Few experiences in life can make you feel like you own the world: finding the love of your life, owning a coveted piece of art, and yes, holding a bold rich cigar between your fingers fills your soul with serenity and confidence. With that firm conviction, it was worth flying to London to meet one of the world’s cigar icons, Edward Sahakian, at 35 St. James Street. Sahakian, the founder and owner of Davidoff of London, turned his love of cigars into a business. Over the years, he’s become one of the best cigar merchants in the UK and the world, with the help of his son Eddie. In an interview with Edward, eniGma’s Mohamed Abdel-Razek learned more about this exclusive business and the meaning of cigars in Sahakian’s life.
It was a rainy morning, but you could still enjoy walking down St James Street with an umbrella. Passing by London’s oldest bespoke shops and Cigar merchants, you could easily feel transported back to the Victorian era, or at least to when Winston Churchill used to walk down the same street to get his Cigar supply from James J. Fox. Stepping into Davidoff of London, which is also on the corner of St. James Street and Jermyn Street, it feels like a boutique. It’s far from just a shop selling Tobacco, but more of a complex experience with all the flashy big boy toys they’re selling, all related to smoking and lifestyle. Once in, you’re welcomed like royalty by a very decent and helpful staff, then you hear footsteps hitting the wooden stairs of the basement. You start wondering, well, that’s him, Edward coming up from his office located in the basement, the closest location to his personal humidor where he keeps his treasures of vintage rare cigars.
Sahakian’s humble, optimistic and noble personality imparts a sense of intimacy. You feel you have known him for years even if it’s your first time meeting him. A man who adores cigars, not only for their superficial form but also for all that they carry with them. Elegantly dressed, wearing his tailor-made suit, which he probably got commissioned at Savile Row, and a mirror-finished shoes, Sahakian was as he is always known to be, at his best.
Right next to the main walk in Humidor, we sat down on the iconic leather armchairs, and from that moment it was never an interview; it felt like a deep chat with an old friend. Starting off ,–knowing I am Egyptian- Sahakian expressed his love for Egypt and how special it is to him as the Shah of Iran is buried there, stating his deep respect to late President Anwar El-Sadat of Egypt, who opened his arms to the Shah. Reflecting on earlier years when Sahakian and his family were based in Iran at the times of the Shah. They had several breweries there, and one day his life was changed forever when the Iran revolution broke out in 1979, the event that reshaped their entire life and a new chapter had to be written by Sahakian. Moving to London in 1980, Sahakian founded Davidoff of London, turning what was a hobby into his main business. Supported by Zino Davidoff, the man himself, and blessed by his wife and life partner, Sahakian did his part and had his fingers crossed. “It’s either going to be a success, or I’ll have a lifetime supply of cigars.”, that was Sahakian’s optimistic way of looking at this adventure. Luckily, it was a life changing success for the Sahakian’s family, and they managed to squeeze their legacy right in the heart of London.
“Cigars bring people together quickly regardless of their differences”, says Sahakian who over the years has met many celebrities, from royalty to business tycoons, visiting his shop. Sahakian recalled how he met Arnold Schwarzenegger at his prime in the early 1980s after winning Mr. Olympia, crossing the road with his bodyguards, crashing into the Davidoff shop hunting for fine cigars. King Hussien of Jordan also was one of the loyal customers” “he’s the best customer of all time that I had; He used to come in with a smile on his face and shake hands with everyone in the store,” said Sahakian. From the Arab world, Sahakian had the chance of knowing Emad Eldine Al Fayed, AKA Dodi Al-Fayed, the elder son of Egyptian Tycoon Mohamed Al-Fayed infamous owners of the Ritz of Paris and Harrods of London. Dodi, who was well known to be a wealthy spoilt playboy with many hobbies, as much as his money could buy, was a cigar lover, who somehow was a regular visitor to Edward’s shop.
“You don’t need to know everything about cigars to enjoy a good cigar”, he says. Those words by Sahakian take us back to when Edward shifted from smoking pipe to cigars. At first, he fell into the mistake of smoking a full-bodied Partagas cigar on an empty stomach which got him in a nicotine rush state and almost drove him away from cigars for good. It was Zino Davidoff who advised him to switch to a milder cigar, the Davidoff No.2, that better suited him.
“Cigars are not a hobby, it’s a pleasure, it’s one of life’s pleasures”, says Sahakian who believes that cigars are made to be enjoyed. Unlike cigarettes, cigars are made from natural ingredients and you never inhale into your lungs; you just relax, taste the tobacco and blow it away for others to enjoy the aroma.
Sahakian believes that cigars may extend your life span, “As you smoke a cigar, your blood pressure goes down and your heart beats are slower . By that, it lasts longer”. I believe this could be true in one way or another if we consider historical cigar smokers like Sir. Winston Churchill and Fidel Castro both died at 90. Sahakian hopes he can prove that himself, “I am 79 now, I will do my best to live 20 years more,” said Sahakian.
Sahakian added that most of his customers share qualities which he believes to be inspired by the pleasure of cigars, notably being loving humble people once they enter the shop despite their status. As an immediate demonstration of this argument, Mr. Jeremy Hacket, the Chairperson of Hackett London, crashed in the shop while we were chatting with a humble smile as Sahakian introduced us to each other. An encounter that for Edward, has been an everyday routine for the past 44 years.
Asking him if he believes that by holding a cigar and smoking it, one can see himself as the richest in the world, Sahakian answers: “Yes, it does, absolutely in your heart and your mind. I believe the richest person is the most content one. I never experienced being a millionaire or a billionaire myself though.,” When confronted by his net worth with an online reference that he’s already a millionaire, Sahakian said, “I am sure they’re counting the cigars I have”.
As we were approaching the end of our enjoyable and informative meeting, Sahakian reminisced “I still miss Iran; I miss the earthy smell of the dusty streets and all my childhood memories with my family and all the places we used to go to, but I am settled here with my family in London, only Allah knows whether I will go back or not.”