Necessity
Crystal discusses the extensive process of rebranding Yummy Karma, which took over a year and was a significant investment. The goal was to create a cohesive visual identity that reflected the brand’s personality and values, moving away from inconsistent packaging that fragmented the brand’s presence in stores.
She emphasizes the strategic importance of establishing a clear brand voice, vision, and values before scaling. The rebrand also provided an opportunity to refine product offerings and streamline operations, ensuring scalability and quality as the company prepares for future expansion.
Operational Discipline and Strategic Focus
Recognizing the challenges of growth, Crystal underscores the need for disciplined operations. She explains how her team utilizes tools like the Traction and Rocks systems to set quarterly goals, maintain focus, and avoid distractions typical of entrepreneurial ventures.
She advocates for simplicity—rationalizing SKUs, managing inventory wisely, and conserving resources—especially in a heavily regulated industry. Crystal admits past mistakes, such as overextending product lines or rushing to market, and stresses the importance of patience and strategic planning.
Navigating Industry Challenges and Future Outlook
Crystal reflects on the recent industry downturn, which prompted her team to cut back, streamline, and prepare for growth. She credits her team’s resilience and the importance of data-driven decisions, pointing out that real profitability and sustainability come from focusing on core products and building strong relationships with retailers.
Looking ahead, Crystal is optimistic about the company’s trajectory. She discusses upcoming product launches under her other brand, High Gorgeous, and her plans to rebuild social media presence, including launching a new Instagram account after losing access to the previous one. She emphasizes the importance of patience, consistency, and strategic branding in navigating the rapidly evolving cannabis landscape.
The Power of Purpose and Personal Values
Throughout the interview, Crystal’s heartfelt commitment to wellness and community shines through. She speaks about the significance of protecting her brand, serving her consumers, and making a positive impact through her products. Her emphasis on transparency, team empowerment, and continuous learning underscores her leadership philosophy.
Fun Finale: A Cannabis Superhero Alter Ego
As a lighthearted closing question, Crystal shares her imaginative cannabis-themed superhero alter ego: a vibrant, fluffy, flowered rave outfit that grants her the superpower to eat whatever she wants without gaining weight. Her playful persona reflects her colorful, creative approach to life and business—embodying the fun and feel-good spirit that Yummy Karma promotes.
A Legacy of Love, Innovation, and Discipline
Crystal Kitahara’s journey demonstrates that building a successful cannabis wellness brand requires passion, strategic discipline, and a genuine desire to serve others. Her story inspires aspiring entrepreneurs to stay focused, honor their values, and approach growth with patience and purpose. As the industry continues to evolve, leaders like Crystal exemplify how authenticity and innovation can create lasting impact.
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