How do you leverage in-store events to draw in customers and promote certain brands?
Because of our freestanding building in our own parking lot, we are fortunate enough to be able to put on quite an impressive show during events. For brand-specific events, we always try to have the cigar-maker join us for the day. We take advantage of the beautiful Southern California weather. From smoked tri-tip to pulled pork, we turn on the BBQ and smoker during every event. Live bands and local musicians often perform at our in-store events. Often retailers make the mistake of pressuring customers to buy only boxes. We try not to put an emphasis on just “selling” the product but to provide an enjoyable and relaxing environment.
One of those events is the Fuente Fever 33°, a cigar charity event that’s also billed as being one of the largest West Coast Arturo Fuente events. How did you develop this special relationship with the Fuentes?
Since I was younger, I have always had a passion for helping out various charities specializing in children from poverty-stricken regions of the world. After finding out about [the Fuente family’s] Cigar Family Charitable Foundation (CFCF), I decided to become involved with their foundation. Seeing firsthand the impact the Fuente family has contributed and given back to the Dominican Republic, we decided to stand behind their brand and give all of our support to a family that cherishes integrity, tradition and preserves the skilled artisans’ craftsmanship of cigars. Today, our relationship with the Fuente family is beyond the bounds of cigars and business. It is about the people, the memories and the relationships. They are my family. Liana is the Cuban twin sister I never had, and Carlito is a mentor and a father figure.
What role does technology play in how you promote and manage your business?
Ironically, I was reluctant to use social media. By utilizing technology, which is literally accessible at your fingertips, tobacconists are now able to obtain immense exposure at little to no cost. We are able to reach masses in a mere second. It is truly incredible.
What do you think cigar and tobacco manufacturers are getting right about marketing their products to women? What are they getting wrong? To me, cigars are gender-neutral. There is no such thing as a female or male cigar, nor should it be marketed that way. If it is a quality product, the product speaks for itself. Women like bourbon, scotch, golf and cars too!
Do you feel women are well-represented in the premium tobacco industry?
Absolutely, and it continues to increase every passing day. Women are in every aspect of the premium tobacco industry. Starting at the factory, you see a dominant female workforce, from sewing, stripping and sorting the tobacco. Stateside, you see women on the forefront, from sales representatives to national sales directors and even to the industry legends and pioneers—women who I look up to, like Cynthia [Fuente] and Liana Fuente. These women are leaders!
What advice do you have for other women working in the cigar and tobacco industry?
Do not be intimidated! Walk into your local cigar lounge, convention, festival or the like, and be proud and own it. Be persistent. Learn as much as you can to earn your respect. Respect is earned not given. Like any other job, hard work pays off. Be good at what you do, be determined and persistent, and rewards shall follow.
What are your aspirations and hopes for your future in this industry?
Being a female store owner, the assumption is that Lord Puffer’s success and relationships with various manufacturers is solely due to myself being a female. I hope to break this stereotype one day. My end goal, and what drives me to improve and expand, is the thought that one day our store will be respected among other end consumers, retailers and manufacturers as a successful store—not because of me being a female but because we are aggressive, and we are excellent retailers.
This story first appeared in the July/August 2019 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
– Story by Antoine Reid, senior editor and digital content director for Tobacco Business Magazine. You can follow him on Instagram @editor.reid.
