We first got to know each other through work — Buck was a brand strategist at Hallmark, and Joey was a buyer and department manager at Halls. We crossed paths for years as friendly work acquaintances, but it wasn’t until we’d both come out of long-term relationships that something shifted. One day at the Hallmark café, a spark finally clicked. A little while later, we matched on Tinder, had our first date on Valentine’s Day, and that was it — no games, no pretense, just two people realizing how natural the right relationship can feel.
About a year later, late-night conversations about future dreams turned into something bigger: the blueprint for ULAH. By then, we’d realized how naturally our skills complemented each other — one of us focused on merchandising and customer experience, the other on storytelling, design, and brand building. What we were dreaming up didn’t exist in Kansas City yet. At first, it felt like a “someday” idea — maybe something for retirement. But the more we talked, the more it became clear: if we didn’t make it a reality, someone else eventually would.
We created ULAH because we were tired of how transactional and impersonal men’s retail had become. We wanted something more thoughtful and approachable — a space where people come not just to shop, but to feel seen, supported, and inspired. ULAH isn’t a department store, but it’s more than a boutique. It’s a curated lifestyle destination with everything from activewear to everyday essentials, date-night pieces, home accents, and even interior design services through ULAH Interiors + Design. We also offer one-on-one personal styling — whether someone’s looking to refresh their wardrobe, get ready for a special occasion, or just try something new outside their comfort zone.
Leaving our corporate safety nets was terrifying. Our families were understandably concerned. We’d poured our life savings into the build-out and inventory, relying on an SBA loan that kept getting delayed. When the bank changed hands and our loan officer said he “didn’t have a taste for retail,” we were crushed. Delay after delay drained what little personal reserves we had left. Still, we found an angel investor, pushed forward, and in October 2016, finally opened ULAH’s doors. Kansas City showed up in droves. Just three months later, while on a buying trip to NYC with our menswear industry friends, Buck proposed to Joey. We’re STILL engaged — having postponed the wedding year after year, always hoping we’d eventually feel comfortable spending on ourselves for a wedding and honeymoon. We'll get to it eventually!
Our next big hurdle was a full building facade renovation, which wrapped our storefront in scaffolding for two years. Somehow, during all that, Netflix’s Queer Eye featured us in three episodes. National press followed, and we were honored to receive MR Magazine’s “Rising Retailer” award. Just when we thought we were gaining momentum, the pandemic hit.
In 2020, we closed the store, furloughed our team, and watched the world change. But we pivoted — fast. We rebuilt our website, launched curbside pickup, increased our social media content creation, and by the end of the year, we’d exceeded our best-ever sales.
In the years after the pandemic, we experienced a wave of renewed energy — customers were excited to support local, and we expanded to meet the moment. That growth included launching LUNA by ULAH, expanding ULAH Interiors + Design into its own dedicated office, and growing our team and assortment. It was an exciting chapter, but as spending patterns shifted and the economy cooled, sales declined. We held on longer than we should have, especially when it came to reducing staffing — those decisions are tough when your team feels like family.
Last fall, we launched a candle pre-sale to rally support. We sold over 1,500 candles in just four weeks, which helped — but didn’t get us all the way to where we needed to be. Meanwhile, access to funding has been a major challenge. Like many businesses that relied on COVID relief loans, we’re now overleveraged, and lenders aren’t willing to take the risk. We have the vision and the drive — what we need now is the runway to keep going.
Through every twist — from loan challenges and a scaffolding-covered storefront to a global pandemic and shifting consumer habits — we’ve held onto our vision, and to each other. After nearly 11 years together (still engaged!), we’ve learned that resilience, humor, and a whole lot of heart can carry you through almost anything.
Today, we’re launching a GoFundMe to give ULAH the fresh start it needs — to pay down vendor debts, restock the racks, and keep doing what we love: helping people feel confident in their style, both here in Kansas City and online. But this is about more than just ULAH. When you support this campaign, you’re investing in a vibrant, creative community space — one that champions local artists and makers, gives back through events and fundraisers, and brings people together.
Want to help us write the next chapter? DONATE HERE!
Every dollar, every share, every encouraging message brings us closer. Drop by ULAH at Westwood, shop online, or chip in — whatever feels right. Together, we can keep ULAH alive!
Click here to read an article about ULAH in The Kansas City Business Journal
