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The cannabis industry has gone through a tremendous transformation in the last decade. From possession resulting in a criminal offense a few years ago, to today when parents openly smoke a joint en lieu of an evening cocktail—things sure have changed. Although the market is saturated with brands and even more products, one company has set out to bring luxury to the once-controversial space. Aptly named, FIRE intends to fill the market gap for truly high quality cannabis—think of it as the Louis Vuitton or Gucci of the industry. We caught up with co-founder Roman Royale, who is an LA-based entrepreneur, creative, and nightlife virtuoso, to learn more about his new venture, and what makes FIRE so hot.
Vents Magazine: What makes you passionate about the company and the marijuana industry as a whole?
Roman: Cannabis is an extremely great business to be in nowadays, aside from it being a very promising market, it’s exciting to be a part of something that is very valued, as well as medicinally recommended for many different circumstances. To hold the keys to a tool that can help people’s physical health is a blessing. It’s all about making the world a better place and this essentially is one of the things that contributes to that.
Vents Magazine: FIRE is positioned as a “luxury” marijuana brand—can you elaborate on what makes a weed product a “luxurious”?
Roman: It’s a little bit of both, our flagship product is the 24K Gold Pre-Roll paired with Triple A Indoor Flower. From the ground up, the quality of what we grow is outstanding. From the % of THC we test out, to branding/labeling, we are so attentive to detail—we are producing what we believe to be the best quality on the market. So yes, the flower itself is what I consider “luxury,” because the TLC we put into making this product is high-end.
Vents Magazine: What’s the vibe of FIRE as a brand, and who is it for?
Roman: As a brand like I mentioned before we want to create a path and be the go-to luxury cannabis brand. With hip collaborations, great events, award winning strains, and our network of support we want you to know it’s not just cannabis, it’s an entire lifestyle. We’re here to take you higher, physically and mentally!
FIRE is for anyone with good taste, simple as that.
Vents Magazine: What are some hurdles you’ve experienced with this new venture?
Roman: Like any news business, credibility takes time to develop to be accepted across the board. We are new and growing fast—it’s not a hurdle but it’s a factor that just takes time to spread throughout the market, but we are excited for the future and the reviews have been great!
Vents Magazine: Can you share how a marijuana brand is different in terms of marketing from other companies?
Roman: Marketing a marijuana brand has many similarities to other, less regulated companies. The key difference though, is keeping an eye out of the ever changing regulation to make sure we are by the book. Since there is more regulation, it’s even more imperative that we also make sure to have a pulse on how our consumer and society as a whole is reacting to these changes.
Vents Magazine: What does the future of the marijuana industry look like from your point of view?
Roman: Well, as with any industry, it’s hard to predict the future, but we remain optimistic about being in the marijuana industry. Although regulations have been put in place over the recent years at the state level, it’s important to remember that society’s views towards our industry have improved drastically. With additional research and development around marijuana, I believe our budding industry will be in full bloom within the coming years.
