giordano: yes.interest. joe: i don't think he thinks things through. i think he just buys stuff and doesn't, you know, budget himself accordingly. -lemonis: but super talented? -joe: yes. -giordano: can't have it all. -joe: he's an artist. couldn't let him just close up shop and quit. after all the time and all the effort and all the money he put into it, you know, i just believed in him, and he's a friend. lemonis: joseph, thank you, buddy. -joe: thank you. -lemonis: i appreciate it. -joe: it was a pleasure. -lemonis: nice meeting you. -giordano: joe. thank you. -joe: i'll see you. lemonis: how many years have you been in business? giordano: october is going to be 7 years. lemonis: and you've been full-time in this business since the beginning? -giordano: full-time. lemonis: how do you pay your bills? giordano: i'm very lucky. my girlfriend, which i plan on marrying, she's my everything. lemonis: how long have you guys been together? giordano: four years, and she's been with me, and she's been supp

giordano: no, no, no. we release things -- -lemonis: rocco, rocco, stop. -giordano: all right.. nothing feels cohesive. you're all over the place. he's careless about managing money, leaving his friends holding the bat. so you funded, really, the whole business up to now? -man: basically. -lemonis: if i can't find a way to fix the fabric of his company... you can get mad, and you can pout. -giordano: i'm not getting mad. -lemonis: at the end of the day,

-giordano: thank you. -lemonis: i'm real proud of you. all right? -giordano: thank you. -lemonis: okay, buddy. -giordano: thank you. ♪ this is a nice case. tonimatthew: yeah. thank you. lemonis:...an la startup is creating buzz with its fashion-forward phone cases. if it breaks, you're buying me a new phone. matthew: sure, 4 feet. [ laughter ] pretty good, right? lemonis: but behind the breathtaking sales... matthew: last year, we did 1.7. lemonis:...and the beautiful designs... these are kickass. ...the cracks are starting to show. the young c.e.o., matthew, does whatever he pleases... matthew: i'm acting c.e.o. we go with my decision. i am still in control of this company. lemonis: ...leaving his partners, charlotte and skyler, totally demoralized. skyler: the thing is, is that, you're still being completely self-centered about it. it's all about you. it's all your authority. you're all afraid of losing your power. lemonis: he's made the product selection too narrow. man: it's very feminine. it doesn't seem like you're speaking to me, as a customer. lemonis: he makes t