Laurel Tilley on AJ Fernandez, Amar & What Makes a Great Cigar Brand | Deep Cuts Live, Episode 168

Season 6 of Deep Cuts Live continues with episode 168, featuring special guest Laurel Tilley of AJ Fernandez Cigars for a wide-ranging conversation on branding, retail, events, tobacco, and the evolution of one of the premium cigar industry's most influential companies. Host Antoine Reid sits down with Laurel to discuss her journey from retail tobacconist to brand ambassador and brand development specialist, as well as the lessons she's learned from more than 15 years in the premium cigar industry. In this episode, Laurel shares: * How she got her start in the cigar industry * The transition from General Cigar to AJ Fernandez Cigars * Why cigar events have changed dramatically over the past decade * The challenges of marketing premium cigars in today's digital landscape * What makes AJ Fernandez different from other cigar manufacturers * The importance of Nicaraguan tobacco and AJ's blending philosophy * How contract manufacturing influences the cigar industry * The story behind Amar, AJ Fernandez's newest release * The impact of the 2025 factory fire and the industry's response * What retailers should know about the AJ Fernandez portfolio The conversation also explores company culture, career development, storytelling in cigar marketing, and why AJ Fernandez remains one of the most hands-on figures in premium tobacco today. Whether you're a retailer, cigar enthusiast, or someone interested in the business side of premium cigars, this episode provides an inside look at the people, products, and philosophies driving one of the industry's most respected manufacturers. Subscribe to Deep Cuts Live for more conversations with the people shaping premium cigars. ============================================= Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates. ============================================= Website: deepcutslive.com YouTube: youtube.com/deepcutslive Instagram: instagram.com/deep_cuts_live Facebook: facebook.com/deepcutslive