Tobacco Business

[ 68 ] TOBACCO BUSINESS [ JULY / AUGUST | 21 ] behind them, what made them rare, the tasting notes, the pairing notes—it really created an experience, but I didn’t realize that that’s what was happening.” What started off as an effort to sell products ahead of a move in 2017 launched a brand-new business: Privada Cigar Club. Desind saw that his efforts were helping other cigar smokers better understand what made the cigars they were receiving so special and why they should take the cigar lifestyle itself more seriously. Desind and Privada Cigar Club were building an experience and putting the artisanal nature of cigars front and center. Eventually, Desind sold through his entire collection, but his business was far from over—Privada Cigar Club had just begun. Building a Following It’s not uncommon to see Desind in a new YouTube video or reaching out to Privada’s many followers on Instagram. He’s managed to build not only a loyal following but a community of cigar smokers that have a passion and love for the rarest of cigars. Desind confesses that it was never his intention to become the face of Privada Cigar Club. Following his experiences in the music industry, the last thing Desind wanted to do was be in front of a camera and put himself out in front of the public once again. He also knew that once he started making himself the face of the company, there would be no going back. It wasn’t until after he participated in an online live interview with Bryan Glynn of Cigar Obsession that things changed, and he began to rethink his stance on being a more public figure. “I did this live with Cigar Obsession and had a great time. On the way home, my wife called me and said the club membership had doubled. We knew right away that we weren’t attracting the Cigars International crowd or the bundle-buying crowd. These weren’t older dudes. We knew we had a younger audience right from the beginning. My wife was like, ‘I’m telling you, they want someone that’s willing to commit to being the face of younger cigar smokers.’ And she was right. From that point on, I made it a point to get in front of the camera, give my opinions and share my knowledge.” Just as he had done as a teenager, Desind is always on the lookout for trends and connecting with those around him. Privada Cigar Club’s members are supportive of Desind and his business, and in turn, Desind works hard to give them the cigars and overall experience they seek. Desind spends at least four hours a day responding directly to emails he receives from Privada Cigar Club’s members. “I know what my members want. They have hired me to get them the best cigars possible, and the best cigars are a matter of their opinions. I’m collectively taking their feedback and constantly going out and getting them what they want. I’m watching the data, and I’m giving them more of what they respond to. The club is truly an actual club— it is not a business; it is a club.” In the many emails Desind receives, he notices a stark difference between Privada Cigar Club’s members and the customers he dealt with in his auto transport business—his club’s members were happy and thankful for the work he and his team were doing and the service they were receiving. “The most fulfilling part of all of this is the members’ happiness. There’s all types of sayings out there, like, ʽPrivada days are like Christmas every month.’ They really look forward to the boxes. It makes them happy, it enriches their lives, and it gives them a break for $30 with shipping. It’s just such a thrilling thing to be able to be a part of that.” The challenge Desind faces as part of Privada Cigar Club’s success comes with resisting the temptation of doing too much. The more Brian and Ofelia Desind founded Privada Cigar Club in 2017 with the goal of educating cigar smokers on limited edition and rare cigars as well as the factories and personalities behind them.