Will Cohen

JIW What was your professional and educational background prior to founding Tokin Jew? What were some interesting roles you held?

Will I came from a consulting background specifically focused on helping to grow larger Fortune 500 companies through different strategic initiatives. I also work at a tech company focused on different operational projects that help build the company through different avenues and I think that has definitely helped me be able to understand business and the different ways we can operationalize the business at TJ better.

JIW What in particular inspired you to create the Tokin Jew brand? What did you hope to achieve with this brand?

Will I've always been very entrepreneurial. Specifically, the origin story is that one Hanukkah during college I wanted to light the menorah with a Jewish friend on campus. I remember looking at the menorah one night and sparking a joint, and looking at the candles and thinking why can't I smoke my menorah? I shouldn't have to light the candles and my joint, they should just be one. The goal was always to make people laugh, and to create a different avenue to celebrate Judaism in which people could laugh, that's not so stuffy and thrown upon you.

JIW What have been some of the most memorable products and collaborations that Tokin Jew has released? The Shofar pipe is quite incredible.

Will Doing a collaboration with Jake Cohen, one of the largest Jewish chefs, was really cool. I love all the products that make people go "wow, I can't believe this exists." One of my favorite newer products is the Kiddush Cup Pipe.

JIW What have been some examples of antisemitism that the brand has received due to its association with Judaism?

Will We have had a lot of collaborations get cancelled because people don't want to associate with a brand that has "Jew" in it, saying that it's too controversial, even though we are not political at all.

JIW On a lighter note, what have been some of the funniest reactions you’ve received from members of the Jewish community, especially rabbis and other Jewish leaders?

Will I got an email from my old rabbi from my Bar Mitzvah days, who reached out and said "I'm so proud of you." That was an amazing reaction.

JIW What are some exciting plans you have for the future of Tokin Jew?

Will Continuing to grow the brand, finding different avenues to pursue under the Tokin' Jew umbrella. We have cultivated such an amazing community and I really want to be able to leverage that community throughout different laneways, whether that's events, a nonprofit angle, or different cannabis products. There are a lot of ways to grow it and it's exciting because we really attract young Jews and people want to find ways to connect with that younger crowd. 60-70% of our audience are folks under the age of 32, so we are really excited to keep growing that community and building things out.