By Kennedy Weible
Charleston, South Carolina, United States: Rolling papers and blunt wraps
Dave B, Co-founder
Tyga, Creative Director
Shine Papers was born from a company called London Cut Cigars, which offers a cigar called the Black Tie, wrapped in 24-karat edible gold. In seeking to find a way to make the concept of smoking pure gold more accessible, the founders hit on the idea of gold rolling papers. Since its inception, the company has grown quickly and become fairly high-profile thanks to celebrity merchandise collaborations with the likes of Miley Cyrus, providing Shine Papers as merch for her Bangerz tour, and the fact that the product seems almost tailor made to be boasted about on social media platforms. In 2014 Shine struck a partnership with the rapper Tyga, and received a $5M investment from the artist who became a partner in the company with the title of Creative Director.
Revenue Driver: 24-karat gold rolling papers.
Competitors: HIP Gold Rolling Papers.
Competitive Advantage: Celebrity association and endorsement. Shine Papers has now has the registered trademark for the color gold on rolling papers.
Business Model: Retail and online distribution.
Funding: London Cut Cigars, the already established cigar company Shine was born within, got the company off the ground. Then, Shine received a $5M investment from Tyga as a partnership deal in 2014.
Sales/Marketing Strategy: A premium “Keeping up with the Joneses” strategy, which involves a heavy reliance on social media. Shine also leverages celebrity endorsement and partnerships.
Customers: People looking to visibly display a high-roller lifestyle while smoking.
Target Market: People seeking a high-end smoking product with a visible cachet.
Shine Single 12-Sheet Pack – Handcrafted 24K gold rolling papers made with the finest edible gold.
Shine Gold Blunt Wraps – Handcrafted gold cigar wraps made from the finest 24K edible gold. Each pack contains 2 gold cigar wraps crafted from 24K edible gold and tobacco
Shine Tattooed Blunts™ – The Benjamins – Handcrafted blunts made with 100% edible ink as found in world-famous rolling papers. Imprinted with part of the $100 dollar bill tattooed on the blunt. Each pack contains 2 Shine Tattooed Blunts™ made with tobacco.
Shine Gold Cone – Handcrafted 24K gold rolling papers made with the finest edible gold. 1 Pre-rolled cone so all you need to do is fill it and smoke it.
Shine Super King Size Paper – Handmade gold rolling papers that use only the finest 24K edible gold. Super King-Size paper measures 5″ x 1.5″. Contains 1 Gold Rolling Paper per pack.
Customer Problem: Due to the high cost of the product the average consumer won’t be able to afford to buy them regularly.
ADDITIONAL POINTS OF INTEREST
Shine Papers grew 300% from 2013 to 2014.
Miley Cyrus featured Shine Papers as merchandise for her Bangerz tour.