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Edie Parker founder Brett Heyman is a bit of a jack-of-all-trades. The Los Angeles native initially started her brand in 2010, setting out to fill a fun-sized gap in the evening clutch market. The bags are directly inspired by thrifted mid-century acrylic clutches and the exorbitant styles of stars like María Félix and Loulou de la Falaise. But success didn’t come without hurdles—at first, Heyman had zero production experience, though she had cut her teeth in fashion working as a high-level accessories PR professional at various luxury brands, including Dolce & Gabbana and Gucci. (And being an ELLE intern under editor-in-chief Nina Garcia before that.)
“I was good at PR—I knew a lot of editors, I knew a lot of stylists, I really loved fashion. I was looking at shows, making trend reports, and seeing what would be important,” Heyman told ELLE.com in an exclusive interview. “What I was so bad at… Well, I didn’t even know that product development was a job.”
In the beginning, accepting the learning curves, asking questions, and having a do-it-yourself attitude was key, especially as the brand expanded into homeware in 2016 and cannabis with Flower by Edie Parker in 2019. Understanding the varied laws and regulations surrounding cannabis production and distribution may seem like a daunting task, but Heyman was determined to bring a feminine touch to the space. “Walking through [L.A. dispensaries], it felt like there was nothing in there for women. It felt so masculine. There was nothing that just felt pretty or celebratory that frankly gave [women] permission to say ‘I just want to get high.’” The brand now sells both cannabis and paraphernalia, like retro-inspired bongs and gelatin-inspired table lighters, across 11 states.
Heyman is also hyperaware of the complex history behind the cannabis industry; the female-operated brand supports Black and brown women who have been disproportionately affected by low-level cannabis offenses through working directly with organizations like the Women’s Prison Association and Last Prisoner Project.
Fast forward to 2025, and Edie Parker has cemented its place as a handbag-meets-homeware-meets-cannabis juggernaut. Its new Easter Bunny-inspired 4/20 campaign features none other than the internet’s current favorite It Girl and Traitors winner Gabby Windey. For Heyman, Windey’s enthusiasm for smoking—and her inherent spontaneity—made her the perfect fit. Below, ELLE caught up with Windey about her favorite Edie Parker items and what she’ll be doing for the upcoming holiday.
When did you first discover Edie Parker?
[My wife] Robby [Hoffman] introduces me to a lot of stuff that is cool and quality—and I don’t mean cool in a trite way, I mean really cool—and she got me my first Edie Parker accessory. For our first Christmas together, she went so crazy with stocking stuffers—she had never heard of them before—and gave me a gorgeous sterling silver travel set for my purse.
What was your favorite part about shooting this campaign?
The weed! The joints and vapes and smoke and props (bunny head, pom-poms, sick car, etc.)—it felt like I was getting away with doing something bad, which is the best feeling in the world. And I was surrounded by talented and creative women who also like to get high. Really, it doesn’t get much better. One of my favorite photoshoots I’ve ever done.
What’s your favorite Edie Parker item?
It’s impossible to just pick one. I don’t hit the bong these days, but Edie Parker’s are insanely cute and could be my foray into the long-awaited wake-and-bake days à la Kacey Musgraves and the gravity bong.
What are your 4/20 plans?
Maybe wake up slow with a nice cup of coffee and when the clock strikes 12 P.M., roll the first spliff of the day—something balanced, mixed with nice smokable herbs, as to not get as high as a giraffe’s ass right away, and watch something fun like Josie and the Pussycats while being surrounded by assorted snacks/Wingstop.
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