The Blazy Susan
It was 2014. Will Breakell had just landed in Denver, fresh out of the Virginia Military Institute, and was staring at the battlefield that was his coffee table. “The coffee table is the heart of the action for most cannabis users, but it was the most chaotic part of the experience,” he says. Ash, grinders, lighters and half-smoked joints were everywhere: the usual suspects of stoner chaos. It was a far cry from the VMI dorms, where even toothbrushes had to line up in formation.
So he did what any high-minded, high-functioning problem-solver would do: he sketched a better system. A spinning rolling tray with compartments. A lazy Susan, reimagined for the cannabis generation.
That DIY idea would become Blazy Susan, a now-iconic accessories brand with pink rolling papers, cult-favorite trays and a no-plant-needed approach to dominating dispensary shelves.
From a cluttered sesh to a culture-shaping brand, Blazy Susan grew not by chance but by instinct —and by listening. First to the mess. Then to the people.
The Pink Paper That Changed Everything
Like most great stoner inventions, the pink papers started as a side idea; a limited-edition drop meant to support breast cancer research, a cause close to Breakell, whose mother is a survivor. “What we learned, however unintentionally, was that the market was starving for something different,” he says.
Turns out, cannabis consumers were ready for a little color.
Blazy Susan’s Pink Rolling Papers
The pink packaging popped on shelves. The quality of the paper held up. And what was meant to be a one-off became a movement. “The pink packaging really stood out on the shelf and in person,” Breakell says. “What started as a concept became our flag and calling card that set us apart and built a genuine following of people who wanted something fun and different.”
It wasn’t just about the paper; it was about identity. It was aesthetic. It was personal. And for Blazy Susan, it was proof that the market was ready to roll with something bold.
While Blazy’s pink rolling papers are made with food-safe, lab-tested dye and marketed as non-toxic and vegan-friendly, comprehensive research on the health effects of inhaling dyed rolling papers remains limited. The company emphasizes sustainability and safety as part of its brand ethos, but like all accessories in the smoking space, consumer discretion is advised.
From Tray To Lifestyle Brand
The spinning tray was never the endgame, it was just the spark. Once people started buying it, something clicked: they didn’t just want tidier sessions, they wanted gear that actually said something about them. That’s when Blazy Susan shifted from making products to building a brand.
“A vibe of creativity, self-expression and fun,” as Breakell puts it.
So it expanded. Rolling papers. Wraps. Organizers. Grinders. Glass. Blazy Susan became a full-blown ecosystem, not just for smokers, but for anyone drawn to its bold aesthetic and sense of self-expression. “Many people who don’t consume cannabis still love our brand aesthetic,” says Breakell.
And it worked. While many legacy brands leaned into tradition and familiar aesthetics, Blazy showed up in pink: bold, playful and unmistakable. And people showed up with it.
The Numbers Behind The Hype
In a category dominated by legacy names with deep roots in quality and tradition, Blazy Susan carved out a new lane, delivering bold aesthetics and strong execution for a new generation. According to Hoodie Analytics, the company now ranks #2 in total dollar sales in the Rolling Papers & Accessories category across the U.S., behind only RAW and ahead of legacy names like Zig-Zag, Elements and Vibes.
Kris Walker, co-founder and president at Hoodie Analytics confirms this. And he adds: “While the cannabis accessories segment saw a slight seasonal dip in the fall, overall performance has remained stable, with brands continuing to expand distribution and build momentum nationwide.”
That momentum is echoed by Seth Yakatan, partner at Katan Associates International, a corporate strategy and finance advisory group focused on the global life sciences sector. One of the most active voices in the cannabis investment community, Yakatan has helped raise more than $1 billion in capital and contributed to 22 company exits.
Will Breakell
“Founded by Will Breakell, these guys have been killing it,” Yakatan wrote recently on LinkedIn, where he’s built a considerable following. “In 2024 alone: #1 fastest-growing brand in dispensaries and C-stores, 44.4% growth in store count, 38.3% retail brand sales growth and #2 in the preroll and accessories category. This team is blazing a trail as a leading disruptor in the rolling paper and smoking accessories industry.”
In 2024, Blazy Susan was also ranked #382 on the Inc. 500 list, making it one of the fastest-growing private companies in the country.
While many cannabis brands struggle to scale —or stay solvent— Blazy has done something rare: turned a profit. As Yakatan puts it: “Will Breakell keeps it simple. He just MAKES EBITDA. It’s been a sincere joy to watch him mature as a CEO and deliver the NUMBERS… People keep telling me there are ‘no profitable companies in this industry’… Then why do I KEEP FINDING THEM??”
