AACE INTERVIEW: Sian Seligman of Resonate Blends
Sian Seligman
My mom will likely never get high, but showing her how cannabis works for her, helped me open that dialogue about working in cannabis.
- Sian Seligman
I met Sian at the City Club in Downtown Los Angeles, it is a private club for conducting commerce for the second-largest city in the US. I’ve had meetings at the City Club over the years and it has never failed to impress with the views and how quiet it was in there, the hushed tones of those making deals or catching up filled the room like the sound of electrical currents on a transformer line. I was so impressed by Sian and by her vision for expanding the palette of cannabis consumers with her product KOAN from Resonate Blends. We also shared so much common ground, heritage, culture, and the love of a really good functional handbag.
Sian’s product is Koan, and like our shared requirements for accessories, it is not only beautiful in its branding, it is also functional with a system that expands and connects with the effects that cannabis connoisseurs are looking for.
Sian is a brand and bridge builder and I am honored to have Sian here on AACE and to have her share her story with us. - Ophelia Chong
What was the epiphany that brought you to the cannabis industry?
I have been a cannabis user for many years but never considered myself a heavy user. Prior to joining Koan, I never considered consuming cannabis throughout the day either. There was a time in our early days of Koan, when we had a team meeting and I was late. I HATE being late. I was so stressed out. And I’m pretty sure I was born with anxiety. Someone handed me our Calm Cordial, which is meant to quiet noise without the high. It has a really low dose of THC (1 mg) and 15 mg of CBD, not enough THC to make you high. I took it and within a few minutes, I started to feel the stress melt away, both physical and mental stress was gone. It was a true light bulb moment for me. I realized cannabis is wellness and while getting high has a place in my life, I also have a lot of stress and anxiety that I used to just tough out. Cannabis made an anxious overachiever like me, feel normal. I didn’t need to be a tightly wound, Type-A, perfectionist all the time. It’s changed my perspective on cannabis and it changed my life. Immediately I thought, what more can we do to make people find moments just like that one.
What skills did you bring with you to cannabis?
I come from a traditional marketing background—consumer packaged goods, automotive, tech and entertainment industries. I’ve worked directly for brands and agency-side doing marketing, consumer research, and promotions for brands like Coca-Cola, Nestle, Burger King, Audi, Toyota, etc. I think there are many of us from other industries who want to see cannabis grow and mature in a healthy and positive way. I like to think I bring a foundation of discipline and strategic thinking to the industry that has had to survive by being very clever and creative to make their businesses work in such a highly regulated space. I’m also a certified Master Gardener and I love plants, so cannabis is a perfect complement to growing other things in the garden. I’m also getting my Masters's degree in Herbal Medicine. I take my hobbies very seriously. Ha.
What were the reactions from friends? And was it different with family members?
My friends aren’t super surprised by my transition into cannabis. I have always been involved in emerging consumer trends. Cannabis is no different. It is still early days and getting involved in cannabis at this stage is not a surprise to anyone who knows me. I’ve had it a lot easier than most, in terms of introducing my mom to the fact that I now work in the cannabis industry. Prior to Koan, I had started introducing my mom to a variety of cannabis products that meet her where she is. She has arthritis and pain and so I’ve introduced her to topicals — products that Koan does not make. My mom will likely never get high, but showing her how cannabis works for her, helped me open that dialogue about working in cannabis. It wasn’t a scary proposition by the time I came around to it. Now, whenever I go to an industry event, she asks me to look for new products and samples that can help her with her pain and sleep. That’s made all the difference.
What was the coolest moment you had in weed?
Meeting so many amazing women and women of color! I’ve been so grateful to the Pot Luck Club events with AACE. Finding one’s tribe is always important, but I have been incredibly overwhelmed by how engaged and supportive the AAPI community is within cannabis. Hearing the stories and experiences of others has been both a comfort and the connective tissue between us.
How did you develop KOAN and the experiences? Who did you create this product for?
Koan is a product line of precision-calibrated, nano-emulsified, liquid cannabis cordials. You can either drink it straight from our tiny bottles or pour it into any drink you like. We have a genius Head of Product, Skyler Quisenberry. He is truly the mastermind behind our product formulations. We develop products that are scientifically evidence-based, with a unique blend of cannabinoids and terpenes that deliver consistent and reliable experiences every single time. We beta test each and every blend with real consumers, that act as a feedback loop for us to adjust and iterate. We are currently targeting Canna Curious consumers, who are relatively new to cannabis and people looking for functional wellness. Cannabis should be easy to consume and easy to figure out what product is right for you. Entering the category can be very intimidating for newer users. Koan enhances the things you are already doing in your life. So you can be present, connected and intentional. We believe cannabis should meet people where they are. Our philosophy of product development is about making it as easy as possible to find what you’re looking for. Simple to consume, discreet, consistent and incredible experiences.
How do you relax at the end of the day?
I drink a lot less alcohol than I used to. I think that’s pretty common for most folks in the cannabis industry. I now make cocktails at home using Koan Cordials. I can still have a drink, but I don’t feel terrible the next morning. My husband still likes to have a scotch or whiskey in the evening. And I like the flexibility of choosing the cocktail I want and the experience I want at the end of the day. On Monday night I might take a Calm cordial and on a Friday with my girlfriends, I might want to make Play cordial cocktails for everyone. It’s nice to have flexibility and variety.
Which designer bag is best for carrying weed?
This is so funny. You clearly know my penchant for designer handbags! Since this year is the year of the Tiger and I am a Tiger, that’s an easy one. My favorite handbag to carry weed or anything else is my Gucci Tiger GG Medium Tote Bag.
Links: