A behind the scenes of the first Day Spa, Burke Williams with Chief of Treatments

Summary

Skin and the City Podcast by Kasey Boone Skincare™ Episode Summary: A Behind the Scenes of the First Day Spa, Burke Williams with Chief of Treatments Release Date: October 28, 2024

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Introduction to Burke Williams and Diane

In this episode of Skin and the City, host Kasey Boone welcomes Diane, the Chief of Treatments at Burke Williams Day Spa, to provide an insider’s look into one of California’s premier day spas. Burke Williams is renowned for pioneering the day spa concept in 1986 and now operates 11 locations across Northern and Southern California, including San Jose, San Francisco, Los Angeles County, and Orange County.

Diane’s Role and Experience

Diane brings over 25 years of experience with Burke Williams, starting as an esthetician and rising through the ranks to oversee all treatment operations across the spa’s multiple locations. She emphasizes the family-owned nature of Burke Williams, stating, “We have a family feel, even though we have a lot of locations” (05:24).

Training and Development at Burke Williams

A significant portion of Diane’s role involves training and development. She explains, “90% of my job is training and development” (08:14). Burke Williams prides itself on its comprehensive training programs, which are designed to ensure consistency and excellence across all locations. New hires undergo an extensive six-week core training that covers everything from skin histology to advanced product formulation and client communication. Diane highlights the importance of continuous education, mentioning annual recertifications that keep estheticians updated and inspired (11:39).

Employment Opportunities and Hiring Process

Burke Williams maintains a selective hiring process to uphold its high standards. Diane shares insights into their three-stage interview process, which includes pre-screening, in-person interviews, and practical assessments. She encourages persistence, noting, “If you want to work at Burke Williams, keep applying” (14:00). The spa promotes from within, offering numerous career advancement opportunities for those interested in leadership and specialized roles.

Popular Treatments and Services

Burke Williams offers a diverse array of treatments tailored to individual skin types and conditions. Diane highlights their flagship Regenerate Facial, which incorporates nano infusion technology for collagen development, stating it is their top-selling facial across all locations (15:37). Other popular treatments include the Nourishing Facial and various customized facials that integrate multiple modalities such as microcurrent and high-frequency devices to ensure transformative results (20:07).

Membership Programs and Client Relations

The spa’s membership programs are designed to foster regular client relationships and ensure estheticians have a steady stream of appointments. Diane describes two main tiers: the Classic Membership (50-minute services) and the Deluxe Membership (80-minute treatments). These memberships not only benefit clients with consistent care but also provide estheticians with reliable schedules and the opportunity to build lasting client connections (17:24).

Community and Flexibility in Scheduling

Burke Williams emphasizes a strong sense of community among its estheticians, supported by their innovative Ultimate Flexibility scheduling system. This system allows staff to pick up shifts across different locations via the Break Room app, providing unparalleled flexibility and fostering inter-location camaraderie. Diane explains, “It creates a lot more community because you really can, you can kind of like see it all” (23:28).

Product Lines and Ingredients

Burke Williams utilizes proprietary product lines, including HTV by Burke Williams, which is esthetician-driven and custom-formulated, and a long-standing partnership with Eminence Organic Skin Care. Diane emphasizes the importance of using high-quality, professional-grade products to ensure the best outcomes for clients: “We put our professional skincare in our spas. So you don’t have to bring anything” (36:30).

Career Opportunities Beyond the Treatment Room

Diane underscores the diverse career paths available within Burke Williams beyond direct treatment roles. From management positions like operations manager and general manager to specialized roles in training and product development, the spa offers ample opportunities for estheticians to advance their careers. She states, “We pride ourselves on promoting from within” (29:09).

Industry Insights and Trends

The conversation shifts to broader industry trends, with Diane observing a shift from the profession being a fleeting trend to a more established field focused on wellness and overall skin health. She notes, “The more educated, the more estheticians... we are attracting people who are really passionate, not just about beauty, but about wellness and overall health” (38:29). Diane encourages estheticians to advocate for the profession and participate in shaping its future.

