Sherry's Blog:
The Spa Sedona Journey: Part 7
Covid. Need I Say More?
June 2026
Covid happened to everyone, not just my business and staff. I now know a lot about Post-Traumatic Stress Disorder (PTSD), and COVID definitely qualifies as a traumatic event.
We closed for the first time in March of 2020. I remember it distinctly, because The Village Pub across the street had already set everything up in preparation for St. Paddy’s Day, and the same day we were told that we would be shutting our doors was the same day that the pub took down all of the tables, chairs, and banners that they had rented for the 17th. It felt surreal.
In the beginning, I have to admit, I was in denial. I came to work every day, I decorated the spa for Easter, and I even put out all of our new spring accessories. But as each day passed and our doors stayed closed, it wasn’t looking good.
In April I decided to call a friend of mine in the Canadian Chamber of Commerce. She would know what was really going on, both locally and within the rest of Canada. I remember my heart dropping as she said, “Sherry, you won’t be open until at least July.” My denial turned to shock.
Once the shock wore off, I went into survival mode. The one thing I had learned from managing small businesses with RBC through economic downturns is that small businesses can turn on a dime. Because we are small, we can make changes fast compared to larger corporations.
We reopened first in June, a month earlier than had been forecasted, but quickly closed again, then opened, and by the third closing it was a non-event.
Being a small business owner during Covid was not for the faint of heart. Every type of business had their challenges, and being in the “personal services industry,” we were under higher scrutiny and closed longer. After all, we are in the touch business, but the frustrating part of this decision is that we had always used high-grade disinfecting products and practices because we were in the touch business.
There was life after covid, and as the dust started to settle, our job was to make clients feel safe coming back.
Next: 20 years of memories
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The Spa Sedona Journey: Part 6
A Family Comes Together During Tragedy
June 2026
Our Spa Sedona story would not be complete without talking about Krissy.
Krissy was one of our staff members that had worked with us for over ten years. She was an excellent esthetician, mother, friend, and person. She was such a hard worker, and she did not tolerate any staff we hired that were slackers. You did not sit around doing nothing if she was there. Her clients loved her, and she took such good care of them.
On March 14th, 2018, she didn’t show up for work, which wasn’t a big deal, but she didn’t even call to let us know, which wasn’t like her. When we couldn’t get a hold of her, I had a bad feeling and went to her house to check on her. Nothing in my wildest imagination could have prepared me for the tragedy of that day.
Krissy, as well as two of her children, lost their lives due to domestic violence.
This tragedy devastated our staff, our clients, and our whole community. Our clients and the community didn’t know what to do, so they came to the spa. They brought gifts, flowers, food, and stories; some just wanted to come and sit in our relaxation room. They needed a place to grieve, and we welcomed them.
I was so proud of my staff; even though they were grieving too, they hugged people, listened to their stories, and cried with them. It’s what families do.
In May I took a retreat to my healing place—the red rocks of Sedona, Arizona.
There is a picture of Krissy that sits in our reception area; she will always be a part of Spa Sedona.
Recovery was short—then came Covid!
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The Spa Sedona Journey: Part 5
Marketing without Social Media Influencers
June 2026
I always thought that marketing was “my thing,” and I always knew that I would use word-of-mouth marketing when it came to my business. I knew that building a strong referral system would serve us better than trying to get new clients through advertising. I also had to get people to come in and see the inside of Spa Sedona. Our outside didn’t do it justice.
We gave guided tours to everyone that came in to inquire about services.
I remember one of those clients like it was yesterday: She was new to Ajax and her husband was a friend of mine and had sent her in. When she walked into the back, she looked around and said, “I just found my new favourite place.” She’s still a loyal client to this day.
Today we have “social media influencers,” but that wasn’t really a ‘thing’ when we started out. But I used a similar method of marketing. I knew a lot of women in the business community of Ajax and Pickering. I knew people who were what I called “town criers.” Those influential people in our community who were connected to many different groups of people, and whom people listened to.
Every Wednesday night I had a wine and cheese gathering where I invited 5 of these women to the spa. I also gave them a mini facial or massage to show them what we had to offer. Then I asked them to tell their friends and family. One of the side benefits that came out of those gatherings was women meeting other women in business. It turned into a networking event.
