Interview Mr Aazam Zanganeh "La Couronne SA - Nyon".

Introduction

Hello Mr. Aazam, thank you for agreeing to meet us in this magnificent smokehouse. You run a family business based in Nyon. "The Crown which celebrates its 40th anniversary this year, you also contributed in 2012 with a group of friends to the magnificent book "CIGAR", you manage several online stores dedicated to cigars, a graphic design and digital marketing company, and you are a tobacco consultant for import and distribution. 

Edmond - Let's start this interview with a simple question: who are you, Mr. Aazam? 

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 is originally from northwestern 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, at the instigation of the King of Persia, would be developed by my 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 1ᵉʳ.

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.

In her business dealings, my mother was always very present, giving good advice, pragmatic and rigorous.

So, in 1988, my father acquired La Couronne SA. in Nyon, a town on the shores of Lake Geneva, a magnificent 15-minute drive from Geneva. My mother Hélène quickly developed a passion for cigars, and in those days it was rare to see a woman enjoying Cuban puros. That's how our family history came to meet La Couronne.

The authors ( Aazam Zanganeh 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. 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, values inherited long ago, and it is rather this that interests me in my present as well as for my future, that of my family and that of my loved ones. Each of us has a family imprint, whatever it may be. No matter where we come from, what's important, in my opinion, is to be aware of it, to be completely imbued with it, to integrate it and then to make it evolve towards the future, towards the light.

Edmond - What is the origin of the name "La Couronne"? Did the store already bear this name?

Alexis - Indeed, the address, Rue de Rive 34, in Nyon, where our Store In the 1750s, the cigar factory was home to a stagecoach stop. In those days, this house was already called "La Couronne". In fact, if you look up, you'll see a wrought-iron crown under the roof. Hand-painted by an artist of the time, its manufacture was expressly commissioned by the owner.

For decades, it has been home to a cigar store; La Couronne SACigar cellar.

Edmond - If I understand correctly, your passion for cigars was passed on to you very early on 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. However, 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 ended up tasting two cigars that night, a 50-cigar cabinet punch de 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 told you, I was destined for an academic career in psychology, but as fate would have it, 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 assumed I was being asked, put my professional plans on hold and invested 200% in this business at the age of 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 fatalities. As I said, I believe in who you are at the moment you experience it, and the only way to know who you are. It's our intimate education, learning and understanding our own history, that of our family, and building up with our environment on a daily basis, good or bad, and these last two words mean nothing as such, it's a matter of mental perception of what we're experiencing at the moment we're experiencing it.

So, in my opinion, age doesn't have much to do with it.

Edmond - Speaking of cigars, how do you see them evolving over the past 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, about customers, about the evolution of brands, about the evolution of worldwide consumption, about the evolution of companies active in this trade, about the entry of new players in what has been called globalization, the question is very vast! The cigar itself hasn't changed much, and I'm talking about its artisanal production and its various ancestral manufacturing methods... It remains as it has always been. In fact, I think it's a very good thing that it has stayed that way, because that's what makes it a unique product, made by the hands of men and women, conveying a tradition and, above all, exceptional know-how.

Edmond - Switzerland's legislation on the tobacco trade is unique, being the most flexible in Europe. Can you confirm this?

Alexis - Switzerland is a "liberal" country, in economic terms. Business rules are designed to foster the development of a strong, competitive, dynamic and adaptive fabric. I believe that these values are imperative for Switzerland, this small country at the center of Europe. This is also true for the tobacco trade.

Edmond - Does this Swiss uniqueness have any impact on your day-to-day work? For example, when you consider that 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 price (to the consumer), and the importer, based on this selling price, pays import VAT as well as tobacco and weight taxes, 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, this is the law of supply and demand. In this way, the market is left to regulate itself and produce a median price, or what we call a "trade" price.

Trade prices have come under considerable pressure in Switzerland over the past few years (less than 10 years). There are good things and bad things about this system. In any case, the idea is for consumers to pay less for the product they want, as long as there is maximum competition. To achieve this, competition must be possible and encouraged by the system of free competition set up by the State. Part of the equation is the relationship between quality and price, and since we're in the "luxury" segment, service (in the broadest sense) is an important 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 store in Switzerland. This is an extremely important price-setting parameter, both for the consumer and the seller.

