Uploaded July 2025 | Updated September 2026, 3 weeks ago
I first connected with the JM Tobacco team at the Enthusiast Report’s Cigar, Wine & Spirits event in Newport Beach, CA, in June, 2025; an experience that set the tone for what would become a memorable conversation with company president Anto Mahroukian. For aficionados and new cigar lovers alike, mark your calendars: The next Enthusiast Report’s Cigar, Wine & Spirits event is scheduled for October 11, 2025, in Fort Worth, TX. If it's anything like the Newport gathering, you're in for an evening of rich pairings, robust conversations, and premium craftsmanship all thanks to founder of Enthusiast Report, Lincoln Salazar.
In our interview, Mahroukian shares the remarkable story behind Espanola, JM Tobacco’s signature cigar line, and how it has grown from a hidden gem to a staple among discerning smokers. As the company approaches Espanola’s 30th anniversary in 2026, Mahroukian hints at a major celebration in the works; one befitting three decades of legacy, innovation, and dedication to the craft.
But before diving into the future, we look back.
JM Tobacco was born from a simple but serendipitous birthday gift. In 1995, a 17-year-old Anto bought his father, John Mahroukian, a Los Angeles-based jeweler with a factory in the Dominican Republic, a premium cigar. “He smoked it and liked it,” Anto recalls. “When I told him it cost $20, he was shocked.” That price point sparked an idea. With access to manufacturing infrastructure and a growing curiosity about the cigar world, the elder Mahroukian began exploring private label options. What started with 10,000 hand-rolled cigars at a dollar each turned into the foundation for what would become JM Tobacco, Inc.
Mahroukian reflects fondly on his father’s gamble. “We had the cigars but no name, no band. My dad, being a daily smoker, figured worst case, if we sold none, he had a lifetime supply of good cigars at a buck apiece.” He smirks. “Turns out, it was a wise investment.”
Over the years, JM Tobacco evolved, but none of its growth was accidental. One of the most pivotal shifts came when the company decided to stop relying solely on outside suppliers and instead began cultivating its own tobacco. That move gave the brand full control over the quality and character of its cigars, allowing their master blenders the freedom to craft precisely the right flavor profiles.
“It’s all about letting the blenders do what they do best,” Mahroukian says. “We give them the tools, the tobacco, the vision and then we trust them to bring it all together.”
In our conversation, we also explore the art of pairing cigars, whether it’s a smoky espresso in the morning or a glass of aged bourbon or single malt at night. According to Mahroukian, the perfect pairing is based on what you like to drink and doesn’t just enhance the cigar, it elevates the entire moment.
“Cigars are personal. Whether you’re winding down with a drink, catching up with friends over coffee or even having it with sparking water, it’s about slowing down and appreciating the experience,” said Mahroukian.
As JM Tobacco approaches Espanola’s 30-year milestone, Mahroukian teases that they’re working on something special. It’s going to reflect everything Espanola stands for, history, flavor, and craftsmanship. We’ll just have to wait and see.
Crafting something that endures, a cigar, a company, a culture, takes time, character, and vision. You’ll find all three in JM Tobacco and the Mahroukians who made it what it is today.
Visit JM Tobacco to find out more about Espanola Fine Cigars and upcoming blends, visit: jmtobacco.com/.
#espanolacigars #jmtobacco #cigars #cigarculture #cigarshow #interview #anniversary #fanboynation
I first connected with the JM Tobacco team at the Enthusiast Report’s Cigar, Wine & Spirits event in Newport Beach, CA, in June, 2025; an experience that set the tone for what would become a memorable conversation with company president Anto Mahroukian. For aficionados and new cigar lovers alike, mark your calendars: The next Enthusiast Report’s Cigar, Wine & Spirits event is scheduled for October 11, 2025, in Fort Worth, TX. If it's anything like the Newport gathering, you're in for an evening of rich pairings, robust conversations, and premium craftsmanship all thanks to founder of Enthusiast Report, Lincoln Salazar.
In our interview, Mahroukian shares the remarkable story behind Espanola, JM Tobacco’s signature cigar line, and how it has grown from a hidden gem to a staple among discerning smokers. As the company approaches Espanola’s 30th anniversary in 2026, Mahroukian hints at a major celebration in the works; one befitting three decades of legacy, innovation, and dedication to the craft.
But before diving into the future, we look back.
JM Tobacco was born from a simple but serendipitous birthday gift. In 1995, a 17-year-old Anto bought his father, John Mahroukian, a Los Angeles-based jeweler with a factory in the Dominican Republic, a premium cigar. “He smoked it and liked it,” Anto recalls. “When I told him it cost $20, he was shocked.” That price point sparked an idea. With access to manufacturing infrastructure and a growing curiosity about the cigar world, the elder Mahroukian began exploring private label options. What started with 10,000 hand-rolled cigars at a dollar each turned into the foundation for what would become JM Tobacco, Inc.
Mahroukian reflects fondly on his father’s gamble. “We had the cigars but no name, no band. My dad, being a daily smoker, figured worst case, if we sold none, he had a lifetime supply of good cigars at a buck apiece.” He smirks. “Turns out, it was a wise investment.”
Over the years, JM Tobacco evolved, but none of its growth was accidental. One of the most pivotal shifts came when the company decided to stop relying solely on outside suppliers and instead began cultivating its own tobacco. That move gave the brand full control over the quality and character of its cigars, allowing their master blenders the freedom to craft precisely the right flavor profiles.
“It’s all about letting the blenders do what they do best,” Mahroukian says. “We give them the tools, the tobacco, the vision and then we trust them to bring it all together.”
In our conversation, we also explore the art of pairing cigars, whether it’s a smoky espresso in the morning or a glass of aged bourbon or single malt at night. According to Mahroukian, the perfect pairing is based on what you like to drink and doesn’t just enhance the cigar, it elevates the entire moment.
“Cigars are personal. Whether you’re winding down with a drink, catching up with friends over coffee or even having it with sparking water, it’s about slowing down and appreciating the experience,” said Mahroukian.
As JM Tobacco approaches Espanola’s 30-year milestone, Mahroukian teases that they’re working on something special. It’s going to reflect everything Espanola stands for, history, flavor, and craftsmanship. We’ll just have to wait and see.
Crafting something that endures, a cigar, a company, a culture, takes time, character, and vision. You’ll find all three in JM Tobacco and the Mahroukians who made it what it is today.
Visit JM Tobacco to find out more about Espanola Fine Cigars and upcoming blends, visit: jmtobacco.com/.
#espanolacigars #jmtobacco #cigars #cigarculture #cigarshow #interview #anniversary #fanboynation
