By Mark Smith Updated 05/21/2024

A Flourishing Legacy: Serge Damirjian’s Journey with Cookies, Fiore, and Sensi Seeds

A Flourishing Legacy: Serge Damirjian’s Journey with Cookies, Fiore, and Sensi Seeds

Serge Damirjian and Serge Cannabis logo on a tan background

By Mark Smith Updated 05/21/2024

Between seed depots, international exhibitions, and managing cultivation facilities, it can be difficult to meet him, but Serge’s dedication and passion are sure to inspire you. We chatted about all things cannabis, including his new collaboration with Sensi Seeds and Breeding Grounds.

 

Serge Damirjian leads by example and lives up to his own high standards. He begins his day by rolling a joint of terpene-rich flower before enjoying nature with his two adorable dogs, listening to the cheerful chirping of birds, and warming up in the morning sun. Then, after checking his emails and social media for a few hours, Serge indulges in a tasty dab before devoting himself to a vigorous breeding program.

 

Having spent most of his life in California, Serge has been part of the Los Angeles cannabis community for over a decade. He began his career working for cannabis dispensaries and hydroponics specialty shops before founding well-known cannabis brands such as Cookies and Fiore. These brands have earned exceptional respect within the community for their top-notch genetics. Today, he is proud to announce his collaboration with Sensi Seeds.

 

Serge Damirjian learns about cannabis cultivation

Serge aspired to be a football star, but quickly realized he wasn’t the most talented player on the pitch, so he turned to underwater welding. However, after completing his training, he pursued a career as an electrician. Eager to learn and advance in his profession, he apprenticed with an electrician for a few years, then bought his own van before taking on house calls and commercial projects.

 

His extensive experience as an electrician has proven particularly useful to Serge in his role as manager of state-of-the-art cultivation facilities. His expertise in electrical systems and his experience with heating, ventilation, and air conditioning systems have enabled him to quickly identify and resolve potential problems, thus avoiding any significant disruption to the facility’s operations. Thanks to his expertise and dedication, the cultivation facilities can operate optimally.

 

Serge began growing cannabis at the age of 13 or 14, after discovering a seed inside a flower. The sight of the young shoot emerging from the soil fascinated him; a fascination that has never left Serge.

 

To keep his activities discreet, he used the narrow space behind his desk and placed a desk lamp above the plant. The cannabis plant thrived, growing to a height of 60 cm, but unfortunately, its discovery landed Serge in legal trouble. At the age of 15, he was charged with growing cannabis, which led him to return to his family in Beirut, Lebanon.

 

True to his belief that everyone should have the right to grow cannabis, Serge transformed an 8-foot closet in his bedroom during his stay in Lebanon. He acquired two lamps, one metal halide and one HPS ; he meticulously removed the sockets, rewired them, and then skillfully integrated them into the closet.

 

To ensure adequate ventilation, he incorporated a dual four-inch fan system: two on the floor for air intake, and two on the ceiling for exhaust. This configuration ensured good air circulation, ensuring optimal environmental conditions were maintained for the growth of robust plants.

 

In the absence of a timer, Serge meticulously monitored his plants ‘ light cycle . During the vegetative phase , he manually turned on his lights for 18 hours, followed by 6 hours of darkness. During flowering , he applied a 12-hour light, 12-hour dark schedule; a tedious task requiring daily attention. However, his dedication and hard work paid off, rewarding him with a bumper harvest that exceeded his expectations.

 

During his growing experiments, Serge gathered information from horticultural forums and literature on the subject; but he also learned a lot on his own, through his own trial and error, including an accidental pollination of his grow room. This incident taught him the importance of paying attention to every detail, and made him realize that the smallest mistakes can have big consequences. However, despite the setbacks, Serge says he was able to find a strain that stands out.

 

The fortuitous success of his breeding experiment made him realize that if he could achieve such results by accident, it should be possible to achieve even better results by deliberate effort. He meticulously selected female plants and eliminated male plants , focusing his attention on backcrossing and line stabilization , and redoubling his efforts to determine the desirable traits to retain.

