Women to Watch: Angela Augustine
High Profile Cannabis Shop has become one of the premier dispensary brands in Missouri. Owned and operated by C3 Industries, a multi-state operator with operations in Massachusetts, Michigan, Missouri, and Oregon. The company has built a strong following and name recognition in the cannabis industry, but much of its retail success in Missouri can be attributed to Regional Retail Manager, Angela Augustine.
Augustine oversees all retail operations in the state, under her leadership, High Profile has opened 5 dispensary locations in Missouri: Cape Girardeau, Columbia, St. Charles, St. Robert, and Sunset Hills – all in the last year.
“It has been amazing. This was my first startup opportunity, and I couldn’t have asked for a better place to land,” Augustine explained.
Prior to C3 Industries, Augustine spent over a decade with Gamestop where she oversaw retail operations in districts located in Kansas, Missouri, and Illinois. During her time there Augustine opened 113 stores across 32 states over five years.
So how did she find cannabis?
“I wasn’t really looking for cannabis, it found me,” she explained. “I believe in the mission that C3 is on. I was super excited to take on the challenge to lead the launch of our five retail locations in Missouri.”
Augustine is a warm personality who cares deeply about the people in her operation. Her laugh is as infectious as it is disarming. But even more than her demeanor, when she speaks it becomes apparent why employees and corporate leaders alike have so many glowing things to say about Augustine.
“One of my favorite sayings, something I try to remember is something Dolly Parton said, ‘If you see someone without a smile, give them one of yours.”
That attitude seems to resonate through everything with Augustine. A self-described nerd, whose passions in life are family, music, and work, she is quick to push the spotlight toward others. Being named as one of Greenway’s Women to Watch, our interview centers on Augustine herself, but she pointed out – on a few occasions, that her success is built by her team. “I have exceptional store managers and I couldn’t do it without them,” she said. “We are creating an environment that everyone feels included. High Profile welcomes everyone to the table and I’m passionate about fostering that environment.”
“The people, the environment and culture, and that we are building this thing together, are what make High Profile special. I love the culture, this is exactly where I’m meant to be.”
Her passion and expertise helped to guide High Profile through a tumultuous period, as the world was adjusting to a pandemic, Augustine and her team were working to launch businesses around the state. “Like everyone else, we faced problems and construction delays. It took a lot of hard work with a ton of challenges, but we did it and it was fun.”
What is it like being a woman in your field?
“I haven’t really thought about it. I have always worked extremely hard to ensure that my results spoke louder than anything else. I do struggle with the occasional imposter syndrome. I have had a lot of mentors both male and female that have helped me work through that. I find it rewarding to pay it forward to other women that I work with daily, hoping to give them the confidence to take their career next level.”
What advice or encouragement would you give to other women in the cannabis industry?
“Do it. Don’t be afraid to let your voice be heard. It’s a new industry put the work in and pave your way,” she said.
“I’m super proud of myself for taking a leap out of specialty retail into the unknown cannabis world and I feel like I’m just getting started.”
One of the questions we often ask is why someone chooses cannabis, Augustine’s response was a memorable one.
“If you had asked me before, ‘Why cannabis?’ I would have said, ‘Why not?’ Today I say – I couldn’t imagine working anywhere else. I love the way my team works with our patients. The love and support this community has for each other, it’s amazing. Cannabis challenges me daily.”