This marketing took a little longer – but it worked, and the clients started coming and coming.
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The Spa Sedona Journey: Part 4
Hiring staff & learning what a Brazilian wax is!
June 2026
Constructing the business was only part of what had to be done before we opened. Hiring staff, deciding on services, choosing a product line, buying equipment, and the list goes on.
Hiring staff was very familiar to me; I had lots of experience from my time in the bank. But I was used to hiring bankers, not personal service staff. So, I made a lot of mistakes in the beginning. I thought I had high standards while in the bank when it came to customer service. But in the personal services business, the quality of customer service had to be much higher. It would take me a while before I found my grove in what I was looking for.
Once, when a client was late for her massage, an RMT stood yelling, over top of the client, at the esthetician because she was late finishing the client’s pedicure. I fired him on the spot. Learning curve #1!
For someone that was going into the spa business, I was not an esthetician or an RMT; I was a banker. I did get a lot of judgmental looks and comments when I went to the spa shows and talked to vendors. This was made even more obvious when we were coming up with our menu of services and the estheticians that I had hired were helping me. I had absolutely no knowledge of waxing! The service of Brazilian waxing came up. Not knowing what this was, I asked… Well, when she described it to me, all I could think of was, “How would I even price this?!” The other waxing services had been priced by how much wax we used and how long it took. With a Brazilian, I had no idea – I was sure they were not all the same… and how would we adjust for that? Learning curve #2.
In the first three years there would be many more learning curves to overcome.
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The Spa Sedona Journey: Part 3
Project Management – Building Spa Sedona
June 2026
The building of Spa Sedona was a fun adventure; I loved the project management of renovating an empty real estate office into a spa.
Finding a contractor, fine-tuning multiple design options, getting permits, productivity inspections, picking colours, buying furniture, light fixtures, etc. There was no ChatGPT back then to help.
The downsides of project management were dealing with contractors that didn’t show up when they were supposed to, late deliveries, building code & safety inspections, and finding people you could trust.
But it all came together, and we were scheduled to open in May of 2006.
As opening day approached, we just had one last inspection from the fire department before we could open the doors.
However – apparently, installing new ceiling tiles during the renovations was a mistake. The contractor and I were left scratching our heads; if we hadn’t touched the original ceiling tiles, we would have been fine. But because we replaced the ones that were cracked or discoloured, we then had to replace ALL of the ceiling tiles… I have to say, we definitely learned of some very odd hoops that we needed to jump through during the whole building process.
Because of this, we were delayed another month while we replaced the grid for the tiles.
Next; as our June 15th 2006 Grand Opening approached, staff had to be hired to make that happen.
During Renovations
Ready for Opening!
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The Spa Sedona Journey: Part 2
Coming up with a Name and Location
May 2026
When I was trying to come up with a name, I knew the first word had to be “Spa,” but I had no idea for the next word.
My routine was to keep a pen and paper on my nightstand so that when I woke in the night, I could write down any ideas that came to me. One night I went to bed saying, “Spa what? Spa what?” over and over. The next morning, I opened my eyes and had it! “Spa Sedona!”
This was perfect. Sedona Arizona has always been my favourite place. It’s a place of energy healing, vortexes, beautiful red rock, and sunsets like no other. We’ve travelled there often, and every time we came back, as soon as I would get my first view of the red rocks, I would have that instant, wonderfully relaxing, calming feeling. It was the perfect name for my spa.
When I was trying to come up with a name, I knew the first word had to be “Spa,” but I had no idea for the next word.
My routine was to keep a pen and paper on my nightstand so that when I woke in the night, I could write down any ideas that came to me. One night I went to bed saying, “Spa what? Spa what?” over and over. The next morning, I opened my eyes and had it! “Spa Sedona!”
This was perfect. Sedona Arizona has always been my favourite place. It’s a place of energy healing, vortexes, beautiful red rock, and sunsets like no other. We’ve travelled there often, and everytime we came back; as soon as I would get my first view of the red rocks, I would have that instant wonderfully relaxing, calming feeling. It was the perfect name for my spa.
Once I had the business name, everything else could move ahead. Not only that, but the name also answered my question on how I would decorate the spa. I could see it so clearly: the red rocks, the clay pots, the Southwest décor.
Next came finding a location—which was a headache in itself. As they say: location, location, location.
