Let’s face it, although a relaxing massage will help reduce stress and tension and improve overall health many different ways, insurance won’t pay for you to heal yourself through massage. Nope. Insurance will only cover traditional forms of health care like doctor visits or prescribed medication.
So, most Americans are foregoing their regular trips to the spa for services like massages and facials. Services that not only help you feel better, but also help you look better. And, when you look great, you feel great.
Undoubtedly, many Americans are having an especially difficult time struggling through the economy. Many of their treasured healing rituals have been cut from their budget.
Aquamedica Salon and Day Spa in New Jersey has been working hard to help spa goers enjoy the same great services at recession-proof prices. The ocean-front spa in Long Branch launched an ‘Aquamedica Cares’ program at the start of the economy’s downfall.
The spa has been on a mission ever since to provide affordable prices to clients during the country’s economic setback.
“We know people are unemployed and trying to save money. But that doesn’t mean that they should deprive themselves of the things they love most.
Coming to the spa is truly a healthy experience on so many levels. Most importantly, it helps people relieve stress and tension in a way that is safe and natural,” said Valentina Chistova, owner and skin care director of Aquamedica.
Aquamedica has been offering as much as 50% off of all salon and spa services by sending out various Email alerts to their client database and posting their specials on their website, http://www.aquamedicaspa.com, and various blog sites.
We recently sat down with spa guru Valentina Chistova to hear her thoughts on the economy, her business, and why the ‘Aquamedica Cares’ program has worked so well for her. The following is an excerpt from our interview with her.
TCR: You have been giving so much for so little, what is your reason behind this? Knowing that you have such a beautiful facility, why in an environment like yours did you choose to discount your services so much?
VALENTINA: We are all in the same boat with the economy situation, and we can all help each other. We are well known in the area with a large clientele, and we would like our guests to continue to enjoy the services that we offer. It is good for the clients and it is good for us. Discounting the services so clients can still afford to come keeps our employees busy so that they can pay their bills and maintain their position here. The clients of course get the benefit of receiving their favorite spa services at special ‘recession proof’ prices. Instead of sitting with no business, we decided that we can help people get through this tough time, we can help them feel better, proving more than ever that spa is not only luxurious, but offers many health benefits as well.
TCR: What do you mean for health? People come to the spa for luxury services and pampering. Normally consumers don’t consider the spa someplace to go for ‘health benefits’. With an establishment like yours, people get the feeling that this is a very pampering environment.
VALENTINA: It is about luxury here. But at the same time, it’s extremely beneficial to one’s health. If you are stressed and aching because you have been at the computer all day looking for a job, a full body massage will relieve tension and symptoms associated with tension. Headaches, back aches, poor circulation, problematic skin….there are so many physical manifestations of stress. We can help reduce or eliminate that entirely. When you talk about luxury, people assume they can’t afford it. This is why we are trying to make it affordable so people can take advantage of the health aspects of spa services, especially now. If you make it affordable people can come and people can benefit from that.
TCR: I assume your employees are on a commission pay structure? How do they feel about the discounted services since it means they will be making less money?
VALENTINA: Yes, in this industry, commission is standard. I had a meeting with my employees, and we had an open conversation about what can be done for us, for our company, for our clients, so we can all still keep our jobs and service our clients as well. We came to an understanding together that we can unite our forces, to be on the same level, looking as a team that we all need to survive. We all agreed. Cutting prices was best for everyone. Our staff and our clients. The amount of people coming through the door now increased so much that we are keeping everyone very busy. And for that they are grateful.
Our prices are cut, but our services are not. We still use the same great products, and we don’t cut any services short. It’s like it’s ‘spa week’ here every week. I have to thank my staff. It is all possible because we care, that’s we called the program ‘Aquamedica Cares’. We are proud that more people have been introduced to our spa services now than ever before.
TCR: Are you worried that people will see you as ‘cheap’ or ‘discounted’ place all the time?
VALENTINA: No not at all, when times will be better, it will be better not only for us but for everybody. But we will always have promotions. Check our calendar and sign for our newsletter so every week you can know what is going on at Aquamedica.
TCR: What is your advice to other spa owners who are apprehensive to discount services?
