Armed with a hot quartz sand massage as a new offering, a local spa chain has set their sights on Midlothian for their next location.
Scents of Serenity Organic Spa plans to open in June at 14304 Winterview Parkway in the mixed-use development of Winterfield Crossing. This will be the company’s fourth site.
The Midlothian Spa will include an en suite bathroom, sauna and shower room in addition to the chain’s usual massage and skin care services.
Owner Melanie Mueller compared the new location to her West Broad Village outpost, which opened in March 2020 as the chain’s largest location and offers the same extensive services.
Mueller said the Short Pump location attracts people from Midlothian, which prompted the decision to open a spa closer to these people.
“It came out of need. There are a lot of customers who come to the Short Pump site and live in Midlothian, ”she said.
The upcoming spa will also offer a massage involving the client lying on a layer of warm quartz sand, which Mueller says is new to his business.
The spa has rented two showcases totaling 3,800 square feet, giving it room for 10 treatment rooms. It will be adjacent to the Gather coworking space which opened in 2020.
“The location is great. I really liked the concept that developers had to bring into high-end businesses, ”Mueller said of Winterfield, parts of which are still under construction. “With the clientele, it was really important to be at this top of the scale (executive).”
Its spa packages range from around $ 110 to around $ 470, according to the company’s website.
Mueller started the business about 12 years ago. Scents of Serenity has since expanded to 5707 Grove Ave. in the West End and at 10170-C Staples Mill Road in Glen Allen.
She currently has 50 employees on the payroll and plans to hire 20-25 more for the new location.
While that didn’t stop her from developing, Mueller said the pandemic comes with its fair share of challenges for her operation. She said the spas were ordered to close along with other businesses by the state government two weeks after the Short Pump location opened.
Its spas reopened about two months later with limited operations focused on massages, which could be provided with masks. She launched new spa packages that replaced facials, although she was able to reintroduce those services in September.
“I had to be creative and create different services and really focus on this aspect of massage, which was already a big part of our business anyway,” she said. “A lot of people, when they go to the spa, want to stay awhile and these alternatives have given the spa the flexibility to be flexible.”
In addition to Gather, Sense of Serenity will join local brewery Triple Crossing and Wong’s Tacos in Winterfield Crossing. Wong’s hasn’t opened yet.