Seaweed is a dispensary.
Seaweed, Rockaway Beach’s biggest cannabis dispensary opened its doors on December 20, 2025, at Beach Channel Drive 73-13 in Arverne. The moment you enter, it’s clear that the size of the dispensary was not the main focus. Seaweed created something that is far more difficult to duplicate than the square footage it has: an environment that feels as if it belonged to its neighborhood.
Interiors are designed to reflect what the founders call an “upscale coastal aesthetic”, with sandy colors, oceanic blues, wide sightlines, and beachy elements that create a space which is bright and inviting. There is no harsh lighting. No velvet ropes. Staff and customers are not separated by intimidating counters. There is a relaxed, friendly atmosphere where people over 21 can learn about cannabis and explore it at their pace. The staff are there to guide them.
It is less common than one might expect to find such intentional behavior in the legal cannabis industry, which has just begun its journey. New York’s dispensaries are multiplying rapidly, since adult-use permits were issued by the state. This growth brings a range of experiences – some clinical, others chaotic, while some focus more on selling product than helping the customer. Seaweed, on the other hand, is an intentional departure from that.
Adam Linet’s vision began long before his doors were opened. Linet quietly began laying the groundwork in mid-2021 as New York was moving towards legalizing cannabis for adult use. In mid-2021, as New York moved toward legalizing adult-use cannabis, Linet began quietly laying the groundwork. Seaweed became a household name after he and his Vino by the Sea team had gathered for a casual get-together. The location was on the coast. Easy. They owned it.
Linet remembers “i was hanging around with my team and throwing names about.” Seaweed was the name that immediately stood out as perfect.
The Office of Cannabis Management was consulted for more than 4 years, as were architects, contractors and landlords. Many aspiring New York operators never completed the long, winding path. Seaweed was able to. Every detail of that finished space shows the patient journey behind it.
Seaweed’s uniqueness isn’t just in its appearance or product range. The story behind its creation is what makes it unique.
Linet’s wife Sam along with friends Patti DiBart & Kevin Joyce formed an early founding group and took the decision to include the entire community in the project. They opened Seaweed to investment from the people around them—neighbors, friends and family members who had spent years together on the beach, at parties, at weddings, in the rhythms of Rockaway life. Today, more than 40 people in the Rockaway community own a stake in Seaweed, making it one the best community-owned businesses of New York.
Linet says that “in the post-Covidian isolation age, neighbors like one another and spend time together.” It’s an initiative that was born out of our love for the place we call home. We are all proud to be able to buy and sell Seaweed locally.”
Kevin Joyce brings 15 years’ experience as executive vice president at Citco Fund Services and 25 years in the public accounting field to his role as treasurer. Since 2015, Kevin Joyce has been an active member of the Rockaway Community. His expertise in finance and his neighborhood roots are a perfect combination for Seaweed. The money to start a marijuana store isn’t coming from the outside. This is an institution that was built in Rockaway by Rockaway residents.
The store reflects this collective ownership. Each design, each piece of copy and staff interaction were shaped by the community. Seaweed’s physical store was designed to reflect the online experience, including brand collateral and educational material. This created a smooth transition between in-store and online.
Consistency between the brand story and the in-store reality was never an afterthought—it was the foundation.
Entry into a market that needed a different kind of dispensary
Rockaway Beach was a truly complex time in New York’s cannabis scene when Seaweed arrived.
It was a young market, heavily regulated and still building trust with consumers. Legal cannabis choices were few in Rockaway, while informal and legacy channels enjoyed long-standing connections with buyers. Most residents are familiar with cannabis but have little understanding of what a licensed, compliant marijuana dispensary looks like.
New York’s strict regulatory regime made it extremely difficult to create a dispensary that had personality. Operators can be pushed into bland and generic presentation due to strict rules regarding advertising, the in-store environment, and communication with customers. This is not conducive to building loyalty. Seaweed’s founding team recognized that both the brand and compliance challenges were one and the same: how do you create something that is trustworthy, legal and still feels local?
The answer they gave was to let the brand be the key differentiator. Seaweed decided to focus on creating a community-based brand rather than just competing on the basis of price and product. Rockaway would own the dispensary and not just a dispensary in Rockaway.
Cannabis without the Fear
Seaweed has a diverse customer base. Veterans and longtime users are present, as well as curious newcomers who want to test the waters. Others are returning to cannabis after years of absence, and now feel comfortable revisiting it in a regulated, legal market. Others are locals stopping in after work, beachgoers wandering in from the boardwalk, or day-trippers the Rockaway community affectionately calls “DFDs”—short for “Down for the Dayers”—who discover Seaweed while visiting the peninsula.
Seaweed is the answer to their desire for comfort and clarity. Every interaction is centered on education. The products are described in simple language and organized to allow customers to navigate by style, comfort or occasion. No upsells are disguised as suggestions. There is no pressure on anyone to decide sooner than they are ready. Conversations that are honest and useful.
