Interview Mr Aazam "La Couronne SA - Nyon

Introduction

Hello Mr Aazam, thank you for agreeing to meet us in this magnificent smokehouse. You run a family business in Nyon, "La Couronne", which is celebrating its 40th anniversary this year. In 2012, together with a group of friends, you also contributed to the magnificent book "CIGARE", and you manage several online cigar boutiques, including "Casa del Puro et Mister Cigar" and many others. I'm going to start this interview with a simple question. Edmond > Who are you, Mr Aazam? (Short biography on your family, on the origins of the Aazam to Nyon)Alexis > My surname is: Zanganeh, "Aazam", a Persian honorary title, awarded exclusively and very rarely by the King of Persia, in ancient times.My family originates from North-West Iran. The town of Kermânchâh is our historic stronghold. Our family history dates back to more than 500 BC, in what was known as Persia (modern Iran). Our family is intimately linked to the political, military, economic and artistic history of this country, and has been for centuries.The City of Kermânchâh, under the impetus of the King of Persia, was developed by my great-great-great-great-great-great-great grandfather: Sheikh Ali Khan Zanganeh (1669) son of Shahrokh Sultan Zanganeh, Grand Vizier (Prime Minister), Treasurer of the Royal Court of Persia and Regent to King Safavid Suleiman I st.Dr. Sohrab Aazam Zanganeh's book explains in detail the history of our Dynasty in ancient Persia and modern Iran. It mentions the origin of the title *Aazam* associated with our family name Zanganeh, Aazam meaning "The Great" in Persian; an honorary Royal title granted by the King of the Qadjar Dynasty. Below is the symbol identifying this title.  My family decided to spend part of the year in Switzerland, so we made our home in the Canton of Vaud. It was at this time that my father began to develop his business in this beautiful country.My mother was always very present in her business, giving good advice, pragmatic and rigorous.So, in 1988, my father acquired La Couronne SA. in Nyon, a beautiful town on the shores of Lake Geneva, 15 minutes from Geneva. My mother Hélène quickly developed a passion for cigars, and at the time it was very rare to see a woman enjoying Cuban puros. This is how our family history came to meet La Couronne.

The authors ( Aazam Alexis, Engelberts Patrice, Davidh, Steiner Davolo, Walerstein Ximena, Jeanne Philippe)Edmond > A centuries-old story worthy of tales from the Arabian Nights! I take great pride in this family heritage.Alexis > Indeed, how could you not be! In an age when most stories are invented out of thin air and the notion of duration has become completely obsolete, and to quote Otto Von Habsburg: "He who does not know where he comes from cannot know where he is going, for he does not know where he is", I am the recipient of a history, a culture, an education, long inherited values, and it is this that interests me in my present as well as for my future and that of my family and those close to me. Each of us has this family imprint, whatever it is and wherever it comes from, what's important, in my opinion, is to be aware of it, to be completely imbued with it, to have integrated it and to make it evolve towards the future, towards the light.Edmond >  Where does the name "La Couronne" come from, and did the store already bear this name?Alexis > The address, Rue de Rive 34, in Nyon, where our cigar store is located, was home to a stagecoach stop in the 1750s, and the house was already called "La Couronne". In fact, if you look up, you'll see a hand-painted wrought-iron wreath under the roof, created by an artist of the period and commissioned by the owner.For decades, the building has been home to a cigar store, La Couronne SA, Cave à cigares.

