Yerba Buena & The Brito Family: How This Dominican Power Couple is Elevating Brooklyn's Cannabis Scene with Culture and Community
THE OG SOCIAL NETWORK PODCAST on January 12, 2026
By Michael "PoppaDukes" Serrano
When Doralyn De Dios Brito and Diógenes Brito opened the doors of Yerba Buena on March 6, 2023, they weren't just launching another dispensary, they were making a powerful statement about representation, justice, and the future of cannabis retail in New York City. This Dominican power couple, along with industry veteran and license holder Jillian Dragutsky, chose Women's History Month for their grand opening, and that timing wasn't coincidental.
Located at 292 Atlantic Avenue in Cobble Hill, Brooklyn, Yerba Buena has quickly become more than just a place to purchase cannabis. It's a community hub, a wellness destination, and a testament to what happens when passion meets purpose in the rapidly evolving cannabis landscape.
From Legal Defense to Cannabis Advocacy
Doralyn's journey to cannabis entrepreneurship reads like a social justice success story. As a former criminal defense attorney and prosecutor, she spent years defending community members who were prosecuted for cannabis offenses before legalization. This experience didn't just give her legal expertise, it fueled her determination to ensure that those who were once criminalized could benefit from the very industry that previously targeted them.
"Cannabis prohibition disproportionately affected our communities," Doralyn explains. "Now that it's legal, we have a responsibility to make sure those same communities can participate in and benefit from this new economy."
Meanwhile, Diógenes (Dio) brings his tech background and user experience design expertise to create welcoming spaces that feel more like elevated retail experiences than traditional dispensaries. His focus on user experience design ensures that every customer, whether they're cannabis newcomers or seasoned enthusiasts, feels comfortable and informed.
A Mission-Driven Approach to Cannabis Retail
What sets Yerba Buena apart in Brooklyn's competitive cannabis market is its unwavering commitment to education, wellness, and community empowerment. This isn't just marketing speak, it's woven into every aspect of their operation, from their carefully curated product selection to their highly trained staff.
The dispensary employs Justino Rodriguez, an academic with degrees in cannabis science, who trains staff to provide customers with accurate, scientific information about how cannabis affects individuals differently based on their unique endocannabinoid systems. This educational approach means customers leave not just with products, but with knowledge about how to use them safely and effectively.
Yerba Buena's product lineup reflects their holistic approach: premium flowers, pre-rolls, vapes, edibles, concentrates, tinctures, and topicals, all carefully selected to meet different wellness needs and experience levels. But it's their approach to customer service that really sets them apart. Their knowledgeable staff takes time to understand each customer's goals, whether they're seeking pain management, anxiety relief, better sleep, or creative inspiration.
Cultural Pride Meets Cannabis Culture
Dominican heritage isn't just part of the Brito family's background, it's central to Yerba Buena's brand identity and atmosphere. The dispensary embodies the warmth and hospitality that defines Dominican culture, creating an environment where customers feel welcomed rather than rushed through a transaction.
This cultural connection extends beyond aesthetics. The Britos understand that cannabis has deep cultural roots in many communities, including their own, and they're committed to honoring those traditions while educating customers about modern, regulated cannabis use.
"We frame cannabis as 'a spice' that enhances self-care routines when used intentionally and moderately," explains Doralyn. This perspective positions cannabis alongside other wellness practices rather than as solely recreational, helping to destigmatize use while promoting responsible consumption.
Addressing Industry Underrepresentation Head-On
The cannabis industry still has significant representation challenges. Black and Latino entrepreneurs remain underrepresented in cannabis ownership and executive positions, despite being disproportionately affected by prohibition. Yerba Buena represents more than just business success, it's proof that minority-owned, family-owned, women-owned businesses can thrive in this space.
The fact that Yerba Buena is women-owned in an industry where women account for only 39% of cannabis executives makes their success even more significant. Doralyn and Jillian are showing other women, particularly women of color, that leadership positions in cannabis are not just possible, but essential for the industry's future.
Community Leadership Beyond the Dispensary
Yerba Buena's commitment to community extends far beyond their retail operation. They regularly host events that celebrate and support women entrepreneurs in cannabis and wellness. Their Earth Day 2025 event, "Women Who Give Un Chin Más," celebrated community leaders who embody impact across cannabis and community leadership.
These events aren't just networking opportunities, they're platforms for education, empowerment, and building the kind of community connections that help marginalized entrepreneurs succeed. Doralyn and Dio understand that lifting up other business owners strengthens the entire ecosystem.
The dispensary also serves as a wellness destination offering services like CBD massages and product demonstrations. Their grand opening featured these wellness installations, immediately signaling to customers that this wasn't your typical dispensary experience.
Setting New Standards for Cannabis Retail
Yerba Buena operates 10 AM-9 PM Sunday through Thursday and 10 AM-10 PM Friday and Saturday, ensuring accessibility for working professionals and weekend visitors alike. But it's not just about convenient hours: it's about creating a retail experience that feels elevated, educational, and empowering.
Their high-end dispensary approach emphasizes mindfulness and education over quick sales. Customers are encouraged to ask questions, learn about different products, and make informed decisions rather than impulsive purchases. This approach builds long-term customer relationships and promotes responsible cannabis use.
The success of their Cobble Hill location has paved the way for expansion, with a Williamsburg location coming soon. This growth represents more than business success: it's proof that the community-focused, education-first approach resonates with Brooklyn cannabis consumers.
The Power of Partnership
The partnership between Doralyn, Dio, and Jillian Dragutsky demonstrates the power of combining diverse expertise. Jillian brings over a decade of operational expertise in the cannabis industry, providing the business foundation that allows the Britos to focus on community impact and customer experience.
This collaborative approach has created a business model that other entrepreneurs can learn from. By combining legal expertise, design thinking, and operational experience, they've built something that serves customers while advancing social justice goals.
Looking Forward: The Future of Inclusive Cannabis
As Yerba Buena continues to grow and expand throughout Brooklyn, they're not just building a business: they're building a movement. Their success proves that cannabis businesses can be profitable while maintaining strong community connections and social justice commitments.
The Brito family's story resonates because it represents hope for true industry transformation. When cannabis entrepreneurs prioritize education, wellness, and community empowerment over quick profits, everyone benefits: customers get better service, communities get economic opportunities, and the industry moves closer to the inclusive future it promises.
Yerba Buena isn't just elevating Brooklyn's cannabis scene: they're showing the entire industry what's possible when purpose meets passion. In a market often dominated by corporate interests, this Dominican power couple and their team are proving that family-owned, community-focused businesses can compete and thrive while staying true to their values.
For anyone interested in the intersection of cannabis entrepreneurship, social justice, and community building, Yerba Buena represents a blueprint worth studying. They're not just selling cannabis: they're building the kind of inclusive, educational, community-centered cannabis culture that benefits everyone.
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About the Author: Michael "PoppaDukes" Serrano is the executive producer and host of The OG Social Network Podcast. A life-long New Yorker and cannabis advocate, PoppaDukes is educating his community about cannabis, politics, and culture.
