Selling Weed, but Making It Fashion

Two weeks ago, an accessories designer named Brett Heyman sold weed, legally, for the first time in New York City.

Ms. Heyman is the creative director of Edie Parker, a handbag line she founded in 2010. She added home accessories in 2016, then smoking accessories in 2019, followed by actual things to smoke.

The brand is colorful and cheeky and inspired by midcentury design. The smoking collection includes tabletop lighters that resemble decorative gelatin cakes ($195 to $275), rolling papers covered in illustrations of fried eggs ($8) and color-blocked grinders that can pass as mod paperweights ($30 to $70).

Ms. Heyman’s seasoned pitch is this: “No one makes cannabis accessories that are treated like bar accessories, that feel considered and playful and meant to be shown off. Everything is hidden in the back of a drawer.” (She acknowledged that other brands exist with similar goals, such as Seth Rogen’s Houseplant.)

It’s all very cute, which was a challenge when it came to designing the packaging for the cannabis products, which cannot be too cute. Generally, in states where cannabis has been legalized, products must appear “unappealing to children,” said Ms. Heyman, 43. “But I don’t think stripes are that appealing to children.” State agencies have largely approved of her colorful packaging; New Jersey nixed the stripes.