In a recent episode of Branding Like a Boss, host Angela Pih sat down with Lulu Tsui, co-founder of On the Revel and the visionary behind the Revelry Buyers Club — one of New York’s most influential cannabis industry gatherings. Tsui shared her unique approach to industry building, emphasizing the importance of community, authentic connections, and intentional event design over traditional branding methods.
From Tech Roots to Cannabis Community Building
Tsui’s journey began in 2016, originally forming the Cannabis Tech Group with her co-founder Jacoby, after meeting at a 420 party. Both came from tech backgrounds and sought to bring transparency and genuine conversation to New York’s emerging cannabis scene. Their initial meetups aimed to break down gatekeeping and foster a community where real operators could share insights and resources.
“New Yorkers do business differently — they want to meet face-to-face, shake hands, and build trust,” Tsui explained. Their early efforts focused on hosting small, intentional gatherings that prioritized community and education, quickly earning praise for providing a platform where attendees could ask questions and gain new perspectives.
Creating a Space for Industry Growth
As New York’s cannabis market opened in 2021, Tsui and Jacoby saw an opportunity to connect brands directly with retailers and operators. This led to the creation of the Revelry Buyers Club, a curated event that brings together hundreds of buyers and brands in a lively, community-driven environment. Their first major event in a basketball court at City Tech drew 65 brands and most of the 44 retail license applicants, setting the stage for ongoing growth.
“New York is electric — either you jump on that circuit or you miss out,” Tsui said. Her deep roots in the city’s fashion and beauty scenes inform her understanding of New York’s fast-paced, relationship-focused business culture. She emphasized that her team’s operator background and design thinking approach help craft curated experiences centered on personas, ensuring each event is tailored to attendees’ needs.
Community, Authenticity, and Inclusivity
Tsui is firm on maintaining an inclusive, respectful environment. Her team employs a “fuck yes” and “fuck no” list, welcoming those who show authenticity and professionalism while disallowing disrespect. For her, revelry isn’t just about trade; it’s about celebration, good vibes, and meaningful connections.
“People come to our events to listen, learn, and meet amazing people,” she said. “It’s not about showing up big, but about showing up with heart and intention.”
She advocates for small, community-oriented gatherings that reflect New York’s ethos of intimacy and authenticity. Her approach intentionally avoids gatekeeping, inviting anyone who is genuine to participate.
Scaling with Heart and Purpose
Looking ahead, Tsui and her team aim to scale without losing their core spirit. Their success stems from a model of reinvesting profits into future events, avoiding reliance on external funding, and prioritizing pillars of community, fun, and education. She emphasized the importance of supporting her team, fostering a positive environment, and maintaining the industry’s long-term health.
In-Person Connections in a Digital Age
Tsui highlighted the vital role of in-person events amidst a digital landscape increasingly dominated by virtual interactions. She sees human connection as essential, especially in an industry where trust and tactile experiences—like touching a flower or smelling a product—are crucial.
“Social anxiety and loneliness are real issues,” she noted. “In-person gatherings help rebuild community bonds and create the trust necessary for business and cultural growth.”
A New Model for Cannabis Industry Events
Tsui envisions Revelry evolving into a multifaceted community that blends cannabis, lifestyle, art, and design — not just a traditional trade show. Her goal is to create spaces that feel inclusive, celebratory, and rooted in authenticity, reflecting the vibrant, diverse nature of New York.
“We want to build something we love to attend — where people can laugh, connect, and enjoy good products,” she said. “Cannabis isn’t just the exception; it’s becoming part of the norm.”
As the industry matures, Tsui’s approach offers a blueprint for meaningful growth—centered on community, authenticity, and thoughtful design—driven by a deep understanding of what makes New York truly special.
