Talk to us about Riste.  What did you do before entering the small batch cigar market?

I do IT for my local county, after doing Enterprise IT in Chicago for the biggest semi trailer maker in the USA. Computers and Cigars are my passion.  

What inspired you to launch Jas Sum Kral (JSK) originally and now go national? 

I just wanted something that I could smoke myself anytime of the day.  I was already international before going "industry national." 

What was the hardest part about getting JSK off the ground?  Anything you’d do differently? 

If everything wasn’t hard, everyone would be doing it.   I wouldn't change a thing. 

What can you tell us about the symbolism and names used in your cigars and art? 

The art work is based on Macedonian history and folk-culture art.  Like the side bands on the Red Knight, where it looks like a textile fabric print, it’s actually from a photo of my daughter wearing an old school wedding outfit they would wear back in my village. 

How would you describe your cigars to someone that’s never experienced JSK before? 

Simple... A fuck ton of flavor and complexity.

What about the consumer.  Is there a certain type of cigar smoker that is drawn to your brand?  

I wouldn't say there is a certain kind, I know plenty of people who smoke and love JSK with various backgrounds.  If you like flavor over bullshit just spice only cigars you will love JSK. 

What does Jas Sum Kral do that other brands are playing catch up on?

I went backward according to a lot of people in the industry, or the no no route... I was direct to consumer from factory.  I went that route because I talk to a lot of people in the social media world, and people know they can contact me for question about anything. So I went straight to the people and bypassed the brick and mortar. 

Now you see a few companies going direct to consumer after trying brick and mortar. I already had the support established from consumers before i went to the shops.  I have never called and asked a shop to carry my line.  

From cigar geek to brand owner, what are the takeaways from your journey to date?   

For me the biggest take away was walking behind that curtain on stage as a consumer.   The people I have met and traveled the world from starting JSK. Knowing that people are smoking a JSK at any given time around the world is a pretty fuckin’ cool feeling. 

What can JSK fans look forward to over the next 12-18 months? 

I am dropping a lot of stuff I’ve made for private events and people since 2015 and 2016.  I have over 36 blends and 8 sizes in each blend.  I might find a chance to sleep one night.  I’m working on a collab, and also something that hasn't been done before in the cigar industry.

View JSK Cigars