Brett Heyman on Merging Fashion and Cannabis for Edie Parker
Brett Heyman is founder of Flower by Edie Parker, a premium line of luxury cannabis and smoking accessories.
Brett is a former director of public relations at Gucci who took her expertise in fashion to create an exquisite line of cannabis products and accessories that are meant to be put on display. The Flower by Edie Parker team applies playful designs and vibrant color palettes to their products with the fact in mind that consumers will always be drawn to what visually excites them. Brett designs products based on how they will look in stores, which is why their bongs, rolling trays, lighters and more are bound to stand out on shelves.
We spoke with Brett for our Higher Calling series, where we chat with leaders in the cannabis space.
Brett, tell us...
Where you grew up, and where you live now.
I was born in New York City and moved to Los Angeles when I was 10 years old.
Your current role in the cannabis industry.
I am the founder and creative director of Flower by Edie Parker, based in NYC. Flower by Edie Parker is a luxury cannabis brand by women, for women. Our products fuse the worlds of fashion and cannabis to become one. Our products are for those "here for a good time."
Your earliest cannabis memory.
The first time I tried cannabis I remember getting really sick. Cannabis wasn't a "love at first sight" situation, despite my best efforts.
A story about the positive impact cannabis has had on your life.
I use cannabis "for a good time." I like it for sex, for sleep, for taking a walk. I use it to enhance everyday experiences and feelings.
A favorite flower, edible, product or brand.
I love our pre-rolls—currently available in California and Colorado—and I also enjoy edibles by the brand 1906.
The biggest challenge cannabis marketers face today.
The biggest challenges we face by far are the onerous, confusing and varied restrictions in a new market.
One thing you're excited about right now in cannabis branding, partnerships or marketing.
I'm most excited for the possibilities. We came to cannabis after 10 years of our accessory business—Edie Parker—and decades of fashion experience amongst our team. We love building a brand identity, an authentic story and an enthusiastic community. The world is excited about cannabis, so we look for unexpected and interesting partnerships.
A cannabis trade/social justice organization that you support.
The Women's Prison Association. We are cannabis by women, for women, who want to support women. 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.
A project you worked on recently that you're proud of.
We launched our "Boobs on Drugs" campaign during International Women's Month last March. Fifteen percent of the proceeds from that merchandise went to the the Women's Prison Association. I am proud of that T-shirt, the message and the cause.
Someone you admire in cannabis who's doing great things.
One of the best parts of participating in the cannabis community is the commitment as a whole to criminal justice reform. To healing some of the pain caused by the racist enforcement of cannabis prohibition. I admire everybody who is doing their part as best as they can.
A movie, TV show, music or food you most enjoy pairing with cannabis.
I find myself watching The Real Housewives of any city, but Orange County or Dallas are my favorites. But to be fair, I enjoy them paired with cannabis, with vodka, with cheese, with nothing.
What you'd be doing if you weren't in the cannabis industry.
We are the first brand to merge the cannabis and fashion industries. If we didn't launch Flower by Edie Parker, I would still just be working on Edie Parker. But I wouldn't be as excited about the future!