These brands focus on women, weed, and the stigma of smashing stoners
For Brett Heyman, founder of accessories and home decor brand Edie Parker, smoking cannabis was something she did in high school, as were most of her friends.
She never really thought about the lifestyle component of cannabis until she met her husband, who had an ongoing relationship with cannabis, which made her more aware of how the plant interferes with daily life.
Inspired, Heyman began exploring the idea of making weed accessories as an extension of their house brand. She wanted to create a cannabis-forward line that would appeal to her and women like her. And so the cheeky and playful Weedie Parker was born.
Weedie Parker aims to meet the need for accessories that appeal to women, and these are not the only ones. As legalization progresses, women entrepreneurs who identify as women entrepreneurs are taking their place in the male-dominated cannabis industry; curate unique shopping experiences for a wide variety of consumers.
Women, grass and accessories
According to headset data, Generation Z women are the fastest growing cannabis market, with sales growing 151% year over year. Generation Z men (118%) and millennial women (51%) follow.
Every year women are increasing their market share and this has not gone unnoticed. Eliza Torres, the founder of Lit & Luxury, a high-end online weed accessories store, believes things are changing.
“I think women were ignored, but today is a new day. There are many women-owned companies in this industry, now more than ever. I think it will continue to grow, ”said Torres.
“I think that’s why there haven’t been a lot of weed products targeted at women before. The men who ran things obviously didn’t think it necessary. They did not consider women at all. “
According to Paige Green, director of marketing at Superette, women have been ignored for far too long.
“Historically, women have been overlooked in the cannabis industry. In pop culture we see stoners portrayed by men, like Cheech & Chong or a number of Seth Rogen films. “
“There’s a great opportunity to connect with women who use weed and challenge outdated stereotypes and assumptions about cannabis users in general,” she tells Leafly.
Retail for women, by women
Women-run brands seize this opportunity. In Canada, popular brands like Allume, VerdeVie, BlazeBox, Shop HerB Life offer all cannabis accessories for women.
A fan favorite with women in weed is Allume’s infamous Botanique Robe, a reversible satin robe with an elegant weed pattern that is miles away from classic weed pajama bottoms.
In the US, brands like Weedie Parker, Lit & Luxury, Broccoli Mag, Miss Grass and Shop Glassy are adjusting their offerings to improve the consumer experience.
Glori Blatt, the co-founder of Glassy, says that every product featured on her website is one that she would buy in person. “Every aspect of Glassy is an organic reflection of our taste, style and aesthetic,” says Blatt.
“We made an early decision not to sell anything that neither of us would buy personally. We knew that if we loved something, many other women would love it as much as we do. “
Lauren Davies, VP of Superette, believes women are more curious than their male counterparts about what has caught their eye in business.
“Women often spend more time exploring our shop and getting in touch with our budget tenders than men who have something very specific in mind. It enables them to connect with brands on a deeper level. “
This is why upscale store environments like Superette and Weedie Parker are so important. Heyman thinks women are knowledgeable consumers and just want to experience weed with no judgment.
“Cannabis shouldn’t be intimidating. I don’t like that it can feel intimidating; With this idea, you need to know how to roll the perfect joint or exactly how to clean a bong. It does not matter. I have a feeling that cannabis is more playful, there is a sense of discovery! “
Cannabis use is still heavily stigmatized among women
Unfortunately, cannabis and the people who use it are still heavily stigmatized. This is especially true for women.
“Even today, society expects women to behave in a certain way. We shouldn’t have to explain that weed helps us relax, switch off and deal with daily stress, ”explains Torres.
Green can relate to this stigma. She has seen firsthand how women are judged tougher as cannabis users.
“I feel more stigmatized about my consumption habits than my husband ever would. Almost everywhere you live, mothers enjoying a glass of wine are more accepted than cannabis, ”says Green.
But that perception is shifting and the cannabis industry is evolving with it.
“There is a new personality to be a cannabis enthusiast. I think women in particular can change that rhetoric of the “stoner” stigma that has always been accepted, ”says Torres.
Heyman believes what is happening is the reflection of our society. “I think this female branding increase that is taking place is only going to remove the stigma on the left and right.”
Yara El-Soueidi
Yara is a writer and cultural journalist in Tiohtiá: ke / Montréal. Her work has appeared in CultMTL, Exclaim.ca, MTVnews, Montreal Review of Books, Restless Media, Eater MTL, and elsewhere. When she’s not writing, she’s listening to music, hanging out with her cat, reading books and complaining about a lot on her Twitter account.
View article by Yara El-Soueidi
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