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By: VP Media Vicky Talbot
In the heart of Puerto Rico, nestled within the vibrant streets and surrounded by the island's lush beauty, stands a remarkable establishment that has quickly become the go-to destination for entertainment and relaxation. JJ Cigar Lounge, owned and operated by Jessica Velazquez, a visionary woman from New Jersey, has redefined the essence of a cigar lounge, making it not just a place to enjoy a fine cigar but also a sanctuary for those seeking a slice of serenity amidst their busy lives.
Jessica Velazquez embarked on her journey with a clear vision and an unwavering determination to create something extraordinary. Her story is not just about opening a business; it's about breaking barriers, challenging norms, and setting new standards in an industry traditionally dominated by men. When asked about what being a woman in business means to her, Jessica’s response encapsulates her drive and independence: "Not needing approval from anyone above me. I'm the one that makes decisions and I hold myself to a high standard." It's this spirit that has propelled JJ Cigar Lounge to its extreme popularity.
The motivation behind starting JJ Cigar Lounge was rooted in both opportunity and challenge. Inspired by a friend who owns a cigar shop in Jersey City, Jessica saw potential in bringing a touch of sophistication to the cigar lounge concept despite not being a smoker herself. Her dedication to crafting an inclusive environment led her to extensively research and design JJ Cigar Lounge to cater equally to aficionados and novices alike.
Daily preparation at JJ Cigar Lounge begins with meticulous attention to cleanliness and detail—a testament to Jessica’s commitment to providing an unparalleled experience for her customers. The pride she takes in her walk-in humidor showcases not only the variety of premium cigars available but also symbolizes the care put into every aspect of the lounge.
Despite facing unforeseen challenges such as plumbing issues due to previous tenants' negligence, Jessica views every obstacle as part of her journey towards perfection. "It is perfect because it is mine," she states confidently, underscoring her philosophy that true satisfaction comes from overcoming hardships.
Jessica’s transition from New Jersey to Puerto Rico was driven by her deep connection with her Puerto Rican heritage and an instant love affair with Isabela—a picturesque town where she ultimately decided to plant her roots. This move was more than geographical; it represented a significant shift towards achieving personal peace and fulfillment.
Her steadfastness is evident when discussing potential setbacks or thoughts of giving up—"I know this is going to work," she affirms boldly. It's this blend of optimism and realism that has guided Jessica through the ups and downs of entrepreneurship.
What fuels Jessica’s drive is not just personal ambition but also creating memorable experiences for those who visit JJ Cigar Lounge. She cherishes each customer's satisfaction above all else, ensuring that everyone leaves with positive memories.
The acceptance and support from the cigar community have been overwhelming for Jessica, affirming her belief that closed doors often lead one toward their rightful path. She reflects on success as not merely financial gain but finding joy in one’s endeavors regardless of difficulties faced along the way. We had the opportunity to Interview Jessica Velazquez.
Photo Courtesy: Reggie Johnson
INTERVIEW:
• What does being a woman in business mean to you?
Not needing approval from anyone above me. I'm the one that makes the decision and I hold myself to a high standard. I like that people expect a man and get impressed/ shocked to see me.• What was your motivation to start JJ Cigar Lounge ?
My friend owns a cigar shop in Jersey City. He suggested I go into the business back in 2017. I thought it was a great idea but there was a problem, I don't smoke and didn't like the smell. I was determined to make it work, so I visited places and spoke to owners of Cigar locations. I wanted to get used to the cigar smoke in the air, get perspective from the owners, and make sure I got this right for the consumer.• What is your daily routine to prepare JJ Cigar Lounge for your Customers?I CLEAN. It's funny to me. I clean at night and clean in the morning. I want people to enjoy coming to a clean place and feel comfortable. I'm meticulous.
I look at the Humidor, smile, and open the lounge. In the entire lounge, I'm most proud of my walkin Humidor.• What have been the biggest difficulties you encountered in this job?
