Cigarren Flury AG - The memorable day
Cigarren Flury AG has been family-owned since it was founded in 1867. It is probably the oldest tobacco shop in Switzerland. „I remember it as if it were yesterday: on 30 May 1991, my father called me at the bank and said that there was an urgent meeting with the trustee today at 5.15 pm at the Schweizerhof. Zack - my father hung up and I sat at my desk and was extremely worried that something had probably happened to the company,“ Hubert Jacques Choquard, the current owner, tells me. What happened on that memorable day?
Cold, gloves and cap
Let's take a leap back. It was Christmas 1968 and Hubert Jacques Choquard was a 10-year-old boy. His parents were the owners of Cigarren Flury AG. „Guätä Taaag“, said the bright boy when customers wanted to go into the shop. He opened the door for them and bowed a little in greeting. He also opened the door to the customers who had just bought their Christmas presents and wanted to leave the shop. „Schööni Wiänächte, dancke vielmoool,“ he said, again with a little bow.
He was standing outside the shop. „It was freezing cold,“ Hubert Jacques Choquard laughs as he tells me. „I had nice gloves on, a hat too, of course, and I was wrapped up warm. But I really enjoyed this contact with the customers at that moment!“
„I always overheard my parents talking about the business at dinner,“ he tells me. „It sparked my interest early on. I remember once opening a drawer in the shop and seeing a packet of cigarettes: they cost CHF 1.25 a packet back then. But what always fascinated me most was the smell in the shop. That typical sweet and tangy scent of tobacco.“
Out of the question!
Later, the time came for Hubert Jacques Choquard to do an apprenticeship. Preferably in his parents„ business. “Absolutely out of the question!„ his father told him at the time. “That's the easiest way!" his father added.
Here you will find Cigarren Flury AG:
He continues: „You'll earn your spurs outside of our company first. You'll start by doing a three-year commercial business school.“ Zack - end of discussion! His parents and aunt worked in his parents' company at the time. He then spent two years studying languages in England, Italy and Spain.
Learning to handle money
Hubert Jacques Choquard then worked at the bank and learnt how to handle money properly. „I also worked for the bank in Singapore for two years,“ he said.
He later returned to Switzerland and worked as an investment advisor in a Swiss bank. He worked in banking for a total of 10 years. „And just then, on that day on 30 May 1991, my father summoned me to the Schweizerhof. There was an urgent meeting with the company's trustee and my parents at 5.15 pm. I thought, of course, the company is probably bankrupt, although it can't be!“
You must cancel immediately!
When he arrived at the Schweizerhof, the meeting started and his father said: „Your aunt has been cancelled at work. You have to join us and resign from the bank immediately.“ Hubert Jacques Choquard felt a punch in the pit of his stomach. Auntie's cancelled, oh dear, and now what? And anyway, what does that mean, you have to join us? Buy the company? Run the company? How am I supposed to do that? These thoughts and feelings raced from my stomach to my brain and back to my stomach in a fraction of a second. „That was my entry into the cigar business.“
„What notice period do you have?“ his father asked him. He was a man who wasted no time and said what he thought directly, clearly and precisely. „Er - two months,“ replied Hubert Jacques. „Good, tomorrow is 31 May, you give your notice and on Monday, 2 August 1991, you start in the shop.“ The meeting was over. Zack - boom - his father didn't hesitate for long! Hubert Jacques„ thoughts and feelings continued to circle in his head for a while that evening. The next day, he handed in his notice to his line manager. “I'm joining my parents„ company,“ he announced. "I think I was a bit proud, but I also had respect for it," he explained.
You can no longer hide behind your parents!
He began familiarising himself with his new role as a future entrepreneur back in July 1991. He was still working at the bank and there was always a lot to talk about in the evenings and at weekends. „I worked with my parents for 4.5 years, until the end of 1994, when I got to know the business.“ Here, too, his father was always precise and direct. „You'll take over the company on 1 January 1995,“ he told him.
Hubert Jacques Choquard thought about it. His thoughts were crystal clear: „From Tuesday, 3 January 1995, when you're in the shop, you can no longer hide behind your parents!“
„When I unlocked the door to the shop on 3 January 1995,“ he tells me, „it was a very special moment. I went behind the counter and realised that everything I decide and do from now on is my responsibility.“
Our conversation was silent for a few seconds. I allowed this moment of pause and didn't immediately pester him with the next question. „Yes, that Tuesday really was a very special day for me,“ Hubert Jacques concluded his account of this stage in his professional life.
I ask him about the availability of Cuban cigars. „How do you see the situation in 2022?“ -„It's a very interesting situation,“ he says. „Our warehouse is almost empty compared to the past. There is currently an excess demand for Cuba cigars. Customers take about half of our sales to Asia. When I order cigars, I only get part of my order, but the specialities, or larger and thicker formats, are allocated. You either buy them straight away or you don't.
It's also exciting because we keep a list of which customers we have sold which cigars to. Because I don't want to penalise anyone. If someone gets a box of Cohiba Behike today, then someone else should get a box of Cohiba Behike in a few weeks“ time."
„What about your lounge? How's business going?“ I ask him. He laughs and says: „Haiaiai - that's a story all of its own!“ Ok, I'm all ears! He tells me: „The lounge is in the same building, upstairs on the 6th floor. The space became available, I think it was in 2018. I drew up a business plan and spoke to the landlord. We were awarded the contract. We converted in 2019.
We invested a lot of money in the furniture - some of which was handmade in Italy to my specifications. Then everything was furnished (and I also got my landlord's licence). We wanted to open in 2020. And you know what happened in March...“
„Pandemic and lockdown,“ I shouted. „Exactly!“ he replied. „Can you imagine this mess? We invested money and were ready to pamper and serve our customers in the new lounge. Because the situation was so uncertain afterwards, we kept the lounge closed. But now, in May 2022, it will finally open! And we're really looking forward to it!“
„How have you organised your succession?“ I ask. „The company remains family-owned. Our long-standing employee, Mrs Tamara Burri, has been the managing director since summer 2021. I will gradually retire and work in the company as a consultant.“
Finally, I want to know which three top Cuban cigars he likes best? „That depends on a few parameters,“ he explains. „How much time do I have? Do I want to enjoy the cigar before or after a meal? What do I drink with it? Is it summer or winter (what's the temperature)? Then I like to choose a Cuba cigar with a ring 50 upwards. I rarely use thinner cigars. I don't favour a particular brand, it also depends on my mood,“ he laughs.
We end our conversation with him saying again: „Can you imagine that? In 1968, a packet of cigarettes cost CHF 1.25!“ We both laugh.
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- Photos in this article: FotoWerk 132
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Very good business
I have the same impression, but I've never been there.