With recent Instagram changes and new engagement formats its much more difficult to grow your Instagram base. What’s even more concerning is that people think that being an influencer is solely based on the number of followers you have. But that is very incorrect. Followers as well as likes can be bought. Real influencers do not see themselves as “influencers” rather they see themselves as perpetually learning about all the awesome things that the world has to offer, and sharing those awesome things with others. With that said, we spoke to Sarah aka @moh_yang on Instagram about her love for cigars, tips and tricks for new women getting into cigars and just the overall feel and comradery of the Sisters of the Leaf / Brothers of the Leaf community. Read her full detailed interview below:
Moh, please tell us who you are and how you first got into cigars? Do you remember your first?
SY: While most on social media know me by my alias Moh, my real name is Sarah. I am originally from Green Bay, Wisconsin and am currently a resident in Dallas, Texas. My interest in cigars all started at the age of 18 with flavored cigarillos. I loved the idea of not having to inhale and being a part of a social culture. I was young but that grape swisher sweet had my heart at first draw and that is how I started this journey of smoking cigars.
When and where do you like to smoke the most? Also, what is your favorite cigar at the moment?
SY: I don’t have one set place where I like to smoke. I’m a social butterfly and love any environment that is welcoming and intimate. For example, here in the DFW area I absolutely love the shop I work at (Cigar Art) and a few others such as Main Street, Cunoma and Blowing Smoke. These places feel like home, where I am able to buy a good cigar and be my entire self. As for a favorite cigar, it’s so hard for me to choose. I recently had the la Joya De Nicaragua Antano in a Lancero and loved it. So it’s tied with Crown Heads Le Creame, Plasencia 1865 Alma Fuerte Sixto II and the Double Corona Cavalier Geneve Black Series One. I know, I love too many!
The tobacco industry has been for the longest time heavily dominated by men, but in the last 20 years we have seen a big movement by women who enjoy cigars. What do you think is responsible for this movement?
SY: I have two answers to this great question. I want to give a big shout out to my brothers of the leaf who have been a significant support and inspiration to us women smoking cigars. I cannot tell you how many times I’ve heard stories from my sisters of the leaf (myself included) that their love for cigars all started because their grandfather/father/brother/boyfriend/husband or male friend introduced them to cigars. Although I started with a grape flavored cigarillo, I was introduced to them through my male friends.
Then in January of 2017, a brother of the leaf decided to take a chance on my little experience and hire me as one of his sales associates. Although he’s moved on to better opportunities, I am still very grateful that he took a chance on me. From this opportunity, even today, I am still learning so much from my Brothers of the leaf and appreciate them so much for helping me learn about cigars and giving me opportunities to Advance.
Now, what really moved the needle for women to become more and more involved in the cigar industry, I strongly believe it is the creative drive and relational characteristics that my sisters of the leaf have. Their desire to expose cigars in a manner beyond just rating them online or in a magazine; and their desire to build a community with their amazing interpersonal skills are a significant factor to why more and more women are getting into cigars.
The First Ladies such as Cigarvixen Delicia, tle podcast Erica Arryo, and many more amazing Sisters of the Leaf who have been in the cigar industry for many years now are the reasons to why majority of the clients I sell cigars to are now women. When they hear and see conversations about cigars from real women, it gives them a new perspective and respect for cigars which leads them to try cigars and from there begins their newfound love for cigars! So, a big, big thank you to these spectacular women who push for cigars to be exposed creatively and for building cigar communities!
What would you say attracts you to cigars and the cigar world?
SY: People are my main attraction in the cigar industry. I’m more receptive to trying new cigars if recommended by someone directly than to go with a cigar review from a magazine. I love stories and this is why people are my main attraction to cigars in the industry. As a social butterfly, I find happiness and comfort in having the opportunity it to learn about people and their life’s journey. A good cigar is just a bonus added to the happiness. Which to me, I love creamy, nutty, woodsy notes with a toothy maduro wrapper.
What is your favorite vitola? Is there also a particular origin of tobacco you prefer more than the other and why?
SY: My favorite vitola is the lancero. It’s a perfect length for me to really get a good experience of the flavor profile of the cigar and I also feel as if I am smoking the cigar version of Audrey Hepburn’s cigarette with a cigarette holder. As for a favorite region, I have yet to smoke a region of tobacco that I don’t like. However, Nicaragua seems to fit my palate well because my favorites all contain some filler from that region.
What are the big tobacco brands doing wrong when trying to market cigars to women? What should they really be doing?
SY: When it comes to social media involving influencers, big tobacco brands have been doing a great job marketing towards women by using sisters of the leaf as their face of the brand. However, a (costly) component of their marketing that I strongly feel is a miss opportunity is advertisements. A lot of the Cigar Magazines I pick up today still contain very dominate advertisements towards men which are not at all appealing towards the eye of a woman buyer. My recommendation is to continue to use sisters of the leaf even on advertisements.
What is it about cigars and whisky that makes the pairing so natural and oh so good?
SY: I strongly believe that cigars and whisky pair naturally so well together because they each require for your full-on attention in the aroma, look and taste of each. Some I even find to enhance the flavor profile of each other.
What advice would you offer other novice women who are trying to get into the cigar world?
SY: My advice for the women who are trying to get into the cigar world is to take your time in smoking each cigar. Each cigar is meant to be savored, not rushed or binged. There is also no such thing as a women or men’s cigar. So, if you like a Plasencia 1865 Alma Fuerte Sixto II, go for it!!
The Instagram cigar community is knowledgeable and very inclusive with popular tags such as #botl (brother of the leaf) and #sotl (sister of the leaf). What is it about the culture and the group aspect of cigars that everyone finds so appealing?
SY: The hashtags such as botl and sotl are a virtual community that brings among social media a shared common interest and respect. These hashtags are two of my favorites especially because they enable me to feel a sense of comfort in communicating with or about my cigars and people I meet within the cigar industry. When you have a community, you have a longevity of growth opportunities because of the significant amount of support. Nobody wants to be a part of something that they don’t feel a sense of belonging.
If you could smoke one cigar for the rest of your life which one would you choose?
SY: Being that I have many favorites (as you can see from my response earlier) this question is extremely difficult for me to answer. I might have to choose the Plasencia 1865 Alma Fuerte Sixto II because it’s the one cigar that I know for a fact is my snickers of the cigar industry. Typically, you always want to smoke a cigar when you’re celebrating and feeling happy. However, this cigar works both ways for me, especially on those stressful days or when I’m feeling like a monster and light this cigar up; I come back to life.
Are you currently involved in any ventures in the cigar industry we should know about?
SY: At this time, I am still in the learning phases of the cigar industry. My only projects are @cigar_lounges on IG, an opportunity for me to visit places that welcome smoking cigars and expose them to my BOTL and SOTL; and being a part of the ambassador programs for Puro Cigar House and Cavalier Genève Premium Cigars.
