BUSINESS FEATURE Ashes, the Cigar Lounge Shop represents change in smoking culture A s a Black female-owned cigar lounge in Central Texas, Yonneque Zeno said
BY CLAIRE SHOOP
“ IWANTED TOCREATE ASPACE FORLADIESAS WELLASMALESAND CREATEANENVIRONMENT
ANDAHOMELYFEEL WHEREPEOPLE CAN COME TOGETHER ANDFEELWELCOME UNDERONEROOF.” YONNEQUE ZENO, OWNER ASHES, THE CIGAR LOUNGE
smokers, and existing customers welcome new customers like family. Zeno said her aim is to make those who aren’t seen as typical cigar smokers such as women, younger people and di erent racial and ethnic groups feel more comfortable. Furthermore, Zeno uses Ashes as a way to expose customers to cigars created by other Black business owners. She said she carries a mix of large, popular brands and smaller, boutique brands, including a lineup of Black-owned cigars other Aus- tin-area lounges do not carry. “I wanted to make our culture aware that there are brands out there that our culture has developed, and they are good cigars,” Zeno said. “You don’t have to have a Cuban to think that you have a good cigar.” Ashes opened toward the begin- ning of the pandemic on May 11, 2020—Zeno’s birthday. She said sales typically slow as coronavirus case numbers rise, but a core group of cus- tomers have sustained the business. Cigars vary in prices from $4-$5 for a cigarillo to up to $30-$35 for high-end cigars. Likewise, the amount of time it takes to smoke a cigar can vary from 10 minutes to two hours, depending on the width and type of cigar. “I want [Ashes] to be a place where you can come in and relax and enjoy yourself because cigar smoking is not a cheap hobby,” Zeno said. “If you are going to spend $20 on a stick and spend 45 minutes to an hour smok- ing, you want to be in an environ- ment where you feel comfortable.”
she wanted Ashes, the Cigar Lounge to be a place that is open and inviting to all, including women, who Zeno said have traditionally been under- represented in cigar culture. While Zeno said she always knew she wanted to open her own busi- ness—honing her entrepreneurial and management skills in graduate school—she said she never thought she would own a cigar lounge. Zeno’s cousin rst introduced her to cigar smoking as a hobby, but she found many lounges felt like a man cave, and accessories tailored for women were hard to nd. “[That experience] turned into me wanting to create a space for ladies as well as males and create an environ- ment and a homely feel where people can come together and feel welcome under one roof,” Zeno said. Zeno said she tries to facilitate that environment through decor, includ- ing turquoise and gray walls, pink lighting, wall paintings of women and a bright chandelier. The business features two main seating areas and a private smoking lounge, which is for Ashes Emerald Club and Ashes Emerald Plus Club members. In the center of the space is a humidor, the room where cigars are kept. This area keeps humidity levels between 69%-71% to keep cigars from drying out or getting too wet, to the point they would not stay lit, Zeno said. She said Ashes welcomes novice
Yonneque Zeno opened Ashes, the Cigar Lounge—a Black, female-owned cigar lounge in Austin—in May 2020. (Photos by Claire Shoop/Community Impact Newspaper)
Ashes, the Cigar Lounge has two levels of its membership program that o er exclusive perks to customers. CREATING COMMUNITY
ASHES EMERALD CLUB $400 YEAR
Ashes, the Cigar Lounge 16009 FM 1325, Ste. 201, Austin 737-202-4340 www.ashesthecigarlounge.com Hours: Mon.-Thu. 2-10 p.m., Fri.-Sat. 2-11 p.m., Sun. 2-8 p.m. • Lease of a 12-inch-by-12-inch private humidor locker with a personalized engraved nameplate and key • Access to private smoking lounge, the E2 Room, which has three big- screen TVs • Rental of the E2 Room for private events • 15% of all box purchases, 10% o all cigar and cigar accessory purchases • Invitations to special events • First dibs on in-store promotions and limited-release cigars • Ability to bring your own beverages ASHES EMERALD PLUS CLUB $500 YEAR • All of the bene ts of the Ashes Emerald Club
Cigars are kept in a humidor, which keeps humidity levels steady.
Ashes carries a variety of Black-owned cigar brands, including De nition Cigars.
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NORTHWEST AUSTIN EDITION • FEBRUARY 2022
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