2026 Outstanding Independents Awards Winner: Willow Smoke and Cigars

Owner: Jay Modi

Since opening its doors in 2011, Willow Smoke and Cigars has grown into a well-known destination for convenience retail under the leadership of Jay Modi. 

Built on strong relationships and attentive service, the store offers a wide assortment of products ranging from snacks, lottery tickets and beverages to tobacco, cigars, alcohol and popular gaming items such as Magic: The Gathering and Pokémon cards. 

The business has become the highest-volume independent retailer for tobacco sales in the Guelph market, reflecting its loyal customer base and consistent demand. Despite overseeing multiple ventures, Modi is a responsible retailer and actively involved in day-to-day operations. His hands-on approach allows him to connect with customers personally and respond quickly to changing preferences. Retailers throughout the Greater Toronto Area also look to him for advice on product selection and industry trends due to his vast knowledge. 

Innovation has played a key role in the company’s growth. When Ontario expanded alcohol sales in convenience stores, Modi worked with regional brewers to showcase local products. He also expanded the business by renovating the site to introduce a dedicated vape shop. 

Alongside business success, Modi supports community initiatives through regular donations to the local food bank, reinforcing the store’s place as a valued neighbourhood retailer in the Guelph area.