An interview with Ms. Joy Tsang, Founder of AEVUM SPA
AEVUM, derived from the Latin term for “beautiful life”, symbolizes quality of life and elegance.
“I am a person who loves beautiful things very much, and the original intention of starting AEVUM SPA was to reach for the higher level of being more beautiful,” says Ms. Joy Tsang, the founder of AEVUM SPA. “I have always believed that ‘achieving physical and mental beauty’ is my mission and responsibility, and so AEVUM naturally emerged.” With over 20 years of experience, she established her own AEVUM brand in 2010, after being the general agent for a top luxury SPA skincare brand in China.
“What I want to convey is AEVUM’s attitude towards beauty and nature, and the confidence in eternal quality heritage: altruism, faith, happiness, courage, and independence. The goal is to pass on and nurture ‘beauty’.” Joy spoke to SpaChina in an interview.
A strong brand is inevitably infused with the founder’s personal qualities and service principles. How did you guide AEVUM SPA to its current heights over these thirteen years?
Guided by its original purpose, AEVUM has attracted high-quality members, most of whom are socially responsible and contributing women: entrepreneurs, second-generation family successors, socially influential and active housewives, and a considerable number of corporate executives. These distinguished guests share a common appreciation for AEVUM’s unique value: achieving beauty and health through love and care.
Over these thirteen years, there have been continuous upgrades and enhancements. We have made many integrative changes in service and details. For example, whether it’s facial treatments or body treatments, we seamlessly blend the wisdom of Eastern traditional healing with practical techniques, along with the meticulous care and soothing touch of Western-style spa techniques. This combination ensures both safety and efficacy, as well as a delightful and comfortable true spa experience.
With excellent skills and services, the next step is to put your heart into it. Our therapists are all dedicated to serving our members. Through solid professional skills, they earn the trust and respect of our guests. Our employees adhere to the principles of “no judgment, no analysis, no labeling” when interacting with the guests, creating a relaxed atmosphere for comfortable communication. Our loyal guests and therapists have a familial relationship, enabling them to freely discuss their needs and find the most suitable treatments based on professional advice. This interaction is extremely positive and uplifting.
In addition to the above, I would like to mention: “To do a good job, one must first sharpen one’s tools.” Our “tools” involve selecting the right brand partners to provide the best products to our member clients. Currently, AEVUM collaborates with esteemed brands such as the Spanish luxury skincare brand Natura Bisse, French LPG, Swiss medical restoration brand Swissline, and the carefully designed essential oil brand ORiNERGiE.
“LOVE & CARE Solutions” is what we provide to our customers: solutions for beauty and health with love and care.
Has there been any change in your business after the pandemic compared to before?
During the period of post-pandemic recovery, our customer flow, the number of branches, and member visits have all increased. Interestingly, some members now have more time for spa treatments compared to before.
The pandemic can be seen as hitting the pause button on people’s usual routines. It forced us to change our busy lifestyles, step away from work, return to our families, spend more time with loved ones and friends, and reflect on our inner selves. It allowed us to reevaluate our desires, contemplate the meaning of life, experience the fragility of life, and appreciate the importance of physical and mental health.
Even though the pandemic has ended, the collective mindset and awareness have become deeper. Many have reorganized their visions and priorities, and they are more willing to savor the small moments of happiness and tranquility. They can now better enjoy the spa process and perceive the harmony between their physical and mental well-being and beauty.
These past few years of the pandemic have also served as a litmus test for our business. It tested the resilience of the owner, the loyalty of the staff, and the quality of the members. I am proud that we were able to demonstrate our strength during this period. We honed and improved the skills of our staff, maintained good communication and interaction with our member clients, and this is why we have seen growth in the number of branches and customer flow after the recovery.
In terms of spa and skincare services and medical aesthetics service under AEVUM umbrella, how do you maintain a good balance?
Most of our customers have developed a habit of pursuing ultimate quality and effectiveness. These guests have increasingly high expectations for service details. From the very beginning, we planned the most suitable organizational structure for our members. Each staff has their own role, providing precise beauty and health concepts and outstanding services.
AEVUM’s unique anti-aging philosophy involves precise anti-aging for the face, skills for anti-aging of the body, and emotional energy balance. The spa part advocates for beauty and wellness treatments, while medical aesthetics focuses on medical-level maintenance. Both aspects support each other, aiming for the balanced development of beauty and health. In AEVUM medical aesthetics, we adopt a conservative approach to projects, adhering to the principles of safety, efficiency, and comfort. Our members are confident and beautiful, knowing exactly what they want and don’t want, and they won’t blindly undergo any medical aesthetics treatments.
In the current global context, how do you envision the future of AEVUM and utilize these ever-changing trends?
I see a clear trend in the spa and wellness industry towards mental balance – achieving inner calm and contentment. The mental well-being directly correlates to physical health.
In the future, AEVUM will focus more on people’s physical and mental balance. We will use more natural products and provide related healing treatments, such as the ORiNERGiE essential oil products, to balance and enhance emotional states with natural energy.
Additionally, we need to embrace technology and look towards the future. We can efficiently address facial and body concerns using high-tech instruments, combining traditional healing with advanced technology. “Nature and Technology” are our direction for the future.
Sustainability and environmental protection are becoming increasingly important, as they are part of social responsibility and contribution. How does AEVUM integrate these principles into its operations and products?
Three years ago, AEVUM already embraced environmental and organic concepts. We use natural essential oils in many basic treatments, as we deeply believe these essential oils communicate and merge with the body, providing a holistic well-being. Each drop of essential oil contains the essence of the changing seasons, sunlight, rain, and various cosmic information.
In the current competitive world of essential oils, we spare no effort to maintain the production volume, quality, and uniqueness of ORiNERGiE products. When selecting essential oils, we place great importance on the plants’ place of origin, as each plant has an ideal growing location. Only the best growing conditions can ensure the optimal energy of the essential oils, leading to the best therapeutic effects that genuinely benefit both the body and mind.
Furthermore, excellent essential oils require skilled formulation experts. Our formulations are specially created by Dr. Patrick Collin, a renowned French medical and energy doctor and a leading figure in contemporary French radiotherapy. I firmly believe that a formulator’s personal qualities directly influence their aesthetics and techniques. When selecting formulators, destiny plays a role.
In terms of social contribution, through ORiNERGiE essential oils, we have offered essential oil courses to many members, teaching them what constitutes high-quality essential oils and how to use them to benefit their families and friends. These initiatives enrich members’ social lives and provide them with new skills. Furthermore, it helps their whole family become healthier. For example, during the pandemic, we used essential oils for disinfection, air purification, and immune system enhancement.
I’ve also noticed an interesting phenomenon among our employees. Daily contact with high-quality natural products makes them feel composed, confident, and open-minded. This positively influences their business skills. The reason is simple: good products enable aromatherapists to have more confidence in the effectiveness of their treatment programs.
In the future, we will continue on the path of natural products. Regarding facing intense market competition, I haven’t thought about how to compete. Instead, I focus on how to make every person using ORiNERGiE essential oils feel both physically and mentally satisfied. That, in my view, is already a victory.
Looking ahead, what plans does AEVUM have? Please share with us.
AEVUM will always remain true to its original intention. In the future, we will continue opening new branches, maintaining a youthful mindset, and a strong sense of curiosity. With our sensitivity to excellent products and projects, we will continue research and exploration, grasp market trends, become a more outstanding enterprise, help more young entrepreneurs and job seekers, and provide better service to a larger number of customers, promoting the good balance of health and beauty.
There is nothing difficult in the world; the key lies in having a determined heart.