ABOUT
Who This Is For
Canna Luz was founded to create space for clarity, alignment, and long-term viability in an industry shaped by both opportunity and harm.
This practice supports cannabis operators and equity-driven entrepreneurs who are building something real — businesses, leadership capacity, generational stability — often while navigating systems not designed with them in mind.
Our work is rooted in:
- Operational excellence
- Lived experience and cultural fluency
- Equity as a daily practice
- Growth that builds profit, stability, and long-term value
Canna Luz is not a brand you perform for.
It’s a place to be real and build.
How This Took Shape
Canna Luz was born from years of lived experience inside the legal cannabis industry — in retail, operations, leadership, advocacy, and community-building.
The work began long before the name. It grew through managing teams, opening and scaling stores, navigating compliance, supporting operators through uncertainty, and sitting at tables where decisions shaped real outcomes for real people.
Over time, it became clear that what was missing wasn’t ambition or talent, but access to clear guidance, trusted support, and leadership rooted in accountability and care.
Canna Luz is led by Jessica Pichardo, a cannabis industry leader with over a decade of experience across retail operations, leadership, and equity-focused work.
The practice emerged from that gap as a natural extension of the work bringing clarity, structure, and intention to spaces that demanded all three.
This practice carries the wisdom of experience and the responsibility of what comes next.
What We're Here For
Canna Luz exists to support leaders, operators, and equity-driven entrepreneurs building durable businesses and meaningful lives within the cannabis industry.
Our mission is to provide clarity where there is complexity, structure where there is uncertainty, and support that honors both ambition and humanity.
We believe in growth that builds wealth and abundance not only financially, but in capacity, confidence, and community.
We are rooted in representation not as branding, but as responsibility.
The work is shaped by lived experience, cultural awareness, and proximity to the impacts of policy, leadership, and decision-making.
We believe leadership is practiced daily, not claimed.
And we believe equity must live in decisions, systems, relationships, and language.
Canna Luz is committed to work that strengthens people, businesses, and the ecosystems they touch.