Today we’d like to introduce you to Charisma Matthew.
Hi Charisma, thanks for joining us today. We’d love for you to start by introducing yourself.
Before Hookahholic Luxury Hookah was ever a business, hookah was already a part of my young adult social lifestyle. In 2022 and even before then, whether I was going out with friends, hosting something at my house, planning brunch, or organizing an outing, I was always the person asking, “Where’s the hookah at?” My line sister, Maya, and I were especially known for asking that. If we were having a more intimate, laid-back gathering, chances were we were bringing the hookah ourselves or providing it. And when it came to brunch, we genuinely didn’t want to brunch unless we knew there was a good chance of finding hookah at some point during the day. Either way, I was usually the person making sure a GOOD hookah was part of the experience.
One Sunday Fun-Day, I was out at a lounge on U Street in Washington, D.C., and I remember making a conscious decision to really pay attention to the atmosphere around me. Typically nightlife is filled with pretty bottle girls—beautiful women, lights, signs, and an entire experience built around making the customer feel luxurious like their purchase is the biggest event. But then I noticed something else. There were unidentified male “hookah attendants” constantly moving from the bar to different sections and throughout the venue, delivering hookahs wherever they were needed.
That’s when the business opportunity really clicked for me, especially with my B.S. being in Business Admin with a focus in Marketing.
I realized that hookah was a key part of the day/nightlife experience, but there was an extreme opportunity to elevate the service around it. I started thinking about what was missing for me as a customer who doesn’t typically care to go bottle for bottle but still want to enjoy my hard-earned money that I’m spending in a social environment, I also want quality and excitement just as it were bottle service: more attention to presentation, stronger customer service, product knowledge, and a genuine focus on the overall experience, not just accepting a payment,(expecting a tip), dropping off a hookah, and moving on. I immediately started imagining what I would do differently.
Later in 2022, I became pregnant, and instead of putting the idea on hold, I used my pregnancy as an opportunity to build. I dedicated that time to researching the hookah industry, learning about products and operations, and developing the foundation for what would eventually become the staple, brand and phrase “Hookahholic” . My goal was that by the time I had my son, I would be prepared to launch and introduce the business into the DMV area.
From the very beginning, I had the support of my dedicated line sister, partner, family and dear friends, who had been there since the earliest conversations when Hookahholic was simply an idea. Having someone who believed in the vision from the start made a huge difference as I navigated the early stages of entrepreneurship.
Today, Hookahholic has grown into a luxury mobile hookah experience serving major private events, celebrations, entertainment companies and day/nightlife experiences throughout the DMV. The journey has required me to learn how to wear many hats in business and navigate the realities of building a business from the ground up, but it has also shown me what can happen when you pay attention to an opportunity and are willing to act on it. Today my team of Hookah Hotties really carries the brand across the DMV area as they put their hard work, knowledge and beauty into how we are recognizable today. A strong team is THE key of why our growing success is relevant today. I’ll always cherish and respect my Hookah Hotties for helping my vision elevate and evolve.
What started with me constantly asking, “Where the hookah at?” has turned into a business and a brand with an even bigger vision for the future. I’m continuing to grow and scale Hookahholic beyond mobile services and into products and e-commerce, with the goal of building a recognizable luxury lifestyle brand and future upscale lounges in the DMV. I’m proud of how far we’ve come, but honestly, I still feel like we’re just getting started.
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?
It definitely has not been a completely smooth road. Like many entrepreneurs, I have learned that building a business requires constant problem-solving, flexibility, and the ability to adapt when things don’t go according to plan.
One of our biggest setbacks happened during a pivotal point of growth when a significant amount of our equipment was stolen. It was not only a major loss of inventory, but also a major financial investment that we had worked hard to build. As a growing small business, losing essential equipment can have an immediate impact on operations and growth. We are still rebuilding from that loss, and it taught me firsthand how quickly an unexpected situation can affect a business.
Inventory management has also been an ongoing learning experience. In a service-based business like ours, inventory is constantly being used, transported, cleaned, and maintained. There are times when products can be overused or supplies are not managed as efficiently as they should be. Equipment can also get damaged during events, and because our clients are enjoying the equipment in real time, accidents sometimes happen. Every broken or damaged item comes with a replacement cost, and those expenses can add up quickly.
Those experiences have taught me the importance of having strong systems, accountability, and clear operational standards as the business grows. What may seem like a small loss individually can have a significant financial impact when you’re constantly replacing equipment and restocking inventory.
Another challenge is the nature of operating in the DMV area. Summer is our busiest season, especially because local smoking regulations and venue restrictions can limit where we are able to provide hookah services. Much of our business therefore takes place at outdoor events, which makes our peak season especially important. We have to be strategic about maximizing those months while continuing to create opportunities for growth throughout the rest of the year.
Building Hookahholic has also required me to navigate the financial realities of entrepreneurship, manage equipment and inventory, build and maintain a strong team, and continuously educate customers on the value behind a luxury mobile hookah experience. What we provide is much more than simply dropping off a hookah. There is preparation, product knowledge, transportation, setup, maintenance, staffing, and strong attention to customer experience behind every event.
Despite the setbacks, every challenge has taught me something. The loss of our equipment was discouraging, but it also reminded me of how resilient you have to be as a business owner. You can spend years building something and face an unexpected obstacle overnight, but you still have to decide whether you’re going to stop or find a way to rebuild.
The road has not been perfectly smooth, and we’re still learning and growing. But every obstacle has made me more resourceful, intentional, and resilient. I truly believe the challenges have shaped not only Hookahholic into the business it is today, but also shaped me into the entrepreneur I am continuing to become.
