First, about the name: that's SERRA, as in Richard Serra, the American minimalist sculptor born 1938, not Doris Day singing, "Que Sera, Sera" in 1964.
In light of decades—or rather, in the black light of decades of hole-in-the-wall head shops, stuffed floor to ceiling (crammed "ass-to-elbows," as we say in my family) with the likes of Middle-Earth-inspired figurines, the whole gamut of tchotchkes and whimsical pot-chkes, Portland's SERRA is delightfully spartan. Actually, no: gallery-like is more like it.
And to better appreciate what makes SERRA's minimalist approach such an exciting and challenging prospect, consider this piece. It's called Square Necklace—go figure, right—but perfectly balanced; nothing more, nothing less; simply lovely.
Then again, what gives? There's no green leaf, no green cross, not even a peace symbol, so what's this tiny necklace have to do with cannabis? Aside from the fact that it's sold in a cannabis shop? Nothing. And everything.
The question is why wouldn't a cannabis shop carry a selection of products purely for the sake of sheer beauty and/or great design? Why shouldn't an upscale cannabis shop attract and surprise you with a range of unique merchandize, like any other chic boutique? Go figure is right.