HOW IT ALL BEGAN
This is a personal story from the Co-Founders, Karen and Sara. Slime came to us at a really difficult time of our lives. We were both dealing with loss and in mourning. Life was very stressful as it sometimes is. Karen’s friends Melissa and Mike visited her with their then ten-year-old daughter, Mattie. Mattie had ingredients to make slime with her. She thought she would be hanging out by herself and it turned out, it was Melissa and Mike who were left alone while Karen and Mattie slimed for hours.
“I felt like I was me at 8,” Karen remembers, “I loved slime the first time around, in the 70s, and this moment brought back my old childhood joy.” Karen grabbed Mattie as she was leaving and said,“Mattie! I had my first smile in over a year. I need more slime! Where do I get the good stuff!” That was the beginning of her addiction.
Sara and Karen started using slime as way of relieving stress. They would sit on the floor of Sara’s apartment, playing with Sara’s daughters, every weekend. “We knew we had to bring the magic and joy of what this was to the world,” Sara says.
They hit the slime trade show circuit and were taken by the open minded, inclusionary nature of the slime community. Thousands of slimes, brainstorms, and experiments later, they launched Sloomoo Institute, their happy place.
CO-FOUNDER
KAREN ROBINOVITZ
Karen Robinovitz is a media veteran who launched Digital Brand Architects (DBA), the first talent management agency for social media personalities. Largely credited for creating the social media influencer market, Karen has been listed as one of 80 Women of Power by Variety and Forbes has called her one of the best-branded women in social media.
Before DBA, she created integrated social media communications strategies for global brands such as Tiffany & Co., Tory Burch, Coach, and Estée Lauder Companies. She spent a decade as an accomplished journalist, contributing to the New York Times, Harper’s Bazaar, Elle, and Marie Claire, amongst others, and was on-air talent on VH-1, E!, MTV and morning shows across the country. She has authored three books, all of which went into over seven printings, one of which was optioned by Walt Disney Productions for a feature film.
She turned to slime, her favorite toy as a four-year-old (when slime first launched as a consumer product), when she hung out with Mattie, her friend’s daughter in the summer of 2018 during a difficult time of her life, filled with grief and loss.
“When I made and played with slime with my friend’s 10 year-old, I was immediately brought back to a childhood happiness I hadn’t felt in a long time.” She and friend, now co-founder, Sara, began sliming together and the rest is history.
Karen is also an avid art lover and along with Sara, she is on the Board of Advisors of the Brooklyn Museum.
CO-FOUNDER
SARA SCHILLER
Sara Schiller is credited for re-inventing the “meetings business" with her company, Meet, which launched over a decade ago. With three curated venues, each filled with contemporary art, evocative design, and high technology, Meet revolutionized how corporations gather for offsite brainstorming sessions, focus groups, pitch meetings, and launches. Her clients ranged from global brands, from Chanel to LEGO.
Like her partner, Karen, Sara is an avid art collector and was behind the world’s largest blog dedicated to street art - Wooster Collective. In 2006, Sara and her husband opened a critically acclaimed street art pop up in Soho, 11 Spring. Together, the couple authored multiple books, including one of Taschen’s best sellers, “Trespass: A History of Uncommissioned Urban Art.”
She previously worked for Starwood Hotels and earned her MBA from Stern School of Business. She is a slime-making mom to two girls, Sloomoo’s Chief Creative Kids.
In 2024, Sara (and Karen) were featured as number six on the prestigious INC Magazine Female Founders 250 list.
The duo still play with slime with Sara’s family!