Every once in a while, a cigar brand comes along that isn’t born in a boardroom or built around a marketing gimmick, it’s born from life, loss, and love. Lure Cigars is exactly that. It’s not just a brand; it’s a tribute. A story that started on quiet mornings spent fishing, cigars in hand, and conversations that stretched longer than the cast of a line. When his father passed away in the summer of 2023, the founder of Lure Cigars set out to create more than just another cigar company, he wanted to honor his dad’s spirit, his stories, and the moments they shared through the simple act of lighting up and slowing down.
This wasn’t a business decision, it was personal. Every blend, every box, every detail behind Lure Cigars carries that heartbeat of memory. It’s about connection, legacy, and taking time to “Smoke Great Cigars & Tell Tall Tales,” as the brand proudly says. It’s fishing tackle and tobacco rolled into one, two passions, fused together through craftsmanship and storytelling.
What follows is a look inside the man behind Lure Cigars, a lifelong cigar enthusiast turned creator, a storyteller carrying his father’s flame forward, and a believer that great cigars are more than just smoke and ash, they’re the start of a conversation that might just last a lifetime.
Let’s start with your story — how did your brand begin? Was there a single moment or spark that pushed you to create your own cigar line?
My father and I shared the love of cigars and fishing for 30 years. When he passed away in the summer of 2023, I wanted to create something that would honor his gift of stories and love of life, a cigar that would allow others to enjoy making time to ‘Smoke Great Cigars & Tell Tall Tales!’ With others. A tribute to him. The blending of tackle & tobacco came together and became Lure Cigars.
What’s the meaning behind your brand name or logo? Is there a deeper story behind it?
I don’t know about deep, but it’s the story of my life. Fishing and smoking cigars have been two passions that I’ve brought together under the Lure Cigars brand.
Before launching your cigar brand, what was your background in the cigar world (or outside of it)?
I’ve been a cigar enthusiast for over three decades. I’ve made it a point to smoke everything and anything out there, enjoying many, and dismissing a few along the way. Respecting those that have made it their goal to create the art that is the cigar, and share it with us who appreciate true craftsmanship. I’ve had a few careers that have afforded me travel and connection with people, from the creative world of cartography and graphic design, to development of senior housing properties, now cigars as a full time effort.
Which factory are your cigars produced in, and how did that relationship begin?
La Tabacaria in Esteli, Nicaragua. This has been a long time coming, through the decade long relationship that my mentor, Nimmer Ahmad of Valacari paved with his brand has developed. It’s a simple principle of standing by your word, placing the trust in the talent for those that have made it their life’s work to make great cigars, and treating others as you want to be treated. Choosing the right partners is key to any business’ success.
What drew you to that factory specifically — was it their tobacco, their craftsmanship, or maybe a shared philosophy?
The depth of talent and catalog of tobacco stands on its own. To make premium cigars, it’s both the talented people and access to some of the finest tobacco in the world.
Do you personally spend time at the factory working on blends, or is your input more on the creative and branding side?
No, I am a validator. I make suggestions, but it’s up to the ‘chef’ to make the final meal. I do work diligently to creatively share their work with others, as my strengths are in marketing and branding, that support the story of our cigars.
What does that partnership look like day-to-day — how involved are you in the rolling, blending, and final approval process?
They make great cigars, I smoke them, I share them. I approve every final blend that gets released.
What’s your approach to blending — do you chase balance, boldness, nostalgia, or something else entirely?
I seek cigars that I like to smoke. Because if no one else likes them, I’m going to be smoking (a lot of) them. I choose the cigars that are interesting… full flavor, and often tend to be on the bolder side. It’s been fun to share their cigars and get feedback from other enthusiasts. I’ve been blessed that there have been so many fans of our cigars, often choosing to smoke them again. We have a portfolio that ranges from medium bodied Habanos, nuanced medium plus Corojo, to full bodied CT Broadleaf and Oscuro blends. We want to offer cigars that are accessible, fun, and enjoyable for anyone to smoke.
Are there particular tobaccos or regions you’re drawn to when developing new cigars?
Personally I’m a fan of the flavors and strength afforded by using Nicaraguan tobacco. I love CT Broadleaf (who doesn’t really?). I am open to using tobacco from other regions/countries, but so far the AJ Fernandez catalog of tobacco’s have access to has provided an ample supply of premium tobacco that makes for a great smoke.
How do you decide when a blend is finished? (Or is it never really finished in your mind?)
While a cigar should never be released before it’s ready, I’ve learned from my last experience that perfection can be the enemy of progress. I’ve been fortunate to have talented people that have ensured that we make some really tasty cigars that are ready to smoke.
If you could describe your blending philosophy in one sentence, what would it be?
Start with great ingredients, and talented people. Sample a lot. Keep your standards high. Choose wisely, and let the chef work their magic.
Every boutique brand has a heartbeat — what drives yours?
Memories of my dad, and sharing the love of the leaf with other people. It’s the greatest reward to get feedback from someone enjoying Lure Cigars.
When a cigar lover lights one of your cigars, what do you hope they feel, taste, or think about?
I hope they will take a moment to slow down, and reflect on the moment, and if they’re with others, share a story. Cigars bring people together. Make connections.
