We’d all like to have more customers, and as I think about how to achieve that for our own store, it’s not lost on me that I represent one of the fastest growing market segments: women.
Long gone are the days when it was shocking to see a woman enjoy a cigar. Women are tearing up the industry, and Women of PCA members are driving success as Certified Retail Tobacconists, brokers, and brand and factory owners.
So why then are women still such a small percentage of the overall consumer base? In 2026, I think we’re past the notion of cigars being a “guy thing.” What I believe is that most women haven’t been properly introduced to cigars, educated about them and invited to enjoy them.
We’re missing an opportunity, and it’s not just about revenue. The more people we have engaged in the cigar community, the better our world becomes … for a variety of reasons (but that’s for a different article).
So how do we encourage more women to become cigar aficionados and loyal customers? How do we attract new women customers and then how do we keep them? It starts with the women who already come through our doors.
A Little Education Goes A Long Way
Here’s a scenario I bet you know well: It’s Friday night, and a young couple walks in. The young man selects a few cigars while his significant other patiently waits. “What about for you,” I ask her. She smiles and laughs and says she might just take a puff or two of his.
As we all know, taking a puff or two is not experiencing a cigar. I pulled out a Davidoff Signature 2000 and explained a bit how cigars are made, and how the experience of enjoying a cigar comes from the very act of smoking it, the way time stops when you cut it and light it. How conversation is supported when the words are accompanied with a cigar in hand. How the cigar changes over time, and how we choose cigars based on the occasion and the time we have to enjoy one.
With that little bit of conversation, she was starting to understand why her boyfriend liked cigars so much. By walking her through why she would benefit from having her own cigar, she was engaged, excited and looking forward to sharing an experience as a couple. I made her feel part of something rather than an impartial observer. And I know her partner appreciated it too because they not only left with his selections but with that Davidoff 2000 for her.
Change the Assumption
While it’s true that most women are not enjoying cigars, neither are most men. Ours is a very niche industry. Yet when a woman comes in, we often assume she’s there to buy a gift—an assumption we rarely make about the guys.
By assuming instead that everyone who comes in is shopping for themselves, we level the playing field. “What can I help you find?” opens the door and leaves any conjecture behind. It’s a simple way to let the customer drive the conversation and put them at ease. The fun is in where we take it from there.
Teachers Instill Confidence
One of the fastest ways to turn a first-time customer into a regular is to remove the fear of “not knowing enough.” Like any novice, many women—especially those new to cigars—hesitate to walk into a cigar store because they worry about saying the wrong thing or being judged.
When I walked into Georgetown Tobacco to buy my first cigar 30 years ago, I was intimidated. I had no idea how much cigars cost. I had no idea how to choose one. And I was surrounded by a lot of old dudes.
To his credit, the gentleman who helped me was curious about me, about where I was going to smoke it, who I’d be with, etc. He helped me choose a cigar and then he taught me how to cut it and showed me with his own cigar the right way to light it—all helpful tips so I wouldn’t look like an idiot, which I very much appreciated.
Every “expert” started somewhere. And now when I’m teaching customers how to cut and light I jokingly tell them it could lead to their working at the store. When education feels like a shared journey instead of a test, customers are more likely to engage, ask questions and return.
Create a Space That Signals ‘You Belong Here’
I’m not talking about ambient lighting or soft music, though those might be nice. Inclusivity starts before a word is spoken. Look at your shop through fresh eyes. Is there comfortable seating that feels social rather than exclusive? Are there product displays that highlight variety? Even small touches—clean, well-lit areas, clear signage and visible price ranges—can reduce the intimidation factor for someone who’s never purchased a cigar before.
Hosting low-pressure, educational events can be especially effective. Think “Cigar 101” evenings and pairing nights with different blends. These gatherings don’t need to be women-only to be welcoming; they just need to be framed around learning and experience rather than expertise. The goal is to build confidence and camaraderie.
And I’d be remiss if I didn’t suggest you hire more women. It’s easier to feel like you belong when you see more people who look like you in the mix.
Let Social Media Set the Tone
For many potential customers, your social channels are their first interaction with your brand. If your posts only show seasoned smokers and insider language, you may be unintentionally signaling who the space is targeting. Instead, work to balance that with content highlighting community, curiosity and real moments—friends sharing a cigar on a patio, a staff member explaining a wrapper in simple terms or a short video about how to cut and light for the first time.
Education performs especially well with social media. Quick tips, brand spotlights and behind-the-scenes glimpses into how cigars are made can demystify the process and invite questions. When people see that it’s okay to be new, they’re far more likely to walk through your door.
Share Their Stories
Women who enjoy cigars come from every background—professionals, artists, parents, travelers, collectors. Featuring their stories (with permission) in newsletters, blog posts or in-store spotlights helps broaden the image of who a cigar smoker can be. This isn’t about creating a separate category; it’s about reflecting the real diversity of your clientele.
When advertising, focus on moments and experiences rather than demographics. A great cigar is about connection, relaxation, celebration and reflection—universal themes that resonate far beyond any single audience.
Encourage Your Community
Many of the women I know working in the industry today were introduced to cigars by someone they love—their father, their spouse or that really cool uncle. For all of your customers who wish they had the women in their lives enjoying cigars with them, help them on that path! Encourage them to bring these women into your store or lounge so you can give them a proper introduction and start their cigar journey the right way … and avoid the dreaded “I’ve had a puff of theirs and I didn’t like it.”
Measure Community, Not Just Sales
Success isn’t the transaction—it’s the relationship. Pay attention to who comes back for events, who comments on your posts and who brings a friend next time. Growth in those areas often precedes growth at the register.
The future of premium cigars depends on the next generation of enthusiasts feeling invited, informed and inspired. By focusing on approachability, education and authentic storytelling, we can help ensure that more women don’t just try cigars but continue to grow and find their place within the culture.
Because in the end, the most powerful marketing isn’t a promotion—it’s a welcome.
– Article contributed by Teresa Wessling, a tobacconist at Georgetown Tobacco, Washington, D.C.
This story first appeared in PCA The Magazine, Volume 1, 2026. To receive a copy of this magazine, you must be a current PCA member. Join or renew today.