Alright – so today we’ve got the honor of introducing you to Dione Laufenberg. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Dione , thanks for joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

Absolutely. My approach is deeply rooted in my personal experience as a business owner. I’ve successfully owned, operated, and transformed businesses, including a day spa and an online brand. This firsthand experience gives me a unique understanding of the challenges and opportunities my clients face.

I’ve signed leases, navigated white-box buildouts, and built brands from the ground up. This enables me to see beyond a single real estate transaction. I take a holistic view of my clients’ businesses, offering not just location services, but also business consulting, lease negotiation, and branding advice.

At the core of what I do is a commitment to creating a seamless, client-focused experience. I understand the complexities of commercial real estate transactions and work diligently to address my clients’ needs with care and professionalism. My ability to anticipate potential challenges and structure deals strategically ensures my clients are positioned for long-term success.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My journey into this industry is rooted in my experiences as a serial entrepreneur. Over the years, I’ve successfully owned and operated a day spa and launched an online brand, both of which taught me the importance of delivering exceptional customer experiences. These ventures gave me a deep understanding of the challenges and triumphs business owners face, and they fueled my passion for helping others achieve their goals.

I’ve built my business on principles of optimism, goal-setting, and manifestation. I’ve turned my dreams—whether it’s homeownership, establishing businesses, or investing in properties—into reality. Now, I’m committed to helping my clients do the same by offering tailored solutions to meet their unique needs.

Throughout my career, I’ve been honored with recognitions that reflect my dedication and work ethic. From receiving the BEAM Award for Outstanding Black Adult Mentor to being a participant in Goldman Sachs’ One Million Black Women: Black in Business program and earning Beyoncé’s BeyGOOD Award in partnership with the NAACP, these accolades remind me of the impact I strive to make.

What sets me apart is the holistic approach I bring to my work. I don’t just see transactions; I see opportunities to help my clients build their dreams and thrive. Whether it’s finding the perfect commercial space, navigating lease negotiations, or offering strategic business advice, my goal is to ensure every client feels supported and empowered.

Can you talk to us about your experience with selling businesses?

Yes, I sold a business that was truly a labor of love—my day spa, which I opened when I was 28 years old. I took on the challenge of building out a white-box commercial space, transforming it into a serene retreat complete with a relaxation lounge and fireplace, a hydrotherapy room with a rain shower, and a couple’s massage suite with pocket doors. Every detail reflected my passion and creativity, and the brand I built was so polished that many people assumed it was a franchise.

By the time I sold the spa, it had grown to include 13 employees, a strong reputation with waitlists, and an average of five-star reviews on Google. That journey was a testament to my confidence in betting on myself, following my intuition, and turning a dream into a thriving reality.

For entrepreneurs hoping to sell their businesses one day, my advice is to focus on creating transferable value. What systems, tools, or practices have you put in place that a buyer can take over and immediately see the benefits? Whether it’s streamlined operations, a loyal customer base, or branded assets, these elements can make your business more appealing and valuable to potential buyers.

Most business owners don’t think about an exit strategy early on, but preparing for the possibility of selling is essential. This means being organized, documenting your processes, and establishing standard operating procedures that are clear, repeatable, and effective even in your absence. Personally, I’m a big fan of lists, step-by-step protocols, and yes, lamination! These small organizational habits can set the foundation for a smooth transition and successful sale.

Selling my business was a milestone I’m incredibly proud of, and it taught me the importance of building something that’s not just valuable to me, but to others as well.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of the biggest pivots I made was during the pandemic with my online silk hair accessory company. Before COVID-19, one of my strategies was to wholesale our products to boutiques and hair salons. We had just started gaining traction, with new accounts carrying our products, when everything came to a halt. Lockdowns forced many of our retail partners to close their doors, and they couldn’t sell our products or operate in-person businesses.

While our online sales began to pick up, I realized I needed a solution to adapt to the changing landscape. At the time, masks became essential, and soon people started complaining about mask-related issues like acne, skin irritation, and discomfort. That’s when I had an idea: silk, the foundation of my business, could solve these problems. Silk is breathable, antimicrobial, hypoallergenic, and gentle on the skin—perfect for a mask.

I pivoted quickly, partnering with a local seamstress instead of my usual cut-and-sew factory in Illinois. Together, we began creating silk face masks in a variety of colors, including fun prints like leopard. They were fashionable, comfortable, and functional, and they sold like hotcakes. That pivot not only kept my business afloat during uncertain times but also reinforced the importance of being flexible and innovative in the face of challenges. It was a reminder that the right solution is often just a creative shift away.

Contact Info:

• Website: https://wisequest.c21.com
• Instagram: https://www.instagram.com/wise_quest/
• Facebook: https://www.facebook.com/WiseQuestC21/
• Linkedin: https://www.linkedin.com/in/dione-laufenberg/
• Other: Vimeo:
  https://vimeo.com/user221543122

Image Credits

Century 21 Affiliated
RASCW Housing Foundation
Handbags for Homes
WRA
Fairway Mortgage
Own It
J & L Automotive And 4-Wheel Drive Center
Badger Floor Coatings