Baltimore-born and -raised, Ariel Mitchell has a background that’s taken her from customer service and education to freelance photography and, most recently, the Cannabis industry. She brings a certain drive and inspiration to the Cannabis world that reflects on her interactions with people inside and outside the dispensary. Passion is critical in this industry, and Ariel brings that energy to everyone she interacts with. Follow her on Instagram @amitchell.photo.
What specific aspects of the Cannabis industry have you found most inspiring?
Helping people and the sense of community are the strongest driving forces for me. I just hit a year in the industry in January, and that feeling is still so strong. Meeting and connecting with people in the industry who share the same love is exciting to me. I’ve always been driven to helping people, so I love that I’ve found that here and can educate others.
How do your creative hobbies like crocheting, drawing and writing influence your approach to life, problem-solving and generating new ideas?
It allows me to put a different spin on things in life. I’m constantly looking for ways to make things more creative, interesting and approachable — even the little things, like making sure the store has decorations and organizing products in a way that is fun for everyone. Adding that whimsical touch on things makes me feel nice when the world can be crappy sometimes. I made all of my coworkers crochet frogs for Christmas, and it made me and everyone really happy.
My brain is always running a thousand miles a minute, stemming from my ADHD. Random ideas pop into my head; hearing music inspires me to create as well. Current Joys has been on repeat lately, and it’s a great time of year for his music. It can be kind of sad at times, but this can bring out creative energy and push me forward.
Do you use social media to promote your photography or other creative work? If so, what strategies did you find effective?
I have struggled with promoting myself for sure. It’s a balancing act to find time for freelance photography while also maintaining the same energy at work. I feel like consistency works the most with social media, along with trying to do something different than everyone else. People get caught up in trends on social media, and then before they know it, that trend is over. Trying to come up with content that no one has seen before is my intention.
What does making a difference in the Cannabis industry mean to you?
It starts in small corners. For example, you may have a transaction with someone who has no clue about Cannabis, but you spend time explaining different facets of the plant to them, and it’s extremely rewarding. The feeling of seeing someone walk out with confidence in their purchase is priceless. You know that they will be more confident moving forward, and you are a big part of that empowerment. No matter what age people are, I find that everyone occasionally has the same questions, so I love using my knowledge to help them make future decisions.
Cannabis marketing often involves visual storytelling. How would you use your photography skills and creative eye to create compelling content for social media?
I have noticed a strong focus in the Cannabis industry on advertising the products, but a lack of advertising people using the products. I know legally that can get a little fuzzy, but connecting the community into your marketing is a great way to show people how things can be used that they wouldn’t expect. This encourages people to want to recreate their own story with products and use them in different ways.
In your bio, you mentioned a passion for helping people in the Cannabis industry. Can you describe a challenging situation you encountered with a patient or customer and how you used your skills to resolve it?
I had a customer come in who had never dabbed before, so I walked her through the whole thing, and thankfully we had a rig on display. I explained how everything works, the different components of a dab rig and how to use them. She ended up purchasing everything I recommended, and I told her to watch some YouTube videos before she actually tried it out. A week later, she came back and was really excited about her first dabbing experience.
What are your thoughts on the role of social media in destigmatizing Cannabis use and promoting responsible consumption?
The Last Prisoner Project is doing a great job breaking some of the stigma surrounding Cannabis. I love seeing when they post the stories of people getting released from prison, and I tell people about it all the time. A lot of people don’t realize how many people are still in prison for Cannabis, and it helps spread awareness on those stories.
