Lou Cross, founder and owner of Lure Cigars, has been living the cigar life for over thirty years, but it took some time for him to make the leap into the industry and start his own line. From a career in map making and graphic design, to senior housing development, and finally to cigars, Cross realized stories are what connect us. Cross talked to Cigar Life Guy about the “geography” of cigars, why fishing and cigar smoking go so well together, and how the cigar community is full of the most generous people in the world.
First Premium Cigar Experience
Cigar Life Guy: Tell me about your first premium cigar experience.
Lou Cross: It was in the Spring of 1993. I was traveling with a buddy to the Florida Keys to renovate their family’s beach house, and his father smoked cigars. We stopped in Miami at a cigar shop in a strip mall so he could pick up a few cigars for the trip. I had just turned 18. I had never been in a cigar shop, so I was curious. I went inside and was captivated by the beautiful saleswoman who led us into the humidor and told us all about the various tobaccos in each blend. There were mostly unbanded cigars in their inventory, with a few familiar legacy brands on the shelves. I decided to pick up a few cigars to bring back for a coworker who smoked cigars and pipes.
After a couple of days of work, we decided to wind down by hanging out by the canal behind the house. It was a beautiful 70-degree breezy night, which inspired one of the perpetually barefoot, open-shirt neighbors to come over to say hello. He was smoking a cheap machine-made cigar and sipping on a beer. It was straight out of a Jimmy Buffett song. He got to talking and shared how he loved cigars. I thought, why not get him one of the ones I had picked up? So I went and grabbed the bag, and he lit one of them up. There was no comparison to what he had been smoking. When I smelled the aroma, I immediately said, ‘I want to try one of those!’ I cut one, lit it, and after a few puffs, you could say I was hooked.
Life Before Cigars & the Geography of Tobacco
Cigar Life Guy: What did you do before you got involved in the cigar industry, and how does it help inform what you do now?
Lou Cross: I have been blessed with several different career paths preceding this venture into the cigar industry. My degree is in Geography, specializing in cartography and graphic design. I worked for 17 years making maps and graphic communications before transitioning to the world of senior housing development. I spent the last 12 years working to develop and support the operations of an upscale assisted living and memory care facility. Both of these career paths offered me perspectives that helped shape and share my own story with people.
The geography of tobacco is fascinating. I love to learn about the ‘where’ and ‘why’ a certain tobacco grows and tastes the way it does. Taking care of people is also important to me. I grew up watching my parents take care of their aging parents. There is a measurable positive effect on a person’s health when they’re shown compassion, even when you’re just spending a few moments to take an interest in their day. This applies to sharing time with other cigar smokers as well.
Additionally, effective communication with customers and retailers is a must, and customer service is key to any successful business. Be genuine in your message, and treat others as you would like to be treated. It seems simple, but I am a consumer first and foremost. I want people to enjoy Lure Cigars and hope they connect with their own stories when they hear mine. People may not remember the details of the cigar they’re smoking, but they will always remember how you made them feel.
Challenges in the Cigar Industry
Cigar Life Guy: What is the biggest challenge you’ve faced starting out in the cigar industry?
Lou Cross: There’s been tuition paid along the way, and I still have a lot to learn. I’ve been fortunate to have a mentor in the industry who has shared a lot of his experience. Nimmer Ahmad is a personal friend, and I’ve known him since before his company, Valacari, existed. I’ve witnessed the growth of his brand as a result of consistently delivering some of the best-tasting, highest-quality cigars at an affordable price. There are many brands out there competing for shelf space in the humidor. The biggest challenge has been to get shops and lounges to take a chance on a new brand. I’ve been blessed with the support of many retailers that have brought Lure Cigars in and continue to suggest that their customers smoke Lure. I am making Lure Cigars a full-time effort now, and I hope to be able to connect with more retailers and consumers in person to “Smoke Great Cigars & Tell Tall Tales!”
Fishing and Smoking Cigars
Cigar Life Guy: What makes fishing and cigar smoking go so well together?
Lou Cross: I think the connection of ‘Tackle & Tobacco’, as we like to say, is a natural fit. Both activities are recreational, they’re largely passive, reflective times. Both are ‘experiential’ and can be done together. Cigars and fishing were something that I grew up with, and the idea just clicked. Just as you can affect the outcome of your fishing experience by changing baits, varying the speed you retrieve your lure, and altering the time of day you drop a line in the water, it’s that way with cigars, too. While I’m a fan of the blends Lure offers, and I do smoke them regularly, I’m a cigar nerd, and I love to smoke a variety of cigars from other manufacturers. I also try to smoke at different times of the day and in different environments, to see how that may affect how the cigar smokes.
Cigar Life Guy: In an industry that often aims for luxury, you say you wanted to create “a cigar without a dress code”. Tell us about that, and how you want the cigar world to perceive the Lure brand?
Lou Cross: My family history doesn’t include generations in the tobacco and cigar industry, so there’s no pretense. I’m just a guy who really enjoys cigars, especially with other people who enjoy smoking them, and I really miss smoking them with my dad. He was a very simple, happy person. We weren’t wealthy, but he worked hard and always provided for us. He was born to Italian immigrant parents during the Great Depression, and chose a career as an insurance agent for over 30 years. He had a perspective that everyone should be greeted with mutual respect, and that no matter the job or profession, everyone should be treated the same.
He didn’t seek happiness in luxury, but he appreciated nice things and would take note of the value in well-made products. He appreciated a fair deal and always said to support others who have been blessed with the skills and determination to be the best at their job. So when I came out with a cigar line in honor of his memory, I wanted it to be friendly, fun, and affordable for everyone. I hope that you enjoy whatever cigar you choose to smoke, and I hope you’ll make time to share your stories with others.
The Cigar Community and the Importance of Family
Cigar Life Guy: Your company pays homage to your late father. What is it about smoking cigars that brings family and all people together? What makes cigar smokers so unique?
Lou Cross: I do occasionally smoke cigars by myself, but I think most people (myself included) prefer to smoke in the company of others, virtually or in person. Cigar smokers are some of the most generous people I have ever met. Fellow enthusiasts love to share something they have enjoyed with other people. This goes for the seasoned cigar veteran, to the new smoker just learning about cigars. Compared to other hobbies out there, cigar smoking doesn’t require a lot of money to get started, and the skills required to enjoy a cigar are few. Additionally, there are a lot of ‘friends you haven’t met yet’ who want to share cigars with you, and are willing to compare notes.
It has often been said that cigars are a great leveler. You can be in a lounge or on a virtual herf smoking with a variety of people from various backgrounds. The guy next to you might be a retired multi-millionaire, or he might be a hard-working fella who is a dishwasher. Cigar enthusiasts like talking about cigars. It shouldn’t matter how much you pay for the cigar, as long as you smoke what you like. Like fishing, you don’t need much more than a line and a hook to get started. Sure, you can spend thousands of dollars on fancy tackle, and don’t get me started on how much you can spend owning a boat.
Cigar Life Guy: Aside from fishing, what is one of your passions outside of cigars? What would people not know about you?
Lou Cross: Those two are definitely at the top of my list. I also enjoy cooking and collecting vintage fishing tackle. I really appreciate the opportunity to share with your readers.
Follow Lou and Lure Cigars on Instagram and check out the latest from Lure Cigars here.
photo credit: Lure Cigars