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Despite cannabis being legally available to buy in nearly half of the U.S. – including New Jersey – stigma surrounding its use remains. For women, especially mothers, who turn to marijuana either recreationally or medicinally, those stereotypes are even harsher. That’s why many female-led shops across the Garden State are making it a priority to weed out those misconceptions in any way they can.
“I think the biggest is that for women it is going to make them stoned and they’re not going to be able to perform their day-to-day activities in an appropriate manner,” said Danielle Wildstein, owner and chief executive officer of Blue Oak Dispensary in Bloomfield.
Wildstein
“Being a woman and being a mom, cannabis was really important in my life and has been for quite some time for various reasons,” she said. “I was beyond thrilled and honored to be given the opportunity to open a woman-owned boutique and be able to not just have a great staff that could service customers coming in and the best products on the market, but really be different in the sense of providing targeted education and targeted programs to groups such as women and moms because they need it and it’s been missing for so long. This is not just about selling … This is about integrating it into the community and integrating it to people’s lives so that this becomes more of lifestyle and having those connections for health and wellness.”
Besides offering edibles, flower and pre-rolls, dispensaries such as Blue Oak are striving to give women users a place that is comfortable and non-judgmental where they can connect with other like-minded individuals.
They’re also celebrating the increasing number of women using cannabis to cope by hosting a variety of workshops and special events, such as meditation, pop-ups and happy hours.
Wildstein said such programs, like Blue Oak’s recent canna-yoga class and coffee hours, are designed to be “fun, convenient and easy,” as well as educational. “It isn’t just about using or consuming cannabis – it’s about understanding what cannabis is and how it interacts with your body,” said Wildstein, who spent more than two decades working in human resources before opening Blue Oak earlier this year.
Casinathen
Dharshini Casinathen, co-owner of Roselle-based recreational dispensary Joyleaf, agreed that programs can be a great way to dispel stigmas associated with marijuana.
Since opening the shop in December 2023 with Jason Ackerman, founder and former CEO of online grocery delivery service FreshDirect, Joyleaf has hosted several educational-focused events to snuff out stereotypes.
“When we design programs for women, we focus on creating shareable, joyful moments. We want to recreate the camaraderie of a Tupperware party—where friends come together, have a great time, and learn something new. At Joyleaf, we’re excited to see more women exploring cannabis, and we’re dedicated to making that experience as enjoyable and educational as possible,” Casinathen said.
For instance, to mark Mother’s Day this past May, Joyleaf welcomed “cannamoms” and a family member of their choice, age 21 and up, for a joint-rolling class, massages and education about the plant’s benefit. It’s also presented pop-ups specifically highlighting women-owned brands, yoga classes and free ice cream promotions.
Roselle-based Joyleaf has presented pop-ups specifically highlighting women-owned brands, yoga classes and free ice cream promotions, among other community events. – PROVIDED BY CRAIG SMITH
Casinathen said, “Many women feel anxious about walking into a dispensary and I remember that feeling myself. It’s clear that for women, we need an invitation or a gentle nudge to step into this space. That’s why we’ve designed programs to create a welcoming environment, ensuring they feel seen and supported from the moment they walk through our doors. These gatherings allow women to come together, explore our offerings, and enjoy a relaxed, educational experience.”
“Whether they make a purchase or not isn’t the goal—what’s important is that they leave feeling more empowered and educated. When women participate at our events such as the rolling stations or terpene amora experience, it’s about more than just learning—it’s about connection. They get to experience the plant in a sensory, hands-on way, which opens up conversations and builds a sense of community. This experiential learning fosters a deeper relationship with the plant and with each other, which is what we’re all about,” she explained.
Supporting the journey
As research continues to support the medicinal effects of cannabis, a range of populations, from senior citizens to white collar professionals, are turning to weed as a tool to manage medical conditions rather than a way to escape or check out.
When it comes to American women over age 21, more than one-third (37%) say they consume cannabis, a 2023 survey by The Harris Poll found. They are also using cannabis to relieve anxiety (60%), to help them sleep (58%) and to relieve pain (53%) – not to get high.
Within that demographic, mothers are becoming a popular group. While a glass of wine used to be the go-to relaxant, wellness conscious younger generation parents are looking to leave behind sugary, caloric drinks and hangovers for an alternative to alcohol.
