October 17th, 2018: the fast-approaching date of cannabis legalization here in Canada, that just so happens to share the dame date as the birthday of Sackville & Co.‘s founder, Hayley Dineen. A coincidence? It is. But Hayley’s venture into the cannabis industry stems from her own health journey and exploration that has lead to the launch of her elevated cannabis lifestyle and accessories brand. Not only are we thrilled to be sharing Hayley’s story in our latest #FounderFiles feature, but we’re even more excited to announce that we’ve partnered with Sackville & Co. to support their official launch party on October 17th in Toronto and YOU’RE INVITED. Click HERE to sign up to our E7 Newsletter to have the party details sent to your inbox and keep reading to learn more about Sackville & Co. and its journey into the wild world that is the cannabis industry.
Business Name: Sackville & Co.
Name & Title: Hayley Dineen, Founder
Education: Central Saint Martins
Edit Seven: Tell us about your brand, what do you do?
Hayley Dineen: Sackville & Co. is a cannabis lifestyle brand focusing on wellness and self-care, founded by myself and my partner Lana Van Burnt.
E7: How did you start your business? What inspired you to start?
HD: I have always been a recreational consumer, but just over a year ago I began having chronic muscle spasms. I have battled with dietary issues for a long time and the strain on my digestive system had gotten progressively worse. I was hospitalized and bed bound for six weeks, during that time I was prescribed opiates to deal with the pain. I hated the way they made me feel, and I was anxious about what they were doing for my health.
I decided to try cannabis to help calm the spasms and ease the stress and anxiety that goes along with chronic pain and it completely changed my life. I started to heal much faster, and found a balanced approach of cannabis, physio and diet to aid my recovery. During this period I became obsessed with making my own cannabis rituals and really fitting it into my lifestyle, I had a marble stash jar and ashtray and played around designing grinders that looked nice out on the shelf instead of hidden in a junk drawer.
Lana and I met to discuss the idea and the concept and Sackville & Co. was born. We both really wanted other people to see cannabis differently, and feel more comfortable interacting with it in their regular lives.
E7: What makes your product special?
HD: It’s designed to increase your enjoyment of cannabis and take pride in it. I think that’s special.
E7: What have been some of the biggest lessons you’ve learned from running your business so far?
HD: You have to celebrate all the small wins, because it truly is a series of small wins, and its a ton of work. If you don’t appreciate the journey, and the steps that it takes to accomplish each goal, you’ll burn out.
E7: What has it been like to build a cannabis-related business before legalization?
HD: Its definitely complex and tricky to navigate, especially being small. There are a ton of changing regulations, and the industry moves at rocket speed. We are definitely limited on what we can do and can’t do, but there is a really strong community in the industry building towards a bigger future. Legalization is really only one step on what will be a long road of change, so being apart of that is incredible.
E7: How do you foresee your business changing post legalization?
HD: Hard to say–there are a lot of hurdles in Canada at the moment for small brands. However the global stigma around cannabis is changing rapidly and I am confident that the industry will open up, not just in Canada but globally. I am really looking forward to the spread of information and more scientific research coming out. Cannabis is such an incredible plant, and from my experience, an incredible healer. We are working on expanding our product line into the beauty and wellness space and will continue growing as regulations open up.
E7: In general, what has it been like to dive into the world of cannabis before legalization, and why did you decide to do it?
HD: It just felt right. I knew I wanted to make products that felt like they fit my lifestyle, that made me feel good and made my own consumption more enjoyable, and I spoke with so many people who felt the same way. The concept of Sackville & Co. was born before legalization was announced, and we were excited to build it then, Since legalization was announced its just been a wild ride that we are happy to be on!
E7: What is your #1 piece of advice to keep in mind when starting your own business in the cannabis industry?
HD: Come to the table knowing your strengths and weaknesses and be ready to learn a whole lot from people who have blazed the trail to get us where we are today. Read everything and remember this is just Stage 1, there is incredible potential in all areas of the industry and so find something you are truly passionate about.
E7: Is there anything you wish you’d known before starting your business?
HD: There are a million things, but to be honest you learn the most by doing. Every hurdle is just an opportunity to learn a new skill or new information.
E7: What is a challenge you’d tell future entrepreneurs in the cannabis business to prepare for?
HD: There will be so many challenges, this is a new industry and that comes with growing pains. So get used to change, and learn how to work with it.
E7: How do you stay organized, balanced and motivated?
HD: Honestly time management is everything. I set some boundaries for myself, i.e. – I need 8 hours of sleep, and that’s a non-negotiable. You have to know how to set yourself up right to do your best, and don’t compromise on that. If you love cooking, make time for it; if mediation is really important to you, schedule it in. I think its just about listening to yourself and respecting your own needs.
E7: Who are some of your mentors/role models?
HD: The women in my (family). My grandmother was an internationally recognized Opera singer, she travelled the world, and always pushed her self to do her best, and really enjoyed life. My Great grandmother travelled to China in the 1900s, before anyone really left their own paths. Their energy inspires me to take risks.
I have (also) met so many people in the industry who have been incredibly generous with their time and knowledge.
E7: Do you have a daily or regular ritual you practice that you love?
HD: Every morning I get up at 6:30 am and come into the kitchen before anyone else is awake, I make a coffee, take my CBD oil and set my intentions for the day. Honestly, having that moment of silence to focus on what I want to accomplish and the energy I want to attract sets me up for the day. When I can’t have that time, I always feel scattered and unfocused.
E7: Where do you go or what do you do to look for inspiration?
HD: Galleries, exhibits, or I go on long walks. I also try and take classes and workshops to learn new things to stay inspired, I’ve tried glass blowing, ceramic and silver smithing.
E7: Who is the Sackville & Co. customer and where can your products be purchased?
HD: Sackville & Co.’s consumer is anyone looking to find cannabis lifestyle products that really fit into their lifestyle and bring more joy to their experience. We currently sell through our e-commerce site SackvilleandCo.com, which is relaunching on 10.17 and will soon be available at stockists across Canada.
(Story by Editor-in-Chief, Gracie Carroll)