Soul’s Calling Net Worth 2025: The Inspirational Brand That Couldn’t Sustain the Shark Tank Momentum
Soul’s Calling Net Worth took a heartbreaking turn after Shark Tank as the purpose-driven brand shut down in 2012.
In 2009, Gina Cotroneo introduced Soul’s Calling, a lifestyle brand offering umbrellas, scarves, and gloves with uplifting messages and a smiling heart logo.
The brand was inspired by her personal healing journey after surviving a traumatic attack.
Gina appeared on Shark Tank Season 1 Episode 4 to pitch her mission-based business to the Sharks. Her heartfelt story struck a chord with viewers and fans still wonder in 2025 what really happened after that powerful moment on national TV. You can revisit her pitch on Shark Tank Blog.
The Shark Tank Pitch: Passion Meets Profitability Concerns
Gina entered the Tank seeking $150,000 for 25 percent equity, valuing Soul’s Calling at $600,000. Her presentation was emotional and personal, but when the Sharks asked about sales, they were surprised to hear the business had only made $18,000 in revenue over two years.
“You’ve only made $18,000 in two years. I just can’t get excited about it.”
Despite admiration for her mission, none of the Sharks made an offer. Barbara Corcoran found the idea inspiring but unsustainable.
Daymond John expressed concerns about scalability. Gina left without a deal. The episode summary is available on Shark Tank Recap.
Soul’s Calling Pitch on Shark Tank (Quick Info Card).
| Company name | Soul’s Calling |
| Product | Gifts and Accessories |
| Episode | Season 01 Episode 04 |
| Founder | Gina Cotroneo |
| Asked for | $150,000 for 25% equity |
| Final deal | No deal |
| Sharks | None |
| Location | USA |
RELATED: 14 Best Shark Tank Pitches from Each Season
What Happened After the Show
After the episode aired, Soul’s Calling experienced a short-lived bump in traffic. Gina and her brand were even featured on The Oprah Winfrey Show, which provided a boost in visibility. You can read more on Shark Tank Insights.
“After Oprah, orders increased, but our production costs were too high. We couldn’t keep up profitably.”
The exposure brought heartwarming support, but operational challenges remained. High product costs, lack of partnerships, and limited marketing budgets made it impossible to scale. According to Seriosity, the company shut down in 2012.
If you were a Shark, would you have invested in Soul’s Calling?
RELATED: Things You Should Know About Shark Tank that every entrepreneur’s dream TV show
Why Soul’s Calling Shut Down
The business had purpose but lacked a sustainable financial model. Soul’s Calling couldn’t attract investors or retail deals and was entirely self-funded. The overheads were too high, and even the Oprah feature couldn’t shift long-term sales patterns.
With no licensing, franchising, or acquisition opportunities on the horizon, Gina made the difficult decision to close Soul’s Calling quietly.
The Founder in 2025: Where Is Gina Cotroneo Now
Today, Gina Cotroneo works as a freelance creative director and brand strategist. She helps businesses tell their stories with intention and emotional depth.
Her work reflects the same thoughtful messaging Soul’s Calling was known for.
You can explore her portfolio and creative projects at GinaCotroneo.com. She also shares previous work from the brand on her Works page.
While she has not launched another company, her design and branding work remains active and widely appreciated in 2025.
Did Any Sharks Invest in Soul’s Calling?
No, Soul’s Calling did not receive an investment on Shark Tank.
During her pitch in Season 1, Episode 4, Gina Cotroneo asked for $150,000 in exchange for 25 percent equity. While her story moved the Sharks, the business fundamentals—specifically the low sales figures—did not justify the ask.
Kevin O’Leary, known for his hard-line investment criteria, immediately pointed out the lack of revenue and said he couldn’t envision a profitable path.
Barbara Corcoran expressed emotional support and admired Gina’s personal strength, but ultimately passed due to concerns over scalability.
Daymond John, who often backs fashion and lifestyle brands like Bombas and Sun-Staches, chose not to invest, citing limited market traction.
None of the Sharks made an offer, and Gina left the Tank without securing funding.
You can read a full recap of the pitch and Shark responses on Shark Tank Recap, and analysis of what went wrong on Shark Tank Insights.
RELATED: Kevin O’Leary
RELATED: Daymond John Teams Up with National Debt Relief to Help People Overcome Debt
Could Soul’s Calling Make a Comeback
The core idea behind Soul’s Calling is still highly relevant. Consumers in 2025 are drawn to products with purpose and emotional meaning. If the brand returned with a leaner, e-commerce-first model, it could attract a new generation of values-based shoppers.
There is currently no public announcement of a relaunch. But given the rise of mental wellness products and inspirational gifting trends, a comeback would not be impossible.
To revisit product concepts that inspired Soul’s Calling, visit Shark Tank Lab. For more insight into Gina’s personal journey, the Dallas Observer also provides an in-depth profile.
TL;DR
Soul’s Calling closed in 2012 after a heartfelt Shark Tank pitch failed to secure investment. In 2025, the brand remains shut down, but its emotional story continues to inspire fans of the show.
FAQs
Is Soul’s Calling still in business in 2025?
No, Soul’s Calling officially shut down in 2012 and has remained inactive since then.
Did Soul’s Calling get a deal on Shark Tank?
No, none of the Sharks invested. The pitch ended without a deal in Season 1, Episode 4.
Why did Soul’s Calling shut down?
The business struggled with low sales, high production costs, and lacked scalability and outside investment.
Who founded Soul’s Calling?
Soul’s Calling was founded by Gina Cotroneo, who was inspired by her personal healing journey.
What is Gina Cotroneo doing now?
Gina Cotroneo now works as a freelance creative director and brand strategist. She shares her portfolio on her website.
Was Soul’s Calling featured in a follow-up episode?
No, the company was not featured in any Shark Tank update or Beyond the Tank episodes after its original pitch.
What made Soul’s Calling unique?
The brand focused on spreading emotional healing through accessories with positive affirmations and a signature smiling heart logo.
Where can I see Gina Cotroneo’s current work?
You can view her creative portfolio at ginacotroneo.com.
