Yacht Owner Traveled with Cigars in a Ziploc® | Cyril Brizard, Brizard & Co. | Box Press Ep. 136

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- Cyril Brizard is synonymous with...

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Your own marketing talks about

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where aesthetic meets functionality.

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And we've been familiar as a company

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with your craft, your art.

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You're the only real...

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I guess, all these cigar manufacturers

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that we've been talking

to are artists in a sense.

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But you're truly doing things

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with building humidors

and accessories for this-

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- With a lot of passion for what I do.

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A lot of excitement.

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I've been doing this

for almost 25 years now,

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and I just feel that every

day is like a new day.

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And every day, I wake up like a toast,

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and excited about what the

new project is gonna be,

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and what the new leather...

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The new woods that I'm going to find,

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the new designs that

we're gonna come up with,

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because I enjoy what I do passionately.

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I happen to really enjoy the

people of the cigar world

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who are people who have a

passion for life to start with.

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And, you know, cigar is a bond...

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In fact, a medium for a

lot of people to connect,

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and the one thing that

a lot of cigar-smokers

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have in contact is the

passion for the good life.

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And when you have a

passion for the good life,

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the good food, the good drinks,

the pretty-looking things,

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and you address to a clientele of people

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that appreciate nice things,

you are happy, you know?

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You're happy because you're

making things for people

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that recognize the work, and the effort,

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and the research, and the

attention to the details

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that goes into making a product.

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So we're not doing anything

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in mass production at our company.

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We have the same team, the same people

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for the last 20 years,

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and they're getting better

and better every year,

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that's the thing, there's no rotation,

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it's just people that...

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Where maybe one was a stitcher,

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and one was a leather assembler,

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and they have learned

to do something that...

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They know they are irreplaceable, and-

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- So you're...

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So for people to go and

see what you create,

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where do they go?

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- Well, it's not open to

everybody, okay? (laughs)

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My factory is...

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I have a...

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My main factory of all

the final assembling,

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and all the work of...

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Leather work is in California,

it's in Canoga Park.

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And my humidors are made actually

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on the other side of the

border by a team of women.

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And the factories can be visited-

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- [Person] So is there a website that

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they can visit,

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I go to "Brizard..."

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What's the line for it?

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It's "Brizard..."

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- "Brizardandco.com."

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- "Brizardandco.com."

- "Brizardandco.com", and...

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- So I went there this morning,

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I spent time looking at

a variety of products,

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a variety of accessories, a

lot of beautiful humidors,

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but a lot of...

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Just sheer beauty.

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I mean, the time, and the thought,

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and the intention that goes

into this is just remarkable.

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- Well, thank you very much for...

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It's always a pleasure to hear people

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recognizing the beauty

there is in our product.

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When you go to our website,

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you will see the products individually.

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You will be able to see the lighters,

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and the cases, and the humidors.

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If you go to my Instagram,

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you will be able to see my collections.

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- And that Instagram is...?

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- It's "brizardandco" as well, yeah.

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- Okay. I will be adding you in a moment.

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- B-R-I-Z-A-R-D-A-N-D-C-O,

"@brizardandco."

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And on my Instagram, you

will see all the collections

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because one of the unique

things about my company

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is that all the products that we create

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are designed to match with each other.

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So we have collections for golfers,

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the Augusta collection

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that is using Aston Martin

leather, and green...

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Forest green leather, and

we have leathers that we...

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In our own factory, we deboss the leather

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with the patterns of a

golf ball, for example.

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And so, we create a collection

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that's completely articulated

around the spirit of golfing.

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We also have collections of

ostrich in various colors,

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we have antique saddle ostrich,

that would be your cowboy...

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You know, luxury cowboy finish.

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And we have some more

fancy ostrich where...

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You know, blue, and we just did recently

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something for Carlito

Fuente in an orange ostrich.

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I use Cayman alligator, I use

American alligator as well,

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I did a collection for [S.T.] Dupont

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that was made with American

Mississippi alligator.

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But whenever we create a

collection, it's always...

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You can get all your accoutrements,

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you know, your case, your cutter,

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your lighter, your humidor,

of the same finish.

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And every product, we care

to not have only a good case,

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but every product we have is...

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From a functionality standpoint,

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and in aesthetics, but

functionality as well,

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we try to get the absolute best products

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that we can incorporate into our lines.

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- You talk about passion,

and it's intriguing.

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Our mission as a company is

to protect people's passions.

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So, with our beginnings

in the cigar industry,

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the music industry subsequent to that,

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and the cannabis industry

relatively recently,

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catering to people's passions,

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being conscious of what people value,

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and giving them the opportunity to enjoy

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at a level that's unprecedented,

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that's really the ethic behind

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our 27 years of history as Boveda.

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So the parallel between your

ethic, and your taste...

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- So we probably started

about the same time.

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27 years, yeah. '96.

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- Yeah, '97 for us. Yeah.

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- '97 actually.

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'96 was a thinking process,

this is how I started-

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- What were you doing before this?

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- Well, I was manufacturing

high-end leather kits.

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Tell you this story, I was manufacturing

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very high-end leather

kits that I was filling

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with all miniature sizes of amenities

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for luxury cruise lines

and private jet industries.