Danielle Wildstein, founder and CEO of Blue Oak Dispensary in Bloomfield, pictured with Jenny Mundell, a councilwoman and mayor-elect in the municipality. – PROVIDED BY BLUE OAK –
Wildstein said, “I use it responsibly and I store it responsibly at home because I have children. I need different categories of cannabis, different dosing and different ratios … throughout the day. And I say that it makes me a better everything. It makes me a better mother, a better wife, a better friend, a better sister, a better employee and a better employer. It has been transformative for me. But that didn’t happen overnight. It didn’t just come from me consuming cannabis. It was me understanding how cannabis affected my body and what else I need to be doing in my life to help cannabis really give me that synergy or that entourage effect and help me really connect it into my lifestyle.”
Casinathen explained, “We find that women often come to us seeking solutions for sleep, stress relief, medical conditions or simply to enjoy a moment of relaxation. When we help them understand how cannabis can meet these needs, they become more open to exploring it. Our goal at Joyleaf is to make that exploration as positive and supportive as possible.”
Despite rising interest in cannabis, most women still hide their usage. The Harris Poll found that 65% of women kept their consumption practices under wraps because of stigma. Why the secrecy? Wildstein believes usage “still isn’t widely accepted in a social situation or social environment” even though 48 of the 50 states allow for some form of medical weed and 25 states have legalized recreational cannabis for adults.
“And honestly, I think it’s bigger than just, I think there’s this perception that women – especially moms – shouldn’t need additional support from say, pharmaceuticals or any type of medicine,” she said. “We have so many roles and oftentimes they’re in conflict. There’s a stereotype that we are the ones that are supposed to just know how to do it all and keep it together. And I think that is a stereotype that’s really unfortunate and detrimental to women.”
“I think this hesitancy comes back to education and the stigma that’s been associated with cannabis. Historically, the imagery and messaging around cannabis have been male-dominated, portraying the plant in a way that doesn’t resonate with women. This has created a barrier to exploration,” said Casinathen, a local resident, certified cannabis sommelier, and CPA with over 20 years of experience at companies including PepsiCo and KPMG Canada.
“At Joyleaf, we focus on breaking down that barrier by empowering women with knowledge. I remember what it felt like to be uncertain about cannabis, and I know that education is key to overcoming that uncertainty. Once women feel informed and confident, they can make decisions that lead to safe, positive experiences,” she said.
‘We are intimidated’
For the emerging legalized industry, it’s a smart move to connect with women, a group that makes up half the U.S. population and controls – or influences – 70%-80% of consumer spending.
As of 2024, women control an estimated $31.8 trillion of worldwide spending and that number will continue to grow. According to Nielsen, women across the world will control 75% of discretionary spending in the next five years.
That includes the majority of household purchase decisions — from grocery and clothing to travel and recreation to home furnishings and yes, even cannabis.
But right now, female consumers are still a bit wary of the legalized market. Casinathen said, “Currently, about 35% of our customers are women, with men making up the remaining 65%. However, during certain holiday weekends (420 & Independence Day weekend) and our special events, we see that percentage rise, which is promising.”
Joyleaf welcomed “cannamoms” for a joint-rolling class, massages and education about the plant’s benefit in May. – PROVIDED BY JOYLEAF
“Interestingly, on our social media, our audience is evenly split—50% women and 50% men. It’s clear that while women might be less likely to physically shop with us, they’re definitely engaging with our content and considering us as a trusted resource. We also know that many of the men who shop with us are buying for the women in their lives, so we’re always thinking about how to speak to that dynamic,” she went on.
For example, on Sept. 12, Joyleaf will host “Date Night in the Dispensary” and invite couples to shop together and break away from the norm of men typically visiting alone, she said.
Wildstein said her customer base is “probably 70/30 or 60/40 men now.”
“When I’m out in the community and I’m talking to women and I ask them, ‘What’s the biggest barrier for you to walk into a dispensary?’ And they say ‘We are intimidated. We don’t know what that’s going to look like. And I don’t know who’s there to talk to. I don’t even know what questions to ask, so I just send my husband in, if they’re married, or I just have someone else get it for me,’” she said. “The intimidation factor is real and so is feeling insecure.”
“But people like me and other women-led businesses within the industry want to help women relate and connect. At Blue Oak, we wanted to create a beautiful space and bring in natural elements that feel comfortable so they can feel like they can ask questions, have conversations or learn about different products,” said Wildstein.
Moving ahead
Casinathen believes there is progress being made when it comes to highlighting the benefits of cannabis for women. “Education is at the heart of this shift. As women learn more about cannabis, they’re realizing how it can fit into their lives in meaningful ways. At Joyleaf, we sum it up simply: cannabis can help with sleep, relaxation, medical needs or just having a good time. When we present these reasons to women, they often see themselves in one – or more – of these reasons and they become curious about how cannabis can enhance their well-being,” she explained. “Our role is to provide a beautiful, welcoming environment where they can explore and we assist to help them find the right product for the right moment.”
