78 TOBACCO BUSINESS | NOVEMBER / DECEMBER | 22 Whatever we do, we have to do it to the best of our ability. It’s always got to be the best value, which ultimately leads to quality first. That didn’t change when we produced our cigar. Yes, the blend is important, but more important than the blend is the roll and the burn because when somebody’s smoking the cigar, we need to make sure they’re having an incredible experience.” Peter James Co. isn’t positioning Los Estocio to be a major competitor in the premium cigar category. Instead, Los Estocio is another way for consumers who are interested in the cigar lifestyle to engage with the Peter James Co. brand. Elevated Experiences When Laurendi talks about the future of Peter James Co., there’s no specific release that he discusses. Instead, he talks about building and expanding the Peter James Co. ecosystem. Although some people will sum up his company as being just an accessory brand, he waves off that title. He doesn’t want to be known as just a brand of any sort, whether it be cigar, fashion, coffee or furniture. The future of Peter James Co. is the embodiment of the consumer’s lifestyle from morning to night. He also wants Peter James Co. to grow organically. He’s very concerned about his company entering too many markets too quickly. Peter James Co. is a company that thrives in niches and finds opportunity in the market’s gaps. Peter James Co. isn’t interested in doing business as usual; it’s ready to reshape the cigar industry as we all know it. “We’re looking to shake things up,” Laurendi explains. “A lot of people in the industry will tell you a lot of change is occurring. We’re looking to be part of that shift—we want to be the rule breakers. We’re not looking to create more boundaries; we’re looking to free the industry from boundaries and have the outside world see the cigar industry as being fun, vibrant and unique.” Even though Peter James Co. is expanding its scope and product offerings, it all ties into the cigar lifestyle. With each new product launch and with each expansion, Laurendi is hoping to enhance the consumer’s experience. Businesses can become too preoccupied with labels, which often leads to misinterpretations of a consumer and their lifestyle. Peter James Co. is more than just a product; it’s on track to fitting into the cigar consumer’s everyday life, elevating experiences in unexpected and satisfying ways. TB Many retailers struggle with making accessories just as exciting and appealing to consumers as cigars are. Not promoting these products is a huge, missed opportunity, and John Laurendi, the founder of Peter James Co., has a very simple sales technique to get consumers excited about them: Put these accessories to use and let the customer see you use them firsthand. “In the conversations I have with some of our retailers, we go back to experience,” Laurendi explains. “The consumer has to see you living that experience and getting excited. If it’s coffee, make sure you have a good coffee machine and that you’re excited as you’re making them coffee. Let them sit down, have a conversation with them. Ask them, ‘What would you like to pair with that coffee? What kind of cigar are you in the mood for today?’ Make them feel like they’re involved in the process.” You should also use some of the accessories you’re trying to sell and incorporate them into your store. Sell lighters? Make the store lighter something you stock that the consumer can buy once they’ve had a chance to use one in your store. You must create an experience for your customer. They don’t always know they want that experience until they’ve tried it, and it’s up to you to give it to them. SEEING IS BELIEVING (AND WORTH BUYING) Whatever we do, we have to do it to the best of our ability. It’s always got to be the best value, which ultimately leads to quality first. –John Laurendi
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