Appreciate you sharing that. What should we know about Hookahholic Luxury Hookah?
Hookahholic Luxury Hookah is a luxury mobile hookah service experience designed to bring elevated hookah service directly to our clients. We service private events, celebrations, entertainment company experiences, as well as day and nightlife events throughout the DMV area. Our goal has always been to make hookah feel like an experience rather than simply a product or an afterthought.
What we specialize in is creating a full-service, visually appealing, and customer-focused hookah experience. Depending on the event, that can include professional hookah attendants, customized setups, personalized flavor recommendations, ongoing maintenance, and attentive service throughout the experience. We bring the equipment, knowledge, and hospitality needed to allow our clients and their guests to simply enjoy themselves and vibe.
One of the biggest things we prioritize is the quality and taste of our smoke. We believe that a beautiful setup means nothing if the hookah itself is not enjoyable. Our flavors are intentionally selected, sourced and customized to create a memorable experience, and we want our clients to feel like they have never had a hookah quite like ours before.
One of the biggest pieces of feedback we receive from our customers is about the quality of every pull. We pride ourselves on delivering thick, flavorful, quality smoke that remains enjoyable throughout the experience. We never want our clients sitting with weak smoke and wondering what happened—unless, of course, it’s simply time for a refill! That attention to the actual product experience is just as important to us as the presentation and service. We care about your hard earned money that you are spending on us too.
Another major part of the Hookahholic experience is presentation. We tailor our team’s appearance to fit the atmosphere and needs of each event. Depending on the occasion, our Hookah Hotties can arrive in polished, professional button-up attire or fashionable, more playful branded looks that match the energy of the event, we love themed event we can partake in too, adding to the vibe is our brand. Our approach is always to keep it cute, sexy, and professional. In fact, our work attire has become such a recognizable part of the brand that we’ve had customers inquire about purchasing what our team wears. That lets us know people are paying attention not just to the hookah service itself, but to the entire Hookahholic experience and aesthetic.
One of the things that sets Hookahholic apart is the level of intention behind the brand. From the beginning, I saw an opportunity to bring more presentation, professionalism, quality, and excitement to the hookah service industry. I wanted to create an experience that could feel just as elevated and memorable as other premium services offered in nightlife and entertainment. Our team, known as the Hookah Hotties, is also a huge part of what makes the brand special. They are more than servers they are brand representatives who bring their knowledge, professionalism, personality, and presence to every event. From the way they engage with guests to the quality of service they provide, they help carry the Hookahholic brand across the DMV.
I am incredibly proud of the brand recognition we have built. What began as an idea has grown into something people recognize, book, and remember. I am also proud of how Hookahholic has continued to evolve. We’ve built a business around an experience, but my vision has always been bigger than mobile service alone.
Today, Hookahholic is continuing to grow beyond mobile services. We aspire to elevate the brand into both an upscale lounge experience and a thriving e-commerce business while maintaining the luxury service and memorable customer experience that built our reputation. My long-term vision is for Hookahholic to become a recognizable lifestyle brand with multiple ways for customers to experience what we’ve built—whether that’s through our mobile services, products, e-commerce offerings, or eventually, an upscale physical space in the DMV.
I want readers to know that Hookahholic is a brand built on experience, hospitality, quality, presentation, and innovation. From the flavors we create and the quality of every pull to the way our Hookah Hotties show up and represent the brand, every detail matters to us.
Whether someone books us for an event, enjoys one of our products, or eventually walks into a Hookahholic lounge, I want them to recognize the same thing: Hookahholic is about bringing people together, delivering a high quality experience, and making every moment and every pull simply memorable and worth it.
How do you define success?
I define success as having the ability to provide without constant struggle and having the freedom to set your mind on bigger and more profitable goals. To me, success is not only about reaching one major milestone. It’s also about recognizing and celebrating the small wins along the way, because those moments are just as important as the first step it took to get started. Every new opportunity, returning customer, successful event, lesson learned, or goal accomplished is a reminder that progress is happening.
One thing that has become especially meaningful to me throughout my business journey is looking back at the things I once prayed for and realizing that some of those prayers are now coming to fruition. I think it’s important not to forget the prayers and goals you once had simply because you’ve become focused on reaching the next level. For example, there was a time when I prayed for Hookahholic to become so busy that we would be double-booked. Today, there are times when the demand for our services means we have to turn down event requests because we simply cannot accommodate every booking. While that can be frustrating, it is also a reminder to pause and recognize that I am experiencing something I once prayed for.
Success, to me, is being able to recognize those moments. It’s understanding that some of the challenges you face today may actually be evidence of the growth you once asked for. I believe it’s important to celebrate those moments rather than constantly moving the goalpost and immediately focusing on what’s next. I also define success as having the courage to invest in your own ideas and then having the opportunity to watch those ideas grow into something even bigger and better. Sometimes you start with one vision, and through hard work, experience, and consistency, that vision evolves into opportunities you may not have even imagined in the beginning.
Ultimately, success means being able to build a life where I can provide for myself and my family, continue investing in the things I believe in, and have the freedom to dream bigger without being limited by the struggles that may have existed when I first started. Success is growth. It’s taking an idea & believing in it enough to invest in it, celebrating every stage of the journey, remembering the prayers that got you there, and continuing to challenge yourself to see just how far you can take it.
Contact Info:
- Website: https://www.hookahholiclux.com
- Instagram: @hookahholic.llc
