As women in the cigar industry, we are constantly changing the viewpoint of what cigarmakers, tobacco growers, rollers, cigar lounge owners and leaders look like. This brings me to what I believe women can stand for: Welcoming Open Minds Elevating Narratives (WOMEN). This acronym allows you to understand that as we move forward in this industry, we welcome those who are open to having women in positions they once were not, while giving us the freedom to elevate the narrative written about us.
W — Welcoming
Welcoming women into roles of influence and leadership allows your company to become more inclusive. Having women in these roles adds a level of intelligence, care and consideration that is needed anywhere, but especially in the cigar industry. During my factory visits from the Dominican Republic to Honduras, one thing has remained the same: Women have been recognized as the trusted keepers of specific roles that require their level of care, making them perfectly suited for the work. One example is the color sorting station in the factory. This role requires remarkable attention to detail, with careful inspection of each cigar for consistency in ring gauge, wrapper color and weight. It is precise, purposeful work, and women have been trusted with it for good reason.
O — Open
Being open allows you to create a foundation of education that helps the cigar industry evolve into a true circle of learning. Constant learning breeds new perspectives, new blends and new strategies. The cigar community needs women not just for one type of role but as part of every stage in the process. We have come a long way, but we still have a long way to go. One thing worth reflecting on is how you as an individual are treating the people around you. Are you being considerate of everyone? If not, that is worth adjusting.
M — Minds
Let yours be transformed. The mindset of women is calculated, intentional and extensive. We are not to be limited. As mentioned, the roles of women are expanding into every part of the industry: media, education, brand ambassadors and accessories ownership. The minds showing up in this space are sharp, driven and deeply committed to the craft.
E — Elevating
Elevating is essential to the growth of our industry. It will propel us forward through this generation and into generations to come. As we move toward greater inclusion, we are
elevating others and strengthening the community in the process. There is a profound result that comes from cross-generational partnership. The wisdom being passed down has evolved this industry in ways that have led us to this very moment. Supporting those efforts is part of what elevating means. Women need the support of everyone to ensure we are moving in a way that keeps pace with the future. Across the world, we are witnessing a shift in nearly every industry, and the cigar world is no exception. Moving along to elevating the narrative, there are women who are cigar company owners changing the landscape entirely. Raquel Quesada, Karen Berger, Yvette and Yvonne Rodriguez, and Maya Selva each bring something to this industry that reshapes what once was. Even at the lounge level, women like Dyane Johnson-Holt, Fanny Abrahams, Alice Zandra, Edwina Brown, and Roslyn Stafford-Grady represent the first women to own a lounge in their respective areas. That is history being made in real time.
N — Narratives
Narratives shape the perspective of the world. What is the narrative you communicate about women in this industry? Are you someone who elevates or someone who tears down? I would hope that all of us are committed to elevating and uplifting one another at all times, because the shoe could easily be on the other foot. Someone may need you, or you may need them, and the way you have treated people will determine how that moment is received. The narrative of a woman in the cigar industry should be clear. We are welcome in any role and any space. It is not a matter of competition. It is a matter of who is best for the job. In some roles it makes sense to have a woman, and in some it makes sense for a man, but make no mistake, a woman can do the role just as well.
The Foundation We Are Building
What we are building requires all of us. The foundation must be solid, and it is our collective responsibility to repair the cracks over time. WOMEN—Welcoming Open Minds Elevating Narratives—is not just an acronym. It is a standard. And it is one this industry is more than ready to rise to.
– Contributed by Mechelle Merkerson, Cigars with “M”
This story first appeared in PCA The Magazine, Volume 2, 2026. To receive a copy of this magazine, you must be a current PCA member. Join or renew today.