April Pride is a strategic creative, category builder, and serial entrepreneur who has spent over two decades working at the leading edge of emerging consumer and regulated markets.

Her career has been defined not just by what she’s built—
but by when she built it.

From interiors and design to cannabis and now psychedelics, April has consistently identified cultural and commercial shifts early—then translated them into products, platforms, and brands that shape how new categories take hold in the real world.

In 2015, she founded Van der Pop, a female-focused cannabis lifestyle brand that helped define how women engage with cannabis. Through original research, such as the Women & Weed Survey, and a distinctly design-forward approach, the brand became a category leader and was acquired by Canopy Growth, one of the world’s largest cannabis companies.

That experience—watching a stigmatized, regulated market evolve from fringe to mainstream—now informs how she approaches the next wave.

Today, April is the founder of SetSet, a platform focused on psychedelic education, integration, and real-world use. Through Substack, live events like Psychedelic Salon, and a growing ecosystem of products and community, she explores what happens beyond the clinical setting—where behavior, identity, and environment shape outcomes in ways protocols alone cannot.

Her work sits at the intersection of:

• plant medicine and women’s health

• culture and regulation

• experience and long-term behavior change

She is particularly focused on how emerging psychedelic and wellness markets will evolve beyond access—toward models that support continuity, integration, and sustained engagement over time.

April is widely recognized for her ability to see patterns across industries and translate them into strategic direction. She has been named to the inaugural High Times Female 50 list and is often referred to as “the unofficial godmother of the Women & Weed movement.”

She is a sought-after speaker and advisor to founders, platforms, and investors navigating complex, fast-moving categories—bringing a perspective that blends consumer insight, regulatory awareness, and brand intuition.

April holds a Master’s from Parsons School of Design and is a graduate of the University of Virginia’s School of Architecture. She lives in Seattle, where she’s usually cooking for her sons or walking her dog Stewie—rain or shine.