• Echelon Cannabis is a business development company specializing in the Cannabis Industry. Founded by Cheryl Shuman, Norton Arbelaez and John Kocer.

Contact Us

Your message has been sent successfully.
E-mail must be valid and message must be longer than 1 character


Cheryl Shuman, CEO

Cheryl Shuman brings 25 years of industry experience to her agency with a list of satisfied clients including such stars as Tom Cruise, Madonna, Arnold Schwarzenegger, Demi Moore, Michael Jackson, Steven Tyler, the Black Eyed Peas and hundreds of other celebrities with through her first company, Starry Eyes. Shuman specializes in lifestyle, entertainment and consumer marketing, never underestimating the importance of viral marketing as well as grassroots initiatives.

Cheryl’s first media exposure came at age 16 when she created a coupon and refunding system so unique it prompted her hometown newspaper to write a feature coining her as “The Coupon Queen”. Overnight, she became a huge sensation with that first article leading to several weekly television appearances. After moving to Los Angeles at 23, Cheryl quickly found a job working for an optical retailer in Encino and just as fast met Michael Jackson, becoming his personal optician by offering to make a house call.

That first house call led to a new business named Starry Eyes and within three years reached revenues of $22 million, working on the biggest films, TV and music properties in Hollywood. Her expertise led to regular appearances on The Today Show, Access Hollywood & Entertainment Tonight. With the huge success of Starry Eyes, Shuman was approached by QVC Network to have her own show and entered into a mutually rewarding seven year relationship. During time time, Starry Eyes also added product placement, production and branded entertainment divisions to their range of offerings. Shuman became the #1 go-to person for product placement and EPK’s Electronic Press Kits.

In 2006, the publicity generated from Cheryl’s personal battle with cancer and subsequent use of cannabis treatments led to her appointment as the Executive Director for Beverly Hills NORML and also as an activist where she became the most visible woman in the medical marijuana reform movement. Cheryl built the largest cannabis media source in the world with Kush Magazine in 2010 as Director of Celebrity, Media & Public Relations, taking them from $150,000 in gross revenues to more than $6.5 million in revenue within 18 months.

Known as the “Martha Stewart of Marijuana”, Cheryl now manages a $100 million funding facility to invest in the cannabis sector as well as a personal endorsement contracts with ancillary products in the cannabis industry. In a short time, Cheryl has secured product placements for products in FX”s Wilfred, CBS News, The New Ricki Lake Show, and more. Shuman lectures internationally about everything from seed to sale of the Cannabis Plant and is currently working with the prestigious William Morris Endeavor Agency in Beverly Hills for film, television, book and lecturing deals.

Norton Arbelaez, Chief Legal Officer

Norton is a first-generation American whose family instilled early on the value of education and the importance of community involvement. At the University of Oklahoma he received a Bachelor of Arts and Sciences in International Studies Summa Cum Laude and earned a fellowship with the Carl Albert Congressional Research & Studies Center. He also interned with the Organization of American States where he compiled a database of human rights abuses as reported to the International Council of Human Rights in San Jose, Costa Rica.

In 2006 Norton graduated from Tulane University Law School where he was appointed Moot Court Senior Justice and participated in the Willem C Vis International Commercial Arbitration Competition in Vienna. He attended specialization courses in Corporate Governance at the Center for International Human Rights in Amsterdam and the Queen Mary Centre for Commercial Law Studies in London. While at Tulane Law he volunteered with the Catholic Archdiocese where he was a legal intern working with immigration, asylum and social justice issues.

After law school and having personally witnessed the personal and economic ravages of Hurricane Katrina in New Orleans, Norton represented families in their insurance claims and successfully litigated in state and federal courts in Louisiana. He later joined the firm of Beahm and Green P.C. where he was a civil litigator specializing in healthcare regulatory compliance, health professional licensing, and representation of hospitals and physicians in professional negligence claims.

Norton relocated to Denver in 2009 where founded RiverRock Medical Marijuana Center after a family member’s palliative use of cannabis convinced him of its enormous medical potential. He currently serves as that company’s Chief Legal Officer ensuring the organization’s licensing with city and state regulatory agencies, and implementing RiverRock’s legal and ethical standards of conduct.

He has formed part of the Colorado Department of Revenue’s Medical Marijuana Advisory Board, the City of Denver’s Medical Marijuana Workgroup, and Governor Hickenlooper’s Amendment 64 regulatory taskforce. This involvement has permitted Norton to be directly engaged in the development and drafting of Colorado’s regulatory framework and to participate in policy discussions with members of the public and private sector to promote a responsible and judicious approach to cannabis regulation.

In 2010 Norton founded Colorado’s Medical Marijuana Industry Group. (www.mmig.org) This non-profit lobbying and policy group promotes responsible cannabis regulatory frameworks, serves a resource and partner for policy makers and protects the rights of medical marijuana patients. He currently serves on the group’s Board of Directors.

Norton has lectured and presented on the issues surrounding cannabis regulation at national and international forums including the National Marijuana Business Conference, the Drug Policy Alliance Biennial Conference, the Colorado Renewable Energy Conference, and the International Conference on the Regulation of Psychotropic Substances in Bogota.

He has also been featured in national and international media for his role in the development of Colorado regulatory scheme.

• The UK Independent explores regulated cannabis
http://www.independent.co.uk/news/world/americas/mile-high-city-inside- denvers-billiondollar-marijuana-industry-8740525.html

• International delegation visits RiverRock
http://www.denverpost.com/breakingnews/ci_24374729/international-delegation- gets-lesson-colorado-pot-practices

• Colorado Industry at display at drug policy talks
http://start.toshiba.com/news/read/category/Ap%20Online%20National%20News/ article/ap-colo_pot_industry_on_display_at_drugpoli-ap

• To the Point NPR Legalizing Medical Marijuana

• Abogado Hispano de RiverRock Norton Arbelaez en Univision
http://noticias.univision.com/aqui-y-ahora/article/2012-12-09/con-licencia-para- fumar - axzz2MbnSfl9k




Questions? Contact us now!

Contact us now
Your message has been sent successfully.
E-mail must be valid and message must be longer than 1 character.