Instead of burning tobacco, the electronic cigarette produces a vapour that has the appearance, sensation, and most of
the flavour of tobacco smoke, and a choice of nicotine level. Some electronic cigarettes don't contain nicotine.
Because our e-cig looks just like a traditional cigarette, all the actions and rituals are the same as conventional
smoking, except that there is no ash to flick, and it produces no second-hand smoke. This gives users a similar
experience to traditional cigarettes, yet without the harmful coctail of chemicals that is produced by burning tobacco.
Warning: Electronic cigarettes are not recommended for non-smokers or ex-smokers, and versions that contain nicotine
should not be used by pregnant or lactating women, or by anyone who suffers from a heart condition. We urge users to
keep them out of reach of children and pets.
Our Business Principles
As social entrepreneurs we've recognised a key social problem and developed an entrepreneurial solution that fits with
the lifestyles of our consumers. In other words, we have helped achieve social change, while making a profit.
Our innovation is targeted around the vast majority of current smokers who actively seek a fresh alternative to
conventional cigarettes. We understand how they are left feeling disenchanted
by the hazards of smoking,
by the impossibility of quitting and dissatisfied
by the social stigma.
A Pragmatic Focus
Electronic cigarettes address these unresolved needs and desires, allowing consumers to enjoy their habit, without
harming themselves or disturbing others. And because our products eactly resemble conventional cigarettes, they get to
keep their familiar rituls of smoking, while changing their consumption for good.
, our Chief Executive is a specialist in Innovation and Business Model
Generation. James launched his first branded product in 1993, and has been responsible for many complex turnkey
projects in the food, wine & lifestyle sectors.
James has over 10 years’ experience in helping those who want to switch. This includes delivering a smoking cessation
project for GlaxoSmithKline to complement their NiQuitin CQ brand. He leverages his background in change management as
an Executive Consultant in the Business Transformation Unit of KPMG Consulting in London where he managed projects for
high profile clients such as Credit Suisse, NatWest and Airbus.
James began his career on the management trainee programme of Tiger Brands in Johannesburg and then as a jeune
with CarnaudMetalBox in Paris. He has an MA in Politics, Philosophy and Economics from Oxford University and
an MBA from INSEAD where he was awarded the Sasakawa Young Leader Foundation Scholarship.
Although we keep some of our know-how
confidential, our goal is to be transparent about the safety and efficacy
of our elecronic cigarettes, and to behave with complete integrity in all of our interactions with customers, suppliers, partners, investors and our business and social networks.
For the past three years, we have continuted to design quality into our premium electronic cigarettes. Today our
consumers enjoy sealed cartridges with the finest quality liquids. It gives us satisfaction to know that they enjoy
‘clean nicotine’ without Carbon Monoxide (which previously starved their blood of oxygen) or any of the tar
previously hampered their lung function and caused coughing. And that they can avoid the conflict of passive smoke.
We pride ourselves on being reliable: Always keeping our promises as individuals; Consistently developing products to
world-class standards; and Patiently building solutions and relationships that will endure for the long-term.
Our Contact Details
Case Postale 6531
Avenue du Léman 36