About the Company

Parkdale Brass, based in Toronto, Canada, was founded by Shawn Santiago in November 2019. The company specializes in selling luxury brass cannabis pipes designed for sophisticated users. Their flagship product, The Brockton Mk2, combines modern functionality with a vintage aesthetic, offering unique features like bottom lighting to protect users' fingers and a magnetic lid to preserve the cannabis. Parkdale Brass aims to enhance the smoking ritual with durable, eco-friendly brass pipes that slowly crisp cannabis like a vape, providing a high-quality experience for collectors and connoisseurs alike.

The company focuses on mindful cannabis use and aims to bring life back into the ritual of smoking with its products. The Brockton Mk2, the updated version of their signature pipe, stands out with its modern functionality and 20th-century design. It allows users to light from the bottom, protecting their fingers from burns and ensuring the cannabis is well-preserved with its magnetic lid. The eco-brass material used in the pipes ensures safety and enhances the smoking experience by providing a lower heat conduction rate, allowing users to save their bowls for later use.

Parkdale Brass positions its products as high-end accessories ideal for the sophisticated or successful stoner looking for unique and long-lasting pieces. The company provides comprehensive information on how to use, clean, and enjoy their products on their website and social media platforms. This emphasis on user education and product care has helped build a loyal customer base and increased monthly sales to around $10,000.

Idea Behind Company

Shawn Santiago grew up in Parkdale, Toronto, and had a keen interest in business and financial freedom from a young age. His fascination with business led him to invest in various ventures, including a failed MLM scheme in his teens, which taught him the importance of hard work in achieving business success. Shawn's experience as a web developer for a digital agency specializing in cannabis websites gave him valuable insights into the cannabis industry.

During his time at the digital agency, Shawn noticed that most cannabis products had similar, non-innovative designs and often arrived broken due to poor material choices. This observation sparked the idea of creating durable and unique cannabis accessories. He decided to use brass, a material known for its durability and lower heat conduction rate, to design a high-end, luxury cannabis pipe that would stand out in the market.

The cannabis industry's new and open nature at the time further motivated Shawn to enter the market. Combining his knowledge of the industry and e-commerce with a passion for classic, luxury, rugged, and vintage designs, Shawn set out to create his brand. This vision led to the birth of Parkdale Brass, a company focused on providing unique and high-quality cannabis accessories that enhance the smoking experience.

Creating the Company

Shawn began the process of creating his product by brainstorming and researching different pipe designs, influenced by tobacciana culture and early 20th-century aesthetics. He sketched several designs and gathered feedback from friends and family. The standout design was The Brockton, featuring an industrial yet classic look. Shawn then learned 3D design software to create a 3D model, which he used to produce plastic prototypes. After refining the design through several iterations, he finally created a brass prototype. The process involved significant trial and error, but eventually, Shawn developed a product he was proud to launch.

The development process involved extensive trial and error and required learning new skills. Shawn began by teaching himself 3D design using Fusion 360, creating rough but workable 3D models of his designs. He produced plastic prototypes to get a sense of the product's feel and proportions, making necessary adjustments to achieve the right balance. The journey from initial sketches to a tangible product involved multiple iterations and learning opportunities, ultimately resulting in a design that met his standards.

Once Shawn had a 3D printed prototype, he decided to create a real prototype in brass to fully experience the product's weight and functionality. Using the same service that produced his plastic prototypes, he ordered brass prototypes, which confirmed the product's sturdiness and unique lighting mechanism. This final step in the product development process solidified Shawn's vision for a high-end, durable, and functional cannabis pipe, ready for market launch.

Launching the Business

Launching Parkdale Brass was challenging, especially with difficulties in securing bank accounts and small business loans due to the cannabis association. Shawn leveraged his expertise in Shopify to build a website and hired a writer and social media manager for content creation. Initial sales were slow, but by reaching out to micro-influencers and getting featured in publications like Forbes, the business gained traction. This strategy, combined with a focus on SEO and unorthodox marketing techniques like placing products in local shops, helped Parkdale Brass grow and increase visibility.

Shawn encountered several obstacles when setting up the business, particularly related to the cannabis industry's regulations. Opening a business account and obtaining small business loans proved difficult due to the cannabis-related nature of his products, even though he did not sell cannabis itself. These challenges forced Shawn to fund the project with his own money, which was frustrating and challenging at times. However, his determination and resourcefulness helped him navigate these hurdles and move forward with his business plans.

Digitally, things were more straightforward. Shawn's experience with Shopify allowed him to create a user-friendly and visually appealing website quickly. He focused on optimizing the website for SEO and hired a writer and social media manager to handle content creation and promotion. By collaborating with micro-influencers and leveraging his network, Shawn managed to get Parkdale Brass featured in major publications, significantly boosting the company's visibility and sales.

Earnings

Today, Parkdale Brass earns about $10,000 per month and plans to expand its product line with new items like The Bellwoods One Hitter. The company aims to grow its B2B sales and partner with wholesalers to distribute products to dispensaries in the US and Canada. Future plans include starting newsletters focused on cannabis news and marketing tips, and potentially using a 3PL service or renting a warehouse to handle increased sales. Despite the initial hurdles, Parkdale Brass has become a profitable and well-regarded brand in the cannabis accessory market.

Parkdale Brass's revenue has grown steadily since its launch, thanks to a combination of effective SEO strategies and unique product offerings. The company's focus on quality and customer service has helped retain customers and attract new ones through word-of-mouth and positive reviews. Shawn's innovative marketing tactics, such as displaying products in local shops and partnering with other cannabis brands, have also contributed to the company's success.

Looking ahead, Parkdale Brass aims to continue expanding its product line and increasing its market reach. The introduction of new products like The Bellwoods One Hitter is part of this strategy, along with efforts to strengthen B2B sales and distribution partnerships. Shawn's plans to start newsletters and potentially scale the business through third-party logistics services or warehouse rentals indicate a proactive approach to managing growth and sustaining profitability.

Shawn's journey with Parkdale Brass highlights the importance of perseverance, innovation, and strategic planning in building a successful business. Despite facing numerous challenges, he has managed to create a profitable and respected brand in the cannabis accessory market. As the company continues to grow and evolve, Shawn's commitment to quality and customer satisfaction remains at the core of Parkdale Brass's success.