Box Press

Meeting and Relationship: Robert Caldwell and Matt Booth have known each other for approximately 14–15 years, having first met in Honduras. They describe their friendship as intimate and non-traditional, noting that they have traveled together and met in various cities like Paris and Los Angeles outside of the cigar industry.The "Room 101" Name and Brand Philosophy: Matt Booth explains that the name "Room 101" is a nod to George Orwell’s 1984. He views the brand as a champion for the creative spirit and individual expression against the pressures of conformity. Booth launched Room 101 in 2003 with hand built jewelry and fashion before expanding into cigars.Industry Perspectives: Both speakers acknowledge their roles in the cigar industry while noting that they are both independent spirits. They discuss the industry's shift in perception regarding 60-ring gauge cigars, noting that while once considered "big" and less expensive, they are now normalized and demand premium pricing. Both highlight the importance o