Armen Caprielian, managing partner of DAV Cigars, may have gotten into the cigar industry by chance, but he’s been living the cigar life since he was seventeen. Caprielian, a real estate broker, is also the president of the Boutique Cigar Association. He advocates for and promotes family-owned companies. Caprielian talked with Cigar Life Guy about giving a voice to boutique lines, expanding the cigar market to the Middle East, and what sets DAV apart from mass-market manufacturers. With his passion for the craft and commitment to growing boutique brands, Caprielian shared insights on the challenges and opportunities in the industry.
First Premium Cigar Experience
Cigar Life Guy: Tell me about your first premium cigar experience.
Armen Caprielian: I remember my very first premium cigar very well. It was many moons ago when I was a 17-year-old camp counselor. Some of the more experienced cigar smokers asked if I would also like to smoke one. It was exciting because up until then, I would be around certain family and friends who smoked cigars. It always intrigued me. Additionally, I enjoyed the smell of cigars. The cigar I smoked was an Avo No.2. I have been hooked ever since!
Armen Caprielian: Starting in the Cigar Industry
Cigar Life Guy: How did you get into the cigar industry? What did you do before, and how does it help inform what you do now?
Armen Caprielian: I got into the cigar industry by chance. My current partner and I attended a conference and took a short break. We went outside to enjoy a cigar, and a conversation ensued. We both expressed a fascination with the industry and thought about what it would be like to be in the business.
Things moved along quite rapidly after that initial conversation. Until then, my occupation was and still is as a real estate associate broker at Laffey Real Estate in New York. Being in the real estate business gave me a huge advantage while I was getting into the cigar business because I understood full well what it takes to be an entrepreneur, to count on yourself, and to bring in business. More importantly, I understood how to be a salesperson and to interact with people from all walks of life.
Getting a Start and the BCA
Cigar Life Guy: You are the Boutique Cigar Association (BCA) president. Describe some of the work you do.
Armen Caprielian: The BCA is extremely close to my heart, and there are many reasons for this. The BCA’s primary aim is to create a platform for family-owned, boutique companies where they can tell their unique stories and showcase their incredible products.
We also look to educate our members. We do this through monthly educational sessions at our meetings, usually presented by an expert on that particular topic. Another important mission is to guide our members concerning tobacco regulations.
Something else we are so very proud of is our relationship with the PCA and InTerTabac. There was a boutique cigar pavilion at the PCA trade show under the BCA banner for the first time in history. There were 15 companies within the pavilion in the past two years. We are looking to have an even bigger presence next year.
The PCA also invited us to participate in last summer’s panel discussion in the Capitol Building hosted by the Cigar Caucus. It was an extremely successful meeting, and we certainly did our part. We are very excited to have a pavilion at InterTabac in Germany in September. Lastly, we have hosted our successful festivals. We aim to host even more events and plan on making them regional.
DAV Cigars and Premium Cigar Processes
Cigar Life Guy: DAV prides itself on the process of making a premium cigar. Why is it important for consumers to understand the craftsmanship it takes to blend a cigar?
Armen Caprielian: Educating the public on the craftsmanship of our cigars is imperative. It is one of the main reasons that set us apart from many mass-market manufacturers. I would compare it to the boom of the craft beer market.
Aside from the fact we only produce premium, hand-rolled, long-filler cigars (not man-made), we aren’t looking to just pump out cigars from our factory. That is why we produce less than 500,000 cigars annually. Our blends undergo a lengthy and meticulous fermentation process and are aged for quite some time. The duration will vary based on the wrapper we use — usually longer for the darker wrappers. My partner and I always make a trip to the factory when we decide to come out with a new blend. We immerse ourselves in the entire process.
Armen Caprielian on the DAV Portfolio
Cigar Life Guy: Tell us a bit about the DAV Portfolio.
Armen Caprielian: Currently, our DAV portfolio consists of eight blends in our core line and two blends of cigarillos. There is a choice of light, medium, or full-bodied cigars in multiple Vitolas. We encourage people to visit us on our social media pages or email us at info@davcigars.com. You can also visit the DAV Cigars website.
Broadening the Market and Protecting the Legacy
Cigar Life Guy: You have moved into more international markets like the Middle East. What is the cigar scene like there, and how does it differ from the United States and other places worldwide?
Armen Caprielian: The Middle East has a very interesting cigar culture. Up until recently, these areas focused heavily on Cuban Cigars. If they hadn’t gotten their hands on a Cuban Cigar, it would have to be some of the bigger known brands. There was a mentality that price dictates the quality of the cigar — if it costs more, it must be a better cigar. We know that this is not true. Slowly, people started opening up to try boutique cigars or New World cigars. They realized that many exceptional cigars from different regions are sold at a lower price.
Collaborations and Protecting the Legacy Podcast
Cigar Life Guy: Describe your collaboration with Dr. Gaby Kafie and what your aim is for your Protecting the Legacy podcast.
Armen Caprielian: I consider Gaby a brother first and a colleague second. Let’s also remember that he is the founder of the BCA and selflessly created the organization for the betterment of the industry as a whole and, of course, to help boutique companies. When he and I started working together, we had the idea of creating a podcast so that all of these wonderful boutique companies could have a voice.
We wanted to cover sensitive topics openly and honestly — topics that others would otherwise avoid. It’s about having your finger on the pulse and sometimes just ripping off the Band-Aid. Our aim is also to educate our listeners and cover stories or topics that may be controversial. In the end, the betterment of our industry is always the aim.
Follow Armen on Instagram and check out the latest from DAV Cigars here.
Photo credit DAV Cigars