Season 6 of Deep Cuts Live continues with a high-energy conversation featuring Paul Copeland, owner of Shore Thing Cigars—one of the most experience-driven retail concepts in the premium cigar industry.

In this episode, host Antoine Reid sits down with Paul to explore what it really takes to build a modern cigar retail business that goes beyond product and into atmosphere, hospitality, and storytelling. From launching a second location to rethinking customer engagement, Paul shares his unfiltered perspective on why the future of cigar retail is rooted in people—not product.

The conversation dives into:

• Why hospitality should come before inventory

• How lighting, music, and environment influence cigar sales

• The reality of limited editions and industry trends

• Retail mistakes that are holding shops back

• What trade shows look like from a seasoned retailer’s perspective

• Paul’s approach to creating “raving fans” instead of one-time customers Paul also opens up about joining the PCA Board, his philosophy on business and life, and why he refuses complacency in everything he builds. Whether you’re a retailer, a cigar enthusiast, or someone curious about the business behind premium cigars, this episode delivers raw insight, strong opinions, and real-world experience from one of the industry’s most outspoken voices. =============================================

Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates.

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