Final Advice and Closing Remarks

Diane offers valuable advice to aspiring estheticians: persistence in applying to top-tier spas like Burke Williams and continuous professional development are key to a successful career. She highlights the supportive culture at Burke Williams, where ideas from the floor are valued and leadership is accessible: “The best ideas in the company come from the people on the floor” (32:09). Kasey Boone concludes the episode by reinforcing the importance of community and professional growth within the esthetics industry.

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Notable Quotes

• Diane on Training Importance:
  “90% of my job is training and development.” (08:14)

• Encouragement to Apply:
  “If you want to work at Burke Williams, keep applying.” (14:00)

• On the Regenerate Facial:
  “Our top selling facial is our regenerate facial.” (15:37)

• Ultimate Flexibility System:
  “It creates a lot more community because you really can, you can kind of like see it all.” (23:28)

• Promoting from Within:
  “We pride ourselves on promoting from within.” (29:09)

• Industry Evolution:
  “We are attracting people who are really passionate, not just about beauty, but about wellness and overall health.” (38:29)

• Valuing Employee Ideas:
  “The best ideas in the company come from the people on the floor.” (32:09)

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Conclusion

This episode offers a comprehensive overview of Burke Williams Day Spa through the lens of Diane, the Chief of Treatments. Listeners gain valuable insights into the spa’s operational excellence, commitment to training and development, innovative treatments, and supportive community culture. Diane’s experiences and advice provide inspiration and guidance for estheticians seeking growth and success in the beauty and wellness industry.

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Time References:

• <a id="time-0524">05:24</a>
• <a id="time-0814">08:14</a>
• <a id="time-1139">11:39</a>
• <a id="time-1400">14:00</a>
• <a id="time-1537">15:37</a>
• <a id="time-1724">17:24</a>
• <a id="time-2007">20:07</a>
• <a id="time-2328">23:28</a>
• <a id="time-2909">29:09</a>
• <a id="time-3630">36:30</a>
• <a id="time-3829">38:29</a>
• <a id="time-3209">32:09</a>

Transcript

[Casey Boone]

I can say to my new Samsung.

[Diane]

Galaxy S25 Ultra, hey, find a keto friendly restaurant nearby and text it to Beth and Steve.

[Casey Boone]

And it does without me lifting a finger so I can get in more squats anywhere I can.

[Diane]

1, 2, 3. Will that be cash or credit?

[Casey Boone]

Credit.

[Diane]

4 Galaxy S25 Ultra the AI companion.

[Casey Boone]

That does the heavy lifting so you can do. You get [e-mail] compatible with select apps.

[Diane]

Requires Google Gemini account results may vary based on input.

[Casey Boone]

Check responses for accuracy with new McValue at McDonald's you always get more than you expect every day. So even if gas prices go up, you can buy a double cheeseburger and add a McChicken for one dollar. Or before game time you can get five dollar meal deals for the group. And if breakfast is about to end, get deals in the app to save before the bell. The choice is yours. And the choice with McValue is always more. Prices and participation may vary. Valid for item of equal or lesser value. Must opt into rewards for app deals. Welcome to Skin in the City. I had the pleasure of being invited to go to Burke Williams, which I now know claimed the term day spa all the way back and I think she said 1986, which was before I was born and probably before a lot of you were born that are listening. Maybe not everybody, but I know a few of you and I was lucky enough for them to invite me in and I was able to interview the chief of treatments of Burke Williams. Burke Williams is a day spa here in California and they have 11 different locations where they're offering a full variety of facial treatments as well as massage. And I think they also do some hair and nail care depending on the location. It's funny because I actually used to be a member there where I'd like pay a monthly fee and like go get a massage and they have like sauna, steam room, hot tub and all that stuff. That's when I was in my like super self care era and it was just really cool to have a conversation with chief of treatments. So she's chief of treatments at all 11 locations. She's an esthetician. She's been with the company for 25 years. So she really gives us kind of like a peek behind the curtain of working at a big day spa like this. And again, I just, I love talking to different estheticians doing different things because as always, I hope that this gives you perspective of like what you can do with your license and your career, not only in the treatment room but outside of the treatment Room as well, because she's using her knowledge of skin care in such a different way. So I hope you enjoy this episode. But before we get into today's episode, this is brought to you by Spawn Equipment. You guys, I just got their new advanced seven wavelength LED from Spawn Equipment. I am obsessed with this thing. I have been eyeing an LED like this forever. It's really cool because it's on its own stand. Like, it has its own wheels, and it's like, portable, and you can move it up and down. And I just. I love the way it's set up. I'm probably not explaining it the best, but go on my Instagram and check it out. My Instagram is Casey Boone Skincare. Anyhow, I'm so obsessed with this. Not only can you treat the face, but you could treat the body. I'm going to be incorporating this into every single one of my facials because I am that obsessed with it. It has a digital screen. It has seven different color wavelengths, and it's amazing. Again, you can go to spa and equipment dot com. And don't forget, whenever you're shopping there to use my code. Casey K A s see why. For an additional discount. Now, let's get into the episode. But, like, I don't.

