Highly Kosher Professionals: 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.

• Will Cohen is the co-founder of Tokin’ Jew, a cannabis lifestyle brand operating at the intersection of Jewish identity, humor, and modern cannabis culture. Since launching the company in 2020, he has helped grow Tokin’ Jew from a social media concept into a recognized brand with a global following, known for its culturally driven content and product platform.

  A graduate of Amherst College, Cohen focuses on building community-driven brands in emerging industries, using storytelling and cultural relevance to drive engagement and growth.