420 Girl – Jane West

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“We are encouraging women to come out of the woodwork,” said Jane West, owner of Edible Events Co. and founder of Women Grow. “We need their voice in this industry.” Women are not only jumping into an industry built by men and cashing in on the explosion of business opportunities that Colorado’s legalization of marijuana has created, they are also gentrifying and gentling pot’s testosterone laden image. That old stereotype of a woman in skimpy clothing suggestively holding a bong? So yesterday, these women say. They point to their classy websites and ads where women are depicted in business clothes, not bikinis, and the appeal is aimed more at the malbec and tapenade crowd instead of stoners. – The Denver Post