“Women in Cannabis: Ri Tokes”

Ri Tokes Is Shaping the Future of Weed in NY—On Her Own Terms

Words by Penny Piper. Photo provided.

When I first connected with Riana Lynn Piccarillo, I knew immediately that she was bringing something powerful to the cannabis space—something rooted in lived experience, deep knowledge, and straight-up fire. She’s been working with the plant for over 26 years, with the last four years spent on the legal side of the industry in New York. Now, she’s launching Tokes On NY, a brand and a podcast that are all about education, experience, and community.

I caught up with Riana to talk about what it’s like building a business in a still very male-dominated space, why New York consumers are different, and what it really takes to survive—and thrive—in this industry.

RRX: Riana, you’re launching not just a brand, but a podcast too. What’s lighting the fire under you right now?

Riana: Oh man, a few things are lighting my proverbial ass up! I’ve been doing this for 26 years, and in the last four years on the legal side, I’ve really come to understand what New Yorkers want when it comes to cannabis. Our market is totally unique—people here are going through so much. Helping them see that the plant can help reset them to a healthier baseline has become one of my biggest missions.

I call it experiential consumption. Basically, it’s about consuming intentionally—creating a specific experience based on the context of your day. Are you having a rough time? Feeling stress, pain, anxiety? Once you understand that, you can decide how you want to interact with the plant.

Tokes On NY, the brand, is designed to help people adjust to those shifts in their day. And the podcast? It’s about celebrating the community—highlighting who’s really here, sharing knowledge, and making it fun. Because at the end of the day, this industry needs three things: education, experience, and community.

RRX: You and I both know this space can still feel like a boys’ club. What’s it been like for you as a woman carving out your own lane?

Riana: Yeahhh… the dudes. I’ve had a lot of moments where I wanted to scream. I’ve dealt with sexism, sexual harassment, and even some mild sexual assault. It’s wild out here. People need to learn boundaries—especially when women are here to work.

The bigger issue, though, is that when you’re not “one of the boys,” you’re the outlier. You make people uncomfortable. And that means your voice often gets dismissed—even when you’re the most knowledgeable person in the room.

Just last week, a guy on a call referred to me as a “girl.” I’m turning 40 this year—I haven’t been a girl in a long time. But also, what do my lady parts have to do with my brain? One came from the universe. The other came from years and years of study and hustle. I’m no girl—I’m a legend in the making.

This industry has kept women out of grows and out of leadership for decades. And it’s wild when you think about the fact that we’re all working with a female plant. Who better to understand her than another woman?

 RRX: That’s powerful. Let’s talk licensing for a second. It’s no joke here in New York. What’s been your biggest challenge—and what’s one victory you’re proud of?

Riana: Honestly? Just applying was a huge victory for me. I went through the OCM SEE Mentorship program and got a guaranteed review. I’m not rich—I’m actually pretty broke—so I made the choice to hold off on applying for the license I really want, which is for cultivation. That’s my dream.

I didn’t want to risk everything too early, so I stayed patient. I started working with Jaunty as their Upstate Account Manager, then moved to Highline where I worked my way up to Sales Director. I just left a few weeks ago to chase this dream full-time.

Right now, I’m praying I can afford packaging when the time comes. But still—I applied. That’s something.

RRX: So with all this in motion—what kind of energy do you want your brand to put out into the world?

Riana: Positivity and connectivity. Life’s been hard, but I’ve held onto that lightness that keeps things fun. I want this brand to bring joy, education, and some really good weed to the table. That’s it.

RRX: Last one—and I ask every woman this: What’s something you wish someone had told you before you started? And what advice would you give the next woman following your path?

Riana: Don’t trust too easily. And if you can, build your name before your brand. I got burned early on in NY, and it took a serious toll on me. You’ve got to take your time getting to know people—not everyone deserves access to your energy.

Also, don’t lose yourself in the work. I know it’s exciting, but it’s still a job. And you need people around you who are good to you. Tokes On NY, the brand and podcast, aren’t just mine. I’ve got amazing people helping me build this dream.

My partner Jenni is my ride-or-die for both projects. I try to tell her all the time how much she means to me. I’ve also got a few other beautiful humans in my corner, and I feel truly blessed for the community I’ve found here in New York.

So, to the next woman? Take your time. Don’t get discouraged. Don’t let any man yuk your yum. And above all—stay true to yourself. That’s your superpower.

Riana’s Shout Outs:

Lex (Jaunty), Lexi (Heavy Hitters), Nick (Jaunty), Rob (Ayrloom), Alysia (Legacy), Brandi (Alchemy Pure), Jenni (Puff, my ride or die), Erin D (BFF4Lyfe), Liz B (my sister from another mister)—thank you. Y’all keep me going.

RRX: Riana, thank you. For your voice, your truth, and your vision. You’re not just launching a brand—you’re helping shape a whole new culture for cannabis in New York. I’m so honored to share your story.

Stay tuned, folks. Tokes On NY is just getting started.