Tobacco Business

[ 52 ] TOBACCO BUSINESS [ SEPTEMBER / OCTOBER | 21 ] Open to All When asked how he attracts customers to his business, Froman reveals that he and his customers share similar interests and a love and passion for cigars that serves as the best marketing strategy for him. “I think people want to support the smaller companies. When you walk into our humidor, I can point out that we have personal relationships with every manufacturer. When you take the time to post on social media what you’re smoking, the brand owners of the companies that we do business with will reach out to the consumer and say thank you. That, to me, is just incredible.” Beyond building relationships betweenmanufacturers and consumers, the other appeal of Embargo Cigars is its design. It was important to Froman to create a brick-and-mortar experience and a place that customers wanted to spend time in. Typically, there’s a garden of tobacco occupying the store’s patio area. The patio itself pays homage to Cuba with the use of bright colors that give the store an overall Art Deco 1950s vibe. All of the store’s marketing and advertising is influenced by propaganda and is made to be tongue-in-cheek, reminiscent of the time period before the actual embargo occurred. “We’ve created an environment that if you want to come in and smoke a cigar, commune and hang out with your friends, we’ve got the space,” says Froman. “If you want to hide out in the corner and be quiet and not be bothered as you do some work, we’ve got that space. If you want to sit outside and smoke a cigar, then holy cow, we’ve got that space. Our outdoor patio is a private patio—you’re not affected by the outside elements. It’s almost like you’re taken into a different world with the bright colors and the posters. We’ve got some lights strung up out there, and we’ve got some beautiful trees that kind of give you some shade. Obviously, in the summertime, it’s a little uncomfortable with the heat, but at nighttime it’s absolutely lovely.” Instead of having a discount table, which Froman feels is a disservice to and devalues the brands he carries, Embargo Cigars instead hosts regular cut-and-light events that feature special incentives and has different cigar personalities coming into the store. These events generate a lot of interest among Embargo Cigars’ customers and often move a lot of products. Engaging with the customers is regular business for Froman, and it is another extension of customer service that keeps his customers interested and coming back for more. The events and return to normalcy are welcome after having to work around the COVID-19 pandemic in 2020. Embargo Cigars remained open during the entire pandemic, and Froman and the store’s staff took every step possible to keep customers safe. With a degree in biochemistry, Froman knew that the best approach to the pandemic was to keep things clean and to encourage everyone to wash their hands with soap and water. In addition to making sure every surface in the lounge was cleaned frequently, Froman began offering curbside pickup and home delivery—and for those that desired to, he also opened up the lounge for anyone that wanted to come in and smoke. Froman also adapted to the times and started selling toilet paper and hand soap. “We were not quiet about being open; we were vocal about being open during the entire pandemic,” Froman proclaims. “We had no major issues. Sales actually increased by about 33 percent because we were the only lounge open throughout the entire pandemic. We had a lot of customers that thanked us for providing them a safe haven for their own mental health, for some peace and sanity, in a world that was kind of going crazy.” The COVID-19 pandemic wasn’t the only obstacle Froman had to deal with in 2020. In November of last year, he was t-boned while riding his motorcycle home from his shop at 11 p.m. He broke nine ribs, suffered a cracked skull, shattered his clavicle and almost lost his leg. Customers of Embargo Cigars have come to look for store owner Abe Froman's 1956 Cadillac as a sign that the knowledgeable tobacconist is present and ready to answer their questions.