Alejandro Martínez Cuenca acquired Joya de Nicaragua in 1994 and led one of the most important revivals in premium cigar history—transforming the country's first national cigar manufacturer from a struggling state-era relic into a thriving symbol of Nicaraguan resilience. The Martínez family still owns Joya today, with production at the historic Joya de Nicaragua factory in Estelí.
Under Martínez's stewardship, Joya evolved from traditional profiles to include the bold Antaño series that redefined American expectations for Nicaraguan power. The factory also became a major contract manufacturer for brands including Dunbarton and Viaje. Martínez's legacy is the proof that heritage brands can be reinvented without losing their soul—and that Estelí's oldest factory still has a vital role in the modern ecosystem.