Can you share a bit about your background (education, your professions before cigars, etc.)?
My journey has been quite varied. Straight after graduating high school, I attended theater school in Paris. However, barely two months into the course, my father’s passing prompted me to take a step back—acting was never meant for me. I’ve always been more of a backstage girl. I then spent two years in the army, which helped me grow up and out of the little protected bubble I had grown up in. Feeling ready for further education, I attended university in England, where I studied for my BA with a double major in Advertising with Marketing and Communications.
Following my studies, I ventured into the events industry, working for prominent companies like New York Fashion Week and Showtime, organizing numerous exciting events. I also had a stint in media buying before ultimately transitioning into advertising. In this last role, I worked for an international company, handling advertising for several major international and British brands. I took a step back when I had my first child and have been a mum ever since.
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How have your studies helped shape your career in the cigar industry?
I believe my academic background has cultivated a more creative approach. It has emphasized the importance of understanding, listening, and communicating. Additionally, it has helped me appreciate and understand the importance of storytelling and connecting with people. Anyone who knows me will have heard me say a good cigar is just that—a good cigar. But crafting a cigar imbued with stories, personalities, and unique experiences elevates it to something truly special, it gives the cigar a soul. A soul that anyone smoking it can connect with.
I am deeply honored by the interest people show in my family’s legacy, from my great-grand fathers travels to Indonesia to my grandfather’s link with Cuba and of course my father’s work in Africa – there is so much to tell and share. This has allowed me to take elements of this rich heritage and weave them into this constantly evolving family that is THE SELECTION.
Each line offers cigars with their own distinct personalities (just like any family!). Our portfolio represents a dynamic family, with its twists, changes, and additions. Sometimes, sadly, lines are discontinued, akin to the loss of a loved one. Yet, through it all, they all uphold the same ethos, tradition, and values.
Your father is a legend. Can you share a cherished memory or lesson from your father that has guided you in your career?
Hearing the recognition for my father from others is deeply emotional and touching. As a little girl, I always looked up to him, as many do with their parents. It is heartwarming to see his impact acknowledged by others. Every moment with my father was, in hindsight, a lesson. My father was, and still is, my greatest inspiration. He had an unwavering approach to life, always turning darkness into light. He had a way of turning things around and making me smile, brightening my day, and giving me a sense of security.
Through his actions and reactions, he demonstrated the importance of being a source of light. This perspective on life, focusing on the positives rather than dwelling on the negatives, has been a guiding principle for me. It doesn’t always come naturally to me, but it instilled in me a little voice. A little voice that reminds me that the easy path is not always the right one and to always stay true to myself. It keeps me motivated and reminds me to keep my head up and move forward.
How would you define your character and personality? Can you highlight three key aspects of your personality that have influenced your cigar brand?
Defining my character and personality is a bit tricky, as it might greatly vary depending on who you ask and at what time of the day.
However, when it comes to our cigar brand, I strive to embody a fun, youthful, and approachable essence—an everyday brand that is professional yet not overly serious.
Respect and tradition are also paramount to me. It’s crucial for me to always show respect to others, and I expect the same in return. I believe it’s important to never undermine anyone or anything. For this reason, our brand will always respect the past, present, and future. It was born out of my family’s tradition and heritage and without it, it wouldn’t have a core.
Lastly, I would describe myself as giddy—some might think of me as innocent. But I don’t think innocent is really it. I like to keep things light-hearted and fun. Life is tough enough as it is. Our cigars are meant to accompany you through all walks of life, so I like to keep it light. I love a bit of tongue-in-cheek humor and not taking things too seriously, which I hope reflects in our brand.
Your tenderness and sensitivity are well-known. How do you believe these characteristics can positively influence the global cigar community?
I am deeply touched that people view me this way. Hopefully, this will become a core value of THE SELECTION one day. Sensitivity, for me, is a beautiful attribute to have! It brings warmth and empathy. It’s a way of genuinely connecting with others. Again, as mentioned earlier, respect is incredibly important to me, and I believe that our industry thrives when we work together. We are capable of moving mountains through collaboration. I hope that my sensitivity is not seen as a weakness, but as a strength that fosters camaraderie and mutual support within the global cigar community. It’s about creating an environment where everyone feels valued and understood.
What keeps you motivated?
What keeps me motivated? My brothers, Jeremiah and Joshua. I owe them so much. Having lost both of my parents and having no more grandparents, I no longer have the “role models” who once guided me. While my husband is a significant source of support, the connection with my brothers is unique and even stronger because of our shared loss. They root me down and provide a profound sense of belonging which motivates me immensely.
Navigating the sibling working relationship can be challenging, especially with no parents to help us mediate through it. However, I am immensely grateful to work with my brothers. They not only motivate me to improve but also believe in me wholeheartedly. Their belief in me drives me to realize my potential and strive for excellence. Every time I think I’ve reached my limit, my conversations with them make me realize that I can always aim higher. It’s a beautiful thing to reconnect with your roots after so many years of running away from them.
What do you consider your most significant accomplishment, and how has it shaped your personal and professional growth?
Being very new to the world of cigars and relatively to the business world in general, I cannot claim any significant accomplishments. So, I would have to say that my greatest accomplishments are undoubtedly my two children. They are my everything, guiding me through life and teaching me countless lessons. As cliche as it may sound, becoming a parent has been the most profound learning experience I have yet encountered.
Before having children, I thought I had learned and grown significantly. However, parenthood is a curve-ball you never expect. It brings growth like none other. The hardships of parenting are numerous, but the life lessons we gain from our children are invaluable. They remind us to focus on the simpler things in life, and through their eyes, we rediscover the world, which has personally grounded me tremendously. Seeing them develop and become their own unique individuals, despite these challenges and hardships, fills me with feelings I cannot describe. Love, pride, and joy are just a few, but it’s so much deeper. They inspire me daily and have profoundly shaped both my personal and professional growth.
In what ways do you strive to honor and continue your family’s legacy through your work?
In everything I do, I strive to honor and continue my family’s legacy, and I hope that I am succeeding because striving alone is not enough. As I mentioned before, it’s a family company. My father, my forefathers, and my brothers have been in this industry for much longer. All I can do is deeply respect what they have achieved and learn from it. I constantly ask myself if my father would be proud. I hope my efforts truly reflect their legacy and show the respect I have for their accomplishments.
What changes or advancements would you like to see in the global cigar community by SOTL Global Movement?
The work being done by the SOTL Global Movement is highly important and valuable. Empowering women and giving them a platform, especially in an industry where they haven’t traditionally had a voice, is crucial. This isn’t about feminism or any particular movement; it’s about recognizing that the cigar world has space for everyone, regardless of gender or any other ‘differences’ for the matter of fact. It’s a world that should bring people together, not create more division.
I hope to see barriers broken down and outdated stigmas removed. The essence of enjoying a good cigar transcends all these differences, creating an amazing shared experience. Working in the industry, I’ve met many people and formed friendships with individuals I trust and turn to. These connections wouldn’t have happened without the common bond of cigars. Events like those organized by the SOTL Global Movement are vital as they create spaces where people from all walks of life, can come together and form beautiful connections.
How do you envision the future of the cigar industry?
Envisioning the future of the cigar industry is challenging. I wish I had a magic wand to look into the future, as it would make our lives much more stable, especially with all the restrictions happening worldwide. All I can hope for is that our industry is strong and sticks together. Cigars and the world of cigars are beautiful things. It’s not just about appreciating the craftsmanship and the communal experiences they bring. It’s about bringing communities together and empowering them. From seed to end consumers, we all have something to gain from it.
