Please find below the French translation of my interview with VDG Cigars, originally published in English.
A sincere thank you to the VDG Cigars team for this wonderful feature and for the opportunity to share the story behind Histoires de Cigares, our philosophy, and our passion for building a true cigar community.
Francis Francis of Histoires de Cigares: Building a Cigar Community on the Shores of Lake Geneva
Eight generations sharing the same name is unusual. Running one of Switzerland’s most respected cigar boutiques is another matter entirely. Francis Francis does both.
As owner of Histoires de Cigares in Morges — a lakeside town between Geneva and Lausanne — Francis brings a background in the spirits industry, four languages, and a clear conviction that premium tobacco is never really about the cigar itself. It is about what happens around it.
In this exclusive VDG Cigars interview, he opens up about curating a world-class humidor and building a genuine cigar community in the heart of Switzerland.
1. Francis Francis – eight generations carrying the same name. That is rare, almost like a living legacy. What does that name carry for you?
Eight generations is certainly unusual. It has been a wonderful ice breaker throughout my life. People rarely forget a Francis Francis, and the question usually comes within the first few minutes of meeting someone.
Beyond that, it reminds me that every generation has to write its own chapter. I don’t feel responsible for repeating what my ancestors did, but I am inspired by their resilience, curiosity and entrepreneurial spirit.
And after eight generations, changing the name now would probably disappoint a few people.
2. You speak English, French, German and Italian. Does that change the dynamic in the shop?
Absolutely.
When someone walks into the shop and hears their native language, something changes immediately. The conversation becomes more natural, more personal and more authentic.
A cigar shop is ultimately a place of stories. People don’t simply come to buy a cigar. They come to celebrate, discover, reflect or simply slow down.
Being able to speak to someone in their own language allows me to connect not only with what they want to smoke, but with who they are.
3. You have a background in the alcohol industry. What did that teach you?
One of the great lessons from the spirits industry is that people rarely buy products. They buy experiences.
Whether you’re talking about a premium vodka, a great whisky or a cigar, technical quality is essential. But what people remember is the occasion, the emotion and the story attached to it.
That lesson has stayed with me throughout my career.
4. What lessons carried over from alcohol into cigars?
More than people might imagine.
Both worlds revolve around craftsmanship, terroir, ageing, blending and storytelling. The product matters, but the experience around it matters just as much.
What surprised me was how transferable many skills were. Understanding premium consumers, creating experiences and building communities applies equally to cigars.
What I had to learn from scratch was tobacco itself. The complexity of cultivation, fermentation and blending is extraordinary.
5. Was buying a cigar shop a calculated move or a leap of faith?
The honest answer is both.
The businessman in me spent years evaluating opportunities and waiting for the right moment.
The cigar lover in me had already made the decision.
I’ve wanted to build something of my own since my thirties. When Histoires de Cigares became available, the opportunity finally aligned with the passion.
The spreadsheets gave me confidence. The heart made the final decision.
6. When did you smoke your first cigar?
Many years ago, on a terrace in Italy with friends.
The cigar was a Cohiba Siglo VI.
What I remember most isn’t actually the cigar itself. It’s the moment: good friends, great conversation and no rush.
Looking back, I realise that’s exactly what attracted me to cigars in the first place.
7. What is it about the cigar that captured you?
What fascinates me most is not the cigar itself, but what it creates.
A cigar gives people permission to take time for themselves. It creates a pause in a world that rarely pauses. It encourages conversation, reflection and connection.
I’ve seen friendships begin around a cigar, business partnerships develop around a cigar and family stories shared around a cigar.
The tobacco matters. The craftsmanship matters. But what interests me most are the stories created around it.
That’s why our philosophy is simple: Create stories, one cigar at a time.
8. What drew you to Histoires de Cigares?
Ironically, it wasn’t even my regular cigar shop.
What attracted me was the opportunity to continue a story that had already been written for more than twenty years.
I spent several months working alongside the previous owners before taking over, which allowed me to understand what customers loved before deciding what should evolve.
I wasn’t interested in changing the soul of the business. I wanted to preserve its strengths and build on them.
9. How does Morges shape the business?
Morges is a remarkable place.
You have the charm of a lakeside town on Lake Geneva combined with an incredibly international population. We are perfectly positioned between Geneva and Lausanne and welcome customers from all over Switzerland and beyond.
There is a certain quality of life here, a rhythm that encourages people to slow down and enjoy the moment. That fits perfectly with cigar culture.
10. What did you change from day one?
The first thing I changed wasn’t the inventory. It was the focus.
I wanted every customer to feel welcomed, listened to and appreciated.
At the same time, we modernised many of the tools behind the scenes and invested heavily in our digital presence. Today, many customers discover us online before they discover us physically.
For me, the website, the blog and the online boutique are not separate from the shop. They are extensions of the experience.
11. What does “luxury without pretence” mean in practice?
It means nobody gets judged.
If someone walks in asking for a rare limited edition cigar, wonderful.
If someone walks in saying they’ve never smoked a cigar in their life, that’s equally wonderful.
Our job isn’t to impress people with what we know. Our job is to help them discover something they’ll genuinely enjoy.
Luxury should feel welcoming, not intimidating.
12. How do you and Vincent Houssin complement each other?
Remarkably well.
Vincent has an exceptional memory for flavours and products. Customers can describe a cigar they smoked months ago and he’ll often know exactly what they are talking about.
He’s also fantastic with customers.