Edmond > If I understand correctly, your passion for cigars was passed on to you at a very early age by your mother! How old were you at the time?Alexis > I have to say that until I was 18, I never used tobacco in any form. Never smoked a cigarette, nothing. But one day, my mother insisted that I attend a cigar-tasting evening she had organized, and I agreed. I was intrigued, but for me it was absolutely out of the question to work in the tobacco industry. That evening blew me away, and I tasted two cigars that night - a 50 cig cabinet punch and a Hoyo double corona. Not bad for a first. I must say I really enjoyed it, not just the cigars, but also the atmosphere, the people, the discussions, the ambiance.Edmond > Were you destined to take over your parents' business, a logical continuation or not?Alexis > Not at all! As I said, I was destined for an academic career in psychology, but life's hazards meant that at a certain point in my life, my choices had to be focused on the family business. Being an only child, the choice wasn't really one, but I took on what was asked of me, put my professional projects on hold and invested myself in this business at 200%, when I was 22.Edmond > 22 is a very young age to be taking on the responsibilities of a business!Alexis > It depends on the person, their upbringing, their life path, their desire, their maturity, the different elements that make you ready or not, whether you see what comes your way as an opportunity to evolve and learn, or whether you perceive it as a non-choice, an insurmountable wall, a fatality. I don't believe in fatality. As I said, I believe in who you are at the moment you live it, and the only way to know who you are is through education, learning and understanding your own history, that of your family, and building yourself up with your environment on a daily basis, good or bad - these last two words don't mean anything as such, by the way; it's a big part of the mental perception of what you're experiencing at the moment you experience it.So age doesn't necessarily have much to do with it.Edmond > Talking of cigars, how do you see them evolving over the last 20 years? Have things changed fundamentally?Alexis > A lot has changed in the cigar world in 20 years. It all depends on where you stand. If we're talking about the cigar itself, the customers, the evolution of brands, the evolution of worldwide consumption, the evolution of companies active in the trade, the entry of new players in what has been called globalization, the question is vast! the cigar itself hasn't changed much, I'm talking about its artisanal manufacture, the different methods of production, ... it remains as it has always been. And I think it's a good thing that it stays that way, because that's what makes it a unique product, made by human hands, conveying a unique tradition and know-how.Edmond > Would you confirm that Switzerland's legislation on the tobacco trade is unique and the most flexible in Europe?Alexis > Switzerland is a "liberal" country in economic terms, and its trade rules are geared to the development of a strong, competitive, dynamic, adaptive fabric, and I think this is imperative for Switzerland, a small country at the center of Europe. This is also true for the tobacco trade.Edmond > Does this Swiss peculiarity have any impact on your day-to-day work (for example, cigar prices are not set by the federal government)?Alexis > In fact, the system is set up in such a way that the importer sets the retail selling price (to the consumer), and the importer, based on this selling price, pays VAT, tobacco tax and weight tax, all in correlation with the selling price. It must also take into account the different margins applied by cigar retailers in our country. Nevertheless, the selling price to the consumer is indicative, or, advised (by the importer), the final seller is free to set the price he estimates on the product for sale, it's the law of supply and demand so we leave it to the market to self-regulate and bring out a