CONCEPT
How would you define the concept of your spa?
The concept of my spa is serenity. In our world today, we don’t take even five minutes to relax without our phones. I created a space that is girly and simple with little thinking distractions on the walls. I do my best to only talk if my guest wants to, so they can truly release and relax.
What are the most popular treatments?
My most popular treatment is my 60 Minute Custom Facial, followed by face and bikini Sugaring Hair Removal. I charge by the hour for my facial treatments because that allows me to cater specifically to my guests needs that day and use whatever modalities are needed without up-charging.
FACILITY
How many treatment rooms and other amenities are there?
I currently have two treatment rooms, one for myself and another for a massage therapist.
What is the ratio of each treatment room/amenity compared to the rest of the facility?
We are actually located inside of a charming home that has other salon and spa tenants in it, so our rooms are our whole business!
LEADERSHIP ROLE
What daily challenges do you encounter in your position?
I encounter what every business owner does. Offering treatments to my clients while doing laundry, answering the phone and responding to emails all day. As well as restocking retail and keeping everything clean.
How do you manage stress that work brings into your life?
I do my best to give myself ample time between clients to help keep my stress level lower. I love dance cardio based workouts and walking with my husband, which releases stress too!
What takes most of your time every day?
Logging transactions, client notes and laundry. Detailed records make my life easier, help me feel on top of things and help me to serve my guests better!
TEAM BUILDING
How many employees do you have and what are their specialties?
I currently have myself, and one independent contractor, Emily. Her and I have been friends for six years and we actually shared a room years ago when we were just getting started! She gives the best massages and after a few years working apart, it only seemed right to have the best of the best join me!
Detailed records make my life easier, and help me feel on top of things!
What is your hiring process?
I will have another esthetician joining me this year and she is a friend as well. But just because we are friends does not mean we’re not all business when it comes to business! I have a detailed contract that each contractor signs to use my space. We may be independent, but we are a team, referring our guests to each other and helping each other out when we can.
How do you select the people that are going to be working with you?
Hiring people I know and trust will always be my hope. To know their way of working, their character and way of life matches with my vision.
How do you evaluate employees?
I evaluate my contractor every couple of months, checking if she has any problems with her space, if she needs any supplies or has any other frustration I can help resolve.
How do you keep your employees happy/incentivized?
Regular check-ins are important for contractor happiness. I give birthday gifts, product samples and have dinner with my contractors a couple times a year.
RETAIL
What are your retail goals?
To service my client. I am not selling to sell, I am providing the tools to fix a problem and solve my guests’ skin care problems. Because I communicate this as I recommend product, I often sell multiple products to each client. Education is KEY. To explain the why of what the product will do, what is in it and why one needs it. I also write out a detailed instruction sheet for each client and check in with them a couple of days after their appointment.
Where is the retail area located and how does it compare to the rest of the spa?
Retail is currently in our spa spaces. On antique cabinets or simple wood shelves. Clean layout, easy to access, and never too overwhelming. I also make print outs of product highlights and tips. I chose a simple setup because my clients don’t have time to browse like a spa with a waiting and retail area. I pull the products they need and begin explaining what it will do for their skin once their treatment is complete, keeping their treatment time separate for relaxation.
MARKETING & PUBLICITY
What can you tell us about your marketing techniques? What do you focus on, where do you spend the most money, and why?
I market on Facebook and Instagram, but word of mouth and my website are mostly how my business grows! I don’t discount services or offer many specials. I price my services at what I believe is fair and because of that, I hope to keep my clients for life. Many send their friends and family and I have built my book with their referrals and the support of other spa professionals. My mom taught me how to use google search engine key words and I get many clients from google or yelp, for free!
EXCEPTIONAL CLIENT CARE
How do you keep clients loyal and consistent?
Going the extra mile. A hand or back massage after a facial, or makeup application. Offering them a hot towel, antiseptic towelette and thoroughly covering post treatment instructions after a sugaring appointment. It sounds like common sense, however it is common for guests to come from another spa having never heard how to treat their skin.
What incentives do you offer to your clients to be sure they come back again?
I offer my clients a competitive price and experience that brings them back! I give them a 25 percent off coupon at Christmas, which they love. I often give out samples of new makeup products as well.
TIPS FOR SPA LEADERS
What are the most important lessons have you learned from failures or challenges that you can share with others in your career path?
I worked at multiple places that were poorly run at the start of my career and they ended badly. As hurtful as they were, I have learned so much of how I did or did not want to run my business from those experiences. The most important lesson I learned for sure is to be me. I am a quiet, introverted woman who loves a holistic approach to treating the skin. Some guests will love that, and others won’t. There are enough clients to go around and I want my guests to be happy so if someone doesn’t love me, it’s okay.
What advice could you give to someone who would like to manage a spa?
If you’re stuck and you’re not happy, keep learning. Follow other estheticians on Instagram, take classes and when it’s time to jump, jump! You will never know if you never try! Better to fail trying than never try at all and live in regret.
