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Lovela Premium eJuices a Premium e Liquids Interview with Borna Rang

Lovela is a producer of hand crafted ultra premium ejuices for refined palates.

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An Interview of Borna Rang of Lovela from Los Angeles, California

Interview by Premium e Liquids.com

Lovela is a producer of hand crafted ultra premium ejuices for refined palates.

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PremiumeLiquids.com:

Do you yourself vape and if so when did you start vaping and what was your greatest motivation to start vaping?:

Borna:

Yes, I vape. I started vaping about 3 years ago, with the motivation (not unlike most people) to vape an alternative to cigarettes. I initially wasn’t trying to flat out “quit” but I disliked the smell and the taste of cigs (which can be problematic in certain social situations), along with making a conscious attempt to smoke less. I thought, hell lets try this vape thing out so I don’t walk into meetings smelling like death and be able to hug my family members without being intimidated.

PremiumeLiquids.com:

Were you or are you a smoker and if so have you stayed true to vaping or have you ever returned to smoking?:

Borna:

Since vaping I have all but put tobacco aside with the exception of the occasional fine cigar a few times a year. I was smoking about half a pack a day.

PremiumeLiquids.com:

How do you think vaping could be further improved so it is more like smoking?:

Borna:

This is a tricky question. If the goal is to make vaping “more like smoking” then I think I’ll leave that up to the gas-station brands. Ie. the ones who have the cig-a-likes and whatnot. Although vaping may have come from smoking in a sense, as we share a certain clientele who enjoy nicotine, it’s in my humble opinion that to further improve vaping as stated in the question we need to set ourselves apart from smoking both in an ideological way and frankly for practical purposes of self-preservation for our industry as a whole with respects to politics and legislation. Most people who currently vape are x-smokers, mainly because many didn’t have the option of vape when we were 18 yrs old. Now at least there is an option for someone who has never smoked. I see the future generations of vapers increasingly becoming a population of people who have never and will not ever touch a cigarette. I know if I had the option of vaping vs smoking cigs I would have never chose marlboro over a delicious juice. I have many more thoughts on this subject of where vaping is on the spectrum of popular culture and identity but I’ll leave at that for now.

PremiumeLiquids.com:

What do you find are the biggest misconceptions about vaping?:

Borna:

Undoubtedly the most widely held misconception is that vaping is exactly same as smoking a cigarette, which is further perpetuated by the stillblowingsmoke campaign. Such a campaign is not meant to get people off nicotine as say, the Truth campaign a decade ago. From what I’ve seen from stillblowingsmoke, they do not offer any help on decreasing dependency from nicotine addiction they just essentially say “if Vape is the same as smoking a cigarette, so you might as well keep smoking cigarettes”

PremiumeLiquids.com:

What is your personal go to atomizer, mod and smoke juice combo?:

Borna:

I personally like the trusty Squape atomizer, with an SX mini M-class mod. I’m not as up to date on the mechanical side of our industry as I would like to be, but that’s what I’m on currently and whole-heartedly I’m enjoying my vape. As far as juice goes, there are so many great juice lines out there I don’t know where to begin. I really like what Randy from POET does, specifically the dolce nero te. Teleos is hot right now, very much enjoying their work. Also a new company called Brewell (at least new to me), they are quite wonderful. I’ve been hearing good things about the One Hit Wonder juice called Muffin Man, but haven’t tried it yet looking forward to that.

PremiumeLiquids.com:

When did you start your vape business?:

Borna:

We started in late 2014, but only really started getting traction in the Spring of this year.

PremiumeLiquids.com:

Why did you get into the vape business?:

Borna:

My background is in advertising/branding/marketing where many of my clients were in skincare industry. I eventually partnered up with a clinical skincare manufacturer to create our own skincare line. That went ok but I noticed that (and pardon my french here) that I didn’t give a shit about anti-aging creams and microderm scrubs. I decided to get into something that I myself could enjoy, be creative with and bring a legitimate value to customers. I’ve always had vape in the back of my mind. It was part of my daily life as a regular consumer. One day I approached my partner and said we need to sell the skincare brand off and make a juice line because I really need to do something I love. Fast forward a bit, I partnered up with a couple seasoned vape professionals in Tony Borriboonratana and Liza Florida. They have been in the industry for years, could navigate us through this growing jungle, and above all are both truly beautiful people who shared my vision and passion for what we were about to do.

PremiumeLiquids.com:

What do enjoy most about a business in the vaping industry?:

Borna:

I love the community aspect of this industry. For the most part the people in the vape business are so great, so real and frankly unpolished and down to earth.

