David Awoyode
Brett Heyman launched her lifestyle brand Edie Parker in 2010, originally focusing on handbags and home décor. By 2017, she was looking for a new direction. Instead of expanding into shoes or jewelry, Heyman saw a gap in the cannabis market — one that wasn’t catering to women.
Why Women and Cannabis
Visiting dispensaries in California, Heyman noticed that most branding felt masculine, medical, or minimalist. She wanted to create something playful and feminine, reflecting how many women use cannabis for everything from period cramps to relaxation.
Designing Joyful Accessories
Her vision for Flower by Edie Parker was to make cannabis joyful and stylish. She launched brightly colored, art-inspired pipes and accessories that people could proudly display instead of hiding. For Heyman, cannabis should spark joy just like fashion.
Customers Lost and Gained
Not everyone embraced the pivot. Some long-time Edie Parker customers distanced themselves, while others enthusiastically bought hand-blown pipes and accessories. Although the overlap between fashion and cannabis buyers wasn’t perfect, the brand reached new audiences.
Regulatory Roadblocks
Because the company doesn’t directly handle cannabis plants, it avoids some of the strict tax codes. Still, Heyman worries that without federal legalization, the industry could struggle to survive despite growing state-level markets.
Conversations at Home
As a mother of three, Heyman is candid about her choices. She discusses cannabis with her children the same way she talks about alcohol: responsibly and legally. She encourages them to avoid use until age 25, acknowledging risks for young brains.
Facing Social Stigma
While some parents admire her boldness, others disapprove. One parent told her directly that they disliked her work in cannabis after a New York Times profile. Heyman admits she underestimated the stigma that still lingers, even in progressive circles.
Proud to Normalize Cannabis
Despite challenges, Heyman says building Flower by Edie Parker has been worth the effort. She believes her brand is helping to normalize cannabis use by making it approachable, stylish, and part of everyday life.
Charles Esther