How Two Friends Turned a $600,000 Investment into a $4.3 Million Monthly Business: The Secret Behind the Blockbuster Success

In 2018, Karen Robinovitz had a life-changing moment. While on her rooftop in New York City, she played with slime alongside her friend’s 10-year-old daughter. For four hours, she felt as if she were seven again. This experience came after a tough time — in just nine months, she lost her husband and her teenage cousin in tragic events. After so much sorrow, slime became a surprising source of joy for her.

In her quest for happiness, Karen didn’t just stop at one jar. She bought jars from TikTok creators, discovering a booming business scene centered around this stretchy goo. Some creators were pulling in over a million dollars each year by selling slime. With her background in talent management and her friend Sara Schiller’s expertise in event spaces, they saw a bigger opportunity. They decided to create something unique: The Sloomoo Institute.

Sloomoo is more than just a place to buy slime. It’s an interactive experience, with locations in major cities like New York, Los Angeles, and Atlanta. When visitors arrive, they get to smash slime against walls, create custom slime, and enjoy sensory experiences in special ASMR rooms. Tickets cost around $34, but the real magic happens inside. Sloomoo also sells slime, generating an impressive revenue through ticket sales — around $28.9 million in 2023 alone.

What makes Sloomoo stand out is its focus on connecting with visitors emotionally. According to Sara, immersing oneself in sensory experiences can foster deep connections, far more impactful than just ordering a package of slime online.

The idea for Sloomoo sprouted from regular meetups between Karen and Sara, who both needed a form of escape. While discussing life’s challenges, they played with slime to manage their feelings. They also witnessed the joy the slimy substance brought to Sara’s daughters, especially for one who has limited communication skills. This led them to experiment and develop their own slime recipes, ultimately gathering funds and opening their first facility.

In just their first week, Sloomoo generated $1 million in ticket sales. Then, the Covid-19 pandemic hit, forcing them to make tough calls like letting go of most employees. They pivoted, selling slime online and holding virtual slime-making sessions, keeping their business afloat. Once they reopened, they expanded to new cities and secured additional funding.

As they continue to grow, they’ve taken on some debt to keep opening new locations. With plans for more experiences, products, and even live shows, Sloomoo aims to offer unique moments that customers will always remember. Experience design expert Joe Pine highlights that businesses succeed when they create meaningful and memorable engagements. Sloomoo’s vibrant atmosphere accomplishes just that.

For Karen and Sara, Sloomoo is more than a business; it’s a personal journey of healing and joy. They encourage others to step out of their comfort zones and do something extraordinary. After all, they’ve faced enough challenges that fear doesn’t hold them back anymore.