Today we’d like to introduce you to Karen Robinovitz.
Hi Karen, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My co-founder Sara and I both experienced the transformative power of slime during some of life’s most difficult times. Nearly eight years ago, I lost my husband and then months later, my cousin was killed in the Parkland shooting. At the same time, Sara and her family were adapting to a new normal after her husband’s stroke left him disabled.
In the midst of all that grief, slime became a source of unexpected joy. We immediately realized it was more than a kid’s toy. We were watching her two daughters slime together. Her oldest has a rare genetic syndrome called Angelman’s Syndrome. She is an incredibly happy person but she has enormous limitations – she is nonverbal and unable to do daily life activities (eating, drinking, going to the bathroom) on her own. When we saw Sara’s neurotypical daughter and neurodiverse daughter enjoying slime – and communicating through play – equally, we knew we had to bring it to the world.
In 2019, we launched Sloomoo Institute, an immersive experiential space that focuses on all things #satisfying through never-ending textures of scented slime, a lake of slime to walk on, the world’s largest DIY bar to create your dream slime, a sound bath of ASMR sounds, a day glow room for dancing, and more. Since then, the brand has grown consistently, and now we have permanent locations in New York, Atlanta, Chicago, Houston, and Los Angeles, in addition to the original one in New York City!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Despite the risks of leaving established careers, we have embraced the challenge of turning slime into a sustainable business. We’ve both taken on new roles and embraced vulnerability while starting Sloomoo, and we have really had to trust in our experiences and intuition. People thought we were crazy for starting a business based on slime, but because slime was so powerful for us to experience personally, we knew we had something special.
A key turning point came when our ticketing system for a pop-up in NYC accidentally sold twice the amount of the tickets allotted for opening day, reinforcing our belief in dreaming big. This “double it” mindset led us to expand to permanent locations in five cities. We stand by a “go big or go home” mentality, always aiming higher and taking strategic risks, but never recklessly.
During the pandemic, when we couldn’t open, we also doubled down on our vision by extending our lease for five years in New York City and created digital experiences for corporate, family bonding, and kids. As soon as the world reopened, we secured nearly $6M in finance with a $50M valuation and opened two locations—Atlanta and Chicago—on the same day, months later. Our success is rooted in trusting our instincts (and each other), surrounding ourselves with diverse talent, and embracing challenges head-on. This blend of vision, courage, and adaptability has helped us build a loyal customer base and a thriving brand.
We’ve been impressed with Sloomoo Institute, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
At Sloomoo, our ultimate goal is simple: spread joy. The act of playing with something that feels good, smells amazing, and makes soothing sounds can be a form of magical escape. That’s the heart of Sloomoo—to help people, no matter their circumstances, experience moments of pure joy and feel connected through the act of play. Our experience is a place to let go, get silly, put down the phone, and just have fun. Kids do this automatically, but adults tend to be surprised at how much they’re able to reconnect with their inner child when they’re here.
We often underestimate the power of play, but it’s crucial to our well-being at any age. Play activates our brains, strengthening neural pathways that shape how we feel, learn, create, and connect with others. Playing with slime is so simple, but I’ve seen it have a profound impact – not only for children, but for adults as well! It’s a reminder that no matter our age, we all need moments of escape and creativity in our lives.
Can you talk to us a bit about the role of luck?
I believe we create our own journeys and paths. I also believe in the power of manifestation versus simple, “luck.” We all make mistakes that lead us to learnings that move us to new, more evolved places (if we choose that path) and I never call that bad luck. We all have moments where everything falls in the exact right place you had hoped for – or better – and I look at that as something we manifest.
Pricing:
- Tickets to Sloomoo Institute start at $34.99 (including tax and admin fee) which includes an 8oz custom slime to take home from the DIY bar (retail value $18).
Contact Info:
