Jennawae has been active in the Canadian cannabis industry since 2010, when she co-founded 420 Kingston, a headshop and seedbank. She went on to co-own 420 Session, a vapour lounge in Kingston from 2011 to 2016, and later co-founded 4 Green Plants, a wholesale distributor of grow supplies from 2017 to 2019. She is co-founder of Calyx + Trichomes, one of Canada’s most successful independent cannabis retailers, and founder of both the Lift Cannabis Cup (2016, 2017) and the Solstice Cup (2024). Since 2021, Jennawae has served as Executive Director of NORML Canada, where she continues to champion reform, consumer rights, and cannabis education.