How A Simple Magic Trick Led To One Of The Most Recognized Cannabis-Related Brands In The World: RAW Rolling Papers

Josh Kesselman, the visionary behind RAW Rolling Papers, was just a child when he first witnessed the simple magic trick that would set him on a path to creating one of the most recognized cannabis-related brands in the world. Growing up in New York City, Kesselman was mesmerized by his father's holiday magic trick, where a rolling paper would vanish into thin air when ignited. "As a kid, you see magic and you think there’s an entire other universe you don’t know about," he recalled in an interview a few years ago. This simple yet enchanting experience ignited a lifelong passion for rolling papers that eventually led to the creation of RAW.

Lifelong Obsession And Birth Of RAW

From the tender age of five, Kesselman's fascination with rolling papers grew. As he got older, he began collecting various brands, driven by an insatiable curiosity. During his college years in the early 1990s, Kesselman's passion turned into a more structured endeavor. He started posting his rolling paper collections online, sharing knowledge and trading packs with European collectors. This community-building effort laid the groundwork for what would become a global empire.

Kesselman's journey from a passionate collector to a pioneering entrepreneur was anything but straightforward. After moving to Florida in 1993, he opened a small smoke shop in Gainesville called Knuckleheads. Despite facing numerous challenges, including reluctance from landlords who took exception to renting to a "hippie-looking, Harley-riding wannabe entrepreneur," Kesselman persevered. He sold everything he owned, moved into a friend's storage shed to save on rent and named his store after the engine of his makeshift Harley Davidson.

In the smoke shop, Kesselman discovered a lucrative niche: rare rolling papers. European collectors would send him rolling papers they considered trash, but Kesselman knew he could sell them at a premium in the U.S. "It didn't matter how much European traders wanted to charge me for a pack of rare rolling papers… it didn't have any relevance in relation to the $5 I was selling them for," he explained. This strategy allowed him to sustain his business until a legal mishap forced him to close the store.

Recalculating Route

After the closure of Knuckleheads, Kesselman relocated to Phoenix, Arizona where he continued his journey in the rolling papers industry. Arizona, with its surprisingly liberal stance on counterculture smoking, became the new base for his operations. It was here that Kesselman's vision truly began to take shape. He focused on educating store owners about the intricacies of rolling papers and his dedication paid off.

The pivotal moment came when Kesselman realized that true smoking connoisseurs needed natural, unbleached papers. Despite initial skepticism from paper mills, Kesselman's persistence paid off. He managed to convince a small mill to produce the natural, unbleached paper he envisioned. This led to the creation of RAW Rolling Papers in 2005. The papers, free from bleach and chalk, provided a cleaner and smoother smoking experience, quickly gaining a loyal following.

Building A Global Brand From Scratch

Kesselman's approach to marketing RAW was innovative and effective. He relied on grassroots methods, distributing free samples in smoke circles. "We gave away a lot of free product… because I knew once it got into the smoke circles… they would love it and understand what I was creating for them," Kesselman said. This strategy, combined with endorsements from celebrities like Curren$y and Wiz Khalifa, propelled RAW to global fame.

The brand's commitment to sustainability and quality further solidified its reputation. RAW uses all-natural, unbleached materials, and its manufacturing process minimizes waste and energy usage. The company also engages in various philanthropic activities, supporting environmental and humanitarian causes worldwide.

Today, RAW Rolling Papers is synonymous with quality and innovation in the smoking industry. From a young boy captivated by a simple magic trick to the founder of a global brand, Josh Kesselman's journey is a testament to passion, perseverance and the power of following one's dreams. His story is not just about rolling papers, it's about creating something that enhances the experience of millions of smokers around the world, while also giving back to the community.

Photos courtesy of RAW Rolling Papers.

This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.