Laurel Tilley from A.J. Fernandez at the Light ‘em Up Lounge
Laurel Tilley, Brand Development Manager for AJ Fernandez Cigars, joined the Light ’em Up Lounge to share the story of one of Nicaragua’s most respected cigar producers. She spoke about the company’s heritage, its vertically integrated approach, and how it balances tradition with innovation while engaging cigar lovers around the world.
How did you start working with AJ Fernandez Cigars?
My background was in the premium cigar industry before joining AJ Fernandez. When the opportunity came to represent such a respected and growing brand, it was an easy decision. The company’s reputation for quality and consistency—and its deep roots in tobacco—made it the perfect fit for me.
Who is AJ Fernandez, and how did the company begin?
AJ Fernandez is originally from San Luis, Pinar del Río, Cuba—a place synonymous with tobacco heritage. His grandfather, Andrés Fernandez, was a tobacco grower, and AJ learned the craft from an early age. He eventually moved to Nicaragua, where the rich volcanic soil and favorable climate allowed him to expand and innovate while still honoring his Cuban roots.
What makes Nicaraguan tobacco stand out?
The soil and microclimates in Nicaragua are unmatched. Regions like Estelí, Condega, and Jalapa each produce tobaccos with unique characteristics. By blending leaves from different regions, we can create depth, balance, and complexity that smokers around the world appreciate.
How is AJ Fernandez different from other cigar companies?
We are completely vertically integrated—meaning we grow most of our own tobacco, handle our own fermentation and aging, produce our own boxes, and manage our own distribution. This gives us full control over quality and allows us to innovate without relying on outside suppliers.
Note: At Light ‘em Up we also beleive in the uniqueness and quality of AJ Fernandez cigars, which is why you can buy them in our online shop here.
How does the blending process work?
It starts with a vision of the experience we want to create—strength, flavor, aroma, and construction. From there, AJ and the blending team experiment with different tobaccos to find the right harmony. It’s a creative process, with a lot of trial and refinement until the cigar delivers exactly what was intended.
Which blends define the brand today?
San Lotano remains one of our flagship lines—it was one of the first under our own name and still represents our style and philosophy. Beyond that, blends like the Bellas Artes series showcase our ability to innovate while staying true to tradition.
How has the cigar industry changed in recent years?
Consumers are more informed than ever. They want to know where the tobacco comes from, how the cigars are made, and the story behind each blend. Social media has been a huge tool for connecting directly with smokers, but the in-person experience of enjoying a cigar together remains irreplaceable.
How do you balance tradition with innovation?
We preserve classic techniques—seed selection, hand-rolling, proper aging—but we’re also experimenting with hybrid seeds and unique fermentation processes. The goal is always to enhance flavor and consistency without losing the heritage that defines us.
What role does family play in the business?
Family is central. AJ’s father, uncle, and other relatives are all involved in the company. That family environment creates a deep sense of pride and accountability for every cigar we produce.
What’s ahead for AJ Fernandez Cigars?
We want to continue building our presence in the U.S. while expanding thoughtfully into new international markets. Above all, we’ll keep focusing on quality, consistency, and blends that cigar lovers will remember for years to come.
Discover Premium Cigars
The values discussed—balance, tradition, and intention—are reflected in the collection available at Light ’em Up Humidor. For those seeking more than just a smoke, this is where craftsmanship lives.
Browse the curated selection of premium cigars
It was with great pleasure and honor that we welcomed Laurel Tilley on the show as our special guest.
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Light em up,
Reinhard
Sensory expert, cigar passionado, and host of the Light ‘em Up Lounge
