Victoria Gray never planned to become an entrepreneur. She simply wanted a stylish place to store her husband’s cannabis essentials. What started as a personal search turned into Jé Fume, a luxury lifestyle brand transforming cannabis accessories into works of art.
Gray couldn’t find what she was looking for anywhere. Every product she discovered was either functional but ugly or stylish but impractical. Nothing felt elevated enough for modern cannabis users who want sophistication in their homes. She decided to fill the gap herself.
From a Simple Search to a Revolutionary Brand Concept
The founder’s frustration sparked an entire business model. “Everything I found was either functional but unattractive or stylish but impractical,” Gray explains. “Nothing felt elevated or reflected the reality of modern cannabis users.” She envisioned cannabis accessories that could live out in the open without shame.
Gray brought a unique perspective to product development. Her background in public health helped her understand real user needs. She recognized that people use cannabis for medical reasons, wellness, and recreation. Many live in shared spaces where discretion and safety matter greatly.
The Meaning Behind Jé Fume and Its Cultural Roots
The brand’s name means “I smoke” in French. This choice represents a deliberate nod to Gray’s Louisiana Creole heritage. Her grandparents built businesses from the ground up, leaving her an entrepreneurial legacy worth honoring.
“At its core, Jé Fume is about creating everyday luxury through design that feels personal, intentional, and refined,” she says. The brand transforms ordinary items into artful and functional pieces. Each product reflects the thoughtfulness that defines true luxury.
Breaking Barriers in an Industry That Excludes Black Women
Only 2% of cannabis businesses are Black-owned. Gray stands among the few who get to define what success looks like. Her mission extends far beyond creating beautiful products.
“Reclaiming space means rewriting the narrative,” she explains. “For so long, Black communities, especially Black women, have been excluded or stigmatized in cannabis culture.” Jé Fume exists to shift that story through design, elegance, and ownership. Gray uses aesthetics as a tool for reclamation.
Navigating the Funding Gap for Black-Owned Cannabis Businesses
Access to capital remains one of the biggest challenges for Black entrepreneurs. Black-owned businesses receive only a fraction of overall funding. That gap widens even further when cannabis enters the equation.
Gray has experienced this institutional resistance firsthand. “Although public perception of cannabis has evolved, there remains institutional resistance to funding businesses associated with the space,” she notes. The journey has required what she calls a “strategic and creative approach.” Nevertheless, she remains committed to building something meaningful.
Luxury Meets Legacy in Every Jé Fume Product
The brand operates at the intersection of luxury, legacy, and culture. For Gray, luxury isn’t about excess or extravagance. Instead, it’s the intentionality and care put into each piece.
Legacy grounds everything in her personal history. It connects her heritage with a modern vision for the future. Culture breathes life into the entire operation. “Our culture has always turned the everyday into something beautiful,” she says. Through Jé Fume, she celebrates that creativity while reshaping how cannabis is perceived.
Creating Products That Allow Women to Own Their Rituals
Black women face unique layers of judgment around cannabis use. Other communities don’t experience the same level of scrutiny and stigma. Gray’s goal is to create products that allow women to own their rituals without shame.
She wants people to see cannabis as part of a thoughtful lifestyle. It shouldn’t be something that needs hiding or apologizing for. “I hope Jé Fume helps redefine cannabis culture through a lens of pride, beauty, and empowerment,” Gray says.
The Lux Vault and the Future of Cannabis Home Décor
The Lux Vault launched as Jé Fume’s flagship product. This elegant storage solution embodies everything the brand stands for. It provides discretion, safety, and style all in one beautifully designed package.
Gray designed accessories that prove sophistication and cannabis aren’t mutually exclusive. You can have both elegance and functionality together. Each piece is intentionally crafted to deserve display rather than concealment.
Redefining Freedom Through Design and Self-Expression
Gray’s ultimate vision extends beyond product sales. She wants Jé Fume to represent something bigger than cannabis accessories. The brand symbolizes freedom in all its forms.
“Ultimately, I want Jé Fume to represent freedom,” she explains. “The freedom to design your life, express yourself fully, and take up space in every room you enter.” For Gray, building this brand means carving space for Black women to lead and innovate. It’s about owning narratives in industries that haven’t always welcomed them.
Her work demonstrates that representation matters deeply. By creating beautiful, functional products, she’s changing how people view cannabis culture. She’s rooting it in excellence, community, and intention—one elegant piece at a time.
