‘I usually enjoy [cigars] with a rum when I’m allowed, even sometimes when I’m not,’ jokes Dirk Seyfried, manager of the world’s oldest cigar shop, James JJ Fox Cigar Merchant, at the No. 19 St James’s Street branch. The cigar aficionado combines his passion for the craft with his Higher Certificate Masters of Habanos qualification to help HNWs choose from a wide range of brands, mainly from Cuba and other equatorial countries. From the planting of the seed to the lighting of the cigar ‘there are about 500 steps,’ he says, and hundreds of people employed within that process. Seyfried — who has worked at JJ Fox since 2012 — is dedicated to his work. ‘It’s a real privilege to work in an industry of craftsmen,’ he says.