How would you describe the emotion behind your brand — in a single word?
Passion.
What’s the mission behind your brand — beyond just selling cigars?
‘Smoke Great Cigars & Tell Tall Tales!’ Is our slogan… but it’s also our mission. Make time to share your story with others, and give them the gift of your attention to listen and learn from their life’s experience.
Where do you see your brand five or ten years from now?
I am optimistic that Lure Cigars will continue to grow and that we will be offering our core line of cigars to a growing list of retail partners. This is a relationship business and we appreciate all of the people that have supported us so far.
How do you hope to impact the cigar community — both at the lounge level and globally?
It’s always a goal to share our cigars and bring people together. But it’s also to build awareness that there are different cigars out there from lesser known, smaller brands that give the cigar smoker something interesting to smoke. Try new things. You might be surprised at how great a cigar can be from someone committed and passionate about their product.
What does being part of the cigar industry mean to you personally?
Again, I’m humbled that we’ve been able to provide cigars that people have enjoyed smoking. From my perspective as an enthusiast first, I love to try new cigars. This endeavor has given me the opportunity to do that at a larger level. I want to show that just because you don’t have the heritage of 100 years of tobacco history, you can make some really great cigars. I have been welcomed by many who have paved the road before Lure Cigars, and want to see others succeed by supporting them as they take the risk to start their own brands.
How do you see the relationship between boutique and legacy brands — competition, collaboration, or both?
I think it’s a little of column A, and a little of column B. The legacy companies had to start somewhere, and many started out the same way the smaller brands have. They are an inspiration to me, knowing what is possible if you keep working hard and putting your cigars out there to be enjoyed. Competition keeps you focused. Collaboration makes for better products. Two or more minds are better than one.
What’s one misconception people often have about boutique cigars that you’d love to correct?
Just because the company isn’t as well known, or not producing millions of cigars a year, doesn’t mean they don’t make great cigars. On the contrary, smaller companies often have the ability to be more nimble and work with tobacco that is limited in quantity or availability and make some really amazing smokes. Give them a chance.
Are there any legacy or boutique makers who’ve influenced or inspired your journey?
Many. It’s both the people and their cigars though. Tatuaje, Foundation, Dunbarton Tobacco & Trust, Patina, Viaje, Illusione, Warped, HDA, Black Label/BLK WKS, Casdagli, Lampert, the list goes on and on. I respect those other manufacturers who not only make great cigars, but stand behind their products with solid customer service, and great personality.
In your opinion, how has the cigar culture evolved in the last decade — and where is it heading?
There is more information available to consumers, better cigars being produced, and we as manufacturers are being held to higher standards. It’s tougher to stand out in the humidor, but if you do your best, and people give you chance, it will result in building brand loyalty, and also support the growth of the industry as a whole. A rising tide raises all ships.
What kind of feedback or moment from a cigar smoker has meant the most to you?
When someone shares that they have shared a cigar (sometimes even a Lure) with someone else, and it brings them together and they’ve had a good experience, that is what it’s all about.
Many times I’ve had someone (both long time friends and new acquaintances) have handed me a cigar and said ‘you gotta try this’… that excitement to share great cigars is a gift.
What’s one thing you wish more people understood about what it takes to bring a cigar to market?
Like with any business, there’s a lot of risk, both financial and emotional, to creating a cigar brand. We make the choice to invest in large quantities of cigars that we hope other people will enjoy. We can’t get everything right all the time, and there are things that are truly outside of our control as brand owners. There are hundreds of variables that go into bringing premium cigars to the consumer… please be understanding and patient, and judge us on how we handle the hiccups. We want you to have the best experience every time you light up one of our cigars. We want our cigars to be readily available, when you make the choice to invest your time and money to smoke them.
Have you ever had a blend or idea that just didn’t work — and what did you learn from that?
Yeah… just because you can make a cigar that uses all strong, overpowering tobacco, doesn’t mean you should! 🙂
What advice would you give to someone dreaming of starting their own cigar brand?
Get your story polished, choose a great factory that makes the brands you like to smoke, and pledge to stand behind your product. Make great cigars, not excuses.
What’s your personal daily smoke — the cigar you light when you’re not working, just relaxing?
I rotate what I smoke depending on the time of day or mood. I smoke a lot of cigars from a variety of brands that I enjoy. But lately I’ve been smoking the Oscuro and Maduro from Lure when I take a moment to sip a cup of coffee and want that consistent, and familiar experience.
Describe your perfect cigar moment — where are you, what are you smoking, and who’s with you?
Anytime, when life isn’t forcing you me to be rushed, and always with friends and/or family… in person or virtually… the technology available post COVID has really helped keep the connections alive with others.
What’s one thing outside of cigars that fuels your creativity or passion?
I love vintage tackle and fishing related advertising. A lesser known fact, I love to collect vintage marbles too. There are stories to be read/heard about anything collectible and I’m a sucker for great art in any form. Food, drinks, and coffee too.
Who do you look up to in the cigar industry?
Many people, especially the brand owners and people associated with the brands I mentioned before. I appreciate their drive, creativity, expertise, and the cigars that they have shared over the years.
