Todd Naifeh’s path to becoming the incoming president of the Premium Cigar Association (PCA) began with childhood memories of grandfathers enjoying cigars on the beach and the lingering aroma of tobacco at family gatherings. Growing up in a Lebanese-American family where cigars were part of special occasions, Naifeh smoked his first cigar with his father and grandfather—a moment that would eventually shape his professional destiny, bringing us to the present moment as the 50-something Naifeh prepares to lead the PCA for the next few years.
Naifeh has worn many hats in his professional life but it’s being a premium cigar retailer that has captured his heart. Naifeh’s path into the premium tobacco business began in the late 1990s as his cousin, Stan, launched ZT Cigars as a wholesale operation at the tail end of the cigar boom, naming the business with the initials of family patriarch, Zeak Thomas. Unfortunately, a motorcycle accident and subsequent health issues forced Stan to leave the business. Rather than letting ZT Cigars shutter, Naifeh stepped in with an offer that would change his life: “Let me see if I couldn’t make it work,” he recalls telling his family members in 2004.
The Formula for Success
At the time, Naifeh was juggling multiple professional interests. He worked as a commercial property and casualty insurance agent—a career he maintains to this day, though with diminished time as he focuses on ZT Cigars. He also designed home theater systems and early home automation, which he describes as his “fun job.” The contrast between his various occupations became clear as he transitioned into tobacco retail.
“Anytime anybody calls you in the insurance business, they’ve got a problem and they want you to fix it,” Naifeh explains. “Anytime they come see you in the cigar shop, they’ve got a smile on their face. So it’s a lot more fun business.”
A little more than 20 years after Naifeh took over the business, ZT Cigars encompasses three locations: two that Naifeh owns directly, and one operated by a licensee, all serving the Oklahoma City market.
The business operates under a unique structure that sets it apart from typical tobacco retailers. Naifeh holds both wholesale and retail licenses, allowing him to purchase directly from manufacturers—a strategic advantage that enables him to serve both consumers and other retailers while maintaining better margins. This dual approach required navigating Oklahoma’s tobacco regulations, a process in which Naifeh played an active role during the 2008 regulatory changes.
“I pay the tax the minute it hits my door,” Naifeh explains, describing how he factors state taxes into his pricing while maintaining competitive advantages through his wholesale capabilities.
Naifeh attributes his success in learning the business as he transitioned from hobbyist cigar smoker to professional tobacconist to the advice and example set by other tobacconists he met along the way. “In the beginning, I didn’t know what I was doing,” he recalls. “I enjoyed cigars but I didn’t understand things like inventory management, and money was always tight. It was a challenge. Then I went on a trip to visit General Cigar in Santiago, Dominican Republic and met Craig Cass (owner of four Tinder Box locations in the Carolinas), George “Shorty” Koebel (owner of seven Havana Connections locations in Virginia), and Kurt Diebel (owner of Diebel’s Sportsmens Gallery in Kansas City). I learned a lot from them and now they are some of my closest friends in the business. I learned more on that one trip than I probably had in the previous two years as a tobacco retailer.”
Naifeh had learned two core principles from his previous businesses, and they were reinforced in conversations with those fellow retailers: honesty and consistency. His approach to inventory management additionally reflects lessons learned from his family’s retail background—his grandfather operated AMC, a general store that predated Walmart with the motto “stack it high and sell it cheap.” While Naifeh prefers “reasonable” prices to cheap ones, the principle of maintaining extensive inventory remains central to his strategy.
The main ZT Cigars location features a 1,200-square-foot humidor that Naifeh custom-built with its own climate control system, multiple humidifiers and backup systems. This significant investment in infrastructure reflects his understanding that cigars are a product where quality preservation directly affects customer satisfaction and, consequently, business success.
Naifeh’s customer base spans an impressive demographic range, from truck drivers passing through on Interstate 40 to cardiovascular surgeons who live locally. He estimates that while a large percentage of his customers seek new products, most of them remain loyal to established brands. Padrón, Drew Estate and Davidoff products sell particularly well at every ZT Cigars location.
Like many traditional retailers, Naifeh faces challenges from online competition and changing consumer behaviors. His response focuses on areas where brick-and-mortar stores maintain advantages: product quality, storage conditions and personalized service. His climate-controlled storage facility and knowledgeable staff provide value that online retailers struggle to match.
Social media presents another challenge for someone who admits to being “absolutely terrible” with digital marketing. However, Naifeh recognizes its importance and hopes his children might eventually contribute their native digital skills to the business.
Leadership in Turbulent Times
Naifeh’s path to the PCA presidency reflects his deep commitment to industry advocacy. Having served on the organization’s board for multiple terms—including stints as secretary, treasurer and vice president—he brings extensive governance experience to the role. His involvement spans the organization’s transition from the RTDA to IPCPR to PCA, providing him with historical perspective on the industry’s evolving challenges.
His presidential platform focuses on finding common ground between various organizations representing the industry, particularly addressing tensions between different trade associations. As someone who operates as retailer, distributor and manufacturer (through private label cigars), Naifeh brings a unique, multi-faceted perspective to industry leadership.
“It would be fun and mutually beneficial if we can figure out a way to unite our efforts and work together,” he explains, acknowledging the diplomatic nature of his role.
And Naifeh should know. A big part of his business’ success has been his ability to create communities focused on his shop and cigars.
ZT Cigars’ signature event, “Smoklahoma,” exemplifies Naifeh’s approach to community engagement and business growth. This multi-vendor festival, held annually on the last Saturday of April at a local racetrack and casino, attracts 350–400 customers and generates several hundred thousand dollars in revenue. The event features 22–24 manufacturers, open bar, food and carefully curated cigar samplings.
The VIP ticket, priced around $275, includes approximately $250 worth of cigars, making it an attractive value proposition for attendees, and participating manufacturers win, too. Naifeh’s attention to operational details—including multiple cashier stations and pre-positioned inventory—ensures that manufacturers can focus on selling rather than logistics.
Beyond commercial events, Naifeh organizes “Fight Night,” a fundraiser for the Police Athletic League that has raised an estimated $3–4 million over 20 years. This black-tie event, featuring boxing or MMA matches, demonstrates how tobacco retailers can integrate into their broader communities while supporting worthy causes.
Looking Forward
As he prepares to assume the PCA presidency, Naifeh brings the practical wisdom of someone who has built a successful multi-location tobacco business while navigating complex regulatory environments. His approach combines old-school retail principles with modern business practices, family values with professional ambitions, and local community engagement with national industry leadership.
For the next five years, Naifeh envisions steady growth through additional standalone locations—a preference developed after experiencing neighbor complaints during the COVID-19 pandemic. His advice to aspiring tobacconists emphasizes adequate funding, extensive inventory, and focus on customer service over personal preferences.
The journey from insurance agent to industry president reflects not just personal ambition, but a deep understanding that success in the premium cigar business requires balancing multiple stakeholder interests—customers, manufacturers, regulators and communities. In an industry facing ongoing regulatory challenges and changing consumer preferences, Naifeh’s pragmatic approach and consensus-building experience may prove exactly what the PCA needs for its next chapter.
– Photo by Kimberly D Photography. Story by Stephen A. Ross.
This story first appeared in PCA The Magazine, Volume 4, 2025. To receive a copy of this magazine, you must be a current PCA member. Join or renew today at premiumcigars.org/membership.