From Airbnb to Artisanal Weed

To build a brand that feels handcrafted, this cofounder drew on what she learned from the vacation business: It’s all about the experience.

JASON FEIFER

Jenna Meister left her senior Airbnb job in 2015 and cofounded Henry’s Original. It’s a premium cannabis brand that aims to feel antique, harking back to the 1960s, when Northern Californians grew bud next to their vegetable gardens. “These people thought, I believe in this, and I’m going to do it regardless of what the government says I should or shouldn’t do,” Meister says. To convey that sensibility, she hired the design firm Pavement—and then obsessed over the details for nine months before her product made it to shelves. Here were some of the big decisions. Name From the beginning, cofounder Jamie Warm wanted to call the company Henry’s Original. It was inspired by a farmer he met in Mendocino County, where the startup’s cannabis is sourced. Meister wasn’t sold…

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Green Entrepreneur (Digital) - 1 Issue, Summer 2019

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