Anthony Diederich hopes to light up the holidays for his customers, one puff at a time.
The owner of La Grange Premium Tobacco is easing into the hustle and bustle of the holidays, stocking customer favorites and adding a Santa hat to his unofficial mascot, a cigar-smoking skeleton smiling at passersby from the window.
Diederich also proudly displays the world’s largest mosaic-tiled cigar in the window, as well as Punch, a life-sized colorful wooden assistant stationed at the door with a cigar in hand.
But the store’s centerpiece is a massive custom-built humidor capturing the 70-degree temperature and humidity of a balmy summer day to preserve inventory, the owner explained.
Sixteen years ago, Diederich said he was bored with selling consumer electronics and decided to open the cigar shop at 48 S. La Grange Rd. He said he started smoking in college, soon preferring cigars over cigarettes.
“Cigars have an enjoyable taste as long as you don’t inhale,” he said. “They’re much better than cigarettes.”
Unlike cigarettes, cigars don’t contain additives, though they do have up to 40 times the nicotine, Diederich said.
“If you’re not used to it or it’s your first time, you will turn green,” he cautioned. “With nicotine poisoning, a lot of people end up in the ER, breaking out in a sweat or feeling dizzy.”
Nicotine causes blood sugar to drop, so he advises new customers or those trying a new product to keep some candy or a sugary soft drink nearby to counter the effect.
When asked about the cancer-causing risks of smoking, Diederich responded, “Moderation is always the key to anything.”
“As long as you don’t inhale, the chance of something happening is incredibly low,” he said. “You have a better chance of getting struck by lightning.”
The Centers for Disease Control reports cigar smokers are at increased risk for various kinds of cancer, gum disease and tooth loss, heart disease and lung disease.
Although the tobacco Diederich sells isn’t chewed and swallowed, he uses a number of analogies with food and drink to explain his products.
“Just like wine, it’s all about the soil and the amount of sun for tobacco, whether it’s grown in Honduras or Nicaragua,” he said. “Each environment creates its own unique character and taste.”
Although some of his customers prefer Cuban cigars, Diederich said it will take time before trade restrictions are lifted, and he’s in no rush, because he said he distrusts communist countries.
“Initially, people will want them like crazy, but the more they sample, they’ll find others from the Dominican Republic better and less expensive,” he said.
Hand-rolled cigars are the best, compared to those produced by machines using filler, called chop, Diederich said.
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“Once you get a really good hand-rolled cigar, it’s like going from hamburger to steak,” he said. “Unless you’re a cheapskate, you wouldn’t go back.”
Diederich said the bulk of his business is cigars, which cost $5 to $10.
“You can go way over like $100 for one, like an expensive bottle of wine,” he said. “Is it worth $100? You’ll enjoy it. If only we could all be like Donald Trump, we could buy one every day.”
Cutting into his business are state and county tobacco taxes, which total about 72 percent and are built into the price of each cigar, Diederich said. Sales tax is additional and will total 10 percent in January with Cook County’s 1 percentage point increase.
Although many businesses have an online component, Diederich said he has resisted, due in part to the hassle of paperwork and paying taxes in a number of other states.
“Tobacco sales, even on the Internet, require proof of age, and that should be done face to face,” he said.
Personal service is what keeps customers coming back, they said.
“It’s a friendly place to come, sit down, relax and smoke,” said Ed Sidor, a customer from Berwyn for at least 15 years. “You don’t get that in a big box store.”
Sidor said he comes for his favorite cigar, the Aroma de Cuba from Nicaragua, but he appreciates a good selection of pipe tobacco, too.
“They have more variety than most places, and if there’s something they don’t have, they can usually order it,” he said.
Thierry Menguy from La Grange said he’s been a customer for six or seven years.
“I really enjoy this place,” Menguy said. “They have great cigars and a good host. They’re very friendly here.”
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