[Diane]

I'm gonna pay somebody to do it. It better be.

[Casey Boone]

Exactly. Exactly. And I. And I can't cut my own hair, you know? Or, like, can't put. You could try. I cannot. I've tried. I can't. Like, I'm not gonna put Botox in my forehead. Even though maybe I've thought about it, you know?

[Diane]

Right, right. That would be the worst Botox.

[Casey Boone]

Yeah. All right, Are you ready?

[Diane]

I'm ready.

[Casey Boone]

Okay. Amazing. Welcome to Skin in the City.

[Diane]

Thank you. Thanks for having us.

[Casey Boone]

I'm excited for you to be here. I know a little bit about you, Diane. Very, very little. I know that you are chief of treatments at Burke Williams. Correct. And not. Not only this location, which we're in Woodland Hill today, but how many locations are you chief of treatments?

[Diane]

We have 11 locations.

[Casey Boone]

Okay, so you're in charge of all 11 locations?

[Diane]

Yes.

[Casey Boone]

Okay. And for anyone who's not familiar with. Where is Burke Williams located? Because I know it's not all over the US and we have people from all over the US and all over the world.

[Diane]

We're centralized to California at this point. So Northern California, we have San Jose, San Francisco. And then in Southern California, we have six locations in LA county and then two in Orange County.

[Casey Boone]

Right. Okay. So, like, if you're Not LA native or a California native. You might not be familiar, but it is like a big. Do you call it a chain? I don't want to. It's a big.

[Diane]

You could. It's not a franchise.

[Casey Boone]

Not a franchise.

[Diane]

Family owned.

[Casey Boone]

You are.

[Diane]

Yes. So we're family owned and operated.

[Casey Boone]

Okay.

[Diane]

The Armors, our owners are still super hands on with the brand and the company, so I think it still has that family feel, even though it does have a lot of locations.

[Casey Boone]

Right. And how long has Burke been around?

[Diane]

Don't quote me exactly. But yeah, we opened in 86.

[Casey Boone]

Okay. So a while. Yeah.

[Diane]

We were actually the first day spa.

[Casey Boone]

Okay.

[Diane]

I think I knew that no day spas before the Armors actually came up with the concept at a destination location.

[Casey Boone]

Wow.

[Diane]

And really wanted to bring that kind of retreat into the city and opened Burke Williams and Brentwood was the first one.

[Casey Boone]

Okay.

[Diane]

Which were no longer in Brentwood. Oh, you're noticing now.

[Casey Boone]

But. Okay. That's amazing. And then how long have you been with Burke?

[Diane]

I've been with Burke for 25 years.

[Casey Boone]

Wow.

[Diane]

Yeah.

[Casey Boone]

Okay. Amazing. And are you an esthetician or. Oh, you are your license. Esthetic.

[Diane]

I started as an esthetician in our location in Orange.

[Casey Boone]

Okay.

[Diane]

And then I worked on the floor both in Orange and Pasadena and I've been with the home office for about 18 years.

[Casey Boone]

Okay. So you're. This is like your. This really is like your family.

[Diane]

Like, I've lived over half my life at Burke Williams. Yeah.

[Casey Boone]

That's amazing. And you. Okay. So I really curious, like, about your job. Cuz, like, I'm an esthetician. Most people listening are estheticians. We all love treatments. Like, that's why we're here. So, like, what does like, chief of treatment like, look like for you?

[Diane]

So it started like I said, I started as an esthetician and then I managed skincare for our company up until about nine, eight or nine years ago.

[Casey Boone]

Okay.