My first thought was, “No more commuting for me!” I wanted to be close to home, so I started looking in the Whitby and Oshawa area. While discussing my frustration with friends about not having any luck with finding a location, one friend said, “I’m surprised you are not looking at Ajax & Pickering where everyone knows you.” Ding! Ding! Ding! The light went on!!!
When I was with RBC I had been the bank manager at #2 & Whites and #2 & Liverpool Pickering Branches, followed by Business Banking for Durham Region. While in these positions, I had been the President of the Board of Trade, Chair of the United Way, and a Director on the Rouge Valley Hospital Board. It was only right that I would go back to my business community when starting my own business.
So now I had the area; next came the building itself.
When I was with Toronto Small Business, I got to see a lot of very good small businesses fail because of location. The location had to have plenty of parking, easy access for mobility-challenged people, no stairs, not be on a busy road, and the energy had to feel right.
After a year of looking, when I walked into 24 Church St. South, I knew this was it. I have always loved Pickering Village, and it had absolutely everything I was looking for.
This was home!
Welcome to 24 Church Street!
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The Spa Sedona Journey: Part 1
A Small Business Owner at Heart
May 2026
My dream has always been to have my own business. I grew up in a family business but went into the corporate world, working for RBC.
My last job with RBC was managing small businesses for Toronto. I loved meeting the business owners and hearing about their passion. These were my people, and I wanted to be one of them.
I started to prepare to start my own business in 2005. When I ran small business courses for RBC, the rule was always “go to your passion” when deciding what kind of business you wanted to start. But what was my passion? With the help of a life coach, we nailed down what my passion was (this took months).
My passion is “the customer experience”! If I get great service, I tell everyone! But if I get bad service—I’m your worst nightmare. My daughter says I make people cry (that only happened 1 time) ((Lies! It was 100% more than 1 time)).
You can always tell a person’s passion. You can hear it in their voice and see it in their eyes when they talk about it. Their excitement becomes contagious. That is passion.
With the knowledge of my passion being “the customer experience,” the spa industry came to me very quickly. I remember that whenever I travelled, the first thing I would do when I got to the hotel would be to book a spa appointment. I can remember having exceptional spa experiences and saying, “If I ever had a spa, I would have my therapist do it that way.” Example – Hot Towels on your feet.
I started attending spa conferences, going to different spas all over Canada (that was the hardest part of my research) ((Yes, truly gruelling. Can you hear my eyeroll?)) and putting together a timeline of what had to be done and in what order.
So, I had what the business would be; now I just needed a name and a location…
Sherry Robinson
Owner of Spa Sedona
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Get Ready to Celebrate with Spa Sedona
May 2026
In the ramp-up to June, we at Spa Sedona are gearing up for a BIG celebration!
This June marks Spa Sedoan’s 20th anniversary! And we’re planning to commemorate this milestone in style, with special ‘one-day-only’ packages, psychic readings, a fashion show, mini RMT massages, a give-a-way/draw, speeches, treats & more!
As we get closer to June 18th, we’ll be posting more information on the events going on that day, pictures from Spa Sedona’s past & present, and some of our most memorable stories from the past 20 years.
Please stay tuned & get ready to celebrate 20 years with us!
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Thank You for Sharing About the Wonders of Magnesium Cream
March 2026
I would like to thank everyone who has passed on the word about our Magnesium Cream!
New people are coming in telling us that a friend had recommended this cream to them. Plus all of the stories from all of you telling us how well it has worked for you too.
One client said that she had purchased the cream for sleep, but when her hand was aching from arthritis, she thought, “What the heck, I’m going to try this on my hand.” She told us that it was almost instant relief.
Our cream is a topical magnesium cream that also contains arnica. They have so many benefits because the cream absorbs through the skin quicker than through the stomach.
Plus, you can target the area that you need it the most! Such as areas with arthritic pain, restless leg, leg cramps, or when healing a broken bone. And don’t forget the restful sleep you get.
Thank you again for spreading the word!
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Wishing You Joy & Self Care
December 2025
Tis the season to invest in yourself as well as others.
While money cannot buy happiness, spending money on joyful experiences can often times make you feel happier. Whether treating yourself to a spa treatment or planning a vacation somewhere you’ve always wanted to go, experiences can be something to look forward to during a stressful time.
