The company also makes equestrian apparel, attractive pedicure bowls and bespoke-scented candles
PRODUCT DIVERSIFICATION Noel Asmar is in essence a lifestyle brand, with an in-house design team, so branching into equestrian apparel in 2011, provided an opportunity to indulge its design credentials beyond the fit-for-work fabrics of uniforms. In line with her ‘everything stems from a need’ philosophy, Asmar started her equestrian collection with a rain-friendly riding jacket to keep her dry on her horse during rainy Vancouver winters. Now the division offers a luxe range
using merino wool and cashmere, bamboo and linen as well as technical fabrics for water resistance. It’s even designed breaches and boots for doormen for the equestrian themed Salamander Resort in Washington DC, and catered to Olympic riders and dressage teams. The recent Noel Asmar leather
handbag collection has cemented the brand’s move into retail, being stocked increasingly in hotel boutiques worldwide. “It’s all about the experience, of making
ordinary moments that bit more special,” she says. Asmar’s other exciting division,
www.pedicurebowls.com, took off in 2007 when she designed a range of colourful resin and hand-hammered copper and
Noel Asmar clients include: Starwood, Four Seasons, Ritz Carlton, Rosewood, OPI, Marriott, Sofitel, Elizabeth Arden, St Regis, WTS International, Canyon Ranch spas and cruise lines
dumping fabric in landfill, which anyway, she says, the US government is lobbying to outlaw in America by 2017. By the end of 2016 Asmar aims
to have offices, not only in the UK and Dubai, but also in additional countries within Europe, Latin America, Oceana/South Pacific and Asia. So much in the spa and wellness
stainless steel pedicure and manicure bowls as a move away from industrial-style foot baths. Most recently Asmar created her own collection of aromatic, hand poured, soy wax candles simply because she is ‘nutty’ about fragrance and the profound connection between scent and spa experiences. The company offers custom scents with co-branded packaging for elite clients around the world.
WHAT NEXT? Asmar’s latest interest is the hospitality industry’s relationship to the environment. She’s leading a campaign to create a recycling programme that takes used uniforms in exchange for a credit towards new Noel Asmar pieces. With millions of garments being replaced each year, there’s a dire need to stop
industry revolves around bricks and mortar design, treatment development and product houses. Noel Asmar is one company focusing on what really matters: the people who work day to day to deliver the customer experience. “Spa staff are in the business of looking and feeling good, so it stands to reason that they themselves want to feel that way too,” says Asmar. She’s claimed the space for uniforms
that are both comfortable and chic. The company stands up for ‘quality’ and is sure to inspire properties to take advantage of the in-stock collections or custom design services. There are tens of thousands of spa and hospitality professionals that are forever grateful for Asmar’s vision.
Contact Noel Asmar: Email:
info@noelasmar.com Web:
www.noelasmar.com
©CYBERTREK 2015
spabusiness.com issue 1 2015 45
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