Meet the Owners of Ash: Steve Bartell

The visionary behind New England's most welcoming cigar destination

At Ash Cigar Lounge, the experience is everything: the atmosphere, the conversation, the craftsmanship, and especially the people behind it all. We're launching a special series introducing the three founders who transformed a shared vision into New England's only Diamond Crown Cigar Lounge, starting with the man whose passion for premium tobacco and genuine hospitality helped shape every detail: Steve Bartell.

Steve Bartell, co-owner of Ash Cigar Lounge

Where It All Began: A Foundation Built on Family

Steve's journey into the world of premium cigars began not in a boardroom or humidor, but beside a quiet fishing spot with his grandfather and uncle. Picture summer afternoons where the only agenda was casting lines, sharing stories about the Red Sox, and enjoying life's simple pleasures, including the rich aroma of carefully chosen cigars. Those moments, filled with unhurried conversation and genuine connection, planted seeds that would eventually grow into something extraordinary.

"That early connection wasn't just about the cigars," Steve reflects. "It was about the ritual, the conversations, the way time seemed to slow down. Those experiences with my grandfather and uncle taught me that the best moments happen when you're truly present."

The College Discovery That Changed Everything

Like many cigar enthusiasts, Steve had a defining moment that transformed casual appreciation into passionate pursuit. In college, a Romeo y Julieta Vintage III from Habana, Cuba, introduced him to the artistry and complexity that separates premium tobacco from ordinary smoking. That single cigar opened his eyes to the craftsmanship, tradition, and sophisticated pleasure that would eventually become central to his life's work.

From that revelation, Steve embarked on a decades-long journey of discovery, learning from aficionados worldwide and developing the discerning palate that would eventually lead to creating his own exceptional products.

Steve Bartell, owner of Molon Labe Cigars

Building an Empire of Refined Indulgence

Steve's entrepreneurial spirit and deep appreciation for quality led to the creation of Molon Labe Cigars in 2018, but not just cigars. Understanding that true connoisseurs appreciate experiences that engage all the senses, he developed a complete ecosystem of refinement: small-batch, organic cigars paired with carefully crafted coffee and artisanal spirits, all designed to complement one another perfectly.

"The formula was simple but revolutionary," Steve explains. "Small batch, organic, unique, with limited production, unlike anything on the market. But more than that, I wanted to create perfect pairings, cigars that paired with our coffee, which then paired with our spirits. It was about the complete experience."

This vision culminated in Molon Labe Coffee in 2022 and Molon Labe Spirits in 2023, creating what Steve calls "the perfect trifecta of refined indulgence." Today, these products not only complement each other beautifully but serve as the backbone of signature offerings like Ash's legendary Espresso Martinis.

The Vision for Ash: More Than a Lounge

While Molon Labe represented Steve's commitment to exceptional products, Ash represents something deeper, his belief that the finest cigars deserve to be enjoyed in the finest company. Partnering with Bob and Leanne from Saddle Up Saloon, Steve envisioned a space that would honor both the sophistication of premium tobacco culture and the warmth of genuine New England hospitality.

"With Ash, I wanted something more than just a place to smoke cigars," Steve explains. "I wanted to create a space where people could truly connect—where someone brand new to cigars would feel as welcome as a seasoned aficionado, where every visit could become part of someone's personal journey."

Creating Experiences That Matter

This philosophy manifests in every aspect of Ash, from the carefully curated 90+ rated cigar selection to the thoughtfully planned themed events that have become legendary among members. Whether it's the sophistication of the annual White Party, the playful energy of Elvis in Hawaii night, or the rustic charm of Western events, Steve understands that memorable experiences require both attention to detail and genuine enthusiasm for bringing people together.

"Every event, every interaction, every recommendation from our tobacconists, it all reflects our belief that this should be more than transactional," Steve notes. "We're building a community where fellowship and appreciation for life's finer things create lasting connections."

The Heart of Hospitality

Perhaps what sets Steve apart as a founder is his unwavering commitment to making every guest feel genuinely welcome, especially those new to the cigar lifestyle. At Ash, there's no intimidation factor, no sense that you need to prove your knowledge before you're accepted. Instead, there's expert guidance delivered with warmth, education offered without condescension, and an atmosphere where curiosity is celebrated.

"The industry can sometimes feel exclusive in ways that aren't welcoming," Steve observes. "At Ash, we believe that everyone deserves to experience the joy we've found in premium cigars, craft spirits, and genuine conversation. Our job is to make that discovery as comfortable and enjoyable as possible."

A Legacy in the Making

Today, as Ash continues to set new standards for what a premium cigar lounge can be, Steve's influence is evident in every detail, from the carefully selected inventory that ensures every cigar meets exacting quality standards to the warm atmosphere that makes every guest feel like family.

Steve's passion extends beyond business success to the genuine joy he finds in witnessing connections formed, traditions shared, and new enthusiasts discovering what he's loved for decades. Whether he's personally guiding someone through their first premium cigar selection or celebrating a member's milestone achievement, Steve embodies the heart of what makes Ash special.

The Continuing Journey

As we introduce you to the other founders who helped bring this vision to life, remember that every exceptional experience at Ash bears Steve's fingerprints, his commitment to quality, his passion for education, and his belief that the finest things in life are meant to be shared.

Next in our series, we'll meet Bob and Leanne, whose expertise in hospitality and event planning helped transform Steve's vision into the warm, welcoming reality that defines Ash Cigar Lounge today.

Ready to experience the difference that passion and genuine hospitality make? Visit Steve and the entire Ash team at 92A Route 125 in Kingston, NH, and discover why so many consider this more than just a cigar lounge; it's a community where every visit becomes part of your personal journey.