Viola Brands: The Heart Behind Every Village Brands Dispensary Shelf
Every great cannabis brand starts with a story, and few are as meaningful as the one behind Viola Brands. Before it became a name you’d recognize on our shelves, Viola was a grandmother. When you understand where this brand came from, you understand exactly why we carry it with pride at every Village Brands Dispensary location across Broadview, IL & Hoboken, NJ.
Viola Brands matters because it proves cannabis can be both deeply personal and professionally crafted. This isn’t a faceless corporate product churned out to fill a quota. It’s a brand born from family, built on purpose, and grown with intention. That’s the kind of story we believe in, and it’s why our menu looks the way it does.
The Woman Who Started It All
Viola Brands was founded in 2011 by Al Harrington and Dan Pemstein. Al is a former NBA player who suited up for the Denver Nuggets, but his path into cannabis had nothing to do with basketball and everything to do with family. His grandmother, Viola, was struggling with glaucoma and high blood pressure. Al encouraged her to try cannabis as a form of relief, and at first she resisted the idea entirely.
When she finally gave it a chance, the change was immediate. That moment became the spark for an entire company, and naming the brand after Viola herself was the only choice that made sense. By 2011, the first sales were underway, focused initially on serving people living with cancer and HIV. From those compassionate roots, Viola Brands expanded into the recreational market in Colorado, then moved into Oregon, and kept right on growing to markets like Hoboken, NJ.
A Brand That Builds More Than Product
One of the things we’re proudest to share about Viola Brands is its mission beyond cultivation. Since its earliest days, Viola has worked to build generational wealth in Black and brown communities, an effort that remains central to its identity. This is cannabis with a conscience, and it’s a perfect match for our own community-focused approach.
Since 2020, Viola Brands has launched in more than twelve different markets, including expansion into Canada. That kind of reach speaks to the quality and consistency behind every product. When you pick up Viola at one of our shops, you’re choosing a brand that has proven itself across borders while never losing sight of its founding purpose.
How Viola Connects to Village Brands Dispensary
Our story and Viola’s story are woven together. In 2019, Dan created Village Brands Dispensary, which began as a company acquiring licenses in limited market states. That was the start of the retail side of the business, and it grew out of a simple observation: big corporations weren’t truly connecting with the people they served. We’re multi-state, sure, but the goal has always been to feel “home to you.”
The name itself comes from the saying “it takes a village to raise a child.” That spirit of shared responsibility and care guides how we run our shops. Selling Viola Brands within our stores wasn’t a business decision so much as a natural extension of family. We’re not your ordinary flower shop, and offering a brand with this much heart is part of what sets us apart.
What You’ll Discover With Viola Brands
Whether you’re a seasoned consumer or stepping into a recreational dispensary for the first time, Viola makes a strong impression. We carefully curate our menu based on quality and experience, and Viola consistently earns its place. Here’s what makes it worth exploring across New Jersey & Missouri:
- Premium flower: Carefully cultivated and consistent batch after batch, ideal for both newcomers and connoisseurs.
- Purpose-driven values: Every purchase supports a brand committed to building wealth and opportunity in underrepresented communities.
- Trusted reputation: A name proven across more than a dozen markets and into Canada, so you know what you’re getting.
- Wellness origins: Rooted in real relief for real people, from cancer and HIV patients to a grandmother named Viola.
Come Experience Viola at Village Brands Dispensary
We invite everyone in to explore what Viola Brands has to offer, from locals discovering Hoboken to longtime cannabis enthusiasts and loyal Knicks fans alike. Our team is happy to walk you through the lineup, answer your questions, and help you find exactly what fits your needs.
Viola Brands isn’t just another product on the wall. It’s the foundation of who we are, a brand with a name, a face, and a mission. Stop by, say hello, and taste the difference that purpose makes.
