Ashley Shuman was exploring franchise opportunities online when she came across Heyday Skincare. “I had known of them from being in New York City,” Ashley said. “I just didn’t know that it was actually franchising.” She took a closer look, spotted an open-market opportunity in Brooklyn, not far from her East Village residence, and decided to move forward. By Tamara Rahoumi
FAMILY AFFAIR
Ashley Shuman was exploring franchise opportunities online when she came across Heyday Skincare.
“I had known of them from being in New York City,” Ashley said. “I just didn’t know that it was actually franchising.”
She took a closer look, spotted an open-market opportunity in Brooklyn, not far from her East Village residence, and decided to move forward.
She knew she didn’t want to navigate it alone, so she brought the idea to her dad, Michael Shuman, a seasoned entrepreneur who had built and sold his own business. He came on board as a financial backer and sounding board, but this remained Ashley’s venture.
“This is 100% Ashley’s business,” Michael said. “She’s driven the ship almost exclusively.”
Ashley manages all studio operations across their two Brooklyn locations – Cobble Hill, which opened in 2024, and Williamsburg, which opened more recently – while Michael handles accounting from out of state. It’s a division that emerged naturally from their respective strengths.
Of course, running a business with family can be challenging, but in Michael and Ashley’s case, the partnership has been marked less by challenges they face and more by how they handle those challenges. For example, two weeks before Cobble Hill’s grand opening, a small fire broke out during construction. Michael was in Boston when Ashley called, so they worked remotely to resolve the issue and reschedule 200 bookings. By opening day, the location was a hit.
For Michael, this partnership has brought something beyond a return on investment: a front-row seat to his daughter coming into her own.
“She’s proven herself as a great entrepreneur, a great business leader and a great manager,” he said. “It’s just been a joy to watch it all unfold.”
Ashley feels it too, describing the experience as having added a whole new dimension to their relationship. She is quick to credit her father for his support.
“He’s amazing. I think he could do anything. He’s like a superhero to me,” she said.
As they continue to grow and succeed, Ashley and Michael’s relationship is a great reminder that sometimes the best business partner is the one already in your corner.
Tamara Rahoumi