Stephen Ruff | Inside the Ritual

Stephen Ruff, a UPVC doors and windows manufacturer by day and a cigar enthusiast and content creator by evening, is based in Swansea.

He first tried a cigar at a young age thanks to a friend, and instantly found something intriguing about the experience. At 18, he bought his first cigar from a local tobacconist in his hometown.

Over the years, cigars became part of special occasions, weddings, celebrations and meaningful moments.

Eventually, he began to appreciate the ritual and relaxation of enjoying a cigar in solitude. That deeper appreciation led him to start his Instagram page, which opened the door to a fantastic community of fellow cigar lovers, including both enthusiasts and professionals in the industry.

Today, he is proud to be a Toro Puro Ambassador, helping to share the ritual and the culture with a wider audience.

For Stephen, cigars are more than smoke and ash:

‘The cigar ritual for me, as I’m sure it is for many others, is about slowing down time and truly being present in the moment. Whether I’m enjoying a cigar alone in quiet reflection or sharing one with great company and meaningful conversation, it creates a space to disconnect from the noise of everyday life. It’s not just a smoke, it’s an experience, a moment of mindfulness, and often, a connection to people and stories that make it even more special.’

Stephen’s Ritual

A typical cigar session for Stephen includes a comfortable setting and music in the background.

His favourite pairing?

‘You can never go wrong with a black coffee or a good scotch.’

And always, music to set the tone:

When at home, Stephen enjoys cigars in his personal cabin lounge, which he built himself.

‘Living in Wales we are unfortunate to not have cigar lounges, but failing that you can’t beat a good beer garden with good company.’

When smoking alone, the ritual is about being fully present.

‘While smoking a cigar if on my own, I like to have my music on low and sit there taking in everything I can from a cigar. From the flavours to aroma. If outside in the sun, listening to the birds chirping and taking in the nature around me

Stephen’s Go-To Cigars

‘These 3 cigars never let me down, always with amazing flavour and construction.’

Romeo Y Julieta Churchill 
My father Le Bijou 
Simon Beltre Andullo

Stephen has also curated a personal selection of cigars and accessories from Toro Puro that reflect his own ritual. Make sure to scroll to the bottom of this page and explore the full collection.

One Memorable Moment

’My fellow ambassador and great friend James Drew and I have shared countless cigars over the years, but one that will always stand out was the one he gifted me on my wedding day — a 1989 Romeo y Julieta Short Perfecto.

At the time, it was by far the most vintage cigar I’d ever smoked, and the moment made it even more special. The generosity James showed in sharing that piece of history with me is something I’ll never forget and something I truly hope I can one day repay.’

Advice for New Smokers

‘Explore different cigars and truly find what you enjoy and develop your palate. Don’t let someone decide for you what is good and what isn’t.’

What Does It Mean To Be Part Of Toro Puro

‘Being a part of Toro Puro is a true honour. From the first time I met with Lisardo I knew it was something I wanted to be involved in, and anything I could do to help Toro Puro succeed I wanted to do.’

Community and Connection

’Through smoking cigars, I’ve had the privilege of meeting people who’ve become true lifelong friends, the kind of people I can rely on without question, who have my back 100%.

Without cigars, our paths might never have crossed. It’s incredible to think that a shared love for a simple plant has brought so much into my life, connection, support and genuine friendship.

I truly hope everyone finds something that brings them the same kind of community and meaning.’

Looking Ahead

‘Being a part of the younger generation of cigar smokers, things are evolving quicker than ever before. It’s blending the older gentlemen style with modern day and it’s been great to be a part of it. Meeting other people, no matter their age, and enjoying conversations and learning from people from all walks of life is what it’s all about.’