[Diane]

Then I took over also massage and nail care. So a big part of my role is designing our treatments.

[Casey Boone]

Okay.

[Diane]

But we also have over a thousand technicians that work for us.

[Casey Boone]

Wow.

[Diane]

Whether as estheticians or massage therapists. Nail technicians. So it's not me in my little office coming up with our treatments. You know, it's really their ideas.

[Casey Boone]

Okay.

[Diane]

And providing a platform. You know, your podcast clearly is all about, like, what's going on in the industry.

[Casey Boone]

Yes.

[Diane]

You know, when you have that level in, that breadth of talent on your team, when you've got over a thousand people to pull ideas from, there's so much more research being done. So my job is really to look at what are they excited about, what's going to light them up, what kind of treatments do they want to bring in. But also, Brook Williams is not gimmicky. So I think skincare is a living, breathing beast. You know, there's so much going on in this industry all the time.

[Casey Boone]

Yes.

[Diane]

And everything's changing so fast that it's hard to keep up and most of it leaves as quick as it came.

[Casey Boone]

It's very true.

[Diane]

So we really focus on things that we believe will give our guests a really compelling result. We're about transformation, we're about real change. If you're gonna come in, you wanna get a treatment here, we want you to leave healthier, better, more, well, more beautiful. Your skin should be glowing, your body should feel better. So we really focus on trying to find those nuggets that have staying power and sustainability. Because the other thing is also true. A thousand people to do those things a lot and to do them really well.

[Casey Boone]

Yeah.

[Diane]

You know, because we don't, we don't dabble in anything at Burke Williams.

[Casey Boone]

Right.

[Diane]

We're going to do it, we're going to do it 100%, we're going to do it authentic, we're going to do it really well and to get the guests a really, really great result. So I think we certainly don't follow the trends, but a big part of my job is. Yeah. Developing treatments, managing the team, working with the managers in each of our locations, working with our lead estheticians, our massage managers, our lead nail technicians, making sure that they are developing their teams.

[Casey Boone]

Right.

[Diane]

Because in my personal opinion, obviously I work here, but Berklings is the best of the best. And if you really want to come into one of our locations, we want to make sure that we follow that up.

[Casey Boone]

Right.

[Diane]

So we're a big brand on training. I would say 90% of my job is training and development.

[Casey Boone]

Okay. And then so I know, I know when beauty professionals get hired onto Burke Williams that there's like a very in depth training. Right. And I've talked about it before just because I've heard through the grapevine and I had an old friend that went through the training and I just thought how amazing and how beneficial, especially for new estheticians who are right outta school, that not only are you getting more training, but you're getting like paid for the training. Right. So can you share a little bit about that?

[Diane]

Of course, yeah. And I actually, I think I mentioned before I insta stalked you before you came in today. So I know that one of our estheticians here in Woodland Hills, shout out to Layla if she's listening, is one of your followers. So she went through our extensive training program. I love that you've talked about it on your podcast, but we believe that every guest who comes in wants something incredibly exceptional. And I think the training that estheticians get at different schools, it's all across the board.

[Casey Boone]

It is.

[Diane]

You know, you can come out of one school and be able to be completely independent and very hands on, and you can come out of another school. I, you know, I did a practical interview once, and the esthetician actually was like, what is the water for?

[Casey Boone]

Yeah.

[Diane]

So, you know, it's really a vast, vast array of applicants that we get, and we want to make sure that we're providing consistency across all of our locations, that our guests know what to expect and that we live up to our brand promise. So we really do believe in training. We believe that this is a company of training. You're in development your whole time here. But it starts with our core program that is for all of our new hires. I know this is a. We have, you know, massage training, we have nail care training, but it's a skincare focused podcast.

[Casey Boone]

But. Yeah, but I mean, I'm. We're kind of curious about it all. I know I have, like, massage therapists listening. I have nail tech listening. Just beauty lovers in general.

[Diane]

Yeah. Our training program is centralized for Southern California or Northern California. We have two different training. Well, we have three training centers total. We have one in San Francisco, one in San Jose, and then we have a training center here in Inglewood, California, where our Southern California technicians go. You go into training, and we train you on all of our services, but we also just train you to be the. You will never be a better esthetician than the day you exit that program. You know, we really create masters. We consider it like an MBA level of training and development.