The educational materials in the store reinforce this approach. Cards and signage explain key concepts, product types, and effects in friendly, accessible language—the same tone that Seaweed uses online, in its blog, and across its social presence. Seaweed is quickly becoming a destination where customers feel at ease asking questions and bringing their friends to learn about cannabis. They also return as they gain more knowledge.
Shelves: What is on Sale
Seaweed offers a carefully curated collection of cannabis products, sourced from only licensed New York producers and cultivators. Seaweed’s full selection includes flower, prerolls and edibles as well as cannabis beverages, topicals, vapes and concentrates. The brands are constantly changing, so regulars can always see something new.
Linet’s curation is intentional, not exhaustive. Seaweed tends to choose brands that are based in New York, use small batches or crafts growing techniques, have a focus on cannabinoids and terpene formulations, and promote transparency. Linet used the same philosophy at Vino by the Sea where he gained a large following by supporting smaller producers.
He says, “As someone that also sells boutique wines and spirits in the store, it is great to see how our Seaweed clients gravitate towards some of micro and smaller producers.” Customers have always been eager to discover what we receive each week.
The team will often recommend low-dose cannabis drinks or edibles to new consumers. These are lighter formats, which allow for a more comfortable introduction. Pre-rolls work well in social situations and on beach days. Flower is a great choice for experienced customers who are sure of what they’re looking for. Flower offers a wide range of products, so there’s something for everyone.
Seaweed offers a line of merchandise, including accessories and apparel, that reflect its coastal aesthetic. Merch and accessories are available at the Seaweed store, online via Seaweed’s app or in stores.
Rockaway’s Soft Living
One of the more distinctive things about Seaweed is how it frames the cannabis experience—not as a recreational escape from everyday life, but as a natural, seamlessly integrated part of it.
What it is called has a deep impact on the brand “soft living,” A philosophy of low-pressure, intentional enjoyment that reflects the Rockaway lifestyle. This is cannabis’ equivalent to the Sunday farmer’s market, slow morning espresso, and end-of week decompression ritual. Seaweed is a great way to make cannabis feel as if it’s part of the world.
This local identity goes beyond the walls of the shop. Seaweed’s website features a Rockaway Beach guide that highlights the local food, places to visit, and culture. The dispensary is positioned as more than just a retail store in the region. Monthly “What’s Happening In Rockaway” is a social media series that highlights local events, community gatherings, seasonal highlights and the overall rhythm of Rockaway.
Seaweed is positioned in line with the industry’s trends. Cannabis is being incorporated into social occasions, wellness rituals and every day moments by more adults than ever before. The popularity of low-dose drinks and beverages that can be consumed in small amounts has grown because these products fit into daily routines. Seaweed is designed to be approachable, informative, and locally sourced.
Poseidon Club, Loyalty Feels Like Home
The Seaweed app offers a loyalty program called the Poseidon Club for customers who wish to develop a deeper relationship with Seaweed. This program provides exclusive member benefits and rewards, which grow as you visit. It is a great way to reward and recognize community members that have adopted Seaweed into their daily routine.
Seaweed’s app is at the heart of the Seaweed brand. The Seaweed app allows customers to browse through the latest product range, make orders in store for pickup or delivery and manage their Poseidon Club account all from one central location. Seaweed offers delivery within the permitted area of Rockaway Beach Queens and Nassau County.
Linet’s loyalty program is more than just retention metrics. Linet’s loyalty program is not just about retention metrics. It is also about creating the type of relationship that defines local retail. Cannabis, still a young industry, rarely has the opportunity to grow.
The New York Cannabis Story is Still being Written
Linet speaks candidly about the larger challenges New York’s cannabis operators face. Dispensaries are struggling to grow their businesses because of strict advertising restrictions, an uneven ecommerce platform, and the regulatory environment that is still developing.
He says: “I’m hoping that the legislation or lack of it will start to remove some of these barriers.” From onerous advertising regulations to cumbersome ecommerce, to a more convenient way to pay at the store.
He is optimistic and clear-eyed despite these headwinds. The next phase in New York’s marijuana market will be defined by community-based cannabis dispensaries that build loyal customers. Education and programming, he believes, will determine which businesses last.
As legalization becomes more established, “more adults that were initially hesitant become curious,” says he. They want to be guided and in a relaxed environment. People are interested in knowing what products they consume and which ones fit their lifestyle. “Clear, honest education is going to matter more andmore.”
Seaweed will continue to focus on its Rockaway roots and its future growth. It is also working with local businesses and community educators, expanding the education program and increasing its reach across Rockaway. The future holds multi-location expansion. As regulations allow, an event space is part of a longer-term plan.
Whatever comes next, it is clear that the Foundation was built and will be accountable for the people who use its services. Linet says that it is an honor to give those people who previously had to purchase cannabis under cover of darkness a more elevated experience.
Seaweed has been a hit with adults in Rockaway Beach and Queens County and is just beginning to catch on.