Baltimore, MD - After more than a decade of honing their business acumen, longtime Aerotek Inc. colleagues Judy Sulisufaj-Kelly and Colleen Smith were eager for the hands-on challenges of an entrepreneurial venture. Both women shared a dream of creating a woman- and mom-friendly company, and a love for Baltimore City, where they had lived for years. They also recognized the need for a full-service, upscale salon and day spa that would serve local residents, as well as area businesses and tourists.
So, in May of 2003 - with Judy three months pregnant and Colleen caring for her young son - they quit their executive-level jobs to pursue a vision and dream. Knowing that no venture worth doing is without some risk, they obtained a loan through County National Bank, using their savings and homes as collateral. To offset this risk, they called upon their corporate savvy to put together a thorough business plan and five-year financial forecast, went to school to get direct spa experience, extensively researched the industry by interviewing salon and spa owners/consultants, etc. and then strategically chose their Baltimore city location.
A year later, their efforts have paid off with the opening of Studio 921, a client-centered salon and day spa that emphasizes both style and wellness, two words that are not usually used together. Hence the tag line: "where style and wellness meet".
"The goal is to offer services that improve the total body, not just hair, skin, and nail care," says Colleen. Besides featuring an array of services, including facials, massages, nail and hair care, and body treatments, Studio 921 also offers acupuncture and pregnancy massage. "We intend to emphasize the health, wellness, and emotional advantages of massages and skin therapy, and explain how our sessions can reduce stress and improve quality of life," says Colleen. Also important, is to help women feel good about themselves, Judy continues, "women feel a great deal of pressure to 'do it all', including balancing several different roles". We wanted to create a place where one felt comfortable making an investment…in themselves.
After an extensive location search, the two found a home for their new business at The Foundry on Fort, a 65,000-square-foot building constructed in the 1800s. "We built our space from nothing but a dirt floor and walls," notes Colleen, "and without the help of designers to do so-we couldn't afford it". Most everybody we worked with was a friend, family member or small business owner themselves. Jointly owned by Struever Brothers and Merritt Properties LLC, The Foundry rehabilitation project epitomizes the expanding economy and ongoing revitalization of the Locust Point/Federal Hill area.
Judy says the building's architecture demonstrates their desire to create an atmosphere that is elegant, yet unimposing and that would appeal to men as well as our more traditional women clientele: "We wanted a unique space that reflects our vision of creating a tranquil haven in the city….and a place where everybody felt comfortable and at home…"
Brightened by industrial-sized windows and decorated with a warm color palette, the interior retains such historical 19th-century details as original brick walls, wood beams, exposed duct work, ornate columns, and a tin ceiling. Guests who enter the reception area are escorted to either the salon - which features 12 stylist stations, a nail studio, and a studio for makeup application - or the spa - where client comforts include a "Relaxation Lounge," luncheon area, nail studio, separate men's and women's locker rooms, and seven treatment rooms. Studio 921 also offers a variety of salon and spa-exclusive products, including Bumble and bumble, Dermalogica and Epicuren skin care.
The building offers easy access to I-95 and local businesses, as well as Inner Harbor attractions and downtown hotels. "We specifically chose a location that would optimize convenience for downtown office workers, residences and target those visiting the Baltimore area," says Judy.
"With our downtown location, we also want to alter the habit of consumers who live outside the area, who restrict themselves to their neighborhood salon," adds Colleen. "We are offering a unique city experience, so our goal is to sell the total downtown environment to suburban residents, out-of-town tourists, and convention participants. The availability of free and plentiful parking in our adjacent lot provides additional incentive."
With a Merritt Athletic Club in the same building, Studio 921 also plans to market to a male audience as well. "At some point, we believe we will be servicing a 60 percent female and 40 percent male clientele. The trend for men to visit spas and salons is already growing, and a barbershop may also find its way here," Colleen says. "We are also looking into partnership opportunities with local businesses for packages, and potentially a local doctor for more advanced procedures.
"Because of our background and training, we're approaching every aspect of this operation from a business perspective," Judy continues. "Our research shows that people respond to a customer service-driven philosophy, and that will be our Number 1 priority at Studio 921." To that end, both women are committed to being working owners, doing everything from running operations, financial forecasting, and managing the staff to answering the phones, handling promotions, and even cleaning.
For more information on Studio 921 services and products, please visit the company's Web site at www.studio921spa.com, or contact owners Judy Sulisufaj-Kelly and Colleen Smith via phone at (410) 783-7727 or e-mail (info@studio921spa.com).