[Casey Boone]

Okay.

[Diane]

You're there for about six weeks. We go through all of our services, but we also go through things that you just are kind of in one ear and out the other when you're in school, like histology of the skin, anti aging. You know, we take a deep dive in product formulation, product knowledge, just how to talk to guests, how to communicate in an elevated way. You know, we're really trying to make sure that when you leave that program that there's you. You are the best of the best.

[Casey Boone]

Right. So I'm guessing that there's your Training on like client communications, right?

[Diane]

Yeah. Communication, skin analysis, extractions is a big deficit for people coming out of school. We spend a lot of time on that.

[Casey Boone]

Okay.

[Diane]

Waxing is a big deficit now. A lot of schools don't even teach it anymore for insurance reasons. So we really try to make sure that wherever the gaps are in your education, that you can come in and that you can really succeed here.

[Casey Boone]

Amazing. I love that.

[Diane]

Thanks. We love it too.

[Casey Boone]

Okay.

[Diane]

It's fun.

[Casey Boone]

Yeah, it sounds fun. I'm like, wait, I want to do it.

[Diane]

It's a coveted job in the company to grow to be a trainer. Trainer. So.

[Casey Boone]

And then how long does it take to become a trainer? Or does it depend on the person, the situation?

[Diane]

We have three or four full time trainers between Southern and Northern California. We have a handful of part time trainers and then we have obviously a lead esthetician at each location.

[Casey Boone]

Okay.

[Diane]

But I think it's really the desire to grow. I don't think it's like one. There's not like, oh, you must be here this long.

[Casey Boone]

Of course.

[Diane]

You know, when I grew with the company, I worked here six months.

[Casey Boone]

Yeah.

[Diane]

Before I took on my first leadership role. And some people work here for six years or 16 years.

[Casey Boone]

Right. And they never wanted.

[Diane]

Right. So. But we don't have high turnover. You know, it's. Which is great.

[Casey Boone]

Yeah.

[Diane]

But it's also a challenge for people in the industry who do want to come into Burke Williams because we're not hiring all the time.

[Casey Boone]

That was gonna be my next question because I feel like there is this big gap in the industry. I don't know if you're aware of it or you've noticed it that I feel like there were so many people recently that have gone to school. School. And then there's not enough jobs in the industry. So that was going to be. My next question is like, I mean, that's so great for the company that there's not a high turnover. But I do always tell people, especially newbies, to like check out Burke Williams or something like that.

[Diane]

Right.

[Casey Boone]

Depending on the location that they're in.

[Diane]

When I say we don't hire a lot, it doesn't mean we aren't always. Of course, of course. You know, our average location has 25 estheticians.

[Casey Boone]

Okay.

[Diane]

So, you know, people moving, people changing career paths, you know, life getting dual licenses, all the things that people do in this industry. It definitely does create space. And we have a lot of part time people, so it really means that we can have a big workforce, which is great. For flexibility.

[Casey Boone]

Yeah.

[Diane]

It's easy to get your shifts covered. It's easy to, you know, so we are always hiring. We just don't hire a hundred at a time, you know.

[Casey Boone]

Yeah. And you're not hiring maybe full time.

[Diane]

Right.

[Casey Boone]

Okay.

[Diane]

But I would say the big trick to get into Berk Williams is be consistent. Consistent.

[Casey Boone]

Okay.

[Diane]

If you want to work. Yeah. Keep applying. If you want to work at Burke Williams, keep applying. Because that location may not need someone right now, but in six months that could change.

[Casey Boone]

Of course.

[Diane]

And also there are times like we do have, you know, we have a three stage interview. So you do an interview, a pre screening and then you do an in person interview and you have a practical interview.

[Casey Boone]

Okay.

[Diane]

And also don't be discouraged if you don't pass.

[Casey Boone]

Right.

[Diane]

Don't think that means we don't want you to try again. We give real feedback to every applicant because we want them to stay invested in our brand.

[Casey Boone]

I mean that's very valuable.

[Diane]

So it's not like you're going to get ghosted or not know why it wasn't a yes right now. But we'll give you real feedback of these are the things that you need to do to be the right candidate next time. And we want you to come back, we want you to apply again.