VALENTINA: There are different theories about discounting. Some people say not to discount services, other people say it’s better to offer something free, or an upgrade. Each business owner knows their weakness or strength. You don’t need to discount everything. Look at your work week; see where you are filled, where you are not filled. Make decisions appropriately. There is no one rule for everyone. You need to look deep into your business to see what you can do to make both ends happy. It’s the job of the owner to go and be on top of it to make guests happy, make employees understand why it has to be done. I believe if I give, I will receive. You can not only take, you have to give. I am blessed with my guests that have been supporting us for so many years; today I need to make sure they are not left alone.
TCR: What is the reaction from your clients for the discounts?
VALENTINA: Our demographic became much wider because people are coming from all over now to take advantage of the specials. Most interesting is that we have repeat business from them. More and more visitors are coming to our website, which tells me the program is very popular. People are thankful that they can continue to enjoy our services. More group/corporate parties are booking now because of the price point. A big spa party for a business costs less then giving each person a big bonus. And employees appreciate the spa gift.
TCR: What is the most popular service that people are looking for?
VALENTINA: Massage is number 1 because of the health benefits. We increased our business in the nail department tremendously. Also services like microdermabrasion have become more popular now that the price is reduced. People who were once thinking about it are jumping on the chance and bringing their friends, and bringing groups. With our prices, they make an event out of it.
TCR: You said you were having large groups of people like corporate come for events, how do you accommodate them?
VALENTINA: Because our facility is 5,000 square feet and has many different departments, we can section off large parties so that everyone is being occupied at all times. We have a great dream room where we can set up food and refreshments. So people who are in treatments are in private rooms, and others are in dream room, then they switch. They can have exclusive use of our facility, sometimes we close to the public. We have a huge history of events that we manage very well; everybody works like a team player. It takes us minutes to turn our spa into a private retreat for guest speakers, parties, lectures, etc. We are surrounded by such beautiful restaurants so after people can use our locker rooms, shower, change into beautiful dresses and go out to enjoy a fantastic meal at any of our great restaurants.
TCR: who runs your facility?
VALENTINA: My son Anatoliy and I run the business, and we take a very active role in the day-to-day operations. I can’t say enough about him and what he brings to the business on a daily basis. Anatoliy’s specialty is coordinating and executing the large group events. He has a great business background, very detailed and very organized. He makes sure our clients get what they want. We make it our priority to be with the clients all of the time and to know them by name. We are always on top of it, guests know us personally, they know my son and me are the owners, they know if they need anything they just call or come see us. We don’t run our business from our office; we are always here, available for anyone.
About Valentina Chistova
Valentina Chistova is a world-renowned aesthetician and beauty expert whose experience encompasses all facets of skin care and body treatments. Internationally trained, educated and certified, Valentina has devoted more than twenty years to her profession. Throughout her successful career she has provided services to many celebrities, including Mrs. Globe 2001, famous socialite and entrepreneur Ivana Trump, well-known KTU radio personality Michelle Vassage and Olympic figure skating champion Galit Chait Prior to launching AQUAMEDICA, Valentina also consulted with leading dermatologists, providing skin care regimes for their patients.
Valentina is a member of the National Cosmetology Association and a CIDESCO candidate (Comite International Desthetique et de Cosmetologie Desthetique), which is the highest degree of beauty therapy certification available in the United States and worldwide. Most recently, Valentina completed a rigorous training program with the Spanish organization Wontersaf, one of the world's leading centers for trichology, capillary diagnostics and scalp and hair treatment to combat hair loss and other hair dysfunctions. Valentina also holds a Registered Nursing Degree from Kharkov State University and Cosmetology degrees from the Kharkov Medical Institute in the Ukraine and the Capri Institute of Cosmetology in New Jersey.
Valentina is embarking on a new experience to share her experience and expertise with other spa owners. Valentina has successfully launched two spas from the ground up, and has played a vital development role in the operation, pr and marketing of other day spas. Valentina’s experience includes practical business startup advice, choosing cost effective products and equipment, creating protocols, building a website, generating sales from the website, marketing, pr, event planning, professional network developing and more.
For more information about Aquamedica Salon and Day Spa, please visit http://www.aquamedicaspa.com
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