Dear Diary,
Today I want to give a big virtual hug to one of my longest and most fabulous spa brand partners: Boca Terry. This cozy, robe-filled company is owned by the Cohen brothers—Edward and Bruce. Bruce was always my go-to guy for all things robe-related. Fun fact: we worked together for years and never met in person (classic long-distance relationship vibes!).
But oh, did we create magic together. One of my most successful spa promotions ever was with Bruce, and I ran it at several different spas with a few tweaks here and there—but it was always a total hit. Here’s how it went:
* Buy a $250 spa gift certificate (back when “gift cards” weren’t even a thing—yes, I’m that seasoned), and we’d wrap it inside a plush logoed spa robe in a big, beautiful box.
* Target market: Gentlemen.
* Occasion: Valentine’s Day.
* Bonus feature: Drive-thru pickup.
We had the boxes prepped with a cozy, one-size-fits-most robe, a hidden gift certificate inside, and a payment log ready to go. We sold over 300 boxes in just a few days, raking in more than $75K in revenue. Not bad for a robe and a gift card, huh?
Boca Terry gave me a gorgeous logoed robe for just $15. We invested $4,500 and got massive returns with only a 6% discount. Now that’s the kind of math I like.
But here’s the real secret sauce: the “white glove service.” If the gift giver gave us the recipient's name and number, the spa would call her personally to help book the experience. That meant gift certificates got used right away—and as we all know, GC revenue only counts when redeemed.
To this day, I love Boca Terry. Not only did they always support my wild marketing ideas, but they even let me use their gorgeous spa photography for an article I wrote.
So, Bruce, if you’re reading this—cheers to our mystery friendship and spa greatness.
Fluffy robe forever!
