Lou Cross, founder and owner of Lure Cigars, has been living the cigar life for over thirty years, but it took him some time to make the leap into the industry and start his line. Cross built a career in mapmaking, graphic design, and senior housing development before landing in cigars. Along the way, he realized stories are what truly connect us. Cross talked to Cigar Life Guy about the “geography” of cigars, why fishing and cigar smoking complement each other so well, and how the cigar community is full of the most generous people in the world.
Lou Cross: 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, and I had never been in a cigar shop, so I was curious. I went inside and the beautiful saleswoman, who led us into the humidor and explained the various tobaccos in each blend, captivated me. Their inventory consisted mostly of unbanded cigars, 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 and 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. 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 leading up to this venture into the cigar industry. My degree is in Geography, with a specialization 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 developing and supporting 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 watched my parents care for their aging parents as I was growing up. 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. That applies to sharing time with other cigar smokers as well.
Additionally, effective communication with customers and retailers is essential, and customer service is crucial 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 never forget how you made them feel.
Challenges in the Cigar Industry
Cigar Life Guy: What is the biggest challenge you’ve faced starting 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, which is 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 who brought in Lure Cigars. They continue to recommend them to their customers. I’m now making Lure Cigars my full-time focus. My goal is to connect with more retailers and consumers in person to “Smoke Great Cigars & Tell Tall Tales!”
Lou Cross on Fishing and Smoking Cigars
Cigar Life Guy: What makes fishing and cigar smoking go so well together?
Lou Cross: 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 you can do them together. Cigars and fishing were something that I grew up with, and the idea just clicked. You can influence the outcome of your fishing experience by adjusting your bait, speed, or timing. It’s the same with cigars — small changes make a big difference. I’m a fan of the blends Lure offers and smoke them regularly. But I’m also a cigar nerd who loves trying cigars from other manufacturers. I also smoke at different times of the day and in various environments to see how that affects the way the cigar smokes.
Lure Cigars: Breaking the Dress Code of the Cigar World
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. He chose a career as an insurance agent for over 30 years. So, he believed that everyone deserved mutual respect, regardless of their job or profession. Everyone deserves equal treatment.
He didn’t seek happiness in luxury, but he appreciated nice things and would take note of the value in well-made products. He enjoyed a fair deal and always said he would support others blessed with the skills and determination to excel at their job. When I launched a cigar line in honor of his memory, I wanted it to be friendly, fun, and affordable for everyone. I hope you enjoy whatever cigar you choose to smoke, and I hope you’ll take the 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 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. That applies to seasoned cigar veterans as well as new smokers just learning about cigars. Compared to other hobbies out there, cigar smoking doesn’t require a lot of money to start, and the skills needed to enjoy a cigar are few. Additionally, there are many ‘friends you haven’t met yet’ who want to share cigars with you and are willing to compare notes.
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 want. Like fishing, you don’t need much more than a line and a hook to start. You can easily spend thousands on fancy tackle and don’t get me started on how much you can spend owning a boat.
Beyond Cigars and Fishing: Lou’s Lesser-Known Passions
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.
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Photo credit: Lure Cigars