Joya de Nicaragua was created at the end of the 60's in Esteli, where Caribbean experts started the tobacco cultivation a few years earlier with the purpose of supplying fillers and wrappers to American manufacturers. The tobacco demand from America was not up to expectations, so the solution was to open a cigar factory and export cigars manufactured in Nicaragua to the United States. The idea was supported by the Nicaraguan government that created a program of assistance for the tobacco growers of the northern region of the country. The economic potential of this industry immediately drew the attention of President Somoza in such a way that he decided to become the main shareholder of the Nicaragua Cigars Company, the first cigar factory in Central America that was created at the beginning of 1968. Thus the first Nicaraguan cigar brand was born under the name of JOYA DE NICARAGUA, "the Jewel of Nicaragua".