The Story of High Lëtzebuerg
The Story of High Lëtzebuerg
High Lëtzebuerg began as a simple idea in mid-2018, an Instagram page dedicated to the smoking culture in Luxembourg. It quickly gained traction, and before I knew it, we had built a strong community, surpassing 1,000 followers.
At the same time, Luxembourg's government was showing interest in cannabis legalization, and CBD shops were popping up all over the country. The timing felt right to take things further. On April 20, 2019 (#420), I was proud to unveil our first official logo, OG HL, marking the first step in transforming High Lëtzebuerg into more than just a social media page.
From Passion to Business
Around this time, I connected with the organizers of Luxembourg’s first cannabis fair, and they invited me to have a stand. There was just one problem—I had no products to sell. In a quick decision, I designed and produced hoodies and T-shirts, making them the first-ever HL products 👕.
Driven by curiosity and ambition, I began traveling to industry fairs in Düsseldorf, Berlin, and beyond, searching for something unique and practical, something that could appeal to a broad audience. That’s when I discovered activated charcoal filters, a high-quality filter produced in Austria. At the time, only two major brands dominated the market, and I saw an opportunity to introduce a local brand with local branding to the world. I placed my first order and got to work on marketing the filters.
Challenges and Setbacks
As in any business, things didn’t always go as planned. The first batch of filters I received didn’t meet my quality expectations, so I had to return them. Before I could fully recover, COVID-19 hit. It was a serious blow both personally and professionally. Shops shut down, and the industry I was trying to support was struggling to survive.
Despite the delays, I eventually received my products and started selling them. But by then, 70% of local CBD and head shops had closed or gone bankrupt. HL was never about mass online sales, I always wanted people to physically visit and support local shops. With so many stores disappearing, the vision I had for the brand became increasingly difficult to sustain.
I lost motivation. Financial pressures forced me to work in other industries, and while I kept HL alive, it was no longer my primary focus. It felt like the traction was fading, and my interests began to shift in different directions.
A New Chapter 🚀
Over the years, Bleif Aktiv gained a loyal customer base, proving that there was still potential. But today, I’ve come to an important realization, it’s time to pass the torch to the next generation.
Let me introduce you to XY. With his photography and social media skills 📸, he is the perfect person to take High Lëtzebuerg and Bleif Aktiv to the next level. While I may be stepping back from the frontlines, I will always be here to support and guide him whenever needed.
High Lëtzebuerg was never just about products, it was about community, culture, and supporting the local scene. I’m proud of what we built, and I’m excited to see where the future takes us.
Thank you to everyone who has been part of this journey. This is not the end, it’s a new beginning.
– JJ