Armed with a warm quartz sand massage as its newest offering, a local chain of spas has set its sights on Midlothian for its next location.
Scents of Serenity Organic Spa plans to open this June at 14304 Winterview Parkway in the Winterfield Crossing mixed-use development. It will be the company’s fourth location.
The Midlothian spa will feature a bath soak room, a sauna and a shower room in addition to the chain’s usual massage and skincare services.
Owner Melanie Mueller likened the new location to her outpost in West Broad Village, which opened in March 2020 as the chain’s largest location and offers the same expanded services.
Mueller said that the Short Pump location draws people from Midlothian, which motivated the decision to open a spa closer to those folks.
“It came from the need. There are a lot of clients who travel to the Short Pump location who live in Midlothian,” she said.
The upcoming spa also will offer a massage that involves the client lying on a layer of warm quartz sand, which Mueller said is new for her company.
The spa has leased two storefronts totaling 3,800 square feet, giving it room for 10 treatment rooms. It will be next to the Gather coworking space that opened in 2020.
“The location is awesome. I really liked the concept that the developers had to bring in higher-end businesses,” Mueller said of Winterfield, parts of which are still under construction. “With the clientele, it was really important to be in that upper-scale (setting).”
Its spa packages run from about $110 to around $470, according to the company’s website.
Mueller launched the company 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.
It currently has 50 employees on payroll with plans to hire 20 to 25 more for the new location.
While it hasn’t stopped her from expanding, Mueller said the pandemic came with its share of challenges for her operation. She said spas were ordered to close along with some other businesses by the state government two weeks after she opened the Short Pump location.
Her spas reopened about two months later with limited operations centered around massages, which could be provided with masks on. She rolled out new spa packages that swapped out facial skincare treatments, though she was able to reintroduce those services in September.
“I had to get creative and create some different services and really focus on that massage aspect, 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 for a while and those alternatives gave the spa the ability to be flexible.”