<p>Charismatic species bring about particular challenges for conservation. <i>Abies guatemalensis</i> Rehder is a native fir highly valued in Guatemala whose nature conservation authorities have granted it a multi-layered protection status. This protection has certainly prevented massive international trade from happening but, at the same time, it has hindered the full recognition of community-based forestry strategies stemming from the sustainable use of this species. Local users around fir forests, however, have come up with their own conservation narrative on this species and openly questioned what they perceive as an ambiguous and too stringent legislation. We interviewed key players at the local (<i>n</i> = 34) and institutional levels (<i>n</i> = 2) across six municipalities located within the natural range of the species to gain nuanced insight into the chances for commercialising <i>A. guatemalensis</i>´ seeds under current conditions. In doing this, we explored the social context under which this tree species is both used for making a living and revered as part of an ancient forest ecosystem, documented local notions of tree abundance as a proxy for seed availability in the area, and assessed the locally perceived socioeconomic viability of activating a local seed-based commercialization scheme. We found a shared notion of convivial forestry for the species and a deep-seated sense of territorial identity where this fir has become a symbol of belonging. In addition, key forest users perceive contemporary levels of seed availability as sufficient to sustain a nation-wide strategy for commercialisation although caution is in order in light of decreasing population viability.</p>