Ann Skalski, the Chief Brand Officer of Double Barrel, wants cannabis to be wearable.
After an over 20-year career in fashion spanning, Skalski started wondering if it was the right time to make a change. She has for long been drawn in the cannabis industry both personally and professionally, and was intrigued when called by Double Barrel executives.
Ann said that she always wished that there was a civilized or proper way of consuming cannabis flower with something that lived up to other things she would have in her dresser; which is precisely what Double Barrel wants.
As of now, Double Barrels have set atop a stylish knuckle ring that allows customers to inhale two vape strains simultaneously. Skalski says that although she did not initially understand this product upon the first glance, its design captivated her to know more.
Skalski was formerly the Vice President of Creative Services at Saks Fifth Avenue. Now, Skalski is the Chief Brand Officer of Double Barrels and has learnt the following lessons while there.
Being the creative lead in marketing and product development, one of Skalski’s top priorities was defining the unique position of the brand in the cannabis industry. She was drawn to the idea of Double Barrel as an accessory besides being a vape. She claims to wear hers around the neck at times, or even mix and match the knuckle device, which is both cultural and fashion statement.
Another differentiator is the power that the product puts in the consumer’s hand through allowing him/her to mix and match oils. According to Skalski, this is a touch point that leads to the brand’s success.
Skalski used her experience to look for partners who would disrupt a product category and impact a new audience. She thus turned to famous Gerard Alexander of Saint Jewels to craft the diamond double jewel. This encrusted 180 grams of white gold and more than 3,000 21-carat diamonds. All these cost $100,000.
This double Barrel diamond appears on Russell Brand’s hand in the Ballers Show at HBR and has won the attention of several style influencers.
Ready to Go Wide
Although the ring is only available in California and Illinois dispensaries at the moment, Double Barrel is planning to sell its products across the U.S. and overseas.
According to Skalski, being distinctive, disruptive, and stylish is required of a pioneer in brand strategy.