Elizabeth Santos, known on social media and in the Tobacco World as Remarkable Liz, is a woman with an extraordinary story to share. Born in New York but raised in Santiago de los Caballeros, Dominican Republic, her life took an unexpected turn when her parents decided to return to the United States, specifically to Sunset Park, Brooklyn, New York, when she was just 13 years old.
She is now married to Eddy, with whom she shares the upbringing and education of three children, through a journey into the realm of cigars that began with her husband’s hobby of smoking, and maintains a passionate flame that drives her to remain a revered figure in the industry.
Moreover, the couple’s partnership with Jon Gjebrea gave birth to Nóble Cigars, a company and brand where three premium cigar enthusiasts joined their lives beyond a business partnership to become a family that aims to make this brand a legacy that endures for generations within the industry.
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Discovering a Passion
Liz’s story is particularly unique among the many we’ve heard. Initially, her husband Eddy, an avid cigar smoker, was the only smoker in the family, a situation she disliked to some extent because of the aroma that cigars emit and what it meant for both her hair and household items.
If there was any way she could share these moments with her partner, it was through rum, even though cigars remained somewhat distant from her personal preference. Until Eddy introduced her to Ashton’s Señoritas, small pocket cigars, and she realized that there was more to premium tobacco than she had initially thought.
Slowly, Liz found herself transitioning from mild cigars to full-bodied ones, and her interest grew, feeling more comfortable with each smoke: “Now we both smoke at home, and that little problem has been solved.”
Sharing her new passion on Instagram through her Remarkable_liz account, she soon discovered a thriving community of female cigar enthusiasts who resonated with her experiences.
Motivated by this, Liz expanded her knowledge and became a Certified Master Cigar Sommelier with the International Cigar Sommelier Association (IACS). She collaborated in overseeing the association’s public relations and organized private tastings, educational events, and special meetings for female smokers, called Remarkable Aficionadas. Her online presence as an opinion leader grew, and she became known for her expertise and contributions to cigar culture.
The Birth of Nóble Cigars
Driven by the dream of establishing a boutique premium cigar company, Liz, along with her husband Eddy Moises Santos and business partner Jon Gjebrea, founded Nóble Cigars. Their mission is to provide cigar enthusiasts with an unforgettable experience as part of a lifestyle.
The idea was to own a brand with very limited production, not exceeding a thousand units annually. Something simply to share and enjoy, but Eddy’s vision was different, and his ambition included, from the start, founding a company of greater size.
On the other hand, Jon, whom they met during a gathering in Connecticut and with whom they had an immediate connection, shared the ideas and concepts that Liz and Eddy had at the time, about having their own company in the cigar industry.
When they noticed the alignment of their projects, they decided to partner and bring Nóble to life, a brand born from dedication, love, and passion. “It’s something we do with the idea of sharing our tastes with the rest of the community,” she details.
According to Liz, the word Nóble defines a genuine and impeccable person; characteristics they seek to associate with their company in the market. It also evokes medieval times when theater was highly popular, hence the idea of launching the Act Collection in 2022, showcasing their commitment to quality and consistency with Connecticut Broadleaf Claro and San Andrés wrappers in Act One and Act Two editions. The third release of the line, Intermission, with Sumatra Ecuador wrapper, refers to the break leading to the final acts of the theatrical performance.
According to Eddy and Jon, the company’s partners, the Act Collection is more than a line of cigars; it is a labor of love that tells a story, from sensory appreciation, through cutting and lighting, to its sensational finish. Each cigar has a different story, and their creators’ advice is to take time to savor the aroma and flavors present in each third.
The Act Collection is described as magical, as it was created for enthusiasts to enjoy at any time of day, depending on their mood, with different blends, profiles, and notes. But there is a common denominator: a construction of the highest quality.
Through these three blends, Nóble preserves the Doble Ligero that characterizes this line of full-bodied cigars, with which Liz and her partners aim to materialize their vision and make a lasting impact on the industry, breaking stereotypes and offering the female market a cigar with character.
“Once I was at a Cigar Lounge and went into the humidor. The attendant quickly led me to where the milder cigars were, and I was annoyed because I believe you should ask about someone’s tastes before recommending. It’s not fair that just because we are women, they think we’re looking for something mild or flavored; as a Dominican, that assumption fuels me!” she says, and from anecdotes like this, the idea to enter the market with a strong cigar emerged.