PremiumeLiquids.com:

What is it like to be in the gold rush days of vaping business?:

Borna:

I must say, it’s thrilling. This industry, in it’s infancy, is facing a lot of uncertainty and growing pains. The challenges are quite visceral, which excites me as a business person. Despite the gold rush with companies jumping on the bandwagon (and you can argue that we are amongst said bandwagoners) we feel there is a lot of maturing and legitimacy on the horizon for vape as a whole.

PremiumeLiquids.com:

Do you have more than one vape business?:

Borna:

No, not yet!

PremiumeLiquids.com:

Are you interested in expanding your vape business and if so how would you expand it?:

Borna:

We are exploring a line with purely organic extracts (which was our initial idea in the spitballing stage). Not sure how viable it is at the moment because if we do pursue it, we want to do it right. Regardless, that’s something I would love to do. Beyond the standard off-shoots of apparel, drip tips, hardware, I would like to get more involved in the media and content side. Expression is key, whether through videos, short films, articles etc. I greatly enjoy that side of the industry. Also I’m a numbers junky, so preparing statistical market analyses and empirical data to make sense of the chaos is something I see as big stride to move forward, not just for us but for everyone.

PremiumeLiquids.com:

What’s the best advice you can give someone starting their own vape business?:

Borna:

As cliche as it may sound, my advice would be: Do You. Say something about yourselves, what you are like, who you are. There are too many copy-cats. I understand that may be the safe route to go but eventually if you don’t have a grip on your own voice you will be left for the next fad. Take a risk and own it. For example, I love jazz, I love the vintage classic American style. I love great food pairings and boutique hotels, small dark bars that have people playing music with actual instruments. The Lovela branding came very naturally to me, something that represents both hip and classic and hopefully our flavors can compliment the aesthetics.

PremiumeLiquids.com:

What is your top selling smoke juices?:

Borna:

Initially it was The Bee’s Knees but I think The Battenberg is taking over.

PremiumeLiquids.com:

Do you think there is anything the vape community can do to stop big tobacco from lobbying against open and free vape business?:

Borna:

We need to keep growing, put some standards in for ourselves and get some more empirical data as ammo when called to back up our ego.

PremiumeLiquids.com:

How do you think the new FDA regulations will effect you and your shop?:

Borna:

That’s a loaded question, and one that few have all the answers to. At the least it will raise the barrier of entry for small businesses, at the most it will cause a ton of taxing and unreasonable regulations designed to keep the money with the old-money so that big tobacco are the only ones who can afford to continue in vape. I’m hoping for the former if anything. Our manufacturing operates out in a GMP certified facility but that may not be enough.

PremiumeLiquids.com:

Would you be interested in joining the vaping community that is fighting for the rights of vaping and vaping businesses?:

Borna:

Absolutely.

PremiumeLiquids.com:

Do you have favorite blogs and or reviewers that you trust?:

Borna:

There are the big guns such as Phil Busardo and Grimm Green who do reviews but I personally like going through the forums, reddit and other communities to see what the general consensus is saying in live conversation. There is a lot of noise on those forums, so you have to take everything with a grain of salt but I feel it helps keep a beat to where everyone’s head is at.

PremiumeLiquids.com:

Where can we find you on the web?:

Borna:

Our website and IG mostly. Hoping to work with a great online publication, PremiumeLiquids.com soon. We’ll see how that goes 😉

PremiumeLiquids.com:

Can people connect with you on social media?:

Borna:

Yes of course. IG is where we spend most of our time but FB and Twitter are also outlets people can connect with us on.

PremiumeLiquids.com:

If you could get more involved with the vaping community socially, would you?:

Borna:

110% in fact we need to do more social media interaction hands down.

PremiumeLiquids.com:

With the new trend for (deep character development ) storytelling, would you be interest in an ongoing story about you and your vape business?:

Borna:

Sure would.

PremiumeLiquids.com:

How could the vaping community further help your business?:

Borna:

Promotion is always nice. Also we would like to get involved with a group of like-minded individuals within the vape community, not only for business opportunities but also to help shape our direction as a community.

PremiumeLiquids.com:

If the Smoke Juice Manufacturers could help you with a modernized e-commerce website for your business in exchange for your VAPE shop carrying their products, would you accept their help?:

Borna:

N/A but in general, we are always looking to co-op with good people and good companies.

PremiumeLiquids.com:

Of all the things you’ve ever been asked, whats the one thing nobody’s ever asked you that you would love to talk about?:

Borna:

Never done an interview so it’s a clean pallet.

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