EVERYBODY'S BUSINESS: Pia Esthetics Day Spa Westchase Location

Newspaper: Everybody's business
(By TIMES STAFF Published July 6, 2007 @ St. Pete Times )

Pia Esthetics Day Spa, 12029 Whitmarsh Lane, has opened its third location in the Westchase area.

After starting the business in their home, husband and wife Andres Hernandez and Pia Trujillo opened 3 1/2 years ago in South Tampa with 640 square feet, moved two years later into 2, 400 square feet, and opened a location in Winter Park soon after. Now, the couple is franchising the successful spa business, which is known for its Brazilian waxes.

Despite frequent requests, the couple says they are highly selective in who can obtain a franchise.

The employees and owner of the new franchise went through the same training all Pia employees experience, and some downtown Tampa employees moved to the new location, Hernandez said.

Microdermabrasion won't be added to the Westchase offerings until there is enough demand to pay for the expensive machine, Hernandez said.

Westchase was chosen as the newest location because so many downtown clients came from the area. While some of those clients were willing to make the trip, others were not, Hernandez said. The new location has brought some of those customers back.

Additional franchises are possible, probably in Sarasota and North Tampa, Hernandez said. But nothing is definite.

"It's time to go slow, " he said. "We're going little by little."

Along with waxing, Pia offers a full range of spa services including massages, makeup application, skin care, and manicures and pedicures.

Hours at the new location are 9 a.m. to 6:30 p.m. Tuesday through Saturday. Call 813 854-6424.