Cigars 210 owner Robert Gooden
Robert Gooden, who is affectionately known as “Doc” by close friends and business associates, is not your run-of-the-mill entrepreneur. In fact—he’s far from it. Before launching his first entrepreneurial endeavor, he served eight years in the United States Navy as a Cryptologic Technician (CT), where he performed multifaceted duties worldwide at numerous overseas and stateside shore commands, aboard surface ships, aircraft and submarines, and even during Naval Special Warfare.
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Once he transitioned to civilian life, his unique cadre of skills and experience made him extremely marketable in the security management industry, where he immediately began working as a consultant to several fortune 500 companies. But even after experiencing extraordinary success, including grossing revenues in excess of $10M annually and employing over 200 local professionals, Doc became inspired to pursue a brand new idea—one that would allow him to enjoy one of his own hobbies and create a way to serve an unmet need in the local community. Enter Cigars 210.
If you’re familiar with names like Le Bijou, Gurkha, Davidoff, Padrón, Ramon Allones, and Rocky Patel, listen up. These are top brands featured by the top Cigar Aficionado, the world’s number one source for reviews and ratings on the best cigars sold worldwide. And it’s brands like these that initially caught the eye of Gooden, who wanted not only to be a choice retailer of premium brands, but also to provide an indulgent environment where patrons could enjoy his wares in style.
BlackEnteprise.com caught up with this remarkable businessman to discuss his latest venture and get some tips on how to successfully confront key challenges in business.
BlackEnterprise.com: How did you get the idea for creating an upscale cigar lounge?
Gooden: I got the idea for Cigars 210 more than 6 years ago. At this time, there were only a handful of cigar stores in the DMV that actually provided separate lounge areas where patrons could enjoy their cigars. After researching businesses in Maryland, Virginia and the District of Columbia, I realized that Prince George’s County (Maryland), would be the ideal location. I wanted to provide a unique experience and cater to the large population of cigar aficionados in the area. By creating an upscale lounge environment and providing premium retail options, I saw an exclusive opportunity to establish my niche.
But it’s not just cigars that you sell. What can patrons expect to experience once inside?
At Cigars 210, we offer a true ‘cigar lounge experience.’ We feature the largest individual leather chair seating in the area, five 60’ HD flat screen television sets, low lighting, music and one of the best ventilation systems in production, (the cigar smoke is barely perceptible!). We also offer a full range of cigar-related accessories to include lighters, cutters, humidors, pipes and pipe tobacco.
Do you cater to a diverse clientele? If not, what does your ideal client look like?
We offer a premium experience to anyone who wants to enjoy a good cigar. Our demographically diverse clientele includes both men and women; law enforcement and members of the military; state and federal government employees, as well as white and blue-collar professionals. What’s interesting is that our customer base grows weekly. Word of mouth is a powerful marketing tool for us. And, as a matter of fact, we have had several patrons who were here on international travel.
Were you afraid of failure with this venture? How have you maintained your success?
I was definitely afraid of failure; but I believe that this fear has pushed me to excel. Realizing that there aren’t many black-owned retail cigar shops, we have worked hard to ensure that we exceed our customers’ expectations. We have maintained our success by establishing and nurturing good business relationships, as well as taking excellent care of our customers; that’s very important.
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What’s been your biggest challenge in moving this business forward?
As a new (relatively unknown in the industry) retailer it has been challenging for us to establish new vendor relationships with some of the larger cigar brands. This has been in part because of the competitive nature of the industry. Some of our competition has attempted to prevent us from competing by forcing some of the major brands to not sell to us. Though this has been a challenge, it’s also been a key motivator for us. It has inspired us to be proactive and ensure that we provide excellent product knowledge and a high level of customer service to our patrons. We have overcome this challenge through strong industry relationships and allowing vendors who support us to be a part of our vision.
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What has been your biggest reward?
My biggest reward is the tremendous support that I’ve received from the black community in helping me to bring my dream into reality. Nothing brings me more joy than when a customer thanks me for bringing the lounge to Prince Georges County Maryland. To be the first black-owned cigar lounge in Prince George’s County Maryland has been no small feat. During the second week of business, a young black male (approximately 17 or 18 years old) walked in the store and asked if I was the owner. I replied, ‘Yes I am.’ He said, ‘Congratulations. I am proud of you. I would not have thought that a black man owned this business.’ In that moment I realized that the creation of Cigars 210 is not merely about me. It is also about inspiring the next generation of black Entrepreneurs.
Cigars 210 sounds amazing, but it’s not your first endeavor. When did you first decide to become an entrepreneur?
Cigars 210 is my most recent venture. In the past I have owned several other companies that provided services to the state and federal governments. After serving eight years in the U.S. Navy, I wasn’t quite sure what I wanted to do with my life. I entered the military very early—at the age of 17—which was my first real work experience. Immediately after I left the military, I began working for a company that made me quickly realize that I wanted to work for myself moving forward. I have found that over the years that I am best at working for myself. I love the freedom, flexibility and being in control of my destiny.
People are often hesitant to explore business ideas that they ‘didn’t go to school for.’ But you did and have been quite successful. What’s your best advice for aspiring entrepreneurs?
The biggest advice I can give to an aspiring entrepreneur is to believe in yourself and the power of your dreams. Do your homework. Research your venture and make sure that you are well versed in every aspect of it. Additionally, focus on your strengths and use those to your advantage as much as possible.
Where can our readers find out more about Cigars 210 and keep up with your latest musings?
Please visit us on Facebook, Instagram and our website at: www.Cigars210.com.
Karima Mariama-Arthur, Esq. is founder and CEO of WordSmithRapport, an international consulting firm specializing in professional development. Follow her on Twitter: @wsrapport or visit her website, www.wordsmithrapport.com.