I'm an entrepreneur and company director, 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 in terms of both domestic consumption and international competitiveness.

Edmond - Switzerland is somewhat of a cigar mecca, with exclusive civets flourishing in this market. And yet, all over Europe, tobacco is becoming irretrievably banned more and more each year! Not so here!

Is this once again linked to the liberal state?   

Alexis - For historical reasons, Switzerland is the epicenter of the brand's development. DavidoffI won't go back over this point, as you've already covered it very well in an article on your blog. There's also the Maison Gérard, in Geneva, and major cigar houses in German-speaking Switzerland, as well as dynamic, financially solid, professional importers offering premium cigar brands in the main terroirs - Cuba, Dominican Republic, Nicaragua, Honduras - who have made a significant contribution to the reputation of the Swiss market. 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 or so. 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, they 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! As far as Europe is concerned, tobacco doesn't get much press there, in any form whatsoever. Taxes are fairly high, the sales network is less dense than in Switzerland, and laws are very restrictive. The most "difficult" countries for the tobacco market 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 magnificent country.

Edmond - Mr Aazam, after all these years in the cigar business, does the passion for cigars still 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! Of course, when you start a business, you have everything to learn, and the excitement is immense, as much intellectual and emotional as it is physical. 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 over 30 countries just for cigars, talking to tabaceros, masters blenders, torcedores, designers, box makers, suppliers of all kinds, tobacco house architects, cigar band makers, distributors and the list goes on. Each time, I was fascinated by their trade, their particular problems, trying to understand the "big picture" after having put each of these trades end-to-end 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 their part to play to ensure 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 enthusiast who lights up his cigar will find the pleasure he is looking for, that he will be surprised, that his soul and senses will be awakened, for just a moment, and that all this work, this journey of thousands of kilometers, having required such precious and meticulous care, will end up being consumed and reduced to an ash!

It can be a beautiful metaphor, but you're free to interpret it as you wish!

What I can say is that at no time in my life, for as long as I can remember, have I compromised on the necessary passion I had for achieving a fulfilled life, on my own terms, 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 this day, I'm not disappointed! I've been able to meet some fantastic people, thanks to my profession, individuals who are out of the ordinary, who think and see far, far away! People who shake up the established rules, who know them perfectly well, who respect them and who, as a result, can invent new worlds in perfect harmony! Of course, I've also met some rather nefarious individuals with extremely dubious intentions. These are never hideous or insipid, they're often very cordial, flamboyant, almost kind. These I can spot with ease and instantly steer clear of. Fortunately, they're in the minority.

Of all the projects I've carried out, probably the one I'm most proud of is a shared work, a true sharing of friendship, know-how and interpersonal skills that I've rarely experienced. The "Cigar" book is undoubtedly a very special moment in my life, and certainly in the lives of my friends and collaborators.

So, you asked me if I was tired, worn out...! The answer is NO! I want more, I want more! But to be fair, I have to 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 we live in moves very fast, but I ask myself, for me, as for others, it moves fast... But to go where? I think cigars may provide the answer. This product is the antithesis of this model. It's slow to make, man-made from start to finish, slow to age, slow to taste. It's a product that requires subtlety to approach, self-sacrifice to understand, and love to advise and sell! 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, using different 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, and that there will be less diversity, fewer players and so on. This is a fact, but there are still some big cigar families out there, keeping a watchful eye, working more and more hand-in-hand and reinventing themselves faster than these big groups, more innovative, closer to the people and the terroir. The Internet is a great challenge for our profession, as it is for all professions, but it's also a fantastic showcase for direct, highly responsive communication, with immense possibilities for socializing and bringing together cigar producers and their public. What's more, a very interesting movement has crept onto the web; Carlito Fuente, Ernesto Peres Carillo, Padron, Davidoff with the Davidoff Accademy, Lito Gomes, Pepin Garciaand of course HabanosCigar clubs all over the world, bloggers such as yourself, dear Edmond, and increasingly professional cigar information websites all contribute in one way or another to giving cigars a formidable sounding board. At first, many people in cigar sales viewed 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 redistribution 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 created a 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. Just look at Carlito's interview in Nicaragua at EsteliYou can also follow Nic Perdomo... and so many others! 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 boundaries, newcomers are going to emerge 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 be just as much a part of 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 way they pass on their values, as well as their know-how. It's like passing the baton from one generation to the next. The Fuentes and their unconditional love of a job well done, of keeping one's word, of honor - in short, terms and notions that are completely obsolete these days. And yet, for some people, these notions are more than just words; they're a state of mind, a way of being. Without it, they wouldn't be where they are today. This identity is 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 dear to my heart.

