Sam: Most important is how you feel when you’re holding that cigar. If you don’t feel good about it, leave it alone. Make yourself comfortable. There is no right or wrong way. As the customer, you’re the expert. I’m here to guide you, to offer advice as a tobacconist.

Michael: The role of a tobacconist is an advisor. And it’s part of the reason why brick-and-mortar retail is still important. If you’re buying online, you can’t consult a person. You click a "buy" button and that's that. With your tobacconist, there’s dialogue. “What have you smoked before? What do you like?” And when you return: “How did you like the last one?” That's how you come to understand what you like.