Blazy Susan is a Denver accessories company built on one idea: keep the whole setup on a tray that spins. Will Breakell founded it in 2017, and the catalog now runs from pink rolling papers and pre-rolled cones to trays, grinders, glass and apparel. It sells gear, not cannabis.
The pink booklet made the name. Inc. reported in November 2023 that Blazy had taken 2–3% of the U.S. rolling-paper market while going up against goliaths such as Republic Brands, the U.S. company behind OCB.
A cluttered coffee table in Colorado
Breakell grew up in Roanoke, Virginia, and graduated from the Virginia Military Institute before heading west to Colorado. The company's origin story starts with a cluttered coffee table. His fix was a lazy-Susan-style spinning tray built to organize a smoke space, and that tray gave the company its name.
The spinner is still the flagship. The Blazy Susan spinning rolling tray comes in colorways such as Cherry, and the tray range now adds rectangle trays and hemp-plastic trays. Even the mascot came from the crowd: Susan took shape in a Reddit thread where Breakell put the question to the community.
Headquarters sits at 10660 E 51st Ave in Denver. Blazy holds ISO 9001 certification and Better Business Bureau accreditation.
Pink papers, purple papers and a wall of cones
The pink papers began as a tribute to Breakell's mother and became the brand's signature. Blazy's papers are wood pulp, vegan and non-GMO, and the pink sheets use non-toxic dye. The standard pink booklets use French paper, cut and packed in Slovenia or India.
A 1¼ pink booklet holds 50 leaves, King Size Slim holds 50 and King Size Wide holds 32, with packs listed at $2.49–$2.99. Rose papers use German paper and Tea Leaf papers use U.S. paper, both cut and packed in the Dominican Republic.
Color drives the range. Purple papers use sweet potato dye, and a green cone landed in step with the Wicked movie wave, according to a December 2025 profile in The Canna Boss Babes. Cones come in Shorty, 1¼, 98mm, King Size and Queen Size, built from the same paper as the booklets. Filter tips, wraps, rose cones and color combo cone jars fill out the paper side.
Dead Head Rolling Co. and the Grateful Dead archive
The Grateful Dead deal landed in November 2023. Breakell started hunting for licensing partners early that year with cannabis marketing executive Dean Gelfand, and Warner Music Group reps pitched the idea to the Grateful Dead. The band signed on and, with Blazy, co-created Dead Head Rolling Co., its first officially licensed rolling papers and cones.
Breakell got access to the Dead's archive of more than 700 art pieces and worked with band members on the designs. The line covers ultra-thin French papers, pre-rolled cones, a four-piece aluminum grinder, metal rolling trays and full-print spinning trays.
Grateful Dead cones come in 1¼ packs of six and 109mm King Size packs of three, priced $2.99–$4.99. Breakell told Inc. the target was the smoker who has rolled nothing but Zig-Zag for 50 years. Blazy still carries the Dead collection in 2026.
Pizza, sandwiches and golf headcovers
The collab list runs well past music. Jimmy John's and Blazy dropped limited-edition Dream Rotation Trays in red and black in April 2026, full-print spinners with organizing inserts pitched alongside the chain's Dream Rotation Meal.
Pins & Aces, the golf accessories brand, teamed up on headcovers, putter covers, polos and custom Birdie Cones, with a giveaway that closed May 8, 2026. Prince St. Pizza put its name on a Baked Daily snapback, a Baked Daily spinning tray and a PSP Pizza Tray under Blazy's Pink With Purpose campaign, which supports the Lynn Sage Foundation.
Giving back runs on its own track. Blazy has organized tree plantings with One Tree Planted, and the company frames its mission around equality and empowerment inside the cannabis industry.
Inc. 5000 rankings and a 4,811% run
The growth numbers made Blazy an Inc. regular. Inc. ranked it No. 97 on the 2023 Inc. 5000 with a three-year growth rate of 4,811%, and No. 3 on its 2023 Rocky Mountain regional list. The company returned to the Inc. 5000 at No. 382 in 2024. Inc. lists the team at 11–50 employees.
Forbes profiled Breakell in April 2025, tracing the path from military graduate to pink-paper boss. The customer base skews away from the old smoke-shop stereotype. Blazy's vice president of retail sales told The Canna Boss Babes in December 2025 that 67% of its consumers are women. The team reads Headset analytics weekly and pulls budtender feedback through LeafLink.
Where Blazy sells in 2026
Blazy sells direct at its own online shop, with free shipping on orders over $50 in the contiguous U.S. and a 15% subscribe-and-save option. Retailers order through a separate wholesale portal, Blazy Brands, after registering and getting approved, and a store locator maps stockists.
The Canna Boss Babes placed Blazy in smoke shops, dispensaries, Spencer's Gifts and duty-free shops in December 2025, with a growing push into U.S. convenience stores. The same profile listed a presence in Canada, Mexico, South America and Europe.
Blazy shares its hometown with MJ Arsenal, the Denver-founded glass brand behind mini rigs and bubblers. In September 2025 Blazy said it was building the next phase of its ambassador program around PR drops, TikTok Shop features and paid collaborations. Its 2026 collabs run through Jimmy John's and Pins & Aces, and the Grateful Dead line stays on the shelf.