Change Java heap size only for a single matlab instance

I need to increase the Java heap size in Matlab but I don't want to do it in a persistent type of way. E.g., I want it to increase only for the instance of matlab I launch. Is this possible? It seems the only approach I can find is to change it in the GUI which will then affect anyone launching matlab subsequently.

I was thinking more like MATLAB/bin/matlab -nodesktop -SetJavaMem especially since i don't use the matlab GUI myself.