Nick Avé, General Manager, Zamnesia – Interview Series

While there are many important parts of the cannabis cultivation process, few decisions are as crucial as selecting seeds to use and the unique genetic mixture contained within those seeds. Luckily for cultivators and enthusiasts, there is a massive and organized site where purchasing those types of seeds is possible. In 2012, Dutch entrepreneur Nick Ave founded Zamnesia, and since then, the site has expanded far beyond the cannabis seeds and accessories that started the platform.

How did you first get started in e-commerce, and what industries and businesses did you mainly work with prior to working with a cannabis-focused platform like Zamnesia?

I started out working as a chef, then moved on to a job at Foot Locker (FL ) . I had no prior experience in e-commerce before joining Zamnesia. Everything I know today about e-commerce comes from more than a decade of hands-on experience at Zamnesia.

Because cannabis products exist in such a strange legal grey area in both the Netherlands and the US, did you have any professional concerns about working with Zamnesia at first?

Not at all, to be honest. While the space may be considered grey, nothing we did at Zamnesia ever felt risky or questionable. I never had concerns that my work would get me into trouble. Looking back, I’m grateful I didn’t hesitate, because working at Zamnesia has been a rewarding experience and continues to be one every day I go to work.

What interested you about working with Zamnesia, and how is it different from other e-commerce platforms you’ve worked for?

I’ve always been fascinated by cannabis and psychedelics, so when a friend told me about an open position at Zamnesia, I was immediately intrigued. The products drew me in, and the company’s mission and culture kept me here. Compared to traditional e-commerce roles, working at Zamnesia feels more aligned with my personal interests and values.

How does the Zamnesia platform assist cannabis consumers and companies alike?

Zamnesia serves both consumers and companies by offering a curated and trusted platform that blends product discovery, education and innovation. For consumers, we make it easy to access high-quality cannabis seeds, psychedelics and lifestyle products, all while providing the knowledge needed to make safe and informed choices. For companies, we offer a platform to reach a passionate and growing audience, backed by strong logistics, marketing and brand credibility. In short, we help bridge the gap between culture and commerce in the cannabis space.

What was the process of looking for cannabis seeds and cultivation supplies before Zamnesia was created?

In the past, people in the Netherlands relied on grow shops to find seeds and cultivation gear. These shops were often tucked away and were more known by word of mouth. Today, Zamnesia provides a modern, professional alternative with easier access, better selection and a more trustworthy experience.

When did Zamnesia decide to expand to America, and what were the primary reasons for the expansion? What gaps in the American market did Zamnesia hope to fill?

The decision came after the DEA issued a letter clarifying that cannabis seeds could be legally classified as hemp. The US always felt like a natural next step for us. Even before expanding, we were receiving hundreds of monthly requests from US customers asking if we could ship there. Our goal is to bring the Dutch smartshop concept to the US, offering a wide range of mind-altering and alternative lifestyle products, and be the go-to online retailer for this niche.

With the platform’s operations and products, how does Zamnesia properly focus on consumer education about cannabis and psychedelics throughout all that?

Education has always been one of our top priorities. Some of the products we offer require caution and responsible use, so customers must have accurate information. Beyond safety, we believe in breaking down taboos and reducing stigma around these substances. We want to help people better understand what they’re using and why, and that only happens through clear, honest education.

Has Zamnesia faced any legal issues or problems from either Dutch or American authorities for the site selling cannabis cultivation accessories, among many other products?

We’ve never run into major legal trouble because we always make sure to operate on the right side of the law. We’re a team of over 80 people, and we take our responsibilities seriously. Risking the future of the company and our team is not an option. We prioritize compliance and long-term sustainability.

With more American states continuing to legalize cannabis every couple of years, has cannabis tourism to the Netherlands decreased as a result? Are fewer Americans traveling to Amsterdam to use cannabis now that many American states have legal cannabis?

Definitely, legalization in the US has reduced the novelty of traveling to Amsterdam for cannabis. On top of that, there’s been a political shift in Amsterdam itself, with the current mayor trying to phase out many of the things the city has historically been known for, including cannabis tourism.

What are some exciting future plans for yourself and Zamnesia? With more states legalizing cannabis recreationally, how does Zamnesia hope to grow along with those new state markets?

Our focus is to keep building the Zamnesia brand and introducing more people to the unique range of products we offer. We want to bring the Dutch smartshop concept to the American market in a way that feels fresh, fun and accessible. That means staying ahead with new product drops, maintaining top quality, and continuing to surprise our customers with things they didn’t even know they wanted. We’re here to spread curiosity and good vibes, wherever legalization allows us to go.

Thank you for joining us, Nick! For more information on Zamnesia, please visit its website.