In this episode, Alan talks with Marissa Martin, Nashville-based colorist and co-founder of House of Tone, a boutique salon in the Wedgwood-Houston neighborhood. After three years of college, Marissa followed her instincts into cosmetology, building a loyal clientele and a decade-long career that included high-profile clients and a front-row seat to how salons scale, and bloat.

In 2025, Marissa and her partner Gabby opened House of Tone in a clever live–work space rather than taking on a seven-figure buildout. They invested ~$50K of their own cash, paid it back in about two months, and have been profitable since. They've done this all while preserving a Monday–Thursday schedule and a clear boundary on work-life balance.

We cover:

• Why Marissa walked away from a $1M buildout to open in a live–work space
• How House of Tone recouped its $50K startup cost in just two months
• What she learned from Summit-style salons versus creative freedom
• The role of Instagram, sidewalk signs, and community in building clientele
• Monetizing constraints: four chairs, Mon–Thu founder schedules, and using Fri/Sat for classes/events/rentals
• Why they rejected investors, used light bank exposure, and kept full control
• How she balances growth with lifestyle and work-life priorities

If you're interested in building a brick and mortar beauty store, this episode will help you evaluate salon models, deciding between “showpiece” buildouts and scrappy profit-first openings, and how to protect your lifestyle while you grow.

Resources & Links
House of Tone (IG): https://www.instagram.com/officialhouseoftone
Marissa Martin (IG): https://www.instagram.com/marissamartinhair

Opening Soon Links & Resources
→ Signs and furniture for retail stores: https://signsandmirrors.com
→ NYC and Houston’s first self-portrait studio: https://fotolab.studio
→ Follow us on Instagram: @openingsoonpodcast
→ More episodes and guest info: https://www.openingsoonpodcast.com
→ Your Host Alan Li: https://www.linkedin.com/in/alan-li-711a8629/

In this episode, Alan talks with Yoseph Raja, co-founder of Thin Cookies, a fast-growing cookie brand with locations in Long Island and Manhattan’s West Village. Trained as a pharmacist, Yoseph never expected to be in the food business, but during COVID he and his wife began baking at home, experimenting with a softer, chewier version of Tate’s. What started as Instagram pickup orders quickly grew into wholesale accounts, and eventually their first retail storefront.

When they opened in Hicksville, the response exceeded expectations, selling thousands of cookies each week and building a loyal local following. But it was their second location, a bold move onto Bleecker Street in the West Village, that put Thin Cookies on the map. With lines out the door, a provocative “Better Than Crumbl” sign, and even Marcus Lemonis stopping by, Yoseph and his wife have proven their thin cookies can compete in the one of the most crowded dessert markets in the country.

We cover:

• How Thin Cookies scaled from a home kitchen to 25+ wholesale accounts
• Why Yoseph walked away from rapid wholesale growth to focus on retail quality
• Bootstrapping a 2,000 sq ft commissary kitchen and a $200k Manhattan buildout
• The bold marketing bet that differentiated Thin Cookies from national chains
• Balancing growth, quality, and family while building a food brand from scratch
• Lessons from working with his wife as co-founder and navigating early challenges
• What’s next for Thin Cookies, from additional NYC locations to potential expansion

Whether you’re thinking about starting a food brand, weighing wholesale vs. retail, or curious how to stand out in a crowded market, this episode is packed with insights on brand building, bootstrapping, and growth strategy.

Resources & Links
Thin Cookies: https://www.instagram.com/thincookies
Follow Yoseph: https://www.linkedin.com/in/yosephraja/

Opening Soon Links & Resources
→ Signs and furniture for retail stores: https://signsandmirrors.com
→ NYC and Houston’s first self-portrait studio: https://fotolab.studio
→ Follow us on Instagram: @openingsoonpodcast
→ More episodes and guest info: https://www.openingsoonpodcast.com
→ Your Host Alan Li: https://www.linkedin.com/in/alan-li-711a8629/

In this episode of Opening Soon, Alan sits down with Nicole, the founder of Glo Up, a thriving beauty brand and spray tan studio based in Chicago.

Nicole shares her journey from working in hospitality and nightclubs to discovering spray tanning while living in Boston, and eventually building Glo Up from her basement in 2019 into a full-scale brand with a storefront, product line, and loyal client base.

We cover:

• How Nicole turned a $417 first month into $70,000 monthly revenue business.
• The role of mentorship, working with a chemist to create high-quality tanning formulas.
• Surviving and adapting during COVID by launching a product line and leveraging organic influencer marketing.
• The challenges of growing a brick-and-mortar business, from hiring and training staff to navigating competition and copycats.
• Nicole’s vision for Glo Up’s future, including expansion, franchising, and scaling the product side of the brand.
• Navigating a divorce and how running her a business helped her
• Her personal reflections on entrepreneurship, resilience, and building independence through business ownership.

Nicole’s story is one of grit, reinvention, and belief in yourself even when others doubt you, a must-listen for anyone interested in building their own brand from the ground up.

Where to find Nicole & Glow Up:

• Website: https://www.gloupco.com/
• Instagram: @gloupchicago
• Email: nicole@gloupchicago.com

Opening Soon Links & Resources
→ Signs and furniture for retail stores: https://signsandmirrors.com
→ NYC and Houston’s first self-portrait studio: https://fotolab.studio
→ Follow us on Instagram: @openingsoonpodcast
→ More episodes and guest info: https://www.openingsoonpodcast.com
→ Your Host Alan Li: https://www.linkedin.com/in/alan-li-711a8629/