Joya of Nicaragua

Joya de Nicaragua, known as Nicaragua's oldest premium cigar brand, was established in 1968. When Alejandro Martinez-Cuenca acquired it in 1994, the brand was a faded gem, having suffered badly from a war which led to the fire of the original factory. Martinez Cuenca brought new ideas to the company, rehired many of its former rollers and blenders, and finally relaunched Joya de Nicaragua in 1970. Since then the brand has grown dramatically.