Aggie sits down with Dorota Wallace, founder of Berry Blonde Spa, to explore how she transformed an $800 rented room into one of Manhattan’s most trusted luxury anti-aging spas—with zero outside funding and no paid ads.
Dorota opens up about the failures that fueled her future, the mindset shifts that freed her from being a slave to her schedule, and her unapologetically intentional approach to client care and treatment selection. From her 75% conversion rate using Groupon (yes, really!) to why she believes nurses are the future of the spa industry, Dorota delivers a masterclass in scaling with integrity, grit, and genuine connection. If you’re a beauty brand founder looking to break into the spa market—or craving a reminder that doing business your way can work—this one’s for you.
Chapters:
- 00:00:00 – Betting on Herself & Starting from Scratch
- 00:01:02 – Meet Dorota Wallace: From Nursing to NYC Spa Royalty
- 00:02:06 – Corporate Burnout to Spa Breakthrough
- 00:04:01 – What a Failed Partnership Taught Her About Business
- 00:08:34 – Groupon Goldmine: How She Converted 75% of Clients
- 00:12:45 – Building a Spa That Feels Like a Five-Star Hotel
- 00:20:12 – Her No-Fluff Approach to Skincare Protocols
- 00:21:42 – The Real ROI of Relationship-First Business
- 00:23:33 – How to Turn First-Time Clients Into Lifelong Fans
- 00:27:04 – From Burned Out to CEO: Her Biggest Mindset Shift
- 00:31:36 – Trendspotting & Why She Won’t Sell Just Anything
- 00:39:19 – Real Talk: What It Takes to Thrive in the Spa Industry
- 00:40:51 – What’s Next for Berry Blonde Spa?
Links and Resources:
- Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17!
- Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap
- Aggie on LinkedIn
- AB Creative
- Aggie on Instagram
- Berry Blonde Spa Website
- Dorota Wallace on LinkedIn
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