median price, or a "trade" price.In Switzerland, the trade price has come under considerable pressure over the past few years, less than 10 years. There is good and bad in this system. In any case, the idea is that consumers pay less for the product they want, as long as there is more competition and, above all, as long as this competition is possible and encouraged by the system of free competition set up by the State. Part of the equation is: what is the quality/price ratio, and given that we are in the "luxury" segment, service (in the broadest sense) is also part of this equation, in correlation with supply and demand.What's more, for certain products, notably Cuban cigars, we have to take into account traceability, authenticity and the quality of preservation throughout the supply chain from Cuba to the boutique in Switzerland. This is an extremely important parameter for pricing, both for the consumer and the seller.I'm an entrepreneur and a businessman, so I'm in favor of a liberal state. There's no such thing as a good economic system, there's only one that's been working for decades, and all the others have been monumental flops. Yet it's likely that the liberal system we know today, in its harshest form, is a real poison for our global economy, for the planet, for ecology, and I'll go further, for people's mental health. Switzerland is an integral part of this system, and cigars are very well positioned in our country both for domestic consumption and in terms of international competitiveness.Edmond > Switzerland is somewhat of a cigar mecca, with exclusive civets flourishing in this market. In Europe, however, tobacco is being banned more and more each year! Not so here!Is this once again linked to the liberal state?   Alexis > Switzerland, for historical reasons - the development of the Davidoff brand, which I won't go into here, as you've already mentioned in a previous article on your blog - as well as the Gérard house in Geneva, and major cigar houses in German-speaking Switzerland, have all made a significant contribution to the reputation of the Swiss market, as have dynamic, financially solid and professional importers offering premium cigar brands in the main regions: Cuba, Dominican Republic, Nicaragua and Honduras. It's worth noting that Switzerland is the country in the world, per capita, that probably concentrates the most specialized cigar stores on its territory, and that the level of conservation, know-how and presentation is very high. I can tell you all about it, because I've been importing cigar brands nationwide for ten years. So I can tell you that all these factors have resulted in customers being pampered, "educated" in taste, and able to find good quality cigars at very competitive prices, thanks in particular to one of the lowest VAT rates in the world, and relatively reasonable taxes on premium cigars. It has to be said that cigars enjoy an epicurean image all over the world, despite the international anti-smoking lobby. For many people who don't enjoy cigars, cigars remain an occasional product linked to the notion of culinary pleasure, among other things. This image has evolved greatly over the last 25 years, as many call the "democratization of the cigar image", a point of view I also share. In terms of the size of the domestic cigar market, Switzerland is still a long, long way from markets such as the USA, Germany, France, Spain, China, .... and Cuba! And Cuba! As far as Europe is concerned, tobacco doesn't get a very good press there, in any form whatsoever, with high taxes, a less dense sales network than in Switzerland, and very restrictive laws. The toughest countries for tobacco are in Asia, the Middle East, Canada and Australia, where taxes are extremely high. So, in terms of image, Switzerland is still, and will remain for a long time to come, an important country for cigar manufacturers, for the distribution tests of certain brands, and for travellers from all over the world who come to do business and visit this beautiful country.

