SoHo's licensed cannabis story starts, in large part, with Dagmar Cannabis. The shop opened at 412 West Broadway, between Spring and Prince Streets, on December 15, 2023, and its own site still calls it the first upscale cannabis dispensary in the area. What made it newsworthy at the time was not the menu, which Time Out New York noted would look broadly similar to any other licensed shop in the state, but everything wrapped around it: the building, the uniforms, the security approach and the founder's unusual route into the business.
A stylist's second act on West Broadway
Dagmar's founder is Jennifer Tzar, a professional stylist and photographer who, according to a January 2024 profile in the Tribeca Citizen, had lived in SoHo for about two decades. That article lays out her path plainly: she sold cannabis from a Northern California property, was arrested in 2009 after police responding to a building fire found roughly ten pounds, and later ran bars in Hudson and Los Angeles before returning to New York. Her conviction made her eligible for New York's CAURD licensing track, which prioritized people with past cannabis convictions. She received her license in April 2023 after winning support from Manhattan's Community Board 2.
The Tribeca Citizen described Dagmar as the first majority woman-owned cannabis business in the state, and other coverage at opening called it the first social-justice applicant to open after a court-ordered freeze on CAURD licensing was lifted. Tzar told the paper she was aiming squarely at the women of SoHo and Tribeca, including professionals who prefer a gummy after the kids are asleep.
Three floors, no fluorescent lights
The physical space is the headline. Dagmar occupies three floors of a former gallery, and opening-week coverage described stained-glass lampshades and bouclé lounge chairs in place of the wire shelving and harsh lighting common at early dispensaries. Time Out compared the concept to a turn-of-the-century apothecary and reported that staff wore branded cashmere sweaters with pencil skirts or trousers designed by a former Christian Dior and Halston designer.
Security was handled differently, too. Where nearly every applicant proposed armed guards, Tzar opted for a rope at the door, tight camera coverage and panic buttons, telling the Tribeca Citizen she did not want guns or intimidating men hovering around. For shoppers who find some dispensary entrances off-putting, that choice is part of the appeal.
From one SoHo storefront to three licenses
Dagmar is no longer a single shop. Its website now lists three New York City locations, each open 10 a.m. to midnight daily:
- SoHo: 412 West Broadway, (212) 933-4457
- West Village: 807 Greenwich Street, (646) 448-4698
- Williamsburg: 61 North 11th Street, Brooklyn, (917) 966-6011
The site displays three state license numbers (OCM-CAURD-23-000029, OCM-CAURD-25-000296 and OCM-RETL-26-000510), and its FAQ says the SoHo store operates under the first. Customer reviews posted on the Williamsburg page include a note welcoming the brand's move from SoHo to Brooklyn, while reviews across locations tend to praise friendly, knowledgeable budtenders.
Delivery minimums worth knowing before you order
Dagmar's delivery rules are more detailed than most, so read them before you build a cart. According to the shop's FAQ at the time of writing (October 2026):
- Delivery within SoHo has no minimum.
- Most of Manhattan south of 34th Street requires a $200 pre-tax minimum.
- Most of Manhattan from 34th to 110th Street, and parts of the East Side below 34th, require $250.
- A $250 minimum also applies to a long list of Brooklyn neighborhoods, from DUMBO and Park Slope to parts of Williamsburg, Bushwick and Bed-Stuy.
Delivery windows run from 10:30 a.m. to 10 p.m., same-day orders are accepted until 9 p.m., and deliveries can be scheduled up to a day ahead. Payment options listed are cash, debit processed as an ATM withdrawal, and DutchiePay. Pre-orders for in-store pickup must be collected by the person who placed them, with valid ID.
How to shop it
The online menu covers flower, pre-rolls, vaporizers, edibles, concentrates, tinctures, topicals and accessories, with a strain browser and staff picks. Dagmar does not publish a fixed brand roster, so check the live menu for what is in stock before going. If you are planning a gift, our gummies, chocolates and drinks roundup is a useful starting point, and our label-reading guide explains how to compare potency and test dates on the shelf.
The SoHo store is a short walk from the C/E at Spring Street and the 1 at Canal or Houston Streets, which makes it easy to fold into a gallery or shopping afternoon.
Why the timing of Dagmar's opening mattered
Dagmar's December 2023 debut landed at a pivotal moment. Through the late summer and early fall of 2023, a court order had frozen new CAURD openings while a lawsuit over the program played out, stranding dozens of licensees with leases and build-outs but no ability to sell. When the freeze was lifted, Dagmar was reported to be the first social-justice applicant to open its doors. Community Board 2's 2023 agenda materials list the application under the company name Robin Hood Cannabis LLC at 412 West Broadway, a detail that shows up if you dig into the public record.
The Tribeca Citizen treated the shop as a test case for its own neighborhood, asking whether a quiet, upscale, guard-free dispensary could serve as a model as Tribeca weighed cannabis retail of its own. That framing is a useful way to understand the shop's choices: the rope line, the cashmere, the low-key security and the gallery setting were designed to reassure a well-heeled residential neighborhood as much as to sell product. Dagmar's site says the stores are open 365 days a year, with abbreviated hours on some holidays.
The two newer branches give the brand reach beyond SoHo. The West Village shop at 807 Greenwich Street draws reviews that mention friendly, well-informed staff and a green color scheme, and the Williamsburg store at 61 North 11th Street sits near the Arlo hotel in one of the neighborhood's busiest nightlife pockets. Each location keeps its own phone line and email, and the brand runs separate Instagram accounts for the company and the SoHo flagship.
Who Dagmar suits
Dagmar is best for shoppers who care about the setting as much as the product, for anyone buying a gift, and for SoHo residents who can take advantage of minimum-free local delivery. Budget-focused buyers may find better everyday value at less design-driven shops, and delivery customers outside SoHo should factor in the $200 to $250 minimums. To weigh it against other downtown stores, start with our Manhattan shortlist or filter by neighborhood in High Today's listings. The official site is dagmarcannabis.com.