Podcast Summary: What We Wore – Episode 156: Brett Heyman | Fashion Meets Cannabis

In episode 156 of What We Wore, host Laura Vinroot Poole engages in an insightful conversation with Brett Heyman, the dynamic entrepreneur behind Edie Parker and the innovative cannabis venture, Flower. Brett's journey from the fashion industry to the burgeoning cannabis market offers a compelling narrative of creativity, resilience, and the pursuit of meaningful entrepreneurship.

1. Introduction

Laura Vinroot Poole introduces Brett Heyman as an energetic entrepreneur who has successfully bridged the worlds of fashion and cannabis. Brett’s transition from creating exquisite handbags and accessories to pioneering in the cannabis sector highlights her versatile expertise and passion for connecting with people on a deeper level.

2. Early Life and Fashion Beginnings

Brett shares her early life experiences, having been born in New York and moved to Los Angeles at the age of ten due to her father's career in television and sports. This relocation from the fast-paced, edgy culture of New York to the more mellow atmosphere of Los Angeles provided her with a balanced perspective.

Brett Heyman [01:28]: "I think I had that as my early, early years. And then moving to Los Angeles just mellowed me out. Not completely. So I think it just gave me a good balance of New York... and I'm very appreciative of it."

3. Education and Early Career in Fashion PR

Brett attended Syracuse University’s Newhouse School, studying communications. Her academic journey included a transformative year in Paris, which solidified her desire to work in the fashion industry. Post-graduation, Brett secured pivotal roles in fashion PR, working with prestigious names like Elle Magazine, Giorgio Armani, and Gucci. These experiences underscored the importance of hard work, relationship-building, and adaptability in the competitive fashion landscape.

Brett Heyman [06:19]: "My first job out of college was working at Gucci in the press office, which was just very lucky."

4. Entrepreneurship: Launching Edie Parker

Driven by her creative instincts and equipped with extensive industry experience, Brett founded Edie Parker in 2010. She leveraged her knowledge of mid-century design and her passion for thrifting to carve a niche for her handmade acrylic handbags. Despite starting with zero knowledge about production design, Brett's persistence and resourcefulness led to the successful launch of her handbag line, which was featured exclusively by Barney’s during its first season.

Brett Heyman [13:29]: "I really had a yearning to do something more creative. I've always been a creative person. I thought that I could take all my learnings..."

5. Challenges with Department Stores

Expanding Edie Parker into major department stores presented unforeseen challenges. Brett candidly discusses the predatory agreements with these retailers, which demanded exclusivity and large orders that were unsustainable for a handmade, American-produced brand. This experience highlighted the pitfalls of scaling a boutique brand without compromising its core values.

Brett Heyman [16:03]: "What never occurred to me... was these sort of very predatory agreements with the department stores."

6. Expansion into Cannabis: Launching Flower

After becoming a mother, Brett sought a business venture that resonated more personally with her. Combining her creative skills and industry insights, she launched Flower in 2019, aiming to elevate cannabis accessories with the same sophistication as her handbags. This move was inspired by the growing destigmatization of cannabis and the lack of stylish, female-oriented products in the market.

Brett Heyman [17:33]: "We saw a white space... Nobody had treated cannabis accessories like bar accessories were our company... something meant to be gifted or shown off."

7. Industry Insights: Cannabis Challenges and Opportunities

Brett delves into the complexities of the cannabis industry, emphasizing the fragmented regulatory landscape across states and the financial hurdles posed by federal illegality. She underscores the importance of branding and strategic packaging in differentiating Flower’s products in a predominantly male-dominated market. Brett also highlights the social responsibility within the industry, advocating for supporting communities affected by the war on drugs.

Brett Heyman [28:20]: "Nothing, legally they can't or so like cannot."

Brett Heyman [30:25]: "Cannabis is considered as dangerous as heroin, even though it is a plant and non-addictive and nobody ever dies from it."

8. Personal Life and Motherhood

Balancing entrepreneurship with motherhood, Brett shares the challenges of managing a growing business while raising three children. She emphasizes the importance of consistency and open communication with her children to navigate the demands of her professional and personal life.

Brett Heyman [34:17]: "I'm always failing at something... finding a balance of like the days that are non-negotiable."

9. Advice and Lessons Learned

Brett offers valuable advice on maintaining kindness and building genuine relationships within the fashion and cannabis industries. She stresses that being nice and fostering positive interactions can lead to long-term success and meaningful connections.

Brett Heyman [26:23]: "It's important to make people feel good. You never know where people end up and it's such a business that's run on relationships."

10. Conclusion

Brett Heyman's journey from fashion PR to establishing her own successful brands underscores the importance of creativity, resilience, and purposeful entrepreneurship. Her foray into the cannabis industry with Flower not only reflects her adaptability but also her commitment to normalizing cannabis through elegant and thoughtfully designed products. Brett’s story serves as an inspiration for aspiring entrepreneurs aiming to blend passion with business acumen.

Notable Quotes:

• On Transitioning to Entrepreneurship:

  “I realized I probably could have done [the Gucci job], but... having a baby... I wanted to take all my learnings and do something more creative.”
  [12:04]

• On the Cannabis Industry:

  “Cannabis is considered as dangerous as heroin, even though it is a plant and non-addictive and nobody ever dies from it.”
  [28:27]

• On Maintaining Relationships:

  “Being nice to everybody, no matter their role, is really important.”
  [26:23]

Brett Heyman's narrative in this episode of What We Wore offers a comprehensive look into the intersections of fashion, entrepreneurship, and the evolving cannabis industry. Her insights serve as a valuable guide for navigating the complexities of building and sustaining a brand in today’s dynamic market.