Premium Cigar Association: Share the JM Tobacco story. How did the company start?
Anto Mahroukian: JM Tobacco started from something very personal: a father-son moment that turned into a lifelong business. In 1994, I gave my father, John Mahroukian, a couple of premium cigars as a birthday gift. That experience sparked a passion for cigars, and eventually we decided to build something together. The initials “JM” come from my father’s name. From the beginning the goal was simple: Create premium cigars with quality, consistency and value that everyday cigar smokers could enjoy. We built the company as a true family business, and that foundation still drives us today.
The company is now celebrating 30 years! how has JM Tobacco evolved over that period?
Over the last 30 years, JM Tobacco has evolved tremendously while staying true to who we are. We started as a small family company focused on delivering affordable premium cigars, and today we’ve grown into a nationally distributed brand with multiple lines, including JM’s and Española Cigars. The biggest evolution has been in the quality and sophistication of our blends, packaging and overall brand presence. At the same time, we’ve stayed committed to our core identity: making cigars for real smokers, not just chasing trends. We’ve also adapted to changing regulations, shifting consumer preferences and an increasingly competitive market, while continuing to grow organically and maintain our independence as a family-run company.
If you weren’t in the cigar business, what would you be doing and why?
I’d probably be in the culinary world or hospitality industry. Before fully dedicating myself to cigars, I attended culinary school, and I’ve always had a passion for flavor, pairing and creating experiences for people. Cigars are actually very similar to food and wine in many ways. Blending tobacco requires understanding balance, complexity, aroma and how flavors evolve. I enjoy creating products that people can sit back, relax and connect over, so I think I would still be doing something centered around craftsmanship and hospitality.
What’s the best piece of advice (life or business) you’ve been given?
“Never sacrifice long-term reputation for short-term gain.” In this industry and in life, your name and reputation are everything. Trends come and go, but integrity, consistency and how you treat people will always matter. That advice has helped guide many decisions over the years, especially during difficult times or when taking shortcuts may have seemed easier.
What’s a typical weekend look like for you?
You’d probably find me spending time with family, enjoying a good cigar with friends, checking out new restaurants, and trying to disconnect a little from the daily business grind. I love steakhouses, Mediterranean food, Italian restaurants, and places with strong wine or whiskey offerings that pair well with cigars. I appreciate smaller family-owned restaurants because I relate to the passion and pride that goes into building a family business.
I also enjoy traveling and watching sports. My favorite sport is basketball and even though I grew up in Los Angeles, I’ve always supported the Boston Celtics and other Boston teams. I’ve always respected the history, tradition and winning culture that Boston sports represent. There’s something about passionate fan bases and organizations with deep legacy that I naturally connect with. And even when I’m relaxing, I’m usually thinking creatively about the business because it’s something I genuinely love.
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.