Colin Roguki and Corinna Aikins ventured into running a business together in 2000, after feeling their options to grow within other organizations were limited. Both had attended university, but they discovered a shared passion for retail and enjoyed making a difference with customers. They came upon the idea for Shell Shock when considering ways to have greater control over their futures. “With support from our families, we committed to opening a smoke shop that sold higher quality goods in a comfortable environment, with attentive staff,” says Colin.
Colin acknowledges the problems with prejudices against smoke shops that still need to be broken down, and he hopes Shell Shock can be a part of the solution. “When you are in the business of selling pipes, bongs, detox juices and bubblers, there are certain stereotypes that come with the territory,” he says. He and Corinna take a humorous approach to connecting with Shell Shock's customers, primarily through original characters in their advertising and catchy promotional language. “We are happy at heart and we want that reflected in our store,” he says. They know their customer base also includes people who rely on medical marijuana for serious health reasons, something Corinna can empathize with as a medically-exempted user herself.
