Drawing on his experience in Portland Oregon’s well-developed cannabis market in the US, Bruce settled on the island and saw an opportunity to help create a safer, more informed cannabis community through education and advocacy.

Bruce introduced Guernsey’s first legal cannabis edible, Mule Gummies, marking a significant milestone for the island’s cannabis industry and expanding access to safe, compliant cannabis products.

Bruce launched the Phyre Dawg brand, introducing a new era of locally made cannabis products in the Channel Islands. What began with a single infused chocolate quickly evolved into a diverse product line, earning a loyal following and helping establish Phyre Dawg as a recognizable name in the local cannabis community. Through a focus on quality, innovation, and education, the brand grew from a small startup into a Channel Islands phenomenon.

Green Retreat opened in the heart of town, creating a welcoming space dedicated to serving the local cannabis community. With an expanded selection of Phyre Dawg edibles, accessories, and essential products, the shop was designed to meet the evolving needs of consumers while fostering connection, education, and a sense of community for cannabis enthusiasts across the island.

Alongside the opening of Green Retreat, The Lounge was created to provide prescription cannabis patients with a safe, welcoming, and stigma-free space to consume their medication. More than just a place to relax, The Lounge became a supportive community hub where patients could connect with others facing similar challenges, share experiences, and find understanding among like-minded people. With games, activities, and a comfortable atmosphere, it offers a unique environment focused on wellbeing, education, and peer support.

Green Retreat hosted the first-ever 420 event in the Channel Islands, bringing authentic cannabis culture to the local community in a positive, inclusive, and family-friendly setting. The event featured guest speakers, live music, local vendors, great food, and a dedicated kids' play area, creating something for everyone to enjoy. More than just a celebration, it was a landmark moment that brought people together, promoted education and awareness, and showcased the growing cannabis community across the islands. It was a day that many will remember as the beginning of a new chapter for cannabis culture in the Channel Islands.

Thanks to our amazing community, we rolled out a bigger, better lounge! With more room to chill, a pool table, a cozy chill room, and extra space to spark great conversations, we've created an even higher hangout for everyone. Thanks for growing with us!