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Values (IV): Pride

Pride is, for La Aurora, a huge value that has to do with what we are today, with our origins, with the memory of our peasant provenance, and with what we aspire to be.

La Aurora is the oldest cigar factory in the Dominican Republic. We can say this with pride and we do show it to the world, since 1903, because it is written in our DNA. These are our roots, this is our tradition and, furthermore, this is the beginning of our future.

This doesn’t mean we are not open minded enough neither to the new market trends nor, of course, to the use of quality tobaccos where ever other countries are harvested to include them in our blends. We believe in mixing to improve, to have good results, but the base of our cigars is always the leaves of what we consider the best tobacco in the world: Cibao Valley’s tobacco, Dominican Republic.

La Aurora was born in 1903. It was founded by Eduardo León Jimenes, son and grandson of tobacco growers, from a peasant origin, and it was the seed of one of the largest business group in the history of Dominican Republic: the León Jimenes Group. La Aurora-León Jimenes have been, and still they are, country brands with an awareness recognizable by all the Dominicans, just beside Presidente beer or Nacional cigarettes: La Aurora – León Jimenes are Dominican Pride too.

But, in the Dominican way of living, there is no place to comparisons with anybody. It is a humble mentality with no room for arrogance. To be proud of what you are or of your achievements, or of the land where you have born, nearly 112 years ago, where you strive hard and faithfully to keep your tradition staring at the future, doesn’t mean that you think you are better than anyone: it simply means that you believe in yourself and in the Dominican Republic, the largest premium cigar exporter in the world.

                La Aurora is León Jimenes and both are Dominican Pride since 1903.


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Values (III): Honesty

Thelma Santos, our sales analyst, can personalize one of our most important values (which is also key in her role within the company): honesty. If you’re looking for a nice story, some kind of white lie to feel well, you better don’t ask Thelma because she will just punch you off with a hard truth like a hammer. That’s her job and she is competent in her tasks and her way of being is honest and loyal, merits that are worth in La Aurora.

Honesty means that La Aurora is loyal to its consumers. In La Aurora we do what we say and we say what we do, with absolutely transparency, and that’s why we have open doors politics in our factory to our visitors to the point that we have become the first tourist attraction in Santiago de los Caballeros by Trip Advisor (and with several awards you can check here).

And when tourists come and visit us, what we show is our factory in its day by day, with the boxes ysantanain the middle of the way, all the crowd of workers doing his up and down tasks smiling and greeting people, and if William Pichardo, the reader (we still maintain the tradition of the guy reading the news to the rollers) is in this position, they see him reading; and if it is not his time, they don’t. Our visitors can see what and how we do, it is not some kind of theatre prepared for them, and you can come too and see it.

Honesty is show us to the world as we are and tell what we do, something that have always distinguished us so much that, even, there is a book written about the León family tradition that everybody can read in this link “Huella y memoria“.

La Aurora is honesty and it is since 1903.


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Values (II): Innovation

We never get tired, and we never will, of saying that La  Aurora is the oldest cigar factory in the Dominican Republic, the original, let’s say for those whom the word “ancient” sounds like obsolete, outdated, old fashioned. La Aurora was founded in 1903, 111 years ago, and its evolution during this time has nothing to do with being neither obsolete nor outdated nor old fashioned, but quite the opposite, precisely because one of its core values: the innovation.

Innovation means that La Aurora has always been one step ahead in its offer to consumers, that has always presented innovative, breaker and different products and that is what has made, 111 years later, La Aurora to be still there, trendy, on top. Because we use our history and our tradition as background, it is not a burden, it is a baggage. And so we do not mind being the oldest, if that means being wise, experienced, expert…

We could put many examples in the long history of this company that was born from the dream of a young, enterprising and hardworking man, Eduardo Leon Jimenes, but we have today in the IPCPR, at booth 18813, a product that is unique in the world, that no one has imagined before: La Aurora Training Kit Emerald.

Come to the booth if you want to see it and if you’re not in the IPCPR, you have an extensive explanation on this link: La Aurora Training Kit: Train your nose.

La Aurora is innovation and it is since 1903.

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