Just after a profession in style spanning more than 20 years, branding guru Ann Skalski started to wonder if it was time to make a modify. Cannabis was an sector she was drawn to each personally and professionally, so when executives at Double Barrel, the world’s very first dual chamber oil vaporizer, known as Skalaski was intrigued.
“I usually wished that I had a extra correct or civilized way of consuming this flower, anything that lived up to the other issues that I would have in my area or on my dresser,” she says. Double Barrel was just that: Two barrels are set atop a fashionable knuckle ring, enabling shoppers to inhale two various strains of vape simultaneously.
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“I didn’t necessarily recognize the solution or what it did at very first glance,” she says, “but the style was so captivating I had to know extra!”
Skalski is now Double Barrel’s Chief Brand Officer. Here’s what she’s discovered because she got there.
Formerly Vice President of Inventive Solutions at Saks Fifth Avenue, Skalski was brought on to be the face of Double Barrel (the inventor prefers to stay anonymous), and the inventive lead in solution improvement and advertising.
One particular of her very first priorities was to define the brand’s special position in the cannabis space. She was promptly drawn to the notion of Double Barrel as not only a vape but also an accessory.
I put on mine about my neck from time to time or I’ll even mix and match the knuckle device.” Each a style and cultural statement.
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A further important brand differentiator is the energy that the solution actually puts in the hands of the customer, enabling her to “mix and match” the oils. This is a touch point that Skalski believes is important to the brand’s accomplishment. “If you are taking care of the shoppers, you are taking care of the brand.”
Drawing on her previous knowledge, she looked for collaborators that would “disrupt a category” and “touch a new audience. So she turned to famed jeweler Gerard Alexander of Saint Jewels to produce The Diamond Double Barrel. It is encrusted with 180 grams of strong white gold and more than three,000 21-carat diamonds. All for the affordable cost of $100,000.
The Diamond Double Barrel seems on Russel Brand’s hand in the HBO’s show Ballers, and it also won the interest of some style influencers.
Prepared to go wide
Although at present accessible in dispensaries all through California and Illinois, Double Barrel has plans to sell their solution across the rest of the United States and overseas.
When asked what is needed of a pioneer in brand approach, Skalski stands firm: “Be distinctive, be disruptive.” And of course, do it in style.
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This write-up initially appeared on entrepreneur.com