Cigar importer winning a following

Tomas Lochem appreciates a fine cigar.

And he's hoping that cigar aficionados will appreciate his newest line of premium hand-rolled cigars from Nicaragua.

The Waterford-based master cigar maker is the proprietor of Lochem Enterprises LLC, which imports premium cigars produced in partnership with Nicaraguan master cigar rollers. The types of wrappers used for his cigars come from Connecticut's own Sun Shade tobacco farms, as well as Indonesia and Sumatra, along with Hubano wrappers, which are based on the dark Cuban seed grown in Nicaragua.

The distinction with his cigars, explains Lochem, is their freshness. There's a shorter import time, each is individually packaged inside their bundles and boxes, and there's no storage in warehouses before they make their way to retailers and cigar boutiques.

Lochem says his Nicaraguan cigar-makers always hand roll their products. They're never mass produced, he says. In addition, Lochem's cigars are produced in small production batches each day. "It's quality," he explains, "not quantity."

His firm, founded this past January, uses various types of cigar blends from the different parts of Nicaragua where they're cultivated. For instance, the tobacco from Condega is strong and sweet, says Lochem, while the Jalapa tobacco offers more aroma and sweetness. Tobacco from the Esteli region, he adds, is stronger and offers "a lot of character."

Lochem, who is from El Salvador, has the drive and confidence of an entrepreneur. "The only obstacle (to success) is yourself," he says. His firm's logo is "Lochem Cigars - For Those With a Winner's Taste."

Lochem routinely visits with retailers and cigar boutiques, encouraging them to try his cigars, which are offered in 18 varieties using three types of wrappers. He's hosted numerous cigar presentations locally, and recently featured his brand at a get-together at the venerable Thames Club in downtown New London, with plenty of samples on hand for those who wanted to puff away. He's also brought his cigars to fairgrounds, car shows and the like. He admits to having a lot of energy, and plenty of drive to get the word out about his premium cigars.

"I don't just sell the cigar," says Lochem. "I sell the education."

So when a visitor inquires about his cigars, he earnestly explains the process, from seed to sale. He says his premium hand-rolled cigars are a cut above - without an exorbitant price tag. The various Lochem Cigars retail for between $4 to $10 a cigar, depending on the size and blend.

Fred Argilagos of City News, which is part of Thames River Greenery at 70 State St. in downtown New London, admits he's a fan.

"We believe in quality," he says of the various goods sold at City News and the accompanying Thames River Greenery. People who appreciate good, quality cigars will enjoy Lochem's products, he says. They're growing in popularity locally, and have attracted quite a following from those who purchase cigars at City News, says Argilagos. "He's got some very loyal customers," he says. "And the majority of the customers who try them come back here looking for them."

In addition, City News' Cigar Society, which meets in an upstairs wood-paneled lounge above the State Street shop, enjoys Lochem's products.

"I'm always bowled over by Tomas' cigars," says Argilagos.

Adds a proud Lochem, "Fred is my supporter here."

Anne Armeno, who owns Grand Prix Cigars in Southbury with her husband, Tony, says that Lochem Cigars are growing in popularity with her customers at the Fairfield County smoking boutique.

"It's a great cigar," she says. "And it's catching on. That's what Tomas needed - was the visibility." She says her customers are trying the cigars - "they're always looking for something new" - and the reviews are positive. "It's comparable to a lot of the higher rated cigars," Armeno says.

Lochem says he holds degrees in computer engineering and business management from El Salvador and recently completed his master's degree at Albertus Magnus College in New Haven. He was born and raised in El Salvador and says he developed a strong business sense and entrepreneurial flair there, where his father owned an electronics and computer store.

Lochem says his small company - his wife Elaine serves as vice president - pays attention to all the details involved in the cigar-making, and cigar-selling, process. He frequently travels to promote his products, check on his master cigar makers, and meet with his roster of retailers selling his products.

And he talks with his customers - often. "You need to know how the cigars are doing."

"My dream," says the master cigar maker, "is to make Lochem Cigars a recognized brand among premium cigars."

a.cronin@theday.com