In addition, during the holiday season of giving, donating money to a cause that helps others or buying a small gift for someone you love can lead to boosts in “feel good” chemicals like serotonin, dopamine, and oxytocin.
When thinking of giving or having a joyful experience this holiday season, we hope you keep Spa Sedona in mind. We are here to help.
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It's a Learning Curve
November 2025
Our transition to our new software system has begun, as many of you have noticed with our new Point of Sale terminal. All of our staff are on a learning curve, and we thank you for your patience with that.
We are working feverishly to be able to introduce to you our new online booking system in November. Our plan is to gradually roll out services that you can book online. First, RMT appointments and then our Esthetics services.
We will send out an email flyer when each group of services are available to start online booking.
Learning new things is always challenging and puts us outside our comfort zone. But it is amazing how quickly we adjust to new changes and challenges.
Thank you to Allison and Stephanie for their hard work and long hours to roll out this new software. I see some well-deserved time off… as soon as we know what we are doing, that is.
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Online Booking is Coming to Spa Sedona!
September 2025
September can be a time of change. Starting a new job; going to a new school; first time living away from home; becoming an empty nester for the first time.
“Life is a series of natural and spontaneous changes. Don’t resist them; that only creates sorrow. Let reality be reality.” – Lao Tzu
Change is a part of life and Spa Sedona has an exciting change coming in October. We will be changing to a new spa software that will allow us to keep up with the changing of how clients prefer to communicate and book their appointments.
We are thrilled to announce that with this change we will be able to do online booking! Stats show that 65-70% of people prefer the convenience and efficiency of online booking.
People like options. And soon, with this new system, you will have the choice of calling or emailing our wonderful front staff to book your appointments or booking online.
There are many other benefits with this new software that will support our staff: better reporting, inventory control, etc. I’m sure there will be a bit of a learning curve going forward, so please bear with us.
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The Wonders of Magnesium Cream
April 2025
Most of you know that I’m a big fan of our Magnesium Cream by Cryoderm. I use it for muscle pain relief, improved sleep and reduced stress. I use it every night, and notice the difference if I don’t use it.
Recently I read an article published in the ‘New England Journal of Medicine’ describing the role of magnesium in our health maintenance.
In this article they describe the importance of having a higher magnesium intake for blood levels to improve cardiovascular health, reduce stroke risk, enhance cognitive function, improve blood sugar regulation, and strengthen bones.
We can get Magnesium from the foods we eat, such as; grains, dark leafy greens, almonds etc., as well as supplements or creams absorbed through the skin.
Who knew our mighty Mg Cream had so many benefits!
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The Secret of 'Blue Zones' - Part Two
December 2023
The “Blue Zones” continued…
I recently watched the documentary by Dan Buettner on Netflix called “Live to 100: Secret of the Blue Zones”.
It was a study that was done on 5 places in the world that had the highest number of people living to 100+ years old.
Here is the evidence-based common denominators of all the Blue Zone regions – They call them the Power 9.
The first 4 were covered in our November Blog.
This is the next 5 of the Power of 9:
- 5) Plant Slant: Beans are the cornerstone of diet. Vegetables, fruits and whole grains round out the rest with meat eaten in small amounts.
- 6) Wine @ 5: Moderate but regular consumption of wine (with friends and/or food) is part of the Blue Zones lifestyle.
- 7) Belonging: Being part of a faith-based community adds 4-14 years to life expectancy.
- 8) Loved Ones First: Having close and strong family connections (with spouses, parents, grandparents and grandchildren) is common with Blue Zone centenarians.
- 9) Right Tribe: The world’s longest-lived people have close friends and strong social networks.
Those strong social connections that you’ve made with our Staff at Spa Sedona over the years makes us part of your tribe; the place you can come, chat, have a laugh, and exchange stories – plus the connection through human touch. There is nothing better to keep you healthy.
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The Secret of 'Blue Zones' - Part One
November 2023
Have any of you ever heard of “Blue Zones”? I recently watched a documentary by Dan Buettner on Netflix called:
“Live to 100: Secret of the Blue Zone”.
It was a study that was done on 5 places in the world that had the highest number of people living to 100+ years old.
