Totally Renewed!

Under The Dryer

Saturday, July 02, 2011

Seventeen years ago, in September of 1994, to be exact, Sandra Samuels-Reid conceptualised a business that was the first of its kind — Totally Male, an all-male salon and spa with an all-female staff complement, located at 5 Upper Montrose Avenue. Armed with her team of three, and the vision of being "the leading men's day spa and salon in the region, providing a woman's touch for the exceptional man" Samuels, who has always liked to see well-groomed men, realised that there was really nowhere just for men to go and get their spa services done — saw the need, and acted on it. "We also wanted to offer grooming, etiquette, wardrobe consultation and personal shopping services," Samuels-Reid tells Under The Dryer.

As the business evolved, the establishment was relocated a few times, from Upper Montrose to a brief stint on Braemar Avenue in 1995, then to Island Life Mall from 1998 until 2006, and back to Braemar Avenue later that year. Last year's economic decline saw Samuels-Reid, like many other business owners the world over, restructuring her organisation to keep it afloat. The relocation of her 17-year-old establishment to a compact, more affordable space at 48 Constant Spring Road in March of this year was part of that thrust. Thankfully, the new venue was already set up as a spa, central, and closer to her clients' homes and offered much more privacy. Today Totally Male ClubSpa & Salon, which received the International Pioneers of Prosperity Award from the Inter-American Development Bank and NCB's Nation Builders Award - Women In Business in 2009, is among the most reputable aesthetic establishments in the island, with over 2400 of Jamaica's A-listers and their sons as loyal clients.

Last Thursday, Samuels-Reid, in association with NCB Capital Markets, Chivas Regal, J Wray & Nephew, Juciful, Gil lette, V8 and ATL Autohaus, invited our Under The Dryer team as well as clients, stakeholders and friends to the official re-launch party at the new location. The event also served as the launch of the CLubSpa's 360 ML rechargeable club card — which offers a manicure, pedicure, facial, therapeutic massage, shampoo and unlimited haircuts and shaving for $13,000 for a one month membership, and the benefits multiply further for those opting for three or six month cards. There were, too, five to eight per cent discounts (including GCT) given to anyone booking a service during the launch.

"Totally Male was created to be a respite, a place of rejuvenation and learning, a place to come back to centre, and to make sure you look and feel your best," Samuels-Reid explained during the event. "Here at TML, we feel that low self esteem or just a simple lack of knowledge of the importance of good grooming, and the lack of emphasis on good grooming for men have delayed numerous opportunities. The men who come to Totally Male and the women who send them understand the importance of nurturing the ego of a man," she opined. Under The Dryer shares highlights from the new ClubSpa's re-launch festivities.

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