6 entrepreneurial tips for selling CBD flowers

Thomas Traoré has led several different lives. First as Grain de Caf, part of the Octobre Rouge group, then as Isakin, in the “sape” style with streetwear influences, he recently launched a business selling CBD cannabis by opening the store Bestown of Paris, on Rue de Clignancourt in the 18th arrondissement. A look back at his career and the advice he offers to those who would like to get into this business.

Red October

DJ Manifest, Voodoo, Logan, and Grain de Caf made up Octobre Rouge, one of the first rap groups—if not the first—to address cannabis from a recreational perspective, without dwelling on drug dealing or life in the projects. Three group albums and one solo album later, the group has matured through a series of mixtapes and EPs. From Weekend in Meda, which tells the story of a group of young Parisians who head to Dam for a weekend; we stopped by Shortage, the Ien, then "Express Delivery" or "Pulmonary Embolism," and finally "No Response" or Next. Since that last song depicted the despair of a smoker who had become a little too addicted to his habit, it was time to try something new.

Isakin

After rap came fashion—a topic not all that far removed from the first. Starting out as a distributor for brands like Qhuit, Poyz & Pirlz, Obey, and Michka, Thomas cut his teeth working for others before launching his own brand. It would be Isakin, launched with a T-shirt paying homage to the 18th arrondissement, «Ici c’est Barbès.» It has since expanded its lineup to include pants, jackets, coats, and shirts, has cultivated a few collaborations—such as with Noël, a historic shoe brand—and carefully selects its retailers. A few partnerships here and there—with Oxmo or Orelsan—and always staying true to its streetwear DNA.

Bestown

Thomas makes no secret of it: cannabis has always been a part of his life. When Well Jackson, the founder of Bestown, offered him the chance to take over a store, Thomas thought it over. He had discovered CBD weed in Switzerland a few years ago and had liked it, but after considering the situation in France, he finally decided to take the plunge.

After his first few weeks in business, he has drawn some conclusions. First of all, his clientele consists of THC smokers who either can no longer tolerate it or want to cut back on their use, or patients referred by their doctors. These medical situations are difficult to handle; his store is neither a pharmacy nor a dispensary, and under no circumstances can he discuss the therapeutic benefits of his product. Some of his customers, however, say they feel relief and keep coming back.

Furthermore, since the industry is unregulated, it has established a few rules that it is happy to share:

• His field of expertise is wellness. No sales advice can go beyond that.
• No mention of THC, either in the store's name or in the related products sold (no leaves or bongs, for example)
• No sales to minors or pregnant women. These products contain cannabinoids, which may have harmful effects on these individuals.
• Sold in pre-packaged bags, with the «required» warnings on the package (do not smoke, prohibited for those under 18 and pregnant women, etc.)
• Chromatography Services Available to Customers
• Preferred methods of administration: infusion (with a little milk), ingestion, or even vaporization

Of course, he’s had visits from law enforcement several times; they check everything—from the products being sold to the operation of the security system, including whether the cash register is in compliance. But many French entrepreneurs working in the cannabis industry have already been through this.

As for the future of CBD flower sales? He’s optimistic. Thomas is aware of the current challenges, which he attributes in particular to how the products are presented. The name «coffeeshop» definitely brings back too many memories of his youthful escapades—memories he hasn’t completely forgotten, but which he won’t recreate in France until cannabis is legalized.