NJ Cannabis Dispensary Review Series: Jumping into the Industry with JoyLeaf

Dispensary Name: JoyLeaf

Dispensary Location:  711 East First Ave., Roselle, NJ

Dispensary Owner: Dharshini Casinathen, Jason Ackerman

Website: https://joyleaf.com/

Instagram: https://www.instagram.com/joyleafdispensary/

On the path to legal cannabis:

Excerpted from Retail Touch Points

Many cannabis retailing sites call themselves “dispensaries,” a pharmaceutical-tinged word that connects to their role in selling medical marijuana.

But Joyleaf, in Roselle, N.J., very intentionally draws its design and merchandising inspiration from supermarkets rather than pharmacies. That’s hardly surprising considering the pedigree of its Founder, CEO and Executive Chairman, Jason Ackerman, who founded and served as CEO of Fresh Direct for over two decades.

Excerpted from NJBiz

Dharshini Casinathen, who co-owns recreational dispensary Joyleaf in Roselle with former FreshDirect founder and CEO Jason Ackerman, said she feels that since the cannabis industry is “still relatively new … and evolving,” it is not “burdened by the same historical corporate structures and gender biases found in more established industries.”

Excerpted from ROI-NJ

 Casinathen, whose passion and advocacy for the plant began as a medical patient, commented, “I personally experienced the transformative power of cannabis, igniting my journey in 2018. Our goal is to create a dispensary that is truly consumer-centric. Our mission is to create experiences of Joy…”

On cultivating community and connection:

Excerpted from ROI-NJ

Joyleaf was designed to offer a comfortable, personalized experience, enabling customers and joytenders to browse the sales floor together to help discover the right product for the right moments. Joyleaf’s recommendations and shopping journey is tailored to the needs and lifestyle of every customer.

Excerpted from ROI-NJ

“Our approach is holistic; we curate not only the products but also the ‘feelings’ of these moments, aiming to integrate cannabis seamlessly into daily life. We believe that, in the post-COVID retail landscape, customers are not just seeking transactions, but meaningful experiences and engagements.

By bringing people together in our store for these events, we’re not just selling a product; we’re inviting our community into a space of learning and connection,” Casinathen said.

On breaking through the “grass-ceiling”:

Excerpted from Retail Touch Points

Ackerman: We were trying to achieve a vibe of a store that wasn’t such a “dude” place with a very masculine feeling: 45% to 48% of cannabis consumption is by females, but dispensaries hadn’t been very female-friendly environments. We wanted an aesthetic that felt very inviting, comfortable and warm for the female population.

Excerpted from NJBiz

Casinathen said, “My vision for women in the cannabis industry is one of empowerment and leadership, particularly in areas of women’s health...”

“As more women enter and ascend within this space, I hope to see a shift toward greater gender balance and inclusivity. The goal is to foster an environment where women support each other, share knowledge, and create opportunities for future leaders,” she said.

Getting green and giving back: 

Excerpted from ROI-NJ

“At Joyleaf, our commitment to hosting experiential and educational events is deeply rooted in our mission to destigmatize cannabis. Our events are designed not just as gatherings but as platforms for experiential learning,” Dharshini Casinathen, co-founder and president of Joyleaf, said.

Excerpted from NJBiz

“We are also focused on building community, as it is part of our central ethos. Engaging directly with our customers, inviting them into our space, and creating a sense of belonging. These events foster unity, education, and the changing of preconceptions of cannabis.

The best compliment we receive from our events is ‘I can’t believe this is weed’—this is when we know we are changing perceptions and advancing our mission to destigmatize cannabis,” said Casinathen, who is also certified cannabis sommelier.