I tend to focus more on storytelling, customer experience, events and business development.
Together, we create a balance that customers appreciate.
13. The reviews suggest customers feel part of something. Is that deliberate?
Very much so.
We often say we’re not building a customer base, we’re building a community.
Many customers arrive as visitors, become regulars and eventually become friends.
The cigars matter, of course. But what people often remember are the conversations, the recommendations and the people they meet.
People return to places where they feel recognised.
14. How do you curate the humidor?
The question I ask is simple: Does this cigar deserve a place in someone’s story?
We carry classics because they have earned their reputation. We carry newer brands because discovery is part of the pleasure.
Our role is not to dictate taste. Our role is to encourage curiosity.
15. Cuban versus New World?
I refuse to choose. Both have their place.
What I do see is that today’s smokers are more adventurous than ever before. Customers are increasingly interested in exploring Nicaragua, the Dominican Republic, Honduras and emerging producers.
That curiosity is wonderful for the industry.
16. How do you decide which cigars deserve the spotlight?
A combination of timing, quality and relevance.
Sometimes it’s a new release creating excitement internationally. Sometimes it’s a hidden gem that deserves more attention.
Most importantly, it’s about helping customers discover something they may otherwise overlook.
17. Why offer spirits and accessories alongside cigars?
Because enjoyment rarely exists in isolation.
The right rum, whisky or cognac can elevate a cigar. The right lighter, cutter or humidor can elevate the ritual.
Our goal has never been to sell products individually. It’s to help create a complete experience around the cigar.
18. Are there any exclusive finds in the humidor right now?
What I’m most proud of is not one specific cigar. It’s the breadth of the selection.
Whether someone is smoking their first cigar or has been collecting for decades, we want them to find something exciting.
From beginners to aficionados, there should always be something worth discovering.
19. Why are events such an important part of the business?
Because cigars are social by nature.
Events allow people to discover new products, meet fellow enthusiasts and, perhaps most importantly, meet the people behind the cigars themselves.
Whether it’s a brand owner, blender, ambassador or distributor, these events create a unique bridge between the people who make the cigar and the people who enjoy it.
That human connection is incredibly valuable.
20. What separates a great cigar event from a mediocre one?
The cigar is not the event. The cigar is the catalyst.
If people leave remembering only what they smoked, the event was average.
If they leave remembering who they met, what they learned and how they felt, the event was successful.
21. How do you view other players in the region?
Mostly as colleagues and co-creators of cigar culture.
Of course we compete, but we also share a responsibility to promote quality, education and appreciation for the craft.
Everyone benefits when cigar culture grows.
22. How did you come across Escobar Cigars?
Escobar was already part of the portfolio when I took over the business.
What changed was my relationship with the people behind the brand. After meeting the ambassadors, I quickly realised we shared similar values. Since then we’ve expanded the range and organised several successful events together.
23. If you had to pair an Escobar cigar with a spirit?
An aged rum would probably be my first choice. Both offer warmth, complexity and generosity.
Most importantly, I would enjoy them among friends, with plenty of laughter, plenty of time and no particular agenda.
That’s the perfect pairing.
24. One piece of advice for cigar smokers?
Don’t smoke cigars to impress people. Smoke cigars to create moments.
The most memorable cigar of your life will probably not be the most expensive one.
It will be the one attached to a special memory.
25. Is your blog a deliberate strategy?
Absolutely.
The cigar world can seem intimidating from the outside.
I wanted our website and blog to become a welcoming doorway into that world.
If someone learns how to cut, light or store a cigar through one of our articles and then feels comfortable walking into the shop afterwards, we’ve succeeded.
Education is one of the best ways to grow future enthusiasts.
26. You have said that cigar smoking is more about communication than tobacco. Can you share an example?
One customer came into the shop looking for a cigar before an important conversation he was planning to have with someone close to him.
We started discussing cigars. We ended up discussing life.
Several weeks later he returned and told me the conversation had gone well and that the relationship had improved.
I don’t remember exactly which cigar he chose. I remember the story.
That’s when I was reminded once again that cigars are not really about tobacco. They’re about people.
27. How do you make the cigar world more accessible?
By remembering what it feels like to be a beginner. Nobody should feel embarrassed about asking questions.
Knowledge should be shared generously. Premium doesn’t have to mean exclusive.
It should mean exceptional.
28. What has surprised you most since taking over?
How little the business is actually about cigars.
Of course I spend my days thinking about products, humidors and events.
But the real business is people. Every day brings new stories, new conversations and new perspectives.
I expected to sell cigars. I didn’t expect to become the curator of so many stories.
29. What is the next chapter for Histoires de Cigares?
The next chapter is about depth rather than size.
We’ll continue strengthening our selection, developing events and building partnerships with producers we admire.
At the same time, one of our biggest growth opportunities is our digital presence.
Twenty years ago, customers discovered a cigar shop by walking past it. Today, they often discover it through a search engine, an article or an online recommendation.
That’s why our website has become one of our most important growth platforms. It allows us to share knowledge, reach new enthusiasts and continue the conversation long after someone leaves the shop.
The humidor matters. The website matters. The events matter.
But people won’t remember our stock list. They’ll remember the stories they created around a cigar. That’s the business we’re really in.
Create stories, one cigar at a time.
A big thank you to Francis Francis for taking the time to sit down with VDG Cigars for this interview. A special thank you also to the Escobar Cigars team for making this conversation possible.