About Us
Choice™ began with a simple idea in Miami.
It wasn’t quick, and it wasn’t easy but that was never the point. CHOICE™ exists because we believed adults deserved a thoughtfully crafted way to enjoy a familiar moment, done with care, intention, and respect for the experience itself.
From the very beginning, we believed that a familiar experience deserved to be done right. Not rushed. Not copied. Not pulled from a shelf. We set out to create something original—something built with intention and capable of standing on its own.
That commitment meant taking the long road. We tested, refined, and tested again, paying close attention to how every detail felt in real moments of use. Texture. Consistency. Rhythm. When something came close, we pushed further adjusting, reworking, and starting over until it met our standards.
Our journey led us across the United States, where we partnered with experienced manufacturers and craftspeople who understand precision and quality. We studied processes, asked questions, and learned what it truly takes to deliver consistency at scale without compromising the experience.
Over time, this dedication shaped the foundation of CHOICE™. Every decision, every refinement, was made with one goal in mind: to create an experience that feels familiar, dependable, and effortless to enjoy. No shortcuts. No unnecessary complexity. Just a product designed to fit naturally into the ritual people already know.
What Makes Us Different?
Flavor and Consistency
Each CHOICE ercig is carefully crafted to deliver a smooth, balanced flavor and a consistent experience from start to finish.
Novara™
Novara™ sits at the heart of the CHOICE™ experience. Carefully developed and refined over time, it brings together feel, presence, and balance in a way that feels natural and familiar. Designed to complement the ritual smokers recognize, Novara™ helps create a smooth, steady experience that’s consistent from moment to moment subtle, composed, and easy to enjoy.
Proprietary Development
Every aspect of Choice™ was created from the ground up. Years of refinement produced a formulation unlike anything else available.
Authentic Ritual
For adults who want the act, taste, and moments of smoking—without the modern compromises.
Made in the USA
Produced to high quality standards in our US facilities.
Accessible
Built to be not only distinctive, but also sensible. Choice™ offers the smoking experience at a fraction of the cost of traditional options making it easy to enjoy daily, without the usual expense.
Our Mission
CHOICE™ exists to celebrate and elevate the familiar ritual of smoking for today’s adult. Our focus is on delivering a smooth, consistent, and satisfying experience that fits naturally into everyday life. Every detail is crafted with care, precision, and quality in the USA, designed to be reliable, approachable, and enjoyable. Our mission is simple: preserve the ritual, enhance the experience, and make it accessible to those who value familiarity and consistency without compromise.
Why Choice™?
We believe smoking has always been about more than a habit. It’s about the ritual, the flavor, and the moments you choose to enjoy. CHOICE™ is crafted to honor those moments delivering a familiar, satisfying experience that fits seamlessly into your routine.
Experience the ritual. Choose wisely. Choose Choice.™
See What Our Customers Are Saying
““I like it better than my regular cigarettes. I now prefer Choice over my other brand."”
Vicki R
““Choice feels authentic, but it’s clearly different. It’s become part of my daily routine, and honestly I prefer it.””
Carlos M.
