Cigar Shop Owner Adjusting to Challenging Economy

Owning a small business today is hard. Owning a boutique shop like Nash Matti’s cigar shop is even harder. As the owner of , Matti, like many other Dacula business owners, continues to adjust to a challenging economy.

“Today’s business is hard the way the economy is,” he said. “No matter what kind of business you’re in.”

Matti said his clients are also dealing with the effects of the ongoing economic downturn and have reduced spending accordingly.

“Where they used to purchase -- for example -- a nice box, now they’re bargain hunting and shopping around and I don’t blame them,” he said. “We do the same thing. We watch what our customers do and do the same thing.”

Adjusting to changing conditions and listening to his clientele have allowed Matti to successfully manage his business despite the recession.

“If you can’t manage [your business] the right way, you’ll go under real quick,” he said.

For Matti, managing the right way also involves being smart with a dollar. He describes the dollar as tool -- one that if not used correctly is useless. Matti said it is very important for business owners to realize when to spend money and when not to spend it.

“You can’t operate like you used to,” he said.

Though Matti has successfully adjusted his operations, he hopes an economic recovery will happen sooner rather than later.

“It’s hard to predict. It really is,” he said. “I wish tomorrow.”

Until that time, Matti is thankful for the Dacula community and his clientele who have helped him stay in business since first opening his doors in 2004. Matti said his regulars have not only stuck with him, but have also become a part of the shop.

“I’m one of those retailers that loves his clientele. They keep my doors open,” he said. “They’re a blessing. They really are.”