[Casey Boone]

Right.

[Diane]

And we really mean that. And I think a lot of companies might say something like that and then they're just kind of hoping they disappear into the ethers. But we really need it.

[Casey Boone]

Right.

[Diane]

You know, we have a full hiring team that really, really makes sure that we keep these applicants engaged and that we make sure that we're creating people who are the right fit for our brand.

[Casey Boone]

Amazing. What do you notice are like maybe popular treatments in the treatment room right now for you guys or like. I know that, I know that's like.

[Diane]

A loaded question like when you narrow it down. So I'm like, what's their skin type?

[Casey Boone]

Right.

[Diane]

It's like my first thought when you ask that. Of course our most popular facial, hands down is our regenerate facial that we brought in about two years ago. It does the nano infusion and all of you know, some collagen development and building and it's fantastic. The results are second to none. But my personal favorites are nourishing facial because I'm dry.

[Casey Boone]

Okay.

[Diane]

So it's like I always want to say nourishing, but really our top selling facial is our regenerate facial.

[Casey Boone]

Okay. And you. Yeah, you see that? Just popular. Like across, across the board.

[Diane]

Yeah. Every location, all of them. It's, you know, it's the only treatment that. It's like, we're out of this, we're out of that. Like, we need to put it on. We need more, we need more. We can't keep enough products in stock. We can't.

[Casey Boone]

Okay.

[Diane]

Every guest, once you have it, you don't go back.

[Casey Boone]

Okay.

[Diane]

It's like the one that you want to book every single time.

[Casey Boone]

Right. And I don't even think I knew that you offered, like, the nano infusion, because when I think of bark, I think of, like, day spa.

[Diane]

Right.

[Casey Boone]

So when did you start incorporating the nano into your services?

[Diane]

I think we started that treatment maybe. I think I said two years ago originally, but I think it was probably closer to three. Three.

[Casey Boone]

Okay.

[Diane]

But that is one of the many technologies we have. So we also have microcurrent, we have high frequency. We have all of the devices that you would expect.

[Casey Boone]

Okay.

[Diane]

Because I think, yeah, there is like the day spa. You know, some people can kind of correlate that with, like, fluffy or Which.

[Casey Boone]

Don't get me wrong, I love the. I love the fluff. But I also want, you know.

[Diane]

Right. I. If I'm gonna. I think people come to Burke Williams not because they want just relaxation. They also are paying money to get.

[Casey Boone]

A relaxation results, of course.

[Diane]

And our mission statement is about transformation. We want you to feel and look and have a result and have a better day when you leave here, not just mentally, but also physically. So we wouldn't put any treatments on our menu that you don't walk out, really, with a difference in your skin.

[Casey Boone]

Okay. They're seeing a difference right away. And then I know you guys are also very popular, that you have a. Like a membership program. Right. And I know that that can be beneficial for the estheticians as well, because then they're getting client. They're able to see clients on a very regular basis. Right.

[Diane]

Yeah. Stay busy.

[Casey Boone]

That's what I. I think is so amazing.

[Diane]

We have regular guests, like non member guests as well. So especially on the weekends, we see a lot more new clients. And that's also great for the estheticians because they're busy all the time. We're all, you know, every spa is busy on the weekends, but on the weekdays, a lot of those people, once they join, they'll come in on their regular weekday shifts. So it keeps all your shifts busy, but also you're always getting to grow your own, like, little pool of people that you love working with.

[Casey Boone]

Yes.

[Diane]

And we love when our guests connect with a specific Esthetician. Of course, everyone here does a fantastic job. And, like, our training creates a lot of consistency in our brand, but it also is the personality of the person. You know, they're gonna be drawn to their person once they find.

[Casey Boone]

Once.

[Diane]

Once they find them, and then they're gonna quit shopping around.

[Casey Boone]

Right, right. Going back to what we were talking about a little bit earlier, how you were saying, you know, there's a lot of flexibility when it comes to working here as far as, like, some people are full time, some people are part time. Can you say, like, on average? You know, estheticians are seeing like, this many clients a day. I know that's like a.

[Diane]

You know, most of our shifts range from like four to eight, like four to eight hours. Because they're like our average shifts either, like a short shift, like a four hour, eight hour. So I think it's different on both.