 

At the age of 16, while pondering what was possible in terms of cultivation, Serge had the idea to expand his cannabis growing capabilities from a modest closet to an entire house upon his return to the United States. He envisioned himself growing a large number of plants, producing substantial harvests. This idea finally took shape when he shared the cannabis he had grown with his friends in Lebanon, who had never seen anything so rich in terpenes.

 

The origins of the Cookies company

Serge Damirjian in a gray coat holding two cannabis plants hanging upside down

Upon returning to the United States, Serge began outfitting garages and homes with grow equipment. He also helped set up a small grow shop in San Diego before venturing into the commercial side of the cannabis industry. He first embarked on a statewide campaign to educate cities about the benefits of the cannabis industry, before opening his first legal grow facility, Cookies, on January 16, 2018.

 

He successfully implemented a Cannabis Zoning Ordinance in Maywood, California as part of this effort. However, he realized that developing a building for cultivation requires more time and money than he expected. Despite these challenges, he says he gained invaluable knowledge in construction, project management, and high-level business operations, which he considers an important learning experience through the Maywood Cookies project.

 

During the construction phase, Serge had the opportunity to meet Steve Lobel, a music industry figure who works closely with Berner, an American rapper, entrepreneur, and cannabis advocate. During one of Lobel’s video calls with the renowned artist, the latter expressed great interest in Serge’s state-of-the-art cultivation facility in Maywood and requested a personal tour.

 

After Berner’s visit to Maywood, he was particularly interested in their growing techniques and proposed a collaborative partnership. According to Serge, this collaboration was initially going to be called ‘Hybred x Cookies,’ but they ultimately settled on the name Cookies , which has now become a leading brand in the cannabis industry.

 

Serge Damirjian standing behind the counter of the cannabis dispensary “Cookies”

After opening in Los Angeles, Cookies’ flagship store garnered significant media and public attention. Serge attributes their success to their high-profile partnership with a celebrity like Berner and the fact that they had the first vertically integrated cultivation facility in the Los Angeles area. This allowed Cookies to legally cultivate, manufacture, distribute, and retail within the same premises, setting them apart from others.

 

Although Cookies’ launch has received a lot of publicity, Serge is quick to point out that their success isn’t all about that. According to Serge, their popularity wouldn’t have been possible without their high-quality genetics, which have been well-received by the cannabis community. He states, “If you have fantastic publicity, great marketing, but a terrible product, that’s the best way to kill the product. Marketing your brand will kill it!”

 

Serge proudly says the Maywood facility has created some particularly remarkable hybrids, including the famous Gary Payton, Cereal Milk, London Poundcake 75, Berry Pie, and Georgia Pie. These exceptional varieties are a testament to the company’s unwavering commitment to producing only the best.

 

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Serge Damirjian and the launch of Fiore

At the London Poundcake 75 strain launch, Serge had the opportunity to network with like-minded people. At this event, he began laying the groundwork for a new project. Serge explained that while his partners in Maywood were focused on opening cannabis dispensaries, his team of growers was working on developing new strains. They decided to start their own company to contribute to research and development while supporting Cookies in Maywood.

 

Serge Damirjian inspects indoor cannabis

In 2020, Serge launched Fiore, a project that began with a massive indoor “pheno hunt” in Adelanto, California. This pheno hunt involved 14,500 seeds, which Serge considers one of the largest indoor hunts he has ever undertaken. He continues to explain the importance of pheno hunting, which includes the meticulous research of specific traits in certain cultivars, their selection, and their conservation.

 

Serge explains that their selection included a wide range of contemporary and traditional varieties. The public reception of these phenotypes and the feedback they received were important and essential in developing and improving their catalog. He emphasizes the importance of a community-oriented approach, which he believes has led to a wider appreciation of his varieties within the industry.

 

Serge reveals that he particularly appreciates the Pomelo Anderson variety and describes how they skillfully crossed the Pomelo with the Georgia Pie to create this highly sought-after hybrid, renowned for its exceptional qualities and potency. It’s safe to say that Fiore has left an indelible mark on the market, and her influence is truly remarkable.