Raveena Cheema, CMO and Co-Founder of Purple Rose Supply and Native Leaf Co. – Interview Series

The career paths of cannabis professionals and business owners, and the transferable skills they bring to the table, are always exciting. For Raveena Cheema, CMO and Co-Founder of Purple Rose Supply and Native Leaf Co., that path and skillset include successful marketing campaigns and experience for a variety of industries far removed from any ancillary relationship to cannabis and cannabis accessories. Yet, those marketing tactics and strategies have proven quite successful in the cannabis accessory space, given the widespread success and usage of those two brands.

So, what subjects did you mainly study while attending San Francisco State University? While you were minoring in criminal justice, did you ever imagine that you’d end up producing cannabis accessories?

I started as an accounting major but quickly realized it wasn’t for me, so I switched to marketing. Most of my courses focused on business and marketing, but I also took criminal justice classes because I was curious about psychology and interested in the subject. I never saw myself in the cannabis industry at that time since I didn’t try cannabis until later in life. Growing up as a girl in an Indian household where cannabis was considered taboo (and still is to some extent) made it feel like a big leap. But I’ve learned that challenging norms can lead to unexpected opportunities – like co-founding a company that makes premium rolling accessible.

Prior to creating Native Leaf and Purple Rose Supply, what industries did you primarily work in and provide marketing/advertising services to?

Before starting on this journey, I worked in a few different roles, primarily focused on PR and performance marketing. Performance marketing was especially exciting because it gave me direct insights into customer behavior and helped me make data-driven decisions. Later, when I co-founded Purple Rose Supply and Native Leaf, I realized I loved the brand-building side too. I enjoyed connecting with people and creating a story that really resonates.

Did certain industries have more difficulties in successfully marketing their businesses and products than other industries? If so, what were those common disadvantages you witnessed?

Different industries definitely face unique marketing challenges, and some face a combination of them. For example, some industries struggle with saturation and standing out, while others deal with restrictions. Cannabis is unique because it experiences both. It has to navigate advertising bans while also trying to differentiate in a category that can feel saturated, especially as more brands enter the space.

What inspired you to create Native Leaf Co. and Purple Rose Supply? After so many years of marketing for other industries, did you have any concerns or reservations about entering the cannabis accessories industry?

The idea actually came from my boyfriend, but once I started getting more involved, I saw how much potential it had. Leaving a stable career to jump into something that felt risky was definitely a bit scary, especially given how cannabis was viewed within my family at the time. But growth and pushing myself out of my comfort zone are important values for me. Taking that leap was tough, but looking back, it was completely worth it. I wouldn’t have experienced the same personal and professional growth if I hadn’t taken that risk.

How do Native Leaf and Purple Rose Supply’s products assist both manufacturers and consumers alike? How do the products stand out against other competitors?

Right now, our main focus is Purple Rose Supply. We set out to make premium rolling more accessible because, before us, cannagars were seen as a luxury product reserved for the top 1%. We wanted to change that not just by making them more affordable, but by creating an enjoyable experience for everyone, including those who had given up on rolling due to physical challenges. Our products give users a consistent and reliable way to craft high-quality cannagars. Unlike traditional hand-rolling, our molds create a uniform shape and density every time, resulting in a smoother, longer-lasting burn. Our products stand out because they combine premium quality with accessibility, making it easy for both experienced rollers and those who struggle with rolling to enjoy long-lasting, slow-burning cannagars. This blend of quality and user-friendliness sets us apart from competitors.

Even though Native Leaf and Purple Rose Supply are ancillary/non-plant touching businesses, have you faced any disadvantages and/or problems when it comes to advertising the businesses due to that ancillary relationship with cannabis products?

Definitely. Even though we’re an ancillary business, we still face challenges like payment processing issues, platform bans, and social media restrictions. The biggest lesson has been to stay adaptable and keep learning. We’ve gotten pretty good at navigating obstacles by staying curious, experimenting, and not being afraid to try new approaches. The reality is, avoiding challenges isn’t realistic in this industry, so we just stay ready to pivot when needed.

When it comes to digital marketing overall and especially for the cannabis industry, what would you say are the most important components and actions for success? And what are the most effective ways to minimize the many issues that arise with the near prohibition of cannabis advertising on Meta and Google(Alphabet (GOOG ))-owned platforms?

Success in digital marketing, especially in the cannabis space, comes down to staying on top of compliance, being creative with content, and staying flexible. Since Meta and Google prohibit direct cannabis advertising, we focus on creative strategies to work within these restrictions. While we do use platforms like Facebook, we’re mindful of their policies and approach content in a way that aligns with their guidelines. To minimize challenges, we also invest in content marketing and SEO to drive organic traffic. Additionally, we leverage community building, email marketing, and partnerships to increase brand visibility while staying compliant.

What are some exciting future plans that Native Leaf and Purple Rose Supply have as the American cannabis industry continues to expand?

It’s been amazing to see how cannabis culture is becoming more accepted—even to the point where I got to share the experience with my mom. As the culture evolves, our mission remains the same: making premium rolling accessible to everyone. That’s why we’re focused on developing new tools and accessories that simplify the process, so more people can enjoy better sessions. We’re also exploring collaborations with like-minded brands to create unique product bundles and limited editions that reflect our commitment to quality and innovation. We’re driven to keep innovating and expanding our community, helping more people elevate their smoking experience without feeling like it’s out of reach.

Thank you for joining us, Raveena! For more information on Purple Rose Supply or Native Leaf Co., please visit each’s respective websites.