4 Tips for Spa Success

When Kim Thumel and Saphonia Gee, co-owners of In Your Own Skin in Virginia Beach, Virginia, opened three years ago, they had a very specific idea of what it was going to be. While they wanted to give clients a place to decompress and relax, they also wanted to focus on caring for pre and post-op skin without being a medical or day spa. It is a delicate line to walk—but they’ve been successful. So successful, in fact, that they were chosen as the winner of Repêchage’s Spa de Beauté of the Year award last summer. Here, Thumel opens up about their secrets to success.

1. practice grassroots marketing

Thumel and Gee have found that the best way to get new clients is through referrals and word of mouth. Thumel (who handles the business side of things) has taken to using grassroots marketing, which means getting out into the community, where people ask her what she does. She and Gee also regularly work with non-profits in the area.

2. make every client feel like a VIP

The operations manager for the spa takes great pains to stagger the bookings by 15 minutes, so that clients truly feel like they are the only one there. “It’s very unusual for someone to see another patient in the hallway or in the quiet room,” says Thumel. They also bought a building in a low traffic area, which lends itself to a sense of privacy.

3. be the expert

One of the biggest challenges that IYOS faces is one that many spas encounter —consumers who think they know what they need. “People are bombarded with new treatments and products,” says Thumel. “They read about microdermabrasion then call someplace and book it.” IYOS only allows clients to book for a consultation or certain length of time. When the client comes in, the esthetician assesses her skin and lifestyle, and together, they decide on the course of treatment. “People need to be comfortable with the fact that they can’t be good at everything—we know how to take care of skin.”

4. enter your spa in contests that honor industry leaders! “It’s great to be a part of this kind of event, because it gives you industry recognition and establishes you,” says Thumel. “We’re very excited about the position we’ve taken—we’ve been very involved in licensing in Virginia—and this gives us a platform we can use.” It’s also good for morale. “It’s kind of like a report card for the staff.”

 

This year’s Spa de Beauté of the Year award will be presented at the beginning of August, during Repêchage’s 10th International Congress in Secaucus, New Jersey.  While the contest is open to Repêchage Spa de Beauté salons and spas, anyone in the industry can attend Congress. For more information and to sign-up, visit www.repechage.com and click on “Professionals Only.”