Article by Madison Margolin, Motherboard
Cheryl Shuman likes to make weed purées for dessert, topped off with Goldschlager Cinnamon Schnapps.
“Imagine a beautiful cannabis infused chocolate soufflé with a raspberry purée on top with the gold sparkles from the Schnapps,” she told me. “It’s delicious and oh so glamorous.”
This is Shuman’s world: glitz, glam, and ganj. As the director of the Beverly Hills Cannabis Club, a high-end purveyor of luxury weed and accessories, her love for cannabis overlaps with her activism which overlaps with her pot rebranding campaign. And while we might associate weed with Ziploc baggies and hazy basements, this is more about diamond studded vape pens and Hollywood soirées.
And she’s not alone—Shuman is part of a growing circle of entrepreneurs capitalizing on what she calls the “pot com boom.” With US marijuana sales expected to top $10 billion by 2018, there’s a lot of money to not only be made in the legal bud industry, but also to be spent. So 14-karat gold vape pens, dank artisan grown bud, golden rolling papers, munchie-free skinny weed, and gourmet edibles are transforming a once underground trade into a luxury business.
“Since Colorado’s historic decision to legalize marijuana for recreational use, states are lining up—and so are we as branding experts, designers, and entrepreneurs,” said Shuman, who is also the head of Moms for Marijuana, a network of mothers advocating for safe and legal cannabis.