[Casey Boone]

Okay.

[Diane]

But I would say the average esthetician seems four to six people a day.

[Casey Boone]

I think that's perfect.

[Diane]

Yeah.

[Casey Boone]

Yeah.

[Diane]

Well, with breaks, with your lunch, with all of those other things, that's really mathematically what you can kind of fit in a shift.

[Casey Boone]

Also, you'd be surprised what people can do when they're working on their own, which I've talked about before. Just, like, people aren't taking a lunch and they're just like, pushing through. So I'm glad to hear that. You know, there's like a reasonable amount, but they're also staying busy in the treatment room here. Yeah.

[Diane]

And all of our services vary in duration, so we have anything from like 35 minutes up to. I think our longest is 95.

[Casey Boone]

Okay.

[Diane]

So it also matters, like, what service they're getting and how long that treatment is. So you're going to have like a mix of, like, shorter services, longer services, and most of our services are available in different durations. So you might have a 60 minute facial this hour and. Or 50 minute. Excuse me. In a 60 minute time block. And then you might have like a longer one at your next session or a shorter one. So it gives a lot of variety in the day. So it goes by pretty quick too.

[Casey Boone]

Okay. And could you share some of those? Because I think that would be helpful for estheticians listening. Just obviously you don't have to go through, like, step by step protocol, but I am curious to know that, like, you offering maybe the same treatment at a 30, 60, and a 90 minute. What does that look like?

[Diane]

It's all customized to what's going on with the guests. So every one of our Treatments starts with a skin analysis, as most estheticians do.

[Casey Boone]

Right.

[Diane]

And we really, you know, we have different products, but everything is in the room. So we're always looking for, hey, maybe you booked this facial. But this is really what I need to do.

[Casey Boone]

So they're not.

[Diane]

You have a lot of options. Right. But really we also have a 22 point acupressure massage that we do in all of our facials to really chisel out the skin. So a lot of times we'll extend something like that in the longer services.

[Casey Boone]

Okay.

[Diane]

Or maybe we'll double mask or maybe we'll add some modalities or some devices that maybe fit into that treatment. So we kind of try to make sure that once we've done that skin analysis with all of the options that we have, that we're kind of maximizing what we can do with that guest. And then we also have enhancements. So a lot of our guests book a longer treatment. They don't know what they want. Yeah, they're like, oh, I'm just gonna book an 80 minute, but I don't really know what facial I want. If I knew what facial I want, I could do it at home.

[Casey Boone]

Right.

[Diane]

So they really are looking for us to say, here's what I want to do with that time. So we have a lot of enhancements that we offer too to kind of fill that space and that time. But really it's just however they choose to customize it.

[Casey Boone]

Right. So it's really about like the customized curated, which I think is. Should be the way of the world for anyone working in the treatment room.

[Diane]

It's just like, right, because what, what's best for your skin is not going to be what my skin responds to. You know, I have rosacea. You probably don't. And so I don't. Right.

[Casey Boone]

But, but also that can change day to day, week to week. Right. Depending on where I am in my cycle.

[Diane]

Right. And that's really what we try to teach the estheticians too, is there's not just a skin type, there's the condition that it's currently in. And so, you know, I think that's, that's sometimes like a hurdle they get through in the beginning of like, well, this is their skin type, but what's the current condition? Because it changes every day, daily. Right. You know, I could be. Have dry patches and something crazy going on yesterday, but today I'm feeling oily.

[Casey Boone]

Right.

[Diane]

So it's really just trying to identify what's going on for them in that moment. And how do I create the. The right result for you today?

[Casey Boone]

Okay. And I'm guessing that's all being. You're. You're showing how to do that in the training, Right. And then is there additional training after the six weeks?

[Diane]

Yeah, the six weeks is like our start of training, right? Yeah. Our core program, it's going to teach you, like, our spa style facial, our men's facial, our back facial, our teen facial, all of the things that are like our standard treatments. And then you go back for our specialty treatments, like our nourishing, our Regenerate, our Radiance facial. So you go back in later and those are shorter. Those are like one or two day classes. And then we have an annual recertification that you go to that really, we go through all of our standards and make sure that you still feel like you're inspired around them, that they're living and breathing in your work and you get to kind of connect with that class that you might have because they bond, you know. Yeah. A little sorority at the end of training, these girls become friends and, you know, it's really just a great community. So they love going. I think the recertifications are most popular class.

