[gap height=”15″]Devoted Creations’ Five-Star Diamond Program has been a huge success with salons throughout the world. Features include on-location sales and product training by DC’s team of experienced professionals including Lisa Parsons and Kandra Covert, a generous Welcome Kit and lucrative cash-back rebates.
[gap height=”15″]The program creates a win-win scenario for all, as everyone – including salon guests – can enjoy great specials on many of the industry’s best selling products.
[gap height=”15″]To highlight the program and its member salons, Devoted Creations and IST Magazine created an exciting new platform for them to share their stories and enjoy some well-deserved, national attention.
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This month, Devoted Creations Five-Star Diamond Spotlight is on Carolina Tan Factory, located in Columbia, SC and co-owned by Wesley and Jenny Backman. I recently interviewed Jenny to get her thoughts on the business and to share some of her experiences on the road to success.[gap]
[gap height=”15″]IST: When did you open your (first) salon and what was your motivation to do so?
[gap height=”15″]Jenny: I started working in a very successful tanning salon in 1993 at the age of 17, and immediately fell in love with the industry! In 2008, I acquired an existing salon that I had previously managed for around 15 years. While going to college, I continued to work and manage several salons and when the time came to graduate and start a career, I just didn’t want to leave what I had grown to love. It’s awesome to go to work every day in a place where it’s always sunny and happy! I am also obsessed with skincare, so being a tanning salon owner was a perfect career choice for me.[gap]
[gap height=”15″]IST: What do your salon guests like the most about CTF?
[gap height=”15″]Jenny: I believe they appreciate that we operate at a very professional level, even though we’re still a small business (non-corporate). We stress professionalism by staying up-to-date on products, equipment, keeping fresh lamps, experienced/trained staff, a sparkling salon, and we keep things exciting with in-store promos and events, etc.
[gap height=”15″]IST: What separates your business from your competitors?
[gap height=”15″]Jenny: Professionalism. Frankly, I just make sure this is the place that I would choose to tan, myself. I put 100% toward making my salons number one. I come in every day with “fresh eyes” to evaluate what’s working and what needs tweaking. I believe in continuous education in whatever field/industry you work in. I attend trade shows, watch webinars, read articles – anything I can do to continue growing.
[gap height=”15″]I take customer and staff feedback and build from it. I study numbers and trends to make sure that I’m doing everything possible to help CTF maintain the professionalism that our customers expect.[gap]
[gap height=”15″]IST: What are some of your best-selling lotions – and what do your guests like about them?
[gap height=”15″]Jenny: We love the Devoted lineup this year! DC Glow is our top-selling accelerator. We love that it is DHA-free and bronzer-free, has 24-hour moisture, top-of-the-line skincare ingredients, and an amazing scent. As always, our customers love to hear that DC products are aloe-based, and we feel good knowing that we provide the industry’s best products. We also love Mermaid Majesty! Who doesn’t want to be a mermaid? Beautiful, perfect levels of DHA that eliminate orange, Body Fit technology that keeps you toned and tightened, and it keeps you feeling cool during tanning. The new Oh So Sexy Body Creme in the So Naughty Collection is our bestselling post-tan product. We sell it easily by educating tanners that their at-home regimen is also important to the tanning process.[gap]
[gap height=”15″]IST: What are your plans for the future of CTF?
[gap height=”15″]Jenny: I want 2017 to be better than 2016. I want 2018 to be better than 2017. I’m not just talking about profit. I want to continue to grow and be the place where people want to tan, and be known as the best tanning salon in the Columbia area! I would also like to offer new products and services. I recently started selling Sun Bum® outdoor tanning skincare and LipSense lipsticks. I plan to look into offering spa services, and maybe beach apparel.[gap]
[gap height=”15″]I’d like to open a fourth salon in the downtown Columbia area in a couple years. I absolutely love opening new salons and literally get an adrenaline rush just thinking of it!
[gap height=”15″]From everyone at IST Magazine and Devoted Creations, congrats to Jenny and Wesley Backman and everyone at CTF for a job well-done!
[gap height=”15″]For more info on Devoted Creations Five Star Diamond Program, call 800.488.5524 or visit
devotedcreations.com. ■
Wesley & Jenny Backman, Owners
