Profiles

The Blue Lagoon

Brooks & Butterfield Ltd. in Northampton, Mass., is the creative brainchild of two women who wanted to create the most specialized spa in its market. With their backgrounds in the beauty industry, it was inevitable that this year-old spa would become an instant success.

DYNAMIC DUO: Brooks & Butterfield Ltd. may sound more like a law firm than a day spa, but make no mistake: There’s no stuffy environment at this spa haven. The sumptuous retreat is located in the heart of Pioneer Valley in Northampton, Mass., where the town was craving an upscale day spa. Born from Chameleons School of Esthetics, which Lenore Brooks and Patricia Butterfield opened in 1999 out of frustration for a lack of an esthetics school in western Massachusetts, Brooks & Butterfield Ltd. Day Spa provides a soothing ambience for clients.

“Specifically, downtown Northampton had no true day spa,” explains Butterfield. “There’s a few that incorporate skin and body treatments, but not a spa where there are only skin, body treatments, natural nail services, massage therapy, and makeup. We don’t offer hair or artificial nail services because we chose to provide an environment away from the usual high-energy and sometimes noisy environment that comes with that territory.”

Their plan seems to be working: The two owners recently celebrated their one-year anniversary complete with a gala event where each guest received a soy candle and competed for the grand prize of one full year’s spa treatments.

BLUE OASIS: With a range of pacifying services including everything from the Sarvar Thermal Crystal Manicure to the Aromatherapy Associates Organic Rose Pedicure, this day spa aims to send clients home with a renewed sense of self.

Soon the spa will introduce seasonal manicure and pedicure services “to appeal to the senses on different levels.” Clients will soon enjoy a Gourmet Chocolate Manicure or Pedicure, complete with hot chocolate to sip during the service.

And while service prices are a bit higher compared to other area salons and spas (spa manicures are $25, while specialty manicures are $30 and pedicures can run upwards to $50), the owners feel their services are worth it.

“Our location is convenient and we provide special touches like gourmet chocolates for each guest and a choice of hot or cold beverages on arrival or departure, so our guests are quite comfortable with our prices,” says Butterfield.

The spa is located in a city that is culturally diverse and noted for being a city of the arts. The business is surrounded by eclectic restaurants, clothing and shoe stores, art galleries, and pottery shops, which all make for an interesting mix of clientele.

“Our clientele is predominately women so we serve many local businesswomen, artists, musicians, and since there are five colleges in the area, we see a lot of students and professors as well,” says Brooks.

Thus, the owners aim to market to their fortuitous clientele as well.

“For the holidays, we sent coupon flyers out to 3,000 women who earn $125,000 a year,” explains Butterfield.

The spa even has its own resident jewelry designer. The local artisan, Bonnie Druschel, makes one-of-a-kind jewelry pieces, created especially for the day spa.

“She uses semi-precious stones in shades of the spa’s signature color, blue,” explains Butterfield.

“We chose blue as our theme color because we wanted a feeling of water and sky, which is soothing and calming,” explains Brooks. “We offer a haven were people can de-stress and unwind. In these turbulent times, that counts for a great deal.”

The walls are even faux-painted in swirls of blue and the floor to ceiling windows house transparent blue filmy shades to envelop the area in a sea of calming blue.

Brooks & Butterfield Ltd.’s retail business also includes a line of skin care products that are entirely cruelty-free, with no animal by-products and no animal testing.

“We research our product lines very carefully,” says Brooks. “We want to provide services that are extremely results oriented. We have to have that competitive edge to be above the norm.”

Keywords:   business     day spa     marketing/promotions     opening a new salon     salon profiles  

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