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And I was importing from France

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all the finer products

from Van Cleef & Arpels.

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Oscar de la Renta.

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Yves Saint Laurent.

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And I happened to be, one day,

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at a yacht show in Fort Lauderdale

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when one of the yacht owners

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that owned a 150-foot yacht said,

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"You're making these beautiful,

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beautiful leather kits for our amenities,

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but I travel with my

cigars in a Ziploc® bag",

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and I said, "Can you make

me a travel humidor?"

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And I thought, "A travel humidor,

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I've never heard about

a travel humidor before,

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I've smoked cigars since

I was 18 years old,

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but I never heard about it."

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So I quickly came up with a prototype,

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and I was needing, at

that time, a humidifier.

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And that humidifier...

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I locally found a company that...

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It was a French humidifier, it was...

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Brand was Credo.

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And the company was this little company

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that owned a very big brand,

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it was Romeo Y Julieta.

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That company got bought

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by a company that later became Altadis.

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And I was looking for a humidifier,

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and they asked me and said,

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"We can distribute your product."

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And I said, "Why not?"

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Because I don't have nobody

in the cigar industry.

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And so, they said, "How many

do we need to order it?"

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I said...

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I pulled a number, said, "A

thousand pieces, no problem!"

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And I said...

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So I got an $88,000 order,

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and I walked up and did a

happy dance on the street,

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and a week later, it was so easy,

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I came up with a different size,

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and they gave me another big order,

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so now I've got over

$100,000 in an industry

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that I've never done anything!

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And so, I started manufacturing,

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and this is one of the

most honorable company

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that I've ever met, because

once the company got bought,

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after they were bought,

they actually decided

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to discontinue all the accessories.

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And they told me, says,

"Hey, we gotta call you,

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got some good news and bad news,"

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I said, "What is it?"

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"Well, the bad news is that our company

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is being bought by another company."

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It was the end of the '90s,

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it was the end of the cigar boom.

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All the stores were

basically closing down,

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one after the other.

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And at that time, I thought,

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"Oh, my God, this is the end of it."

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But they said, "Don't worry about it.

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Whatever we are gonna do,

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we're gonna discontinue,

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we're gonna buy the whole amount

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because we promised you

that we were gonna do."

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- Beautiful.

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- And the guy was Brad

Winfield, who's actually with...

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He's one of the pioneers of, you know,

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the cigar industry in

terms of distributor.

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And after they...

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I thought I was entering this industry

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in the amenity business,

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one of my partners passed away in France.

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And I said, "Wow, this is too bad,

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I got so excited about the cigar industry,

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and everything is falling apart here."

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So I was hanging out

at a Grand Havana Room,

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and I met Joey Pantoliano, and he and I,

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we started talking about product,

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and I came up with the

idea of making a cigar case

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that was made with

leather and cedar inside,

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and nobody had ever done a case

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that was laminated with

cedar at the end of the '90s.

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And he said, "You know, if you made a case

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with leather and cedar,

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you probably would do very well with it,"

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I said, "Yeah, but all the

stores are closing down,"

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he said, 'Well, let me try,

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because my other business

was kind of falling apart,

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because my partner had

passed away in France,

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and I couldn't get all the supplies."

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So I manufactured, like,

300 cigar cases, and I said,

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"I'm gonna go start meeting

the retailers directly,

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and I'm not gonna go

through a distributor."

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At that time, I was 27 years old,

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I had a house in Malibu, had

all the toys in the world.

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I gave up everything.

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I packed 300 cases in the back of my car,

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and I traveled across America

on every single highway

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to meet every retailer one-on-one.

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- Beautiful.

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- And the one thing I discovered

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is that all these people...

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Because the...

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I was...

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Always had the portraying

of the tobacco industry

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being nasty people, you know?

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- Stodgy, yeah.

- And all that.

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But the cigar business...

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The premium cigar business

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is a completely different ballgame.

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You have people from all kinds of...

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All walks of life.

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I met people that were

former firemen, policemen,

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doctors, and many of them became friends.

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And so, I traveled on

Highway 1, Highway 10,

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Highway 30, 40, Highway

70, and across the country,

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I met all the best cigar shops in America,

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and I built a relationship

with them personally.

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And this is how my company started.

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- Well, and at the same time,

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if you visit that many stores,

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and you interact with that many people,

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you're gaining invaluable

marketing information

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to understand what your customers like.

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- Absolutely.

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And getting in-

- You know, the affinities,

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you start to understand

where people are coming from,

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and it shapes your attitude

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about what you're gonna create.

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- It...

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I learned a lot and

everything from my customers.

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So we only had a cigar case at that time,

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and I couldn't make a living

just selling a cigar case.

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But in 1999, I met Carlito Fuente,

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and I did the first

limited edition for OpusX.

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And those were, like,

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three limited editions of 999 cigar cases.

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And all of a sudden, nobody knew my name,

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nobody knew my brand,

but it was co-designed

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by me and Carlito Fuente,

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and it was a co-branding project.

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It had three Reserve

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Fuente Natural

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Chateau cigars in it,

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and everybody wanted

to get the OpusX case.

