1. I

   Selective seed selection

   We start with the finest genetics, choosing seeds that promise robust plants and rich terpene profiles.

2. II

   Living organic soil

   Soil enriched with beneficial microorganisms that nurtures the plant and deepens its natural flavor.

3. III

   Korean regenerative farming

   Methods built on soil health and sustainability, so our beds stay fertile and vibrant year after year.

4. IV

   Organic nutrients

   Natural fermentation and microbial inoculants during flowering, tuned to each strain.

5. V

   Hand-tended care

   Experienced cultivators monitor every stage of growth and answer each plant's needs by hand.

6. VI

   Natural pest management

   Beneficial insects and organic deterrents protect the plants without harmful pesticides.

7. VII

   Slow, careful curing

   A patient cure that preserves the rich flavor and smoothness Jóia is known for.

8. VIII

   Hand-trimmed

   Each flower is trimmed by hand for the highest quality and aesthetics.

9. IX

   Lab tested

   Every batch is lab tested for potency and purity, and checked before a single jar is filled. Proof, not promises.

The award-winning grow room

Merchandise only. Jóia flower and other cannabis products are never sold or shipped through this shop. Prices in USD. Checkout runs on our secure store at shop.thejoia.com, where shipping and tax are calculated.

Address: 14 Franklin St, Brooklyn, NY. Opening hours will be posted here before the doors open.

1. 01

   Look through the glass

   Sealed, secured windows keep the grow room clean and closed. You see everything; nothing gets in.

2. 02

   Follow the cycle

   A board by the window shows what stage each room is in, from clone to cure.

3. 03

   Taste the harvest

   After the slow cure, only the top 10% of those plants reaches the lounge menu.

The room

The best seat in the House.

Low sofas face tall grow-room windows set into a concrete wall, under a dark ceiling that lets the grow lights glow. Oak shelves hold Jóia kits, papers and glass tips. Jóia 100 members book window seats first.

Concept illustration. The final design will follow our architect's plans for 14 Franklin St.

• CloneCuttings from our mother plants root in living soil. Every Jóia plant starts here.
• VegLong days and rich soil build the frame each plant will flower on.
• FlowerShorter days start the bloom. This is the room the sofas face.
• HarvestPlants are cut by hand and hung whole. Members hear the date first.
• CureThe slow cure happens off view. Then the top 10% is chosen for the jar.

For adults 21 and older. The grow room is viewed through sealed glass; guests do not enter cultivation areas.

1. 01

   Reserve

   Request a session and party size. Jóia 100 members are confirmed first.

2. 02

   Check in

   Every guest shows valid government ID, 21 or older, at the ground-floor host stand.

3. 03

   Choose your flowers

   Our team walks you through the menu, from hand rolls to flights.

4. 04

   Stay for blue hour

   Juice, malasadas and the lounge are a staircase away.

Where the fruit comes from

From Nostrand Avenue to Franklin Street.

Our first batches are pressed from fruit we buy at LABAY Market, the Caribbean-owned grocer on Nostrand Avenue in Little Caribbean, Flatbush.

That means soursop when it's in, fresh coconuts, Grenada nutmeg and whatever rare seasonal fruit arrives that week.

• GraviolaSoursop, lime and Grenada nutmeg. Graviola is Portuguese for soursop: creamy, tart and floral.
• Manga OuroMango and soursop. Our golden pour, bright rather than heavy.
• Água de CocoYoung coconut water, cracked and poured the same morning.
• MelanciaWatermelon, soursop and mint.
• IlhaThe rare fruit of the week, pressed in a small batch until it runs out.

Jóia Juice contains no cannabis.

Why malasadas at Jóia

A Portuguese jewel, by way of the islands.

Malasadas came to Hawaiʻi with Portuguese families from Madeira and the Azores in the late 1800s, and the islands made them their own. Jóia means jewel in Portuguese, so they belong on our counter.

We make them the island way: enriched dough, fried to order, sugared warm, some filled to the edge.

Malasadas contain no cannabis. They contain wheat, eggs and dairy; ask our team about allergens.