Company: Sackville & Co.
A trendsetting, creative force with extensive experience in product design and development, Hayley Dineen graduated from the world-renowned arts and design college, Central Saint Martins in London, England, in 2015 and has since worked with the United Nations Ethical Fashion Initiative, creating programs for Vivienne Westwood, Stella McCartney, Karen Walker and as the design director for the clothing company October’s Very Own. Now as the co-founder of cannabis lifestyle brand Sackville & Co., she is looking to make her mark in cannabis.
“For a very long time there hasn’t been much consideration made to cannabis accessories beyond their utility,“ Dineen says. “Cannabis is used in so many different ways; maybe you’re out with friends or hosting a dinner party or hiking a mountain — all of these experiences require more thoughtful design to help create products that have utility but also fit the purpose.”
In addition to her design experience, Dineen also consulted on the technical and development of product and merchandise strategy with brands such as Yeezy, Aurora Cannabis and Kypris Beauty among others. At Sackville & Co., she aims to create cannabis products that are reflective of modern users who are unashamed of consuming cannabis and have no intention of hiding it.
“We both want more people to feel comfortable being open about how they use cannabis and how it affects their lives,” Dineen says. “The prohibition of cannabis has led many people to understandably hide their use and that has created a skewed understanding of how diverse cannabis consumers are.”
Lana Van Brunt
Company: Sackville & Co.
At one point in her career, Lana Van Brunt was simultaneously the director of experiential marketing, head talent buyer and director of business operations at VICE Media. And prior to co-founding Sackville & Co., Van Brunt was making a name for herself doing brand development, marketing and product positioning with prominent businesses such as Playboy, Miss Grass, Old Pal and GZA of the Wu-Tang Clan. Now, Van Brunt is using her extensive marketing and branding experience to create “design-forward products” for the cannabis industry.
“A design-forward product is when the design process of developing a product takes into account the entire consumer experience and lifetime of that product,” Van Brunt says. “It’s one thing to design something that looks visually appealing or pushes the boundaries of aesthetics in design, but if the product doesn’t work the way a consumer needs it to then it’s ultimately a waste of time and money.”
Van Brunt says she looks at how a cannabis product exists beyond the store shelves, factoring in how it would fit inside the consumer’s home to evaluate if it meets all the potential use cases.
Van Brunt launched Sackville & Co. alongside Hayley Dineen in 2017. Among her many milestones thus far in the industry, including launching their private label design studio, Sackville Studios, and buying their company back after an acquisition, Van Brunt says her biggest was seeing her businesses succeed on their own merits.
“It’s been an incredible journey building our companies and we’re really so fortunate to be able to be in this industry as two women without any investment or input from external sources,” she says.