Edmond ) Mr Aazam, after all these years in the cigar business, does your passion for cigars continue to thrill you as it did the first day you tasted that Punch Punch and that Hoyo de Monterey? No wear and tear?Alexis > My passion for cigars is even stronger than when I started! Obviously, when you start a business, you have everything to learn, and the excitement is immense, intellectually, emotionally and physically. Cigars and the world they're made of, and what they convey, are unique! I've been involved in sales, importation, distribution, manufacturing, trading and development of various brands in France and other countries, I've acted as a consultant for companies wishing to establish themselves in target countries, and I've made friends all over the world thanks to cigars and tobacco, I've traveled to more than 30 countries just for cigars, exchanging with tabaceros, master blenders, torcedores, designers, box makers, suppliers of all kinds, architects of tabacaleras, cigar ring makers, distributors, ...... each time I was fascinated by their trade, their particular problems, trying to understand the "big picture" after having put together each of these trades to arrive at the final result, a cigar box in a beautiful humidor in the four corners of the planet. Every detail counts, and everyone has a role to play in ensuring that the score is as beautiful as possible, as efficient as possible, as original as possible, as innovative as possible, as enchanting as possible, so that in the end.....the cigar-lover finds the pleasure he is looking for, that he is surprised, that his soul and senses are awakened, for just a moment, and that all this work, this journey of thousands of kilometers, having required such precious and meticulous care, ends up being consumed and reduced to ashes!This could be a beautiful metaphor, for which I leave you free to make your own associations!What I can say is that at no time in my life, as early as I can remember, have I ever compromised on the necessary passion I had to live a full life, in my own size (1.73 M), with my ambitions, my love of life and others, my desire to share, and my immense need to learn.What I can also say is that, to date, I've not been disappointed! I've been able to meet some fantastic people, thanks to my job, individuals who are out of the ordinary, who think and see far, far away! I've also met dark, evil individuals, but these are never hideous or insipid, they're often very cordial, flamboyant, almost kind. These are the kind of people I'm quick to spot, and just as quick to distance myself from. But fortunately, they're a minority.Of all the projects I've completed, probably one of the ones I'm most proud of is a joint project, a true sharing of friendship, know-how and interpersonal skills that I've rarely had the chance to experience. The "Cigar" live show is without doubt a very special moment in my life, and certainly in the lives of my friends and collaborators on this project. So, you asked me if I was tired, worn out? No! I still want more! But to be fair, I must admit that some questions tire me, not so much because of their naivety, but rather because of the attitude of those who ask them. It's a fact that the world in which we live moves very fast, but I ask myself the question, for me, as for others, it moves fast,..... but to go where? I think cigars can provide an answer. This product is the antithesis of this model. It's slow to make, produced by hand from start to finish, slow to age, slow to taste, requires subtlety to approach it, self-sacrifice to understand it, and love to advise and sell it. ....! for me it's a source of inspiration, and I'm not the only one to think so. Many customers, friends, acquaintances and manufacturers talk about it, in other words, but in conclusion, we all approach it with the same qualifiers and the same specific criteria, giving cigars a special status in today's world, and, in my opinion, this is an immense strength and a positive pledge for the future of this profession and all that it entails. Of course, people will tell me that tobacco multinationals are increasingly in the acquisition phase, including premium cigars, that there will be less diversity, fewer players, etc.... It's a fact, but there are still big cigar families who are watching over the market, working more and more hand in hand and reinventing themselves faster than these big groups, are more innovative, closer to the people and the terroir, and the small start-ups are very promising, The Internet is a great challenge for our profession, as it is for all professions, but it's also a fantastic showcase for live, highly responsive communication, with immense possibilities for sociability and bringing together the players - cigar producers and their public. Carlito Fuente, Ernesto Peres Carillo, Padron, Davidoff with the Davidoff Accademy, Lito Gomes, Pepin Garcia, and of course Habanos, cigar clubs the world over, bloggers such as yourself, dear Edmond, and increasingly professional cigar information sites, all contribute in one way or another to giving cigars a formidable sounding board. At first, many people in the cigar business looked on this development with suspicion and probably fear, but I believe on the contrary that it is taking the product, in terms of communication and image, much further than it has ever been, more rapidly, and for some time now, much more qualitatively. By this I mean that the information is of better quality, and this movement is only at the beginning of its evolution, in my opinion, because the producers and legitimate players in this industry are now communicating on these channels, which will fairly quickly drive away opportunists of all stripes, cigar "doctors" and other amateurs in need of notoriety. This fact is the fruit of two determining factors: firstly, producers have had to force themselves to communicate differently, as the retail channel is no longer the one and only channel, magazine advertising has become largely digital, and the digital terrain cleared by Internet users all over the world has been able to create a level of public attention that has attracted the attention of these major premium cigar players. One of the charismatic leaders of this trend is the famous producer Carlos Jr. Carlito Fuente. You only have to watch Carlito's interview in Nicaragua, in Esteli, in what will be his new cigar factory, to be convinced. You can also follow Nic Perdomo, ... and so many others... !To me, this is excellent news for our industry, which is undergoing a rapid change of business model. So, once again, no, I'm not worn out, because I know that the best are still going to change the rules and push the limits, newcomers are going to appear and be successful, which is vital for any business, any industry, and that makes me get up every morning to be able to observe this change and perhaps take part in it.Edmond > I sense from your words that the "Fuente" family is dear to your heart, isn't it?Alexis > The Fuente family holds a special place in my life, in my heart and in my work, as does the Meerapfel family. They are people with a history, with a capital H, in the world of tobacco. I have a great deal of respect for the transmission of values, know-how, the passing of the baton from one generation to the next, the love of a job well done, keeping one's word, honor - in short, terms and notions that are completely obsolete these days. But for some people, these notions are not just words, they're a state of mind, a way of being, without which they wouldn't be where they are today - it's in their upbringing, almost in their DNA. These families carry these values very deeply within them, from generation to generation, and that resonates with me..... It's one of the thousands of reasons why these families are so dear to my heart.

