MJBizMag August 2022 - 48

DEFINE YOUR BRAND
hitters, stash boxes, lighters and other items decorated in
Edie Parker's now well-known motifs.
That project led Heyman and her team to look at
dispensaries, and they concluded that there were no
cannabis brands that catered to a consumer " who had a
little bit of style. "
In spring 2019, Heyman launched Flower by Edie Parker,
a fl ower and pre-roll brand that comes in brightly colored
packaging. Today, Flower by Edie is sold in Illinois and
Massachusetts through a licensing agreement with New
York-based multistate operator Ascend Wellness Holdings.
Heyman said she wanted fl ower that was neither lowpotency
nor high-potency but something in the medium
range, so her brand's THC level typically lands between 16%
and 24%.
" If you want the highest THC for the cheapest amount
of money, you don't have to come to us. That's no problem.
We think there is going to be enough weed ... that appeals
to everybody, " Heyman said. " I think having more loaded
options is inevitable. ... I think that's probably more of a
future customer, but we'll get there. "
WOMEN AND BEYOND
When Heyman launched Flower by Edie, she was thinking
about women as the brand's likely audience. She felt the fan
base of Edie Parker enthusiasts she had built over nine years
would prove to be cannabis consumers-and she
was right.
" We had certain brand values, we had a look and a style.
So, whether she was new to cannabis or was discovering
cannabis or already loved cannabis, we felt like we were
safely different in the space, " Heyman said.
But Edie Parker's cannabis consumer base didn't develop
the way Heyman expected it to.
" When we entered the space, we thought that we would
be speaking to the same girl. We thought we would be
speaking to the women who bought our clutches and were
aware of our red-carpet presence and that we would sell
them cannabis. But what's happened much more is that
48 August 2022 | MJBizMagazine
Brett Heyman
we've sort of created a new customer base that doesn't
necessarily overlap, " Heyman said. " A lot of the customers
who found us through cannabis were not aware of Edie
Parker. We thought we would lean on that existing customer
a little bit more, but that hasn't actually happened. "
Heyman said the Flower by Edie customer trends a little
bit younger than the Edie Parker fashion customers, which
she attributes to a lower price point than the brand's highend
bags.
Another surprise: Men buy the fl ower, too.
" I think that is in large part due to the packaging, "
Heyman said. " I think packaging in cannabis has been
kind of secondary, or it's been duplicative or inspired
by something else and not really that original. ... People
respond really well to our packaging. "

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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