How This Anti-Aging Spa Founder Turned Failures Into a Thriving NYC Business with Dorota Wallace

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! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative 
• Aggie on Instagram
• Berry Blonde Spa Website
• Dorota Wallace on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

Mentioned in this episode:

5 Days to Growing Your Iconic Beauty Brand Challenge