I found it fascinating, and wanted to share some of the most frequent, evidence-based, common denominators of all the Blue Zones regions.
They call them the Power 9.
This is the first 4 of the Power of 9:
- Move Naturally: Moving naturally throughout the day — walking, gardening, doing housework — is a core part of the Blue Zones lifestyle.
- Purpose: Knowing why you wake up in the morning makes you healthier, happier, and adds up to seven years of extra life expectancy.
- Down Shift: Stress is part of life, but Blue Zones centenarians have stress-relieving rituals built into their daily routines i.e. pray, nap, and happy hour.
- 80% Rule: People in Blue Zones areas stop eating when their stomachs are 80% full and eat their smallest meal in the early evening.
How can we incorporate these 4 life styles into our daily life?
- Move it or lose it!
- Make a to do list each day.
- Make time to destress daily: meditate, read a book, walk your dog, have a massage.
- Happy hour anyone?
- Eat earlier and stop eating before you are full.
Now, I don’t think they mean Happy Hour like I think of Happy Hour…
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Microdermabrasion and What You Need to Know!
October 2023
When I first started out in the spa industry, I knew nothing about Microdermabrasion.
But I was lucky to have had a mentor to walk me through what I needed and what Micro machine I should purchase.
It was a big investment, but he assured me that Micro was so important for my client’s skin care needs. He was right and I have since upgraded my Micro machine for even better results.
- What is Micro?
Micro targets the stratum corneum, the outer layer of the epidermis, where layers of dead skin lie on top of maturing skin. The epidermis also harbours fine wrinkles and other minor skin imperfections. - How does Micro work?
An apparatus is used to pull and raise a small section of the epidermis that brings skin impurities to the surface, then a small stream of crystals is projected across the targeted area while simultaneously collecting the used crystals and dead skin for disposal. (Think of sand blasting) - The Results of a Treatment
After the stratum corneum has been buffed to reveal new and healthy skin; it improves skin texture and increases the effectiveness of creams and lotions that can then absorb into the lower layers of the skin. - How Often Should you have a Micro?
If you have never had one, we recommend monthly until your Esthetician feels the skin only requires seasonal treatment. During the changing of the seasons is highly recommended.
But Beware!
Not all Micro machines are created equal!
The price of the Micro should tell you what grade of Micro machine is being used.
Also, some prices only include the Micro Treatment, but no facial. After a Micro it is the best time to apply skin care products that can then penetrate deeper into the epidermis of the skin.
At Spa Sedona we are pleased to inform you that we use a state-of-the-art Silhouet-Tone Microdermabrasion machine and includes a facial after your Micro to give you the very best results.
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The Brain Benefits of Massage
August 2023
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The Importance of Sleep
July 2023
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The Miracle of Magnesium Cream
February 2023
- Topical Magnesium absorbs faster into your system than oral Magnesium.
- CryoDerm’s Magnesium Calming Cream has Magnesium from Dead Sea Salts & Minerals, MSM, Arnica, Boswellia and ILEX.
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When Do You Make Yourself a Priority?
October 2022
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"NEW" Marini Physical Protectant Sunscreen
September 2022
- Broad Spectrum
- Untinted & Tinted
- SPF 30 & SPF 45
- Water Resistant: 40 min. & 80 min.
- Has an expiry date.
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What You Need to Know About Sunscreen
August 2022
- Broad Spectrum UVA/UVB Protection: UVA rays gives you wrinkles, UVB rays gives you a sunburn.
- Mineral/Natural or Physical: This means it’s made from natural products and does not harm you or the environment. Example; Zinc Oxide or Titanium dioxide as the active ingredients that reflect the sun.
- Water Resistant: This means it will not come off in water for a certain length of time or mix with your sweat to sting our eyes.
- Expiry Date: With natural ingredients there MUST be an expiry date.
- SPF #: This is the percentage of UVB rays that get blocked.
- SPF 15 blocks 94%
- SPF 30 blocks 97%
- SPF 50 blocks 98%
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"Touch Therapy"
July 2022
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Client Appreciation Day, June 15th 2022
June 2022
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WaySpa Gift Cards No Longer Accepted
June 2022
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The Snow Storm of January 2022
February 2022
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The Customer Experience 2022
January 2022
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Local Businesses Need You This Holiday Season
December 2021
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