“My greatest strength as a founder has always been an obsessive focus on the customer,” explains Breakell. That means everything from personally running product development to maintaining close relationships with distribution partners. It also means knowing when to listen. “We weren’t profitable when I started Blazy Susan in 2017, but I was listening.”
According to Future Market Insights, the rolling papers market is projected to hit $790.2 million by 2025 and projected to reach $1.28 billion by 2035. What’s more, the global smoking accessories market is expected to be worth $101.6 billion by 2032, growing at a CAGR of 5.2%. As that pie grows, Blazy Susan is positioned to capture more than its fair share.
The Brand Building Strategy
Blazy Susan isn’t trying to be everywhere. Instead, the company has focused on a lean internal team, a limited number of strategic distribution partners and a hyper-engaged community that helps guide what comes next. “We don’t believe in hiring over people,” says Breakell. “We build within. We develop hard workers into leaders. That approach creates a team entirely bought into the mission and deeply understands the brand from the inside out.”
The result is a brand that moves fast, stays weird and builds loyalty. Collaborations with the Grateful Dead, Earth Gang, Jimmy John’s and Azuna have extended Blazy’s reach far beyond traditional smoke shops. “We don’t chase clout,” says Breakell. “We look for authentic, organic partners who match our energy and ethos.”
That energy has taken it global. Blazy now has a foothold in Mexico, the UK, Canada and other parts of Latin America, with region-specific assortments and marketing. And while the pink paper is still the crown jewel, the brand is rapidly expanding into new categories, from glassware to hemp-derived consumables to electronics, segments where the Blazy aesthetic can shine without regulatory baggage.
Breakell still leads product development himself. “I’m an actual consumer of our products, giving me an instinctive feel for what’s a hit and a miss.” That feedback loop —between the founder, the team and the community— has become Blazy’s biggest asset.
“Our blunt wrap segment, especially the rose wraps and tea leaf wraps, has been a breakout,” says Breakell. “That category has helped us grow our footprint in convenience stores across the country, which is a big part of our retail strategy.”
Success like that hasn’t gone unnoticed. “We’ve had to defend our IP more than once,” he adds, noting the copycat attempts that come with being a category leader.
It’s never had to touch the plant to be part of the culture. And that might be the smartest move of all.
Standing Apart From Legacy Brands
Brands like RAW and Zig-Zag helped build the foundation of the rolling paper category. And both continue to evolve. RAW maintains a massive product assortment, obsessively engineered details and a devoted following. Zig-Zag, meanwhile, has been leaning more openly into cannabis culture, most recently with a high-profile 4/20 activation at Times Square that signals a refreshed tone and direction.
Blazy Susan approaches the space from a different angle. One rooted in aesthetics, lifestyle and cultural fluency. Where others emphasize tradition or scale, Blazy is building through color, personality and a distinct sense of self-expression.
“We’re not just about paper; we’re about personality,” says Breakell. “We focus on inclusivity, creativity and aesthetics in a space that’s often stuck in tradition.”
That clarity —and contrast— helped Blazy carve out space in a market long defined by legacy names. It’s not trying to be a throwback. It’s trying to be a reflection of the people who use it now.
The Advice That Built Blazy
Breakell doesn’t pretend it’s been easy. Building a brand in a niche, highly regulated industry requires clarity, flexibility and an endless appetite for feedback. But if there’s one thing he comes back to, it’s this: listen hard, move smart and don’t try to do it alone.
“The rules change constantly, whether in compliance, consumer behavior or market dynamics,” he says. “You have to be adaptable without losing focus.”
That mindset has helped Blazy pivot into unexpected successes, like glassware and hemp-derived products, while keeping its core identity intact. It’s also how Breakell avoided one of the most common founder pitfalls: burnout. “If the brand depends solely on its founder to grow, it won’t scale.”
Instead, Blazy Susan has grown by turning employees into leaders and customers into evangelists. It’s a business model built on community, not control.
Rolling The Brand Forward
Blazy Susan didn’t need a dispensary license, a cultivation facility or a celebrity founder to become one of the biggest names in cannabis culture. All it took was a chaotic coffee table, a pink rolling paper and a brand that understood its people.
In an industry filled with overhyped startups and plant-touching headaches, Blazy found a different way: lean, loud and laser-focused on vibe. And it worked.
The team listened to the clutter. Then it listened to the culture. And in doing so, it rolled out something rare: a brand that actually feels like it belongs.
Source: https://www.forbes.com/sites/javierhasse/2025/04/29/how-a-military-grad-turned-a-coffee-table-disaster-into-a-pink-cannabis-empire/