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Indulge yourself: entrepreneur manages a successful boutique spa while keeping her day job.


For Tonya Edmonds, launching Skin Savvy Savvy® Gynecology A contraceptive vaginal gel that ↓ transmission of STDs–eg, HIV, chlamydia, gonorrhea. See Contraceptive.  Spa Express started as a means to protect herself from a possible layoff Layoff

1. When a company eliminates jobs regardless of how good the employees' performance. 2. A risk reduction, made by investment bankers, that minimizes the potential downside associated with a commitment to purchase and sell a stock issue unsubscribed by stockholders holding
 and as an investment that would provide her with another source of income. Now, her day spa A day spa is a business establishment which people visit for personal care treatments such as massages and facials. It is similar to a beauty salon in that it is only visited for the duration of the treatment.  serves as a haven for clients longing to relax, be pampered pam·per  
tr.v. pam·pered, pam·per·ing, pam·pers
1. To treat with excessive indulgence: pampered their child.

2.
, and indulge in soothing sooth·ing  
adj.
Tending to soothe.



soothing·ly adv.

sooth
 ambiance am·bi·ance also am·bi·ence  
n.
The special atmosphere or mood created by a particular environment: "The noir ambience is dominated by low-key lighting . . .
.

Edmonds has a solid background in the information technology industry. But in 2001, the dot-corn bubble burst and she braced brace  
n.
1. A device that holds or fastens two or more parts together or in place; a clamp.

2. A device, such as a supporting beam in a building or a connecting wire or rope, that steadies or holds something else erect.
 for the worst. The following year, she opened Skin Savvy in Washington, D.C., in 2002.

"I always enjoyed going to spas," Edmonds says. "I also discovered that Washington, D.C., seemed to be behind the times as far as a good day spa was concerned. I wanted to offer trendy services and results-oriented skin care at a higher level not offered in D.C."

As it turns out, Edmonds was not sacked from her IT job. In fact, she is still in the IT business even as she experiences success in the spa trade. Skin Savvy generated revenues of $250,000 in 2004 and is expected to pull in earnings of $270,000 in 2005.

Skin Savvy is a day spa that offers a variety of services, such as facials, manicures and pedicures, massages, and hair removal for men and women. Edmonds estimates that 85% of her clientele are women between the ages of 25 and 50 while 15% are men between the ages of 30 and 50.

According to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 Edmonds, estimated startup costs of about $170,000 were very low, compared to most day spas. Employee costs were not factored in the startup expenses since Edmonds does not receive a salary from the spa, and her employees are paid commission for the services they perform. She also financed the venture with a $90,000 SBA-backed loan. Major expenses included leaseholder improvements on the property, buying equipment, Website creation and maintenance, and purchasing supplies and products sold at the spa.

Trying to open a spa while working full time was difficult for Edmonds since she was learning about the spa business and becoming a business owner at the same time. "The beauty industry is very different from the corporate IT world, so I had to adjust my management style," says Edmonds. "In the IT world, communication can be accomplished via e-mails and memos. This is a challenge for an absentee One who has left, either temporarily or permanently, his or her domicile or usual place of residence or business. A person beyond the geographical borders of a state who has not authorized an agent to represent him or her in legal proceedings that may be commenced against him or her  owner in the beauty industry because your business requires verbal, face-to-face communication."

Edmonds recalls how quickly she used up cash to manage the spa during the startup phase. "I needed to generate more money to cover the front desk and administrative salaries," says Edmonds. "I had to think outside the physical space of the spa to make money." Her solution was to expand the list of services. In January 2005, she responded to the requests of her guests by offering mobile spa services. Now, her mobile spa technicians travel to the local hotels in the Washington, D.C., area to perform on-site massages, facials, body treatments, and nail services for individual clients or small groups.

The fact that Edmonds didn't give up her day job when she was researching the feasibility of starting a spa meant that she had an income that could help her launch the second business. Her preparation paid off.

Are you interested in starting your own spa but don't know Don't know (DK, DKed)

"Don't know the trade." A Street expression used whenever one party lacks knowledge of a trade or receives conflicting instructions from the other party.
 where to begin? Go to www.blackenterprise.com/spa for a 10 step guide that will show you how to make your dream of operating a successful spa come true.

Skin Savvy Spa Express; 1730 Connecticut Ave, NW, Ste. 3B; Washington, D.C. 2009; 202-319-1231; www.skinsavvyspa.com
COPYRIGHT 2005 Earl G. Graves Publishing Co., Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2005, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Article Details
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Title Annotation:MAKING IT; Tonya Edmonds
Author:Janis, Robert
Publication:Black Enterprise
Geographic Code:1USA
Date:Jul 1, 2005
Words:605
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