MOVERS & SHAKERS
The spa industry seems a bit tired and jaded... We’re
aiming to revamp the sector by targeting the younger demographic through lower
price points and offers with a fresh breath of life
– experimenting with different colours to match make-up and dressing them up with accessories. We’ll test the ideas in Singapore and, if it works well, we’ll roll them out in London and New York. The spa industry seems a bit tired and
jaded with a lack of innovation at the moment. So, we’re aiming to revamp the sector by targeting the younger demo- graphic through lower price points to make spa treatments more affordable, and by increasing our unique treatment and prod- uct offerings with a fresh breath of life.
What's your vision for Spa Esprit Group? Turning MOW and Browhaus into house- hold brands has always been my vision. My aspiration is to make our brands interna- tional market leaders. I hope to have 100 outlets in 20 cities within the next fi ve years, going into new markets such as Bar- celona, Tokyo, Paris and Los Angeles. I’d love for people to start seeing Singapore in a different light because of our brands’ creativity and innovation.
What do you want to achieve over the next 12 months? We’re looking to open more stores in the UK very soon and have big expansion plans
28 spa business handbook 2012
Chua’s aim is to open 100 MOW and Browhaus outlets in 20 cities in the next fi ve years and Europe and America are key targets for expansion
for the rest of Europe and America. It is very heartening to see the growth so far and it proves that our brands appeal to different cultures and nationalities. Look out for new concepts, exciting treatments and products coming your way in the year ahead!
What drives you? Passion, curiosity and purpose. I make my visions real because I believe in them.
What is the best business decision you’ve ever made? To start up MOW in 2001 despite the majority of people thinking that I was crazy to bring Brazilian waxing into Singapore, as it was considered such a taboo. By injecting
a dose of humour and fun into the treat- ment and marketing campaigns, we took the embarrassment factor out of the equa- tion, and it was an instant hit. Now, we have 14 stores in Singapore and
20 stores all over the world. We are very proud to say that we have waxed more than two million bushes to date, and counting!
What has been the biggest challenge of your career? People management. When I fi rst started, I had eight staff to manage and now I’ve a team of 500. I strongly believe in leading by example. Achievements and contributions are praised and recognised through positive feedback. This is one of the most effective ways to motivate and inspire the whole team to work towards the same goal. Another big challenge has been learn-
ing to deal with a tremendous amount of pressure. It’s important not to be driven
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