An Auckland based woman is revolutionising the herbal smoking industry head-on with her new business, Joyclub. Bringing
ceremony and sophistication to New Zealand’s conservative herbal smoking landscape, Eva plans to rebrand this culture
through a feminine lens.
Inspired by North America’s egalitarian and open atmosphere for herbal smoking – Eva was sick of feeling out-of-place in
New Zealand’s market, where she says “As a woman and feminist, New Zealand’s been stuck in an outdated culture of
judgement and misinformation. It’s time for a refresh where consumers can be empowered with community and dignity in
their practice”.
Joyclub curates designer smoking products, importing chic products from North America and Japan, as well as working with
local artists to produce New Zealand accessories and utensils. This light handcrafted selection is set to expand and
currently includes the PAX 3 Vaporiser, lighters, pre-rolls, one-hitter pipes and natural smoking herbs.
At the heart of Joyclub is freedom of expression. Promoting fearless fabulous however you want to express yourself.
Ultimately this is the middle finger to social stigma that stereotypes and marginalises people. To explore and share
this message, Eva has produced a mini documentary series called Joy Transforms - highlighting individuals brave enough
to be themselves. Part 1 and 2 captured inspiring creatives in Japan - one of the most stigmatised places in the world.
You can check out Part 1 of this mini documentary work on Joyclub’s Facebook page (https://www.facebook.com/smokeinvogue/videos/2270154879934372?sfns=mo)