Edmond - Is there a Fuente or other cigar that has struck 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 was 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 had contributed to the production of this prodigious cigar. I tasted 2 boxes in a week and a half, that's all I can say!

That's one of the reasons why I'm in this business: to have the chance to defend such a product, then share it with my customers and 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! It's also what makes our job so special, and what gets us up every morning with our best energy.

Having said that, there are also other cigars that have particularly delighted me, the Cohiba Talisman EL 2017the Davidoff Cuban period, the Dunhill Cuban, the Davidoff Nicaragua, the Lito Gomes Oscuro seriesthe Fuente série Cubano, hemingway, Opus X, Opus X 20 years Anniversarynot to mention Padron Anniversary 1964 Imperialsome very good ones Partagas Lusitania in a 50-cigar cabinet, the Sir Winston Churchill Gran Reserva from H. Upmannthe Davidoff Oro Blancoand ... AA Magnum CrownsI must say, without going into too much detail, that 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 due to the fact that I taste a lot, and I'm probably more demanding than most. It's what I do! It's also important to stress that a cigar is intimately linked to the moment in which you taste it, the atmosphere in which you taste it, the emotional state you're in. One crucial point is that the cigar must be as perfect in its constitution as it is in its state of preservation, otherwise we're just talking! If this is not the case, then you're tasting without really knowing, or without really giving the product the means to express its full potential.

Edmond - Mr. Aazam, cigars have a unifying, even romantic image, and sometimes offer 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 are asking about the relationships between the various players in my profession in the Lake Geneva region or more generally in Switzerland? ... If that is your question :

As in every industry, there are people who don't get along, people who like each other, and people who don't know 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 cigars. That's what interests me, and I think it's what interests your readers.

Edmond - What are your ambitions today? Any future projects?

Alexis - Projects aren't what I'm lacking... It's time!

I have a family to whom I try to give as much time as possible. I take my role as father and husband very seriously.

Family is the most precious thing, and so are friends! I try to make time for them, and they make time for 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 at the end, "le purin", for cigars, it's a delicate moment, it heats up and you don't want to burn your lips and palate. That's why I live more calmly, more quietly, with projects that fit me!

"It's a short trip, so you might as well try to make it first class!" Said a famous French actor. 

Edmond - This year, you're celebrating the 40th anniversary of "La Couronne", if my information is correct! 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 here and now, without making plans for the future?

Alexis - Fair enough, La Couronne SAhas been around for 40 years. Thirty years in the family clan, and 20 years working at 200%! We're planning a special event to celebrate this anniversary, 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 book "Cigar "and my invaluable colleagues, 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, on taking care of our customers, and on selecting the best Cuban cigars from our partner, Intertabak AG. Above all, I want to continue working 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 Magnums Seleccion Privada as well as the line; Gran Réserva de 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 that we were able to meet with the high standards required. La 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 Calibres 52, 54 and 56, and the response from our customers has been beyond my expectations. We have to maintain quality and make our "home-made" 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!

Edmond - Your last words aroused my curiosity, and I can't wait! I'll leave it to you to tell me about your plans in due course.

In any case, it was a real pleasure to spend this time in your company while enjoying this cigar. Thank you for your patience and your unconditional love of cigars, which you've been passing on to your customers for 20 years.

Thank you Mr Aazam Zanganeh...