Marijuana Subscription Service Takes Cues from Luxury Brands
Birchbox, move over: Marvina is the new hot subscription service (for cannabis)
Dane Pieri understands the paradox of choice. The San Francisco entrepreneur realized that, once his state officially legalized the sale of medicinal marijuana in 2003, many consumers were overwhelmed by the variety of strains they could purchase. In response, Pieri launched Marvina—a monthly subscription service for high-quality marijuana, with the goal of cultivating a new audience of cannabis connoisseurs.
Pieri describes Marvina as a “wine club for cannabis,” where subscribers receive a monthly package of three to four carefully-curated strains of marijuana. Each strain includes a description, predicted effects, and a flavor profile. Subscribers can choose strains that are either sativa-heavy (producing an energetic, cerebral high) or indica-heavy (for a full body high and pain relief). Subscriptions can include seven, 14, or 28 grams and start at $95 per month.
Marvina is not a dispensary, but partners with a small selection of cannabis growers and dispensaries to procure and deliver its products. Subscribers must carry a California medical marijuana identification card, and delivery is currently limited to San Francisco.
Marvina brands itself as a premium cannabis provider, displaying an elegant black and red visual identity, mahogany backdrops, and luxurious descriptions that bring the company closer to premium subscriptions such as Birchbox and Trunk Club than to “stereotypical” cannabis transactions in smoking shops.
Marvina’s success — press and otherwise — indicates a shifting consumer perspective about cannabis purchase. Buying marijuana is no longer explicitly taboo; if Marvina is any indication, it’s an art form to be appreciated.