Flower by Edie Parker has become a leading lifestyle brand not only in the fashion industry but also in the cannabis industry. This woman-founded and owned company is breaking barriers between industry categories by crafting fashion accessories such as handbags, home decor, and smoking accessories. Edie Parker explores where fashion and cannabis intersect into just parts of our daily lives.
Vintage Beginnings
Founded in 2010 by Brett Heyman in New York City, the brand started as a premium handmade handbag company. Inspired by her love of vintage clutches from the ‘50s and ‘60s, Heyman realized that these one-of-a-kind items were getting harder to find even at second-hand shops. She decided to create these original pieces herself so that the next generation could appreciate them the way she did. They were made exclusively in Italy and America.
In 2019, Flower by Edie Parker was created, a continuation for Heyman of making “pretty things that make you happy.” Edie Parker was all about moving into a different realm while utilizing the same business strategy to make cannabis use more normalized. They produce products to entertain either in the home or on a fun night out, from fashion accessories to cannabis accessories. Edie Parker is made for those who love high-quality fashion and cannabis.
Heyman had a long history in fashion before she decided to move into the cannabis industry. Growing up in LA, she got her flair for vintage fashion on Melrose Place and started working at Gucci directly after college in New York City. She decided she wanted to start a fashion company based around evening wear and came up with Edie Parker, which she named after her daughter.
After several years, she began to think about getting involved in other categories that weren’t too saturated, and in 2018 began to think about adding cannabis accessories to their home collection. But they wanted to make sure it had the Edie Parker feel: “vintage-inspired, romantic, feminine, meant to be displayed, playful, and meant to be gifted.”
Wanting to have a cannabis product that speaks to women, Heyman wanted to bring a cuteness to using cannabis products. After visiting several dispensaries, she realized there were no products directed toward women. She created Items such as a heart-shaped necklace one-hitter and a bong covered in polka dots that were not products that attracted men but would be appealing to women cannabis users.
In Spring 2019, Flower by Edie Parker was launched in California with their cannabis accessories, but also their first flower product: Flower Pots, which were gold foiled gram jars.
Heyman’s main goal to create one-of-a-kind vintage-looking conversation pieces has come to a great success. They are currently looking at releasing even more products such as a disposable vape pen, more glass products, hybrid fashion/function items, and a new handbag for the “Flower Girl,” comprising everything that a Flower Girl wants out of a purse, including a spot to keep her cannabis.
The future of cannabis is constantly evolving and Heyman has decided to be a part of that progress. They recently made a 4/20 ad based on the old Virginia Slim ad, “You’ve Come a Long Way Baby,” centered on the momentum of the cannabis industry, but also on the advancements that have been made in feminism since that ‘60s ad.
With so many different paths emerging in the cannabis industry, Flower by Edie Parker realizes that cannabis has become a lifestyle and aims to cater to that. Wherever you spark up, Edie Parker wants to be there to make it beautiful.
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