In the design of its band, Nóble reaffirms this conceptual pillar of delivering a cigar suitable for any gender, presenting the Victorian-style icon of a man and a woman elegantly dressed, mirrored like the Queen and King in playing cards. Below them, the brand names and the corresponding blend, set against a black background with yellow, red, and white accents, respectively.
Transforming the Industry for Women
Looking towards the future, Liz envisions the SOTL Global Movement continuing to spread cigar culture worldwide and hopes to see women from diverse backgrounds coming together to share their love and passion for cigars and spirits. By promoting education and empowerment, she believes women can achieve incredible change in the cigar community, breaking barriers and transforming the industry’s perception.
She recalls her beginnings when she encountered the obstacles inherent in performing within a traditionally male-dominated industry. But after founding Nóble and her certification as a Cigar Sommelier, she feels she has earned people’s respect: “I felt I had to prove that I knew what I was doing and what I was talking about, that I wasn’t just a pretty face but someone prepared to face challenges.”
“They told me that as a woman, it wasn’t right to smoke or take photos and videos with a cigar in my mouth. And I would ask if a man can do it, why can’t I?” So, she began to challenge stereotypes, taking photos as she pleased, smoking what she wanted, and encouraging other women to do the same.
Women from other countries reached out to her, experiencing similar situations. Aware that society tends to sexualize almost anything, she also understands that smoking and enjoying the pleasure of good smokes is a genderless right. “For me, it made no sense, and they were challenges I felt I needed to confront. Now it’s not an issue, as things have changed and improved significantly,” she explains.
She notes that this change is partly sustained by the increasing presence of women in various roles within the industry, whether as enthusiasts, brand owners, or in important executive positions across different companies.
She recounts her early visits to the fields and industrial facilities where cigars take shape, and where women have always played a fundamental role that has only become visible in recent years.
Liz reiterates that of the many steps required for a seed to produce the leaves that will eventually become a cigar, most are carried out by women, who have a keen eye for sorting the leaves, the best hands for treating and rolling them into various shapes, such as the numerous vitolas on the market.
Therefore, she believes the best advice for women looking to make a place for themselves in this industry, in any of its facets, is simple: “Just do it! Do what you want because you’re capable, and if cigars or tobacco are something you truly desire as a business, hobby, or influencer, you’ll make it happen. When things are meant for you, no one can take them away. And if they tell you you shouldn’t, do it even more!”
Influencer, Cigar Sommelier, Mother, Wife, and Entrepreneur
As a woman juggling numerous roles, Liz understands the challenges. Guided by her dedication, she wisely prioritizes her roles as a mother and wife, recognizing their fundamental importance in life. Besides her responsibilities as a co-owner of Nóble Cigars, she wholeheartedly embraces the role of financial analyst, using her experience to navigate the complexities of this field.
“One thing I learned from my husband is to make lists and prioritize. I write down everything I need to do daily and put what I enjoy first. Then comes organizing business matters, marking events on the calendar, preferably on Fridays, because I try to keep weekends always for my kids. I don’t know how I do it, but it’s possible,” she affirms.
She effortlessly assumes the position of opinion leader, championing causes close to her heart and effectively influencing others through her ideas. Beyond professional achievements, her passion for her hobby shines through, as she dedicates herself to her love for cigars and cultivates a deep knowledge of the subject. She acknowledges the unattainability of perfection in every facet of her life but continues her pursuit of excellence and goodness, striving step by step to make a positive impact.
As a Cigar Sommelier, Liz took on a new responsibility. At the beginning of her training, she couldn’t recognize aromas or flavors and took time to open her senses to what tobacco represents in its highest form. Advised by experts, she started taking notes in a notebook, recording what the cigar made her feel, and training her nose with small samples of spices and essential oils.
From this, her development and the one of the Act line from Nóble has been accelerated. She found the tools needed to actively participate in the design of the blends with which her company now navigates the market.
Moreover, her entry into the industry took an unexpected turn when her Instagram page, Remarkable Liz, gained significant traction. She never intended to become an influencer, but her constant efforts and genuine love for cigars attracted dedicated followers. Although she prefers to be seen as an opinion leader rather than an influencer, this emphasizes the importance of her experience and knowledge.
Embracing the Journey
Looking back, Liz feels a profound satisfaction. She asserts without hesitation that she wouldn’t change a single aspect of her path, as she firmly believes that every twist, uplifting or challenging, contributed to her current self, recognizing the impact of each experience, as every triumph and setback played a role in shaping the resilient person she is today.