Edmond > Is there a Fuente or other cigar that has struck a chord with your taste buds recently?Alexis > The Eye of the Shark! Seleccion Don Carlos. A cigar dedicated to his father Carlos Senior Fuente, "Don Carlos" as he is known to his friends and family. It's a breathtaking cigar!It's got everything!!! Subtlety, finesse, richness, evolution, consistency, .... This cigar gave me great emotion every time I tasted it. I couldn't help but congratulate Carlito Fuente on this magnificent cigar, I had to tell him! I also called some of the people around him who contributed to this prodigious cigar. I tasted 2 boxes in a week and a half, that's saying a lot!That's one of the reasons why I'm in this business: to be able to defend a product like this one, to share it with my customers and to perceive in them the joy and pleasure they found when tasting it at home or with their friends. Cigars are also about passing on joy, friendship and passion! That's what makes our job so special, and what gets us up every morning with such energy.Having said that, there are also other cigars I'm particularly happy about, the Cohiba Talisman EL 2017, Davidoff Cuban period, Dunhill Cuban, Davidoff Nicaragua, Lito Gomes Série Oscuro, Fuente Série Cubano, hemingway, Opus X, Opus X 20 years Anniversary, not forgetting Padron Anniversaire 1964 Impériales, very good Partagas Lusitania in 50-cigar cabinets, the Sir Winston Churchill Gran Reserva from H. Upmann, the Davidoff Oro Blanco, and ..... the Couronne Magnum AA, also, I must say without going into too much detail, I find them really top-notch. In short, there are a lot of very good quality cigars out there, but I don't think there are many that give you that extra bit of magic. This is probably also due to the fact that I taste a lot, and I'm probably more demanding than most people. It's what I do for a living! I must also stress that a cigar is intimately linked to the moment in which you taste it, to the atmosphere in which the tasting takes place, to the emotional state in which you find yourself, and, crucially, it's imperative that the cigar is perfectly preserved and well constituted, otherwise we're just talking! all these parameters must be met in order to be able to say something about the product, otherwise we're tasting without really knowing, or without really giving the product the means to give itself completely.Edmond > Mr. Aazam, cigars have a unifying, even romantic image, and can sometimes lead to beautiful, unique and sincere friendships. But what is it really like in your profession? Many of you in the Lake Geneva region share this market! Is the cigar business the best of all worlds, a world quite different from that of other economic sectors? The question of the idealist in me...Alexis > If I understand your question correctly, you're asking about the relationships between the various players in my profession in the Lake Geneva region or more generally in Switzerland? .... If that's what you're asking:As in all sectors of activity, there are people who don't get on, others who like each other, others who ignore each other. What counts is the cigar and those who defend our profession, the product, the quality, the traceability, the professionalism of sales, the quality of events around the cigar. That's what interests me, and I think it's what interests your readers.Edmond > What are your ambitions today? Any upcoming projects?Alexis > There's no shortage of projects, only time!I have a family, and I take my role as father and husband very seriously, and I try to give as much time as possible to my family.Family is the most precious thing! Friends too, I try to make time for them and they repay me. You know, at the end, there's nothing left but ashes, just like with cigars. The most exciting part is what happens at the beginning, in the middle and the mash, for cigars it's a delicate moment, it heats up and you don't want to burn your lips and palate. So I live more calmly, more quietly, with projects that fit me!

Edmond > This year, if my information is correct, you're celebrating the 40th anniversary of "La Couronne"! Do you have a wish for the future of this house? How do you see it in 40 years? Or do you prefer to live in the present, without making plans for the future?Alexis > That's right, La Couronne SA has been in existence for 40 years. 30 years in the family clan, and I've been working there for 20 years at 200%! We're planning a special event to celebrate this anniversary in style, to thank our partners and customers, and to share a unique moment together.My parents will be there, my wife, my parents-in-law, my partners who worked on the "Cigar" book, my invaluable collaborators, in short, all in the majestic setting of Golf Imperial in Gland.As for the future of the company, I'm not making any grand plans, I'm concentrating on our day-to-day work, looking after our customers, selecting the best Cuban cigars from our partner, Intertabak AG, and continuing to work closely with the Fuente, Gomes, Carillo, Davidoff and Garcia families, the importers of non-Cuban cigars for Switzerland.Next year, it will be 10 years since we created our own line of cigars, the famous Magnum Seleccion Privada and the Gran Reserva line from La Couronne SA. I'm really very happy with the result, the line is very much appreciated by our customers all over the world, as well as by our local and regional clientele. It was really quite a challenge, which we were able to meet with the high standards required. The liga is stable from year to year, the cigars are magnificent, and their ageing potential is very interesting. I have a lot of confidence in this line, which finds new enthusiasts year after year. A little over a year ago, we launched an additional liga, called "Calibre", a varnished box of 10 cigars, in Calibre 52, 54, 56. And the response from our customers has been beyond all my expectations. We have to maintain quality and make our "in-house" products known, and that requires patience, hard work, love and sharing. As for the future, I still have a few professional projects, but I can't say any more than that. You'll find out soon enough J!Edmond > Your last words arouse my curiosity, and I can't wait! I'll leave it to you to tell us about your future projects in due course.In any case, it was a real pleasure to spend this time in your company while tasting this cigar, and thank you for your patience and your unconditional love for cigars that you've been passing on to your customers for 20 years.Thank you Mr Aazam... J