And that's just how they want it. Little Havana has no plans to wholesale their cigars, preferring to keep them in their own humidors, under Ramirez' watchful eye. This guarantees both the freshness of the cigars and the uniqueness of the buying experience.
Little Havana Cigar Factory puts a lot of emphasis on creating that experience. Several days after our interview, they held a holiday smoker next door to the store, at the Hunt Club. The party drew a large, appreciative crowd. There were free cigars, as well as cognac, scotch, wine, and beer tastings, but the most popular attraction was the roller's desk. People gathered around, puffing away, watching in hushed silence while the rollers produced the same cigars the guests were holding. These are knowledgeable smokers with a passion for the cigar, but several commented that they had never felt such an immediate connection to its creation. They saw the artistry, shook hands with the rollers, and, in the middle of winter, got a taste of the warm breezes, red clay, and green palms of the Caribbean world of the cigar maker.
Little Havana offers insight into the art of cigar making and a glimpse into the life of the rollers, all presented with a high-tech edge. The company's virtual-reality Web site (www.lahavanita.com) allows visitors to walk into the store, watch the workers, check out the humidor, or buy a lighter from the counter - without ever coming to Chicago. It is a marriage of tradition and vision. "Imagine taking rollers and tobacco and opening up all over the country," Limparis says. "No one's ever done that before. Everyone's stuck in Miami or San Diego, but we're not just in Chicago. We've already expanded."
The trick will be to maintain authenticity while expanding their market. Over the next few months, Little Havana Cigar Factory will be phasing in a new name for both the company and its cigars. By changing the name to 'La Havanita' they hope to deepen their connection to the roots of the tradition, while reaching more customers. That connection to tradition is very important to Limparis. "It's like a surfer saying he's got his soul into the wave. We have our souls in the cigar business," he comments.
Julio Ramirez, on the other hand, has his soul in the art of cigar making. Ramirez is a likable guy, but since his English is limited, Julio spent much of the Hunt Club smoker hiding behind the roller's desk while his partners explained his art to their guests. I watched him there, birthing cigar after cigar, graciously presenting them to the eager enthusiasts lining up to sample his artistry. Limparis' vision and D'Onofrio's expertise have put their cigars in the hands of the customer, but it is Ramirez's artistry that guarantees they'll buy a second one. He deftly lights a lady's corona, watching as she puts it to her lips. His eyes glow with pride.
