The Friday wrap-up
Brett Heyman has been on my radar since she debuted her super-cute acrylic party bag line, Edie Parker, back in 2010. Those bags managed to be both fashion-y and cheeky at the same time, which is such an appealing combination. Now she’s expanded her reach to offer both cannabis and cannabis accessories—check out this amazing tabletop lighter, this polka dot bong, this balloon-shaped pipe. Let’s have a little chat with her, shall we?
You went from designing really fun party handbags to running a cannabis and cannabis accessory brand—that’s quite a pivot! What inspired it?
I always wanted to grow Edie Parker. What I think resonated with customers, in addition to the handbags, was our design ethos, ‘for a good time’. However, the obvious expansion categories for us—ready-to-wear, shoes, etc.—were already so saturated. At the same time, I was very excited about the so-called green wave of legalization that started in the West Coast. It took some time for cannabis to make sense as an extension of our brand, but we got there. We saw cannabis accessories as the bridge between our existing home accessories and the actual flower products. Cannabis accessories have historically been items to hide in a drawer or the back of your closet. Our goal was to destigmatize them by elevating them. Make them as collectible and giftable as bar accessories or any other lifestyle products.
How does one even go about starting a cannabis brand? The red tape must be endless.
ENDLESS!!! Painful. Too long to even go into. And it continues to be difficult. Each state has its own regulations on packaging, marketing, THC caps in some cases. It’s wild. We’ve gotten smart on issues I never knew existed. It’s constantly evolving and there is seemingly no relief on the horizon. But we believe in what we are doing so we keep going.
What’s the best part of being in the weed business? The worst?
The worst is working in a federally illegal business. We underestimated the resistance from a federal level to make any meaningful changes regarding cannabis prohibition. The best part is being a part of something that feels new and exciting. If it was easy, everybody would do it. And despite the challenges, in all the markets where cannabis is legal, it becomes one of the biggest job creators and revenue drivers in the market. Opioid use goes down. It’s a magical plant and we are proud to be part of normalizing it.
Would you say that your brand is targeted to female smokers? If so, what do you have in mind while creating products for them?
At inception the idea was to make something for female smokers. When we would go to dispensaries out West to see what was available, it was clear nobody was thinking about women. Everything felt masculine or medicinal. That said, over the past five years we learned that it’s not just women who are interested in a more elevated smoking experience. So now we design with all ‘smokers with style’ in mind.
Indica, Sativa, or Hybrid?
Indica for sleep. I love the flavor of our hybrid vape so I end up carrying that in my purse the most.
Do you think attitudes towards cannabis have changed in recent years? You’re definitely not a stereotypical stoner.
While attitudes have definitely evolved over the years, we are still facing a negative stigma in some cases that is hard to shake. Our goal is to help change that perception. We are a brand that people have known and trusted for nearly fifteen years. We are un-intimidating; we don’t focus on the highest potency THC or esoteric strains. We want people to have a consistent, positive experience, like any other consumer product that sparks joy in their lives. I don’t consider myself a stoner – I am a person who thinks cannabis enhances many life experiences – sex being a big one, but the list goes on…
Do you remember the first time you smoked weed?
Yes. With a boy I liked in high school. But it was a pretty negative experience.
Name three albums that sound better when you’re high.
Well, the thing about being high is – all your senses are heightened. So sound, smell, touch, taste are all better. So put your records on, enjoy.
What’s next for Edie Parker, and for you?
We are expanding our ‘Garden of Edie’ THC collection with the launch of our edibles, Seedies. We have been developing them for over a year and they will finally be available for sale in NY and CO this month. They are sweet ‘n sour, come in a reusable ‘bud’ vase, and are offered in three mouth watering flavors.
Thanks, Brett!
So much fun to read about The Paris Metro, a short-lived magazine from the 1970s for expatriate Americans.
“I opened my marriage. Maybe I should have had an affair instead.” Intriguing!
On Everything is Fine this week, we’re bitching about the weather—and other things—hopefully amusingly.
Over at 20×200, which is my favorite site for great art that doesn’t cost a lot, they’re offering 25% off of most everything; I own and love this piece by Jennifer Sanchez, but there’s so much more to check out. Today is economic blackout day, so if you’re interested in supporting that, maybe wait until tomorrow to buy anything. But I wanted you to know about this sale because it ends on Monday.
