After navigating years of regulatory challenges, "Tokey the Bear" is set to welcome customers to Boonton's first retail cannabis shop. Boone Town Provisions joins the more than 100 cannabis dispensaries already operating in New Jersey.

A Family Venture

Montville resident and PTA mom Jamie Singer partnered with her brother-in-law, Justin Singer, an attorney specializing in the cannabis industry. His expertise was crucial in navigating the regulatory landscape, which favors local female or minority candidates.

"There have been challenges, but it's so rewarding pioneering this new industry," Jamie Singer said. "The prohibition in our state has ended, so we have a great opportunity to build this up at the ground level. It's very, very exciting."

With a background in advertising sales, Singer embraced the burgeoning cannabis industry at an ideal time. "I've spent most of the last 10 years raising a family and serving as a volunteer for community events and schools," she said.

Overcoming Local Hurdles

The Singers faced local opposition in their initial attempt to open a dispensary due to parking and residential concerns. However, they found an ideal location on after being contacted by the building owner.

"This is so much bigger, so much better," Jamie Singer said. "It's right on a main road, and there's plenty of parking."

Thus, Boone Town Provisions becomes the latest addition to Morris County's growing list of dispensaries since New Jersey legalized marijuana in 2020.

Destigmatizing Cannabis Use

Jamie Singer aims to destigmatize cannabis use, emphasizing health and wellness. "We encourage health and wellness," she said. "I'm a PTA mom that anyone can understand. This doesn't have to be what maybe you thought of it in the past. There's a lot of benefits, there is dosing data, and it's all regulated and third-party tested."

Grand Opening

Following a soft opening last week, the shop will host its official grand opening on Sunday. As Daily Record reported, the 6,500-square-foot former industrial building has been transformed into a modern retail space with an outdoor theme. Inside, the grizzly-bear-sized Tokey statue holding a sign that reads, "Where there's smoke, there's fire," has become a popular selfie spot for visitors.

The grand opening will feature live bands, product discounts, free food and drinks, gifts for the first customers, and giveaways from vendors including the TerrAscend (OTC:TSNDF) cannabis grow facility in Boonton Township.

While smoking is prohibited inside and outside the shop, the event promises to be a fun and engaging experience for attendees. Tokey the Bear, resembling a certain famous forest fire-fighting bear, serves as an indoor attraction to promote the shop's outdoor and camping vibe.

"We're just having some fun and people are already connecting with it," Justin Singer said.