Teychenne (Tey) and Jataon Whitley are cousins, business partners and native New Yorkers who opened Milk and Cookies Kids Spa and Salon in 2015. Just a short walk from Herald Square’s throng of tourists in “I ♥️ NY” memorabilia and mere steps from Third Avenue’s boisterous sports bars lies a small breath of fresh air — a safe haven for the city’s tiniest tots nestled between two bustling avenues on East 33rd Street.
The shop is a childhood dream which offers a range of unisex services, from hair styling and cuts, to facials and even pedicures. Children of all ages can experience the spa and salon luxuries that are usually only available to adults. Thanks to its extensive service menu, Milk and Cookies has garnered a lot of love and support from the community. But now, the shop is facing the threat of closing down.
“We are in a really tough spot. Just operating itself in New York City just has become very overwhelming,” she said in a recent interview.
Although Tey and Jataon have a good relationship with their landlord, Tey told the AmNews that pressures of overdue rent, overhead costs, bills and tax liability issues are threatening their shop’s stability.
They have recently set up a GoFundMe page. Their goal is $150,000 — a number that Tey said can help them get back on their feet.
Knowing when to reach out for help, though, was the most difficult step for her to take.
“I probably should have done this seven months ago, when it started to get a bit hectic,” she said. “We were really just trying to pull through on our own and I guess we just dug ourselves deeper and deeper. So now we’re at a point where we’re at risk of closing.”
As Black entrepreneurs, the stakes are even higher. According to NYC Small Business Services, the projected lifetime of the average Black-owned business is less than five years.
Milk and Cookies has almost doubled up on that statistic.
“We worked so hard to get to this place,” said Tey, looking back on the last few years in particular. During the pandemic, they managed to operate on an appointment-only basis with masks, temperature checks and social distancing protocols.
In 2022, they moved the salon to a larger space downtown from their original location. The new, more spacious store accommodates both birthday parties and regular services at the same time. As operations got more difficult, Tey said that they wanted to give up multiple times, but seeing their effect on the community made it all worth it.
“When customers are so happy and families are so grateful, it keeps us going, you know? The staff comes in and they do their job, they make customers happy and they make them look beautiful, but they don’t know the pressure of entrepreneurship,” she said.
Their love for the community and desire to teach children self care keeps Milk and Cookies alive. The feedback they receive from the kids is the most rewarding thing. Messages of positive reinforcement decorate the walls of the salon and spa. The phrases “Surround yourself with good people… and good cookies” and “You were made to be awesome!” catch the eye.
Together with their staff, Tey and Jataon combine their varied expertise to operate Milk and Cookies. Tey has a background in business and used to run a clothing line for kids, while Jataon has a background in education. They always dreamed of starting a business together, and after Jataon had two kids —- a boy and a gir l—- they came up with a place where any child could get pampered.
“A lot of places exclude boys. It was very important for us to have a unisex spot,” said Tey.
This vision brought Milk and Cookies to where it is today. With high hopes for raising funds, Tey and Jataon have already started planning their anniversary.
“That’s gonna be a big celebration. I want everybody here,” said Tey, before stepping away to compliment a child who had just gotten her hair styled. The child had the largest smile on her face, with her parent watching endearingly.