Local Veteran Entrepreneur Talks Business, Beards and Being a Veteran in Alexandria

In honor of Alexandria's Year of the Veteran, the Alexandria Veterans Business Enterprise Center (AVBEC) will post a regular "Veteran of the Month" interview series. This month's featured veteran is Nicholas Karnaze, owner of stubble & ‘stache. Read on to learn more about his business, his time in the Marines, and his experience transitioning from the military as a veteran entrepreneur. 

Quick Facts

• Business: stubble & ‘stache
• Owner: Nicholas Karnaze
• Industry: Men’s Grooming & Skincare
• Location: Old Town Alexandria, VA
• Year Started: 2013
• # of Employees: 1 FTE
• Website: www.stubbleandstache.com

• Military Service: United States Marine Corps (USMC)
• Branch/Specialty: Special Operations

• Years in Alexandria: 2 years
• Role Model: Richard Branson
• Favorite Alexandria Restaurant: Vermilion
• Favorite Alexandria Event/Activity: Old Town Farmer’s Market
• Favorite Summertime Activity in Alexandria: Taking the ferry from Old Town to Nationals Stadium for day games. 

What was your vision when you founded your business?

The vision for stubble & ‘stache is refined masculinity. Think James Bond meets "The Most Interesting Man in the World." My intent is to create the preeminent men’s lifestyle grooming brand with a full line of products for both men with facial hair and men without. An integral part of stubble & ‘stache is our philanthropic component addressing the mental wounds sustained in combat. 

I had the idea for stubble & ‘stache following the combat death of my good friend Sgt Justin Hansen, USMC on July 24, 2012. Justin and I went through Selection together and served in the same Marine Special Operations Company (MSOC). During deployment, we normally grow beards. I knew Justin had a solid beard when he was killed. At that point, I was already out of the Marine Corps and for whatever reason (call it a coping mechanism), I decided to grow my beard out for his funeral. In doing so, I was reminded of how itchy growing a beard can be. I looked for multipurpose products to address that problem but couldn’t find a product that did everything I needed it to do. So, I decided to make my own. I started mixing in my kitchen with AMC’s Breaking Bad on in the background. Walt is making meth, and I’m making lotion. It was pretty funny. Originally, it was just for me, but a number of my SEAL buddies asked me about it. I realized this was a viable business filling a growing need. I teamed up with a manufacturer and stubble & ‘stache was born.

What makes your business unique?

We are the only men’s grooming company that offers multipurpose products that address both the needs of the beard and of the skin. We designed our products to be used on the entire face. They are equally effective for both bearded and non-bearded men alike.

Why did you join the military?

As a child, two of the most influential men in my life were Marine Corps officers; selfless men who always put their men, the mission, and their country before themselves. I remember thinking to myself, “when I grow up, I want to be like them.” I told my parents I was going to attend the United States Naval Academy and become an officer in the U.S. Marine Corps. And that’s what I did.

Describe your proudest moment during your time in the military.

Making it into the special operations community was a proud moment. My proudest moment was following a mission in Afghanistan when we took down a target of international importance. Seeing the look of pride on my Marine’s faces is something I will never forget.

What was most challenging about transitioning from military service?

No matter how ready you are to leave the military, you can never fully prepare yourself for the lack of brotherhood, and in some cases, a diminished sense of purpose in civilian society. When you transition, ensure you have a strong support network and find something you are passionate about, whether it’s your job or volunteer work. You must find purpose.

Describe 3 things that you learned during your service and how they benefit you today.

1. No plan survives first contact with the enemy. Be flexible and adapt. This is so true in the world of entrepreneurship. You must be able and willing to pivot if your first plan isn’t bearing fruit.

2. Don’t overanalyze. There will always be uncertainty. Make a decision and roll with it. The business world moves fast. If you wait until everything is perfect, someone will have already beaten you to market. You can always iterate.

3. Hubris will get you killed. Realize when you are wrong, admit it, and change course as needed. In the start-up world, you will fail. If you don’t realize your error and learn from it, you will continue to fail.

Tell us what brought you to Alexandria and why you started your business here? In your experience, what makes Alexandria a great community for veterans?

When I first left the Marine Corps, I moved to Virginia to start an international stabilization business with a U.S. Agency for International Development (USAID) officer I worked with in Afghanistan. After doing that for a year, I walked away from the business and took a position with an Alexandria-based company. That’s what originally brought me here. When I decided to pursue stubble & ‘stache full-time, I considered relocating to Texas. When I realized how accommodating the City of Alexandria is to veterans, there was no way I could leave. The AVBEC is a perfect example. The amount of support provided thus far is phenomenal. Additionally, there is a well-accomplished veteran contingent in the city. We all know what its like to serve and want nothing more than to help each other succeed. 

Who has influenced you the most in your career?

That’s a tough one. I’m very fortunate to have several brilliant mentors who have helped me throughout my time in the military and in the civilian world. Ultimately, I must say my mother is my greatest influence. Regardless of topic, she always has sage advise. Always.

What are you goals for your business 5-10 years from now?

In five to ten years, stubble & ‘stache will have a nationwide retail presence with a growing international sector. We will provide a full-service skincare line, in addition to grooming accessories. Our philanthropic component will drive innovation related to the treatment of combat-related mental wounds, like Post Traumatic Stress (PTSD), Traumatic Brain Injury (TBI), and depression.  This will allow more veterans to obtain, and maintain, stable employment.  

The Alexandria Veterans Business Enterprise Center (AVBEC) offers veterans personalized guidance through mentoring, business counseling, and access to key resources, programs, and leaders. AVBEC's mission is to establish Alexandria, Virginia as the top community for veterans to start a business, grow a business, or explore a new career. For more information and a calendar of local veteran-related events, visit www.alexandriaveterans.org.