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They come to Paul Davey for help every day. Most have little to no knowledge of the electronic smoking world and just stare, wide-eyed and perplexed, at the devices behind the glass: batteries, flavored e-cigarette liquid, chambers to hold liquids, mouthpieces. They're smokers—some lifers, some short-timers—who all have the same plea: They need to quit. "They'll say, 'I smoke seven [cigarettes] a day, and I've been trying to use these electronic ones, but I have no idea what's in it. I just know you buy it, you use it, and you throw it away.'"
He tells them his story. "I smoked for 27 years," he says, "and I bought my first e-cigarette online. Within a week, I had quit." Within a year, armed with his pharmaceutical background, he opened up the Vapor Loft in Orange. He sells all the necessary bits and bobs to start "vaping," the term used by e-cigarette users. But he also set out to educate customers in a community riddled with bad information, explaining everything from why it's called vaping (the devices create a water vapor that can be inhaled) to troubleshooting questions to helping them choose the right e-liquid. When the Vapor Loft opened in 2012, there were only a couple of such shops; now, Orange County is home to around 60, one of the highest concentrations of e-cig businesses in the United States.