How the JADA x Dana Collaboration Plans to Reduce Cannabis Stigma
I was 34 years old when I learned that ‘drip’ was the new ‘bling’ thanks to the media buzz around new cannabis company JADA. Founded by a fellow woman in weed Melissa Rolston, JADA’s new jewelry line launched last month to mixed reviews, some praising the new venture while others were skeptical of the brand itself. Can jewelry influence feelings of empowerment or facilitate meaningful conversation on cannabis stigma? Maybe, maybe not - but we are talking about it, aren’t we?
Frankly, JADA doesn’t seem to be promising empowerment to those who drop big bucks on superficial bobbles. Rather, JADA appears to be a brand determined to support local artists, foster meaningful dialogue around cannabis, and give back to the community that gave it life. The Her(B) Life had an interview with Mel Rolston, Founder and CEO of JADA, to learn a little more about JADA - the product, the brand, and the humans behind all that drip.
WTF is JADA?
JADA, meaning to know or understand, is a company dedicated to breaking the stigma around what it means to be a cannabis enthusiast. JADA plans to launch into the cannabis-infused skincare market in 2020, hoping to empower people with skin insecurities - inspired by Rolston’s personal journey with paediatric eczema. “Whether it is jewelry or skincare when consumers put JADA on their skin,” explains Rolston, “they feel empowered in knowing that what they are wearing has inherent value and also supports a cause.”
In addition to it’s topical line, which according to Rolston is expected to launch in spring 2020, JADA works with local artists to create non-traditional swag items with value and ties to the cannabis community. Their launch campaign offers a line of cannabis jewelry, designed with a Toronto-based artist. Product lines under the JADA line will not only support entrepreneurship and local business, the company will also donate a percentage of all profits to a variety of non-profit and charitable organizations.
Breaking the Stigma
The first cause JADA will donate to is Breaking The Stigma Stories (BTS), a Canadian non-profit organization that aims to make the stigma around cannabis a voting issue. JADA will donate 10% of their profits to BTS, an organization also founded by Rolston. “We will use the money for operational costs,” says Rolston. “We are currently collecting stigma stories from everyday people, patients, medical professionals, and industry stakeholders to develop a media awareness campaign to rally the general public,” which Rolston explains is essential to getting politicians attention. The media campaign aims to change the general perception of cannabis use and showcase the importance of consumption spaces to provide community through the art of storytelling and lobbying efforts.
It’s all about that Drip
“Actually my favourite thing in the entire world is to see the pieces on other people,” laughs Rolston when asked her favourite piece. “It makes me so happy, I really feel like each piece stands out.”
Back in the day, diamonds were a girl's best friend - now it’s all about that DRIP. In their brand launching campaign, JADA x Dana, Rolston, and artist Dana the Jeweller have designed a line of jewelry for the cannabis enthusiast, specifically with the intent of stirring up conversations around the plant. Each item is handmade in Toronto with high-quality metals and semi-precious stones, together showcasing a timeless collection of pieces that represent cannabis history. The jewelry ranges in price with items such as necklaces, rings, and cufflinks offered from as low as $168.00 for a pair of earrings and upwards of $1000 for a luxe gold leaf pendant.
The line is currently available online and is expected to be on shelves in retailers across Canada this spring.