With determination, she embraces the countless challenges she encounters along the way and considers them valuable opportunities to grow and transform. Along with the invaluable lessons they provided, they have been catalysts propelling her to the heights of success and personal fulfillment.
Elizabeth’s journey, from casual smoker to a respected figure in the cigar industry, attests to her unwavering passion and determination. Through her presence on Instagram, with Nóble Cigars, and as an opinion leader, she has made significant strides in promoting cigar culture and empowering women. As she continues to grow and inspire others, her story serves as a reminder that any dream can be achieved with persistence, hard work, and commitment.
The goals within her brand are not short-term, as she aims to make Nóble a legacy on par with the major industry players, so her children, now young, can become involved and be part of a company with the pride of knowing it comes from the efforts of “mommy” and “daddy”; an inheritance they will be able to actively partake in and enjoy.
Life and Business Partner
Before Nóble Cigars even existed as an idea, 21 years ago, Liz and Eddy Moises’ lives intersected, forming a marriage and a family that now includes three children and a wealth of experiences and memories, united by their love and passion for cigars.
For Eddy, integrity, passion, and commitment drive everything the Santos family does, convinced that there is no greater strength than building lasting relationships, both in life and within the premium tobacco community.
He feels proud of what has been achieved through the partnership with his wife and Jon Gjebrea at Nóble and its Act Collection, from the first successful blend to the loyal following they have built among discerning smokers. “Our journey has been a continuous learning and growth experience, guided by the unshakable principle of delivering unparalleled quality.”
More than a Partner, a Friend
Jon Gjebrea has been part of the tobacco industry for many years and has had the pleasure of meeting incredible people, but nothing compares to what happened with Liz and Eddy when they met in Connecticut; a moment he describes as a different and instant connection, almost like love at first sight.
“With them, hours felt like seconds; every moment we spent together, especially in Connecticut, was Nóble. However, I must admit that I clicked more with Eddy…” he jokes, laughing.
Since then, the relationship between Liz, Eddy, and Jon has grown exponentially, alongside the brand, turning this trio of passionate individuals into friends and family, as the term partners is reserved only for legal and administrative purposes.
Before moving to Boston in 2017, Jon spent seven years in Vienna, Austria, where he tried his first cigar while studying. Like many European residents, his first encounter with cigars was with Cuban brands, but upon moving to the United States, he discovered a whole new world beyond Habano cigars.
Thus, while sharing his daily smokes on Instagram and attending events, a friend introduced him to the idea of having a cigar company. It all started very spontaneously with: “Why don’t you consider having a brand someday?” And just as Liz and Eddy had thought, the idea of having their own brand was always latent.
Perhaps due to the multiple occupations of the three, that idea never came to fruition until they met and set their dreams and visions in motion. “God works in mysterious ways…” he notes.
According to Jon, Nóble Cigars is not a company handed down from generation to generation, but the goal is to do so through their children, maintaining a vision that makes Nóble a brand that everyone loves, and by including each enthusiast as a member of their family and next legacy.
Remarkable Liz, the Face of Nóble
Before creating Nóble Cigars, Remarkable Liz was already one of the leading cigar influencers on social media. In fact, her role as the face of the brand has significantly boosted the exposure of its products.
According to Eddy, Liz is tireless; she lives and breathes Nóble Cigars, as she transitions from influencer to brand owner, which is clearly reflected in her social media presence with unparalleled passion, love, and dedication to tobacco. “Even though we operate as a three-headed beast, she is undoubtedly our backbone.”
And Jon adds that Remarkable Liz is unique: Elizabeth, who from the first contact with her Instagram profile was found to be very pleasant, with the necessary knowledge to speak about tobacco, a very selective language in descriptions, and the elegance needed to represent Nóble Cigars.
A Nóble Future
For Eddy and Jon, as well as for Liz, Nóble Cigars is a project and a brand planned for the long term, growing organically through well-calculated and managed moves, based on innovation and offering more products as the company expands into different regions of the United States and the world.
Nóble Cigars strives to be consistent, exclusive, and enjoyed by all. The ongoing love and support the brand receives have placed it among the most recognized and fastest-growing in the market: a success they attribute to the communication and effort they put in together to make their brand and cigars a common desire for all enthusiasts.
