Of Jordanian descent, Ra’ed Walid Saqfelhait was born in Kuwait 56 years ago and raised by a banker amidst travels, relocations, social gatherings, and Habanos. He graduated from the American University in Cairo and completed his professional training as a Certified Public Accountant in the United States, specializing in taking companies public.
Married to a Lebanese woman and father of two daughters studying in the U.S., Ra’ed considers himself a citizen of the world. He has spent the last 28 years of his life in Dubai –a paradise for tobacco enthusiasts– where nearly a decade ago, he established the operations hub for one of the largest New World tobacco distribution companies serving the Middle East and Africa: The Leaf Master.
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The New World
After serving as CEO and CFO for multiple conglomerates and developing a successful career in financial services, Ra’ed discovered New World cigars –a definition referring to any origin outside the island of Cuba.
During an interview via Google Meet with Humo Latino, he recalled his first contact with these cigars during a business trip to New York. Following his father’s traditions, he carried a small supply of Habanos, which proved insufficient when his stay in the city was extended.
“I knew it was impossible to get more. I knew nothing about New World cigars, but I tried them, and it was love at first sight. I also considered it a call from God to bring the pleasure of these new flavors back to my homeland.”
At that moment, Ra’ed decided to continue experimenting with these newly discovered blends, sharing them with a friend who would later become his partner, both hooked by the incredible variety that these diverse origins could offer.
In 2017, to begin the importation process, he selected brands like A.J. Fernandez, DH Boutique, and Oliva Cigars, starting with seven to nine different SKUs. “Everyone called us crazy for being interested in cigars that weren’t Cuban, but we were convinced that the construction, profiles, and aromas were amazing and could not be ignored.”
Over the years, many bet against them, expecting them to close at any moment. He views this skeptically but positively: those who didn’t believe in this new market chose to ignore it, while they –through education and patience– built a loyal clientele.
Thus, The Leaf Master was born, one of the first companies to risk everything for New World cigars in the Middle East and Africa, championing an industry in which people of those regions, accustomed to Cuban tobacco, did not yet believe.
The Leaf Master
The challenge was significant. It wasn’t just about introducing and positioning a new cigar brand, but a complete paradigm shift in the market: new brands, origins, profiles, and even colors.
Ra’ed and his partner’s strategy was based on three key pillars: acting as ambassadors for every brand selected for import; focusing on variety over quantity to maximize the industry’s exposure; and, most importantly, consumer education.
According to the company’s vision, to convince an aficionado to give New World tobacco a chance, they must be educated on the history of each brand and each cigar. The goal is to help them understand what a puro means or the art of creating a blend with tobacco from different origins, such as the Dominican Republic, Mexico, Honduras, Nicaragua, etc.
At The Leaf Master, beyond selling one, twenty, or thirty cigars, time is invested in talking with the client –listening and answering their questions, as well as understanding their palate to know what to offer from their wide variety of brands, wrappers, and vitolas.
Additionally, the company organizes regular events with prominent brands like Luciano or Platinum Nova, giving consumers the opportunity to engage directly with the people behind the cigars and understand their role in the global market.
Today, with a business model that includes wholesale and retail sales, re-export, consulting, and duty-free, The Leaf Master distributes more than 900 different SKUs. It has become the largest distributor of New World cigars and accessories in the Middle East and Africa, with establishments in Dubai, Abu Dhabi, and soon in Ras Al Khaimah, the third most important Emirate in the UAE.
“This isn’t your typical dark shop or lounge; here there is light, art pieces, music, literature, culture… It is a celebration of tobacco,” he says.
This philosophy earned their Abu Dhabi location the recognition for Best International Shop at the Best of The Leaf awards during the last Premium Cigar Association (PCA) Trade Show.
Ra’ed hopes to repeat this achievement with the recent remodeling of his Dubai facilities, where the shop grew from 250 square feet to nearly 750, “and why not? Achieve it for the Ras Al Khaimah shop as well, once it’s ready.”
Premium Tobacco Landscape
Tobacco is a complicated business, considering that in the Emirates, taxes on these products are around 250 percent –a fact tourists notice immediately upon entering any establishment. However, this is where the variety strategy becomes vital; The Leaf Master always has something good to offer, adjusting to any budget and palate.
Furthermore, the tobacco market in the Middle East is highly fragmented among those who prefer cigarettes, hookah, the midwakh pipe, or vaping. Yet, The Leaf Master’s educational efforts have successfully drawn a significant number of these smokers toward premium tobacco.
This is bolstered by the fact that Dubai stands out as one of the most permissive cities regarding tobacco consumption, with countless lounges, restaurants, and available smoking spaces –a condition that has made it an attractive host for premium tobacco industry events.
“It is only a matter of time before the governments in this region eliminate these taxes, recognize that cigars are not cigarettes, that they contribute to tourism, and that the Emirates have the potential to become a tobacco hub.”
World Tobacco Middle East
“In the Middle East, nobody does anything for the industry; they are not united,” Ra’ed recalls from a conversation with a government official regarding premium tobacco taxes. This statement motivated him to become more involved in the industry and seek to learn from those with a long and proven track record.
He decided to approach the PCA, attending every Trade Show since 2018, and subsequently seeking a seat on the Board of Directors for the first time. Despite an extensive resume and executive experience, his candidacy did not come to fruition; however, the PCA invited him to join its committees to understand the organization’s inner workings.
There, he realized that every important issue always revolves around internationalization –a goal achieved through the World Tobacco Middle East, held in November 2025. This successful first edition aims to expand the range of events worldwide, joining the PCA Trade Show in the U.S. and the InterTabac Trade Fair in Germany.
Moreover, he believes it is time to expand the platform the PCA offers into the Middle East, where the government is open to listening and supporting growth, and soon seek to change premium tobacco legislation, as has been done in the United States.
Currently, Ra’ed leads the PCA International Committee and is a member of the Trade Show and Content committees. He ran for a Board of Directors position for the second time but did not secure enough votes in the election held in early 2026.
But his mission does not end there. It extends to improving the organizational structure of World Tobacco Middle East and continuing to work toward the international exposure opportunities the Middle East can offer to U.S.-based manufacturers and retailers. The goal is to continue learning from the example of coordination and unity that the PCA represents for the premium cigar industry.
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