BY AMBER DORSEY
When it comes to creativity in cannabis, we often see it applied to packaging and the occasional marketing campaign, but none of that is really geared toward the stylish stoner who happens to be of the fem persuasion. Cannabis is not a monolith, and neither are those who consume it in its many forms. We have since learned that women make up a large percentage of cannabis consumers. And while it feels like the majority of brands dominating the market are created and operated by men, there are several women owned and operated brands that are making waves by consistently creating new and innovative products within the industry.
In the beginning
Enter Edie Parker- the fun loving brainchild of Brett Heyman, a brand that began as a handbag and accessories company. As their niche within the luxury handbag space grew successful, the question of what’s next came into play.
When the cannabis industry began its big boom in the mid 2000’s the women at Edie Parker looked around and realized: no one was talking to women. Women like to get high just as much as men do, and they would like their accessories to be both functional and pretty. Innovators at heart, the team was interested in participating in the prettification of cannabis and set out to do just that.
The consensus: do not add to the oversaturation of the usual categories.
No, at Edie Parker, they were more interested in amping up the glam factor of cannabis. An accord was reached to approach development as they would barware and other home accessories: functional pieces that are so beautiful consumers would happily display them. Their aim was for normalization via lifestyle incorporation and creating lines that feel celebratory, and allowed for a bit of surprise and delight.
Looking around, there weren’t many brands that spoke to the more feminine side of things—the smokers with style—so the Edie Parker brand easily stepped in to fill that void. And fill that void,they did.
Edie Parker not only has one of the quintessential cannabis accessory lines, but they have also delved into being a cannabis flower brand. They have vape pens and cartridges, as well as beautifully appointed eighth jars of flower and crush cones. Edie Parker is embracing the industry as they grow and expand their reach.
Brett admits that the current market is tough, and the goal right now is to survive with daily optimism and the belief that when the dust settles, cannabis will be about brands that mean things to people. And Edie Parker is here for the people.
“Style is ingrained into everything that we do.”
Brett stressed that the design process at Edie Parker is evergreen and that they make it a point to tap into their audience via social media and in person pop up events, actually getting to know their consumers. They take those thoughts and conversations back to the design table.
One of their latest iterations is the ‘Burn Bag’ – an incredibly creative and unique product that incorporates a retractable lighter attached to a chain that is sure to be a hit with consumers across the globe. And that’s just the tip of what Edie Parker is about– playfully chic yet functional, beautifully designed pieces that will last a lifetime. The brand tag line and ethos is “For a good time,” and their unique designs bring whimsical and innovative design to functional pieces.
And in this age of fast fashion and over consumerism, that might seem like a novel idea, but it is one that the team at Edie Parker is determined to lean into. Uniquely positioned, the brand in both its current and future iterations is set to continue to have a market for their product as they remind us: It’s cool to just get high and have a good time, and you can do it with incredible style.