Wildstein agreed, saying, “I absolutely think that we are moving forward. It’s slow, but it’s forward progress.”
As dispensaries continue opening in residential areas across New Jersey, Wildstein believes that has made an impact — especially since the shops “don’t look like your stereotypical vape shops or stoner shops.”
Danielle Wildstein, owner and CEO of Blue Oak Dispensary in Bloomfield said the growing number of dispensaries opening in residential areas across New Jersey are helping dispel stigmas especially since they “don’t look like your stereotypical vape shops or stoner shops.” – PROVIDED BY BLUE OAK
“They are more welcoming and inviting,” she said. “It all helps with feeling like it is an easy place to be in — and it’s inviting, comfortable and supportive,” said Wildstein, adding that she believes the fact that her shop is led by a woman and staffed by a majority of women sends a message, too.
Unique programs help as well, Wildstein said.
At a yoga class in August, a certified yoga instructor led a 45-minute practice and attendees aged 21 and up were offered a low-dose edible “to help deepen” the experience, she said.
Before the class, students were gathered to discuss cannabis, whether they’ve ever used it before and a bit more about benefits. Other topics covered include responsible and legal consumption and safe storage in homes with children.
“Then afterwards, we see what feedback there was, how did they feel and if they have questions. And then we give them a goodie bag that has information about just cannabis in general and about Blue Oak … and a coupon to come in and to get a discount on the next order,” she said.
According to Wildstein, participants say they’ve enjoyed the programs because “they feel like there’s no judgement.”
Events such as Blue Oak Dispensary’s recent canna-yoga class and coffee hours are designed to be “fun, convenient and easy,” as well as educational, said Danielle Wildstein, owner and CEO. – PROVIDED BY BLUE OAK
“They’re with people that understand and get them and are supportive other women. And I think that’s what we need to do. We need to support each other regardless of what your cannabis experience, your cannabis knowledge, your cannabis consumption looks like,” Wildstein said.
“We need to support one another. We need to stop the judgment. And we need to really start to take away and reduce the stigma around cannabis use — especially with women,” she said. “With women being marginalized for so long with cannabis, it’s important. We have a lot of ground to make up.”
Since opening Blue Oak, Wildstein admitted she’s received some negative feedback about her role as a cannabusiness owner.
“It hasn’t been significant, but I definitely have … and again, I know it’s coming from a place of just misinformation and fear, so to speak, of not knowing what it is,” she said. “But for me, yes, even within the community where Blue Oak is, although they’re exceptionally supportive, I think there are questions about ‘how are you making that leap or that connection with cannabis and women or moms?’ … I do think that there are still a lot of women out there that are still getting comfortable with talking about cannabis use and that’s OK.”
We need to support one another. We need to stop the judgment. And we need to really start to take away and reduce the stigma around cannabis use — especially with women.– Danielle Wildstein, Blue Oak Dispensary
“Cannabis isn’t considered to be the same as Happy Hour — we’re not there yet. I still think there is some judgment within women groups – especially mom groups – about using because they don’t have that true understanding of what cannabis can be and how it can be helpful. It’s one conversation at a time and it’s one program at a time where I’m trying to chip away at that. But it’s not going to happen overnight. It’s a longer-term play,” she said.
Beyond unique programming and a tailored retail experience, Casinathen believes there are other ways that the cannabis community can help women overcome the stigma.
“I believe it’s critical to create spaces where women feel comfortable asking questions and exploring their curiosity about cannabis,” she said. “Providing forums where women can ask questions about their specific needs and concerns is key to helping them discover what might work best for them. Also, making information more accessible and tailored to women is crucial. Understanding how cannabis can benefit them requires access to clear, relevant education, and right now, much of this information is confined within the cannabis industry itself.”
She added, “There’s a significant opportunity to extend these conversations beyond the cannabis community and into other areas where women are already engaged. By bringing cannabis education to places like yoga centers, therapeutic clinics, doctor’s offices and even OBGYN practices, we can start to break down the stigma and reach women in spaces they trust. Engaging health practitioners in these discussions and making educational resources available in these settings can empower more women to make informed decisions about their cannabis use based on their individual needs.”
In the Lead:
The NJBIZ In The Lead 2024: Women-Owned Businesses list recognizes New Jersey women who using their talents and perseverance to build prosperous companies. Click here to see the inaugural honorees.
“}]] Despite marijuana being legally available to buy in nearly half of the U.S. – including New Jersey – stigma surrounding its use remains. Many female-led shops across the Garden State are making it a priority to change that. Read More