Repeat customers are important to any business. With decades of experience in operations and corporate work, it’s something California entrepreneur Mike Berkowitz knew well when he became a franchisee with Color Me Mine 20 years ago.
Over the years of running his initial location of the pottery painting concept and later adding a second, he’s developed a loyal customer base that’s made his operation one of the brand’s top performers.
“I have one customer that’s 83 years old,” Berkowitz said. “She’s been here since about three weeks after we first opened and she still comes in a couple days a week. She does it because she’s comfortable. She considers it her therapy, and she’s one of many regulars who come in on a weekly basis.”
Along with his two Color Me Mine locations in the San Francisco Bay area, Berkowitz added a Pinot’s Palette paint-and-sip studio to his portfolio. Both brands are part of Twist Brands, which formed in 2020 after Painting with a Twist bought Color Me Mine. It acquired Pinot’s Palette in 2024.
The path to multi-studio owner was a long one, as Berkowitz didn’t make the switch immediately to full-time franchisee.
Berkowitz spent 13 years as a convenience store operator before joining the company Crown Books as an IT representative for the Pacific Northwest. He later worked at an advertising firm, The Penny Saver.
After 13 years in advertising, Berkowitz wanted to branch out, and discovered a new opportunity when he visited a Color Me Mine location in 2005.
“I thought it was a great concept,” Berkowitz said. “There was a long line at the time to get in when I went there, and I thought, I need to bring this to Alameda, which is a small, family-oriented island.”
He noted the strength of the franchise network and communication with leadership immediately stood out.
“They knew what they were talking about,” Berkowitz said. “I had visited other Color Me Mine studios and the experience had been very consistent. They showed a knowledge of operations and I liked how they presented that to me. They were also honest with me. They told me, ‘You’re not going to get rich if you just have one.’”
Berkowitz kept his advertising job while he built up the Color Me Mine business, and four years in he made the studio his main focus. As he expanded to a second spot and added Pinot’s Palette, he said staffing has been key.
“Once a studio is up and running, it’s about hiring the right managers,” Berkowitz said. “I have managers in both my stores I rely on, but I also make it fun for my staff. I’ve had former employees come back and tell me this was the best job they’ve ever had. We treat our employees fairly. If your workers are happy, they’re going to treat the customers well.”
Another factor driving his success has been his background in the corporate world, which has helped him market his locations well right from the beginning.
“We’ve used all kinds and when we first opened, we had a line into the parking lot to get in,” Berkowitz said. “I think it’s been that background in advertising, along with the consistency in hosting programs like our Kids Night Out. The parents know when we hold that event and that builds a following. It’s the same with how we made Friday nights into an over-50 club.”
Color Me Mine CEO Teresa Johnson said one thing that sets Berkowitz apart as an operator is he’s not a yes man.
“He brings thoughtful, honest feedback. He’s invested enough to challenge when needed, and that kind of perspective makes us better,” Johnson said. “He cares deeply about the brand and protects it, which matters at this stage of our growth.”
Color Me Mine has 146 locations with another 23 in development. For Berkowitz, the brand’s scale provides another valuable asset that he’s come to appreciate about franchising.
“There are over 100 owners you can learn from and we all learn from each other,” Berkowitz said. “We ask questions on a daily basis and get some great ideas that are valuable. The support is important, and that’s true with franchising, whether it’s Color Me Mine or a Popeyes, and it’s worth whatever royalties you’re paying.”
Mike Berkowitz got his start in franchising 20 years ago with his first Color Me Mine studio.
