Spa Owner Builds Stability with Membership Program

By Amanda Kuhnert

Thanks to a new community membership program, Day Glow Skin and Body Care now has 35 guaranteed bookings each month. Members receive discounts on products and services in exchange for a six-month commitment to monthly facials.

“It’s been really attractive to our regulars because they don’t have to think about it—they have an appointment every single month,” said spa owner and lead esthetician Erin Yudin Knowles. “And we’ve seen great results. Their skin is super happy and super healthy.” If a member can’t make their appointment, they simply send a friend or family member in their place.

The stable monthly bookings have helped steady revenue and improve staffing and inventory planning. “It’s a way for Erin to say ‘thank you’ to her most consistent clients while giving her a baseline for her numbers and more accurate forecasting,” said Vermont Small Business Development Center (VtSBDC) advisor Catherine Stack. Knowles has worked with VtSBDC since opening her Brattleboro-based spa in 2019.

Regular contact also offers opportunities for Knowles and her team to help their clients make the best skin care choices for their skin. “There is a ton of misinformation online, and people are overwhelmed by it,” Knowles said. “As professionals, we’re able to give them the facts and recommend what to use and how to use it, and this really helps ease their anxiety.”

The spa’s facial care services are designed to provide relief for overly sensitized skin caused by confusion about which products to use, New England’s harsh climate, and everyday stress, Erin explained. “Overall, the skin care industry is shifting toward creating and maintaining a healthy skin barrier. It’s also becoming more about human touch, connection, and slow, steady progress.”

The Value of Lived Experience


Knowles had 10 years of experience as an esthetician before opening the spa. As a new business owner, these years provided not only practical knowledge but also a pool of loyal customers—many of whom became founding members of her loyalty program.

Her advice to other estheticians thinking of going into business for themselves: “Definitely get in touch with VtSBDC. You wear all the hats as a small business owner, and it can feel overwhelming sometimes. VtSBDC is a cornerstone for me. There’s always somebody I can turn to.”

Knowles said she can’t imagine having started her business right out of school. “Lived experience is important. Go and work at different spas and really learn.”

Day Glow Skin and Body Care offers facials, massage, face and body waxing, lash and brow tinting, and makeup consultations.

For more information: dayglowvt.com.