Industry Insiders — Irena Katz
Cannabis, Community & Changing Conversation — with Irena Katz from We Are Lux
Irena Katz, the founder of We Are Lux in Bondi Junction, is a naturopath, cannabis advocate, and trailblazer who’s redefining what a cannabis lifestyle store can be. Her journey from the Sydney Stock Exchange to opening one of Australia’s first dedicated hydroponics and cannabis culture spaces reflects her fierce independence, scientific curiosity, and deep commitment to helping others find healing on their own terms.
A Personal Catalyst
Irena’s interest in cannabis was ignited during her mother’s cancer journey, a time when medicinal cannabis was still stigmatised in Australia.
“She passed before I could offer her any relief,” Irena says, “but the seed was planted.”
Years later, she supported her father through cancer, who is now in remission, further strengthening her belief in the plant’s potential. While studying naturopathy after a career in IT, Irena saw a glaring disconnect –
“There was a gap between science and natural medicine. I wanted to bridge it.”
That desire led her to cannabis, not just as a herbal remedy but as a complex, therapeutic tool deserving of respect, research, and proper use.
Building Lux: A Store and a Statement
We are Lux started as Lux Cuttings Hydroponics, a shop Irena co-founded with her partner Mischa that soon evolved into a female-friendly cannabis lifestyle store with chandeliers, velvet curtains, and tea collections alongside vaporizers, books, and intimate wellness tools.
“I wanted people to feel at home, to feel heard,” she explains.
More than just a retail space, We Are Lux quickly became a community hub. From first-time medicinal users seeking guidance to long-time patients needing a safe space to speak candidly, Irena offers an open-door approach grounded in empathy and education.
Bridging the Knowledge Gap
Trained as a naturopath, Irena uses her knowledge to help customers better understand their bodies and cannabis use.
“Everything in the body is linked. I listen, I ask questions, and people open up.” Many of her customers, she says, feel judged by their families or misunderstood by prescribers. “There’s a real gap in practitioner knowledge. Patients often know more than their doctors.”
As a strong patient advocate, Irena regularly teaches first-time users how to vape, sometimes from the store's sunny back garden – breaking down stigma while guiding safe, informed experiences. Known to spend hours helping customers, Irena assists customers in both troubleshooting side effects, and exploring terpenes and cannabinoids beyond THC and CBD.
Cannabis, Culture & Change
Not one to shy away from the industry’s flaws, Irena states that …
“We’re still treating cannabis like a pseudo-recreational substance under a medical veil.”. She calls for better education for prescribers, a clearer regulatory framework, and a cultural shift that normalises responsible cannabis use without sensationalism or shame.
Still, she sees hope in her community, particularly in women.
“Peri and post-menopausal women are driving change. When mothers are no longer marginalised for using cannabis, the culture will shift.”
She imagines a future where cannabis cafés are social mainstays and terpene education becomes as common as wine pairings.
Real Stories, Real Impact
For Irena, the most powerful force for reform is storytelling. She shares stories of patients – like a once-crippled teenager now thriving, or a quadriplegic man who avoided invasive surgery thanks to tailored cannabis care – not to market products, but to remind people of what’s possible with this treatment type. Her work is personal, patient-led, and uncompromising.
“Cannabis has calmed my mind and opened my heart. I owe it a lot.”
As a industry leader, Irena has been on the front lines in reducing the stigma of cannabis as a therapeutic option, and works on the ground to educate industry stakeholders from patients to brands and medical practitioners.
We Are Lux
For those looking to learn more about Irena, or connect with her directly they can visit the We Are Lux store, open six days a week in Bondi Junction.
For Irena, the door is always open. “I’m easy to find,” she says. “I help anyone who asks” she says.
To get in touch, you can follow Irena at @ladylux420 ,visit the We are Lux website here , or visit in person to experience the culture shift.
We are Lux
252 Oxford Street,
Bondi Junction, Sydney, 2011
Learn More
EQWELLIBRIYUM offers end-to-end consulting for organisations navigating the medicinal cannabis market in Australia. With strategic insights and operational frameworks are designed to help you thrive, we’re here to help you. Learn more by contacting us today at hello@eqwellibriyum.com.
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Reference List
¹ Medical Board of Australia. (2024). Regulators come together as one million Australians turn to medicinal cannabis. Retrieved from https://www.medicalboard.gov.au/News/2024-02-20-medical-cannabis-treatment.aspx(medicalboard.gov.au)
² Therapeutic Goods Administration. (2025). Medicinal cannabis: access pathways and usage data. Retrieved from https://www.tga.gov.au/products/unapproved-therapeutic-goods/medicinal-cannabis-hub/medicinal-cannabis-access-pathways-and-usage-data(tga.gov.au)
³ Royal Australian College of General Practitioners. (2025). Exploring access to medicinal cannabis through general practitioners in Australia. Retrieved from https://www1.racgp.org.au/ajgp/2025/march/exploring-access-to-medicinal-cannabis-through-gen(www1.racgp.org.au)
⁴ CannabisPlace. (2020). Cannabis Clinics TeleHealth: Medical Marijuana Online Australia. Retrieved from https://www.cannabisplace.com.au/learn/telehealth-clinics-australia(cannabisplace.com.au)
⁵ NPS MedicineWise. (2020). Medicinal cannabis: 7 questions from pharmacists. Retrieved fromhttps://www.nps.org.au/assets/Medicinal-cannabis-7-questions-from-pharmacists.pdf(nps.org.au)