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So at that time, I started

developing my company,

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and creating more products,

bringing in humidors,

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lighters, cutters, and this is how I went

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from making leather kits for amenities,

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to a cigar case, to a

line of cigar accessories.

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- That's another parallel

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between your adventures and our company.

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How many stories have I

heard here at the show

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about people whose

trajectory was transformed

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by interacting with Carlito Fuente?

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Carlito's the reason

we're in this business.

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I mean, he really was-

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- So we have this big thing...

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Absolutely.

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- He's the first real believer.

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He took a chance, and gave us a chance,

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and gave us an opportunity,

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and we're forever grateful to that family

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for the energy that they put in,

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the wind they put in our sails-

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- He's a wonderful, wonderful soul,

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and he is a man who

cares for other people.

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He likes to spread the good word, and...

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You know, it's interesting.

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He was the reason why my company started,

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he was always a big supporter,

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but we lost contact for many, many years.

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Because we're busy, we

say hello at the show,

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and all of that.

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And about two years ago...

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Year-and-a-half, two years ago,

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all of a sudden, I'm getting a video.

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It's about a 10-minute-long video

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where he stands in front of my display,

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and he is talking about the fact

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that I made him the best project,

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that it was the nicest case he's ever had.

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- He's building

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you up.

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- He loved our collaboration,

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that our products are beautiful.

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And I was like,

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"I didn't ask him to do this.

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I didn't have anybody asking to do this."

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Out of his golden heart,

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he basically spontaneously

stood in front of my display,

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and for 10 minutes, did

something that's invaluable.

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And so now, we have reconnected again,

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and we're planning the launch very soon

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of a new limited edition for

Black Pink, his new line.

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- That's beautiful. Yeah, it's so...

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He's just such an encouraging character,

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and a big-hearted human.

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- Absolutely.

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- He's been nothing but wind

in our sails as a company.

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So your reputation precedes you,

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your affinity for quality,

it really stands apart

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from other products in the

marketplace, I'm just...

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I'm thrilled to have a

chance to sit with you.

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I'm excited to see what

the next chapters are,

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especially with what

you're doing with Carlito.

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And this industry, there's a whole...

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Like, there's a new chapter

in the cigar industry, I...

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We had Sans Pereil in for an interview,

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and talking about lux cigars,

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there's a lot of beauty,

and a lot of passion

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that are going into creating products

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that are really high-end.

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And you're in a great position

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to be a source for that type of art,

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where art meets functionality, that's...

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Or no, where aesthetic

meets functionality,

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I think that's the way you said it.

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- But to talk about

functionality, you know, we are...

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In the project that we are gonna be doing,

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we're going to involve Boveda,

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but you know that when I

started building humidors,

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and manufacturing my own humidors,

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I started making the

humidors with Boveda in mind,

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I didn't make humidors and then thought,

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"Let's use Boveda."

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The Boveda humidors were created...

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The humidors, my humidors,

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were created for the Boveda product,

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which I believe is absolutely

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the most extraordinary product that can...

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That has revolutionized...

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And it's the best thing to use to preserve

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and keep the perfect

humidity for your cigars.

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So we have created these boxes

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that are called the "Airflow Humidor,"

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because in a typical humidor,

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you usually have the humidity

that drops from the top,

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and you have to rotate your cigars

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in order to get even humidity.

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So the way I build my

humidors, on the side walls,

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I build latches in order for

all the lower-layer cigars

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to have air to circulate around,

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and prevent molding

from growing on cigars.

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And then, I took the exact

thickness of the Boveda packs,

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and I created a tray at the bottom

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that's elevated to the exact

level of the Boveda pack,

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and I've created, under the lid,

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a piece that's made out of solid cedar,

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one solid cedar, that's cut

in the center with a screen,

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so you can put the Boveda packs as well.

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So your cigars are now sandwiched

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between two sources of humidity,

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they get 360-degree

humidification powered by Boveda.

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- Beautiful.

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Well, and that's tremendous.

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I'm excited to see the outcome.

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I...

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And I hope that our companies work...

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I know you've had close

relationships with people at Boveda.

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I hope that we find ways to help edify,

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and lift up your art,

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and your presentations to the industry,

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we'd love to be involved in that.

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- Since last year,

every Brizard accessory,

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every Brizard humidor that is shipped

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anywhere around the world is shipped

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with a complimentary

three-to-four months' supply

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of Boveda seasoning pack

and humidification system.

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- We can't thank you enough for that.

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- And I thank you as well.

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- I'm thrilled to have the

opportunity to talk to you,

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the beauty, go to Brizard & Co.,

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look at the Instagram

account, look at the website,

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understand what this gentleman has brought

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to the cigar industry as far as...

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You know, and you really

nailed it when you said,

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"It's where the aesthetic

meets functionality",

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I mean, they're beautiful products

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that people can be proud of,

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and really accentuate their

enjoyment of their passions.

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It's so lovely to have

a chance to meet you.

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- Well, thank you very, very

much for your kind words.

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- It's easy, you do beautiful work!

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- I always take it to the heart.

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(dramatic orchestral music)