Today we’d like to introduce you to Juan Carlos Jiménez.
Hi Juan Carlos, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Juan Carlos Jiménez has lived — and continues to live — an extraordinarily vibrant life. From a groundbreaking career in marine biology to a beloved tenure as a university professor, his journey has been defined by curiosity, resilience, and service. For more than 30 years, he dedicated himself to demystifying mathematics for generations of students, earning a reputation as both a brilliant educator and a compassionate mentor who left an enduring mark on countless lives.
While many his age have retired or begun to slow down, Juan Carlos is just hitting his second stride.
Recognizing early on that retirement wasn’t for them, Juan Carlos and his wife Isabella decided instead to follow a shared passion — launching Tacarón, a boutique wine and cigar shop in 2012. Thirteen years later, their venture has grown into a nationally recognized destination, earning #1 Best Wine Shop and #3 Best Wine Club in the U.S. by USA Today this past year.
His story, however, begins much earlier — and far from the shop’s shelves of fine wines and hand-crafted cigars. Born into a privileged family in Cuba, his life took a dramatic turn when, at just seven years old, he and his sister were sent alone to the United States as part of the Peter Pan program. His parents, fearing for their safety under the newly established Castro regime, made the painful decision to send them away. What was meant to be a short separation stretched into eight long years before the family was finally reunited.
The abrupt end to his carefree childhood thrust Juan Carlos into an unfamiliar world. He and his sister, now in the care of an aunt who had arrived in the U.S. with nothing, faced the daunting challenge of building a life from scratch — with no money, no English, and no roadmap. But even as a child, Juan Carlos was resourceful, finding ways to support the household and help them survive.
That determination shaped every chapter that followed. He went on to earn a Ph.D. in Marine Sciences, along with Bachelor’s and Master’s degrees in Zoology and Mathematics. As a marine biologist, he spent much of his early career conducting marine mammal research and rescue operations throughout the North Atlantic and Caribbean. Notably, he led the first recorded expedition of the humpback whale population in the northern waters of the Dominican Republic.
Juan Carlos’s passion for cigars began surprisingly early — at the age of five, when he snuck his first puff in Cuba. Decades later, in 1997, he teamed up with a Cuban compadre to produce their own line of Cuban-seed cigars, starting humbly in a garage. That small venture has since evolved into a global business, headquartered in the free zone of Santo Domingo, Dominican Republic.
His personal cigar line, Juanito’s Cigarros, available in the U.S., is named in honor of his beloved father. In addition to his own brand, he produces private labels for exclusive clients — including golf clubs, luxury car and motorcycle dealerships, cigar lounges, and organizations such as The White House Historical Association and branches of the U.S. military.
His love for wine also began at a very young age. He fondly recalls tagging along with his father to the various hotels and restaurants his family and their friends owned in Cuba. Growing up with a Spanish father—where it’s customary for children to sip wine in small amounts—his early exposure became a kind of informal training, gradually shaping him into the connoisseur of both wine and cigars that he is today.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
“My father always used to say, ‘If it were easy, everyone would be doing it.’ Hearing that at a young age created a mindset I’ve lived by ever since,” says Jimenez.
Over the years, both my wife and I have experienced more than our share of various obstacles and challenges, and starting our business in South Carolina came with its own as well, but we met them head-on, and when confronted with a plan or idea that didn’t work, we pivoted and went in a direction that did.
It’s all part of life. Work hard to achieve what you believe in, and don’t sweat the small stuff.
Can you tell our readers more about what you do and what you think sets you apart from others?
We’re not just dreamers—we’re doers. And what brings us the most joy is living out our dreams, no matter how big or small.
As I mentioned earlier, both my wife and I always knew we weren’t the “retirement” type. With our careers behind us—and both of us coming from deep roots in the hospitality industry—it was only a matter of time before we found ourselves building something new.
(Yes, I once owned a restaurant while also working as a college professor. And Isabella spent nearly her entire career as a successful restaurateur, running two highly regarded establishments before selling them and becoming a sales manager for a world-renowned luxury hotel chain.) Hospitality is in our DNA.
But this time, we set out to create what we called our retirement business—with a more relaxed approach and a simplified plan that we summarized in a single vow:
We’d open a boutique business centered around my cigars—offered wholesale to the public, which I still do to this day. We’d curate an exclusive selection of affordable boutique wines from around the world—intentionally avoiding California wines to bring something different to our area. We’d launch our own line of slow-roasted, Cuban-style coffee. And we’d carry a handpicked collection of gourmet items and entertaining essentials.
The business would be open just three afternoons a week, from around 11 to 5 – which has since been modified to Noonish to 4pm.
We started on a shoestring budget. Our only advertising? A highway sign and my red convertible parked out front, with license plate ‘CIGARRR’.
Thirteen years later, the only real changes we’ve made are practical ones: we phased out the home décor to make more room for more wine, and we scaled back the gourmet selection for the same reason.
We started slow, but word spread fast. It didn’t take long for our distinctive and diverse wine selection and Cuban seed cigars to turn us into a true destination, attracting a wide range of clientele – from lowcountry locals to travelers from up and down the Eastern Seaboard and beyond.
Our shop has a distinct vibe that people genuinely connect with. We’re deeply knowledgeable about every product we carry, and we truly love our clients and treat them with the utmost respect. This combination, we believe, is what keeps them coming back.
Who else deserves credit in your story?
A great deal of credit goes to my wife. The decor, art, and aesthetics of the shop are all her doing, and although she’s no longer able to be there due to a disability, she continues to play a vital role behind the scenes. She manages all of our client communications—newsletters, weekly ads, and social media—and takes charge of the detailed planning that goes into our many private events.
We’re also incredibly fortunate to have two amazing women working with us at the shop. They treat the business as if it were their own, and we deeply appreciate their dedication, strong work ethic, and the care they bring to keeping everything running smoothly.
And of course, we owe so much to our loyal clientele. Their continued support over the years has been the foundation of our success, and we’re truly grateful for the trust they place in us.
Pricing:
- Bodega Wine Room filled with wines for under $16
- Cigars sold at wholesale prices to the public
Contact Info:
- Website: https://www.tacaron.com/
- Instagram: https://www.instagram.com/tacaron_boutique_wine_shop/
- Facebook: https://www.facebook.com/profile.php?id=100027689484954
- Youtube: https://www.ted.com/talks/juan_carlos_jimenez_my_life_as_a_cuban_refugee
