Community Highlights: Meet Trenton Wisner of Dr. E’s Smoke Shop

Today we’d like to introduce you to Trenton Wisner

Hi Trenton, so excited to have you with us today. What can you tell us about your story?
My story begins in 2017, when my dad took over Dr. E-Cigarettes, a small but trusted smoke shop. At that time, I was in Lansing, attending school and building my own path. In 2019, my fiancée and I moved to Grand Rapids, where she was pursuing her master’s degree. Little did I know, life was about to take a major turn. In November of 2019, I lost my father. As the only child old enough to meet the legal requirements to run the business, I stepped up to keep the family business alive.

What started as a leap of faith soon became a full-blown mission. I saw this as an opportunity—not only to try my hand at business but also to honor my dad’s legacy. I figured if it failed, at least I would have gained invaluable experience. If it thrived—well, here we are.

Fast forward to June of 2024. I came across an opportunity to relocate the store to a much better location—one that had previously housed another smoke shop. It felt like the perfect fit. We brought in customers from the previous business while maintaining the loyalty of our long-time customers. That’s when I made the decision to rebrand as Dr. E’s Smoke Shop—a fresh start for a new chapter, while still honoring the roots my father planted.

This journey would have been impossible without the unwavering support of my fiancée, family, and the local community that has rallied behind me. I’ve always placed an emphasis on customer service, ensuring that each person who walks through our doors feels valued and appreciated. One person in particular, my manager Matt Hushen, has been an absolute blessing. His dedication and work ethic have been crucial in shaping the business into what it is today.

The store’s transformation, from a humble hole-in-the-wall to a thriving business, has had its ups and downs, but the experience has been nothing short of rewarding. I’m grateful for the growth, the lessons learned, and the amazing people I’ve met along the way.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road. When I first took over Dr. E’s Smoke Shop in 2019, I was grieving the loss of my father while trying to figure out how to run a business with no formal training. Everything I did was trial and error, and I felt completely overwhelmed at times, especially trying to balance the shop’s needs with my personal life.

Right after I took over, the national smoking age was raised from 18 to 21, which hit us hard. I had to turn away loyal customers who had been buying from us for years. It felt like a huge setback, and I had no idea what I was doing. I relied heavily on talking to customers and learning as I went. There were many moments where I thought about giving up, especially in early 2024 when sales were so bad that I seriously considered throwing in the towel before we moved to our new location.

On top of that, the shop itself was in rough shape when I first took over—it was rundown and needed a lot of attention. We’ve also dealt with four break-ins since I started, including one at the new location in August 2024. Each break-in was a major blow, both emotionally and financially, and it really highlighted how vulnerable this business can be.

Then came COVID-19, which shut us down for a month. Thankfully, the governor deemed us an essential business, so we were one of the first to reopen, but only offering curbside service. Adapting to that was another big challenge, and we had to adjust and overcome multiple times. We also used to manufacture our own juice in-house, but when the FDA tightened regulations, I couldn’t afford the licensing required to continue, which was another blow.

Along the way, I lost employees at the worst possible times and had to sacrifice time with my fiancée, family, and friends to keep the business running. Despite all these challenges, I’ve learned how to adapt, grow, and push forward. Every hurdle has taught me something valuable, and I’m proud of how far we’ve come. Looking back, I wouldn’t change a thing because it’s all part of the journey that got us here today.

As you know, we’re big fans of Dr. E’s Smoke Shop. For our readers who might not be as familiar what can you tell them about the brand?
At Dr. E’s Smoke Shop, we specialize in providing a wide range of high-quality vape products, accessories, and more. From the moment I took over the business in 2019, my focus has been on creating an environment where customers feel valued, whether they’re experienced vapers or new to the scene. We’ve earned a reputation for excellent customer service, which I believe sets us apart from many other shops. I pride myself on knowing my customers, offering personalized recommendations, and staying up-to-date with industry trends.

What makes us unique is the personal touch we bring to the shop. Our team truly cares about each customer’s experience. We’re not just here to sell products—we build relationships. Additionally, having a deep understanding of the products we carry, from disposables to e-juice and mods, means we can guide customers to what suits them best.

I’m most proud of how we’ve navigated challenges over the years. From moving locations and rebranding the business to bouncing back after break-ins and adapting to changing regulations, we’ve come a long way. The loyalty we’ve built with our customers through all of this is what truly makes me proud. It’s more than just running a business—it’s about being part of a community.

What sets us apart is that we’re not just in it for the sale; we’re here to provide real value to our customers and be a trusted source for their vaping needs.

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Finding a mentor or building a strong network often starts with being open to learning and connecting with people who share your goals and values. One of the most important things I’ve learned is that mentorship isn’t always formal—it can come from casual conversations, customers, or even employees. For me, talking with my customers and industry reps has been a huge help. Their insights, feedback, and experiences have guided a lot of my decisions.

If you’re looking for a mentor, start by surrounding yourself with people who’ve walked the path you want to go down. That could be through networking events, online communities, or even local business groups. Don’t be afraid to ask questions and learn from those around you. It’s also key to be willing to offer value in return. Building relationships is a two-way street, and the more you invest in others, the more they’ll invest in you.

What worked well for me was building relationships within my community and industry. Talking to distributors, fellow shop owners, and even my customers helped me navigate tough times and grow. Networking is about being genuine—just be yourself, listen, and show interest in others. You never know who might have the advice or connection you need.

Contact Info:

• Website: https://www.dresmokeshop.com/
• Instagram: https://www.instagram.com/dr_es_smokeshop/?igshid=YmMyMTA2M2Y%3D
• Facebook: https://www.facebook.com/DrEsFlavors/