Matt Booth joins Light ‘em Up
Matt Booth founded the Room101 Brand in 2003 with the idea that a lifestyle collection, reminiscent of those offered by luxury brand houses of the last century, could flourish in today’s market with a current design direction and product offering.
The gentleman’s passion and undying fire are the fuel for Room101’s constant evolution and expansion. Consequently, Room101 Cigars was founded in 2009 with the intent to honor the craft and rich history of cigar making whilst applying a progressive approach to both blending and product design.
From its inception, the Room101 brand quickly garnered the respect and intrigue of cigar traditionalists as well as a newer breed of enthusiasts in the early stages of what was to become an era of “boutique” brands.
How did you first get into cigars?
My cigar journey started in Los Angeles in the early 2000s. I was running my jewelry business, hanging around in lounges, and fell in love with the culture. It wasn’t just about the product—it was about the conversations, the relationships, the whole vibe of slowing down and connecting with people. I realized cigars could be another medium for my creativity, just like jewelry.
How did your background in jewelry influence your cigar brand?
Jewelry taught me to obsess over detail. In my world, the clasp on a bracelet matters as much as the gemstone—it’s the little things that separate good from great. I brought that same mindset to Room101. From the band design to the blend, everything has to have intention. People might not consciously notice every detail, but they feel it.
What was your vision for Room101 Cigars when you started?
I wanted Room101 to be more than just a cigar brand. It’s a lifestyle, an attitude, a platform for storytelling. The cigars are the centerpiece, but they’re connected to art, music, fashion—things that resonate with me personally. I never wanted to fit neatly into the “traditional cigar company” box.
How do you approach blending?
For me, blending is like composing music. Every tobacco leaf has a tone, a note, a mood. I spend a lot of time experimenting, trying to get the balance just right so the cigar tells a story from start to finish. I don’t want something that’s one-dimensional; I want layers, surprises, and a sense of progression as you smoke.
How does your personality come through in your work?
Room101 is me. The irreverence, the humor, the occasional weirdness—that’s all genuine. I’ve always believed in being myself, even if it’s not what people expect in this industry. Some people get it, some don’t, and that’s fine. I’d rather connect deeply with the people who do.
What role does branding play in your business?
Branding is everything. The way a cigar looks on a shelf is the first conversation you have with a customer. I put as much effort into the visual and tactile elements—the box, the band, the overall presentation—as I do into the blend itself. It’s all part of the experience.
How do you view the cigar community?
The cigar community is a collection of tribes. Every lounge, every city, has its own culture and characters. I love immersing myself in that, listening to people’s stories. Cigars are a bridge—they bring together people who might never have met otherwise.
What’s your creative process like?
Chaotic and nonlinear. I keep notebooks full of random ideas—names, sketches, flavor notes. Sometimes something sits for years before it clicks. I like to let ideas simmer until they demand to be made real.
How do you define success?
For me, success isn’t about being the biggest brand. It’s about creating something authentic and having people connect with it. When someone tells me a Room101 cigar became part of a meaningful moment in their life, that’s the win.
What’s next for you and Room101?
I’m always evolving. There are new blends in the works, collaborations outside of cigars, and maybe even some projects that will surprise people. I’m not interested in standing still—I want to keep pushing the boundaries of what a cigar brand can be.
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It was with great pleasure and honor that we welcomed Matt Booth on the show as our special guest.
If you like our live sessions, please sign up and get personal invitations to our upcoming shows, where we light em up with some of the industry’s greatest.
We hope you enjoyed the show! Please be invited to sign up and get personal invitations to our upcoming live sessions, where we light em up with some of the industry’s greatest.
Light em up, where the good life has a voice!
Reinhard
Sensory expert, cigar passionado, and host of the Light ‘em Up Lounge
