Cigarmaker and tobacco grower A.J. Fernandez is launching a new regular-production brand dedicated to his biggest fans and supporters. Called Amar, the line was created in the aftermath of a devastating fire that broke out last year at Fernandez's cigar factory in Estelí, Nicaragua. The cigars are available now.

Amaris made at Fernandez's San Lotano factory in Ocotál, Nicaragua, and ships in 20-count wooden boxes. The lid of each box bears the message 'Gold Is Tested By Fire,' a reference to the March 2025 blaze that damaged the Estelí factory and a nod to the resilience the company demonstrated in its wake. Millions of cigars were lost, but rather than dwell on the setback, the company chose to move forward with perseverance, renewed passion and deep gratitude for those who reached out, prayed and offered support.

From that adversity, Amar was born—a brand created to honor the cigar community that stood by Fernandez during and after the fire. It pays tribute to team members, factory employees, field workers, friends and customers who continue to support his craft and passion for cigarmaking.

According to the company, Amaris thematically focused on community, forward momentum and overcoming adversity. The name carries dual meaning, reflecting Fernandez's Cuban and lesser-known Lebanese heritage. In Spanish, amarmeans 'to love,' and the company describes it as 'a brand built with love, for those who stood by us.' In Arabic, amarmeans 'moon,' with inspiration drawn from the lunar phase following a full moon—a symbol of transition, reflection and growth after challenging moments.

The band design further reinforces this narrative. The lunar phases nod to the Arabic side of the brand and AJ's Lebanese roots, while the choice of purple is intentional—symbolizing resilience, strength and growth. AMAR was conceptualized in the immediate aftermath of the fire as a reflection of what comes after hardship, and the strength it takes to move forward.

Rolled with a Nicaraguan Habano wrapper and an internal blend of Nicaraguan tobaccos, Amar is available in four sizes: Robusto, measuring 5 1/2 inches by 54 ring gauge; Torito, 6 1/2 by 50; Toro, 6 by 56; and Gordo, 6 by 60. The cigars are adorned with gold and purple bands and are priced $10.40 to $11.30 apiece, depending on the size.

A.J. Fernandez says that Amar is a medium-strength cigar line that offers earthy, woody, and spicy notes with touches of sweetness and citrus. The new smokes are available to buy.