MJBizMag August 2022 - 46

DEFINE YOUR BRAND
BRANDING
IN THE CLUTCH
How one high-end fashion brand sought to woo its fans with cannabis-and found
a new audience in the process
S
ince high school, Brett Heyman sought out acrylic
clutch purses from the 1950s and '60s. But over time,
they became harder to fi nd. That's when the former
Gucci public relations manager saw an opportunity to
reproduce the purses and sell them herself.
Heyman launched a high-end clutch-manufacturing
business in 2010, naming it Edie Parker after her daughter.
The clutches landed in stores such as Barneys, Bergdorf
Goodman and Saks Fifth Avenue-as well as on red carpets,
held by the likes of Emma Roberts, Kate Hudson and
Solange Knowles. The most expensive Edie Parker clutches
sell for north of $1,800.
Heyman followed her accessories offerings in 2016 with a
successful home collection. When it was time to extend the
Edie Parker brand once again, she didn't want to do it with
46 August 2022 | MJBizMagazine
something that might be expected of a fashion brand. That
meant no shoes or ready-wear lines.
AN UNCONVENTIONAL EXTENSION
Instead, Heyman chose cannabis.
" We were trying to make things that didn't already exist
or weren't oversaturated, " she said. " Our offi ce is a small
team of women. ... We were aware of what was happening
in terms of (marijuana) legalization, and we all like
cannabis. So we started thinking, 'How come people don't
treat cannabis accessories like other home accessories,
even bar accessories?' "
Heyman's team came up with a line of cannabis
accessories that were meant to be functional but also
decorative and displayed rather than hidden: ceramic oneBy
Omar Sacirbey

MJBizMag

Table of Contents for the Digital Edition of MJBizMag

From the Editor
Five Questions With Paul Weaver
Hemp Notebook
Company News
Industry Developmentts
DEFINE YOUR BRAND
Industtry Players
Unboxed
Our Advertisers
Seed to CEO
MJBizMag - Cover1
MJBizMag - Cover2
MJBizMag - 3
MJBizMag - 4
MJBizMag - 5
MJBizMag - 6
MJBizMag - 7
MJBizMag - From the Editor
MJBizMag - 9
MJBizMag - Five Questions With Paul Weaver
MJBizMag - 11
MJBizMag - Hemp Notebook
MJBizMag - 13
MJBizMag - Company News
MJBizMag - 15
MJBizMag - 16
MJBizMag - 17
MJBizMag - Industry Developmentts
MJBizMag - 19
MJBizMag - 20
MJBizMag - 21
MJBizMag - 22
MJBizMag - 23
MJBizMag - 24
MJBizMag - 25
MJBizMag - 26
MJBizMag - 27
MJBizMag - 28
MJBizMag - 29
MJBizMag - 30
MJBizMag - 31
MJBizMag - 32
MJBizMag - 33
MJBizMag - DEFINE YOUR BRAND
MJBizMag - 35
MJBizMag - 36
MJBizMag - 37
MJBizMag - 38
MJBizMag - 39
MJBizMag - 40
MJBizMag - 41
MJBizMag - 42
MJBizMag - 43
MJBizMag - 44
MJBizMag - 45
MJBizMag - 46
MJBizMag - 47
MJBizMag - 48
MJBizMag - 49
MJBizMag - 50
MJBizMag - 51
MJBizMag - Industtry Players
MJBizMag - 53
MJBizMag - 54
MJBizMag - 55
MJBizMag - Unboxed
MJBizMag - Our Advertisers
MJBizMag - Seed to CEO
MJBizMag - Cover3
MJBizMag - Cover4
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