There have been hiccups with cement that was poured into the plumbing from a previous tenant. Constant flooding. Everything else is perfect. It's perfect when it's full, it's perfect when it's empty. It is perfect because it is mine. Even when there are hiccups, it is my perfect.•How did you come from NJ and end up in Puerto Rico? Explain your journey.
I am from Puerto Rican descent. I've been visiting Puerto Rico since I was 3 months of age. I always wanted to live in PR and thought I would move to Aguas Buenas, PR. In 2015, I went to Aguadilla to catch a flight but couldn't get on with my mother. We stayed until the next day and saw Isabela, PR during the day. I fell in love with the town. In 2019, I decided I was done with NJ and gave myself a year to two years to move to Puerto Rico to have my cigar bar on the beach in Isabela. I moved in 2021 and found my location in Dec of 2022, not on the beach so I changed it to a lounge.•Are you happy with your decisions?
Absolutely. I have a sense of calm being here. People that know me back in NJ have told me, I look more relaxed. It sounds like I was wound up but I tend to have a more positive outlook because I choose to be happy.• You never thought about abandoning it?
No. I know this is going to work. I see others in this business and I know this is going to work. If it is worth it, you keep going. Most successful people go through the storm and see that the rain water created the green grass and flowers to grow.•What motivates you?
My persistence. The customers. I want those that come to the lounge to have an amazing experience.• You have opened many doors, but have others been closed to you?
The cigar industry has welcomed me. I am happy to enter this world of cigars. Whatever that has been closed was not meant for me. It is easy to say that now, doesn't mean that I understood it at the moment.• Do you think there is an objective formula that allows any businesswoman to achieve success?
Know what you want. Know that there is no such thing as easy. There's always something that will test your strength, your decision. Try not to sacrifice what you believe. Persistence in your passion is thrilling.•How far would you be willing to go to achieve your professional goals?
I will go as far as I am comfortable.• Could you give us a definition of what you understand success is?
Being happy with what you're doing. The choice you made and the happiness it brings you even if it is a difficult road, allows you to keep going because you are happy. Of course bills need to be paid, but the saying is true, do what you love and you'll never work. You do work, but you find joy. I look at my lounge when I'm alone in it and remember the day I walked in to look at the place. The change of what it looked like and the literal blood, sweat, tears, and injuries to get to what it looks like today. Getting through the beginning and the hard times is success to me.• How do you define your style, who are you inspired by?
I don't have inspiration from people, I just see something I like and put it on. I have a dress originally from the 1960s that I love wearing. I wear flowy summer dresses, slacks and a blouse, anything in my wardrobe that I feel is right for the day. I love the elegance of my lounge and want to dress for the place.• What have you learned from your previous self?
Not every bad situation is a bad thing. Let go of the little things and realize that happiness takes you further than sadness. Unfortunate things happen. It is ok to take a moment and be upset, but do not let that define your path. Change can be a very scary but great thing. There have been people in this world that make a difference in their own life later on in their life, not always at a young age of 23 or so. Happiness is freeing, even if it comes with a difficult decision.• Do you think that recognition has real value when you receive it?
. When I receive it in the cigar world, I do get happy because I have created my lounge for the cigar world. I do not hide the fact that I don't smoke. It is my personal choice. Yet, I ensured the cigar smoker had an amazing experience at my lounge. It is my lounge for them. I did my research for the cigar smoker and non cigar smoker. I have great reps/ friends that help me with the cigars.• To almost finish the interview, being so young, what goals would you like to achieve for your future self?
To be like Rita. Rita is the owner of Cigar House in San Juan, PR. She is an impressive woman I have had the pleasure to meet and speak to. The caliber of knowledge and respect to be a woman in this industry when she entered it is spectacular. Next to her, I am the second woman only cigar lounge owner. I want the customers to continue to enjoy the lounge.• What advice would you give to other women who want to go into business?