BRETT HEYMAN – FOUNDER & CREATIVE DIRECTOR, EDIE PARKER
What is your proudest accomplishment in the cannabis industry?
We recently launched Weedie Parker Creative, a newly-formed division that will work with emerging and established cannabis companies to develop compliant branding strategies, integrated marketing campaigns, and compelling packaging concepts. We are excited to launch this division with our team of forward-thinking creatives to help more cannabis brands execute larger-than-life ideas, find their unique voices and demonstrate how this industry can be a force for good in society.
Do you feel that the cannabis industry has more opportunities for female-identifying people than other industries?
When we launched Flower by Edie Parker, we saw a huge opportunity in the space for products that spoke to women in a more designed and elevated way. Like any other emerging industry, we found that existing brands didn’t speak to/champion women. Being a small team that is female-founded and run, we wanted to encourage and celebrate women in the space with a brand that they could identify with, that had authentic values consumers felt proud to support.
Do you feel you have to work twice as hard as male colleagues or do you think the industry has moved past that?
Being a brand that has existed for more than 10 years, we have had the experience of working with challenging partners in bringing products to life. Fortunately, these challenges and past experiences have prepared us to persevere in a space that was largely male-dominated.
What was your biggest challenge in business and how did you overcome it?
The biggest challenges we face by far are the onerous, confusing, and varied restrictions in a new market. As cannabis is still federally illegal, each state has a different set of guidelines and regulations that we are required to follow. These various restrictions that differ from state to state make it difficult to launch on a broader scale.
What have you or your company done to help give more opportunities for women?
At Flower by Edie Parker we are cannabis by women, for women, who want to support women.
One example is our ‘Boobs on Drugs’ campaign launched during International Women’s Month last year. During this campaign, 15% of the proceeds went to The Women’s Prison Association. The WPA has been around for 175 years. They help women and their families get back on their feet and reintegrated into life after incarceration. In the field of cannabis specifically, this is a cause we are especially passionate about. I am proud of that tee-shirt, the message and the cause. We are proud of the work we’ve done so far, but there is so much more to be done. In 2020, we were granted 501(c)(3) status through the Edie Parker Foundation and it is both a personal goal as well as company mission to continue to support organizations that empower women and children.
What are your personal goals for 2022?
We will continue to create products that are elevated, playful, and meant to be put on display. We are firm believers in the fact that having cannabis products/accessories available that people are proud to show off is a huge step in our fight towards the destigmatization of this plant. That being said, we are also deeply committed to destigmatizing cannabis use for mothers, and all women in general. From a business perspective, we have goals set for expansion into new markets, as well as new product sectors and can’t wait to share with consumers what’s in store this year for Flower by Edie Parker!