In The News

One-Stop Spa Shopping

by Christa Weber

The Courier Newspaper October 8, 2003.

The spa business is booming and simple facials are no longer the norm. Day spas have been joined by laser centers, wellness centers and medical spas, which means increased business opportunities for people entering the field.

"People are looking for one-stop shopping," said Cheryl Whitman, Howard Beach native and owner of Beautiful Forever spa consultants. "They want somewhere they can go where they feel secure knowing that there is a physician involved."

Whitman teamed up with Joyce Blair of Stephen-Blair, Materialization Inc. to form Beautiful Forever, a consulting firm that helps potential spa owners realize their dreams, from building a facility to hiring staff. Whitman and Blair assist clients in opening medical spas, day spas, laser treatment centers or wellness centers.

Many of Beautiful Forever's clients are physicians who want to open medical spas. With HMOs and medical insurance paying less than ever before, Whitman maintains that more doctors are looking for ways to make additional income, and medical spas are a lucrative way to do it. But while doctors are experts in the medical field, they aren't always familiar with the ins and outs of business management.

"I feel that they can continue practicing medicine while they hire a consultant like myself to take care of the business end. I can create a complete turnkey medical solution for them," Whitman said.

Whitman and Blair are as meticulous setting up the spas as they are in counseling their clients about owning them. Stephen-Blair begins by choosing a location or piece of real estate while Whitman writes up a comprehensive business plan including cash flow reports so potential business owners know what they are getting into.

"People view this business as immediate revenue," she said, "but this is a business and you have to take it seriously."

Then, Blair's design staff creates the optimal space, and on-staff contractors turn the design into reality. Stephen-Blair also selects and installs office equipment and medical instruments. Whitman then makes recommendations on services and products that will embody each spa with its own unique service profile.

"When Joyce is finished with the design and development of the space, I take over by hiring and training the staff, setting up the retail end, up until the time of their grand opening," Whitman said.

Whitman and Blair, each of whom has more than 20 years' experience, create spas with relaxed atmospheres that cater to today's demanding clientele who are looking for not only a facial, but a long-term beauty solution.

"The uniqueness of my services," she said, "having been on both sides of the spectrum, and my experience helps save my clients time and money."