[Casey Boone]

That makes sense. I mean, I think I talk about this with a lot of different estheticians because we are locked in a dark room most of the day with our clients that we do seek community so much. I mean, that's why I do the podcast. Like, that's why you're here today, because we're seeking for community. So I, I feel like it keeps coming back to that when I'm talking with you, that Burke is really creating a community for these estheticians.

[Diane]

Well, that's the fun thing, too. We also have like this app, it's called Break Room.

[Casey Boone]

Okay.

[Diane]

But part of that community is you can work anywhere. So if I get hired at Pasadena. But like, I'm going to be at my girlfriend's house in Woodland Hills this weekend. You pick a ship. Maybe I want to pick up a shift before I go home.

[Casey Boone]

Easy.

[Diane]

So it creates a lot more community because you really can. You can kind of like see it all.

[Casey Boone]

Yeah. That's amazing.

[Diane]

People who take vacations in San Francisco from Orange and just work shifts up there.

[Casey Boone]

That's so cool.

[Diane]

Kind of fun. Or I'm going to go to the beach this weekend, but I'd love to pick up a shift in Mission via home. My way home.

[Casey Boone]

I mean, that's kind of amazing. I've never heard of anything like that. And just like the Freedom and the flexibility.

[Diane]

Right.

[Casey Boone]

Are. Oh, go ahead.

[Diane]

It's fun too, because the girls love meeting other estimates from other locations, so it's kind of fun to see them kind of bounce around.

[Casey Boone]

Yeah. It's like, I think they, again, they have community. They can bounce ideas off of each other, they can share with each other, and that's just giving them opportunity in different places. So they're able to treat even different types of clients in different areas. Right?

[Diane]

Yeah.

[Casey Boone]

I think that's the other cool thing about Burke is it seems like there's all sorts of walks of life walking through the door. Different, like, ages, different skin types. So you're really getting, like, a full range.

[Diane]

And every location has, like, its own personality and its own client base. It's really fun.

[Casey Boone]

Yeah, I love that. I'm just still tripping out on the fact that they can, like, go pick up a shift somewhere else.

[Diane]

Yeah.

[Casey Boone]

How? That's so cool. How long have you been doing that? Okay.

[Diane]

Very catchy, right?

[Casey Boone]

Yeah. Ultimate flexibility.

[Diane]

I didn't name it.

[Casey Boone]

I mean, but I think that's what we all seek in this industry is the ultimate flexibility.

[Diane]

But, I mean, I've been here forever.

[Casey Boone]

Right.

[Diane]

Back when I worked as an esthetician in Pasadena, it would be like, well, you got your shift covered, right?

[Casey Boone]

Yeah.

[Diane]

Did you call everyone on the list to see who could come in for you?

[Casey Boone]

Right.

[Diane]

You're. You're sick. Are you sure you can't work through your first one? You know, Covid really changed everything. But we launched what's called ultimate flexibility, which means as long as you give us, I believe it's 14 days notice, you just post your shift in the break room app, and anyone at any location that wants to can pick it up. Can pick it up. Yeah. And it's interesting because we. They all get covered.

[Casey Boone]

They.

[Diane]

All of them.

[Casey Boone]

Because there's someone who's wants to make some money. I want to go to my kids.

[Diane]

Play tonight, or I want to, you know, play in a soccer match this weekend or. Or this, that or the other thing. But as long as you're proactive with what's going on, you just post it. And then all of the other people in your location, remember, you've got a team of an average of 25 estheticians surrounding you.

[Casey Boone]

Right.

[Diane]

And you're all pulling for each other, of course. And it's super easy. You just click, you cover it, and now it's your shift.

[Casey Boone]

Amazing.

[Diane]

Yeah. So it's. It's really, really helped with employees just feeling really good about their Work.

[Casey Boone]

That's so great. Yeah, I love that. Can you share some of the product lines that you're using or that you love for the treatment room or just ingredients that, you know, you see that are popular right now?

[Diane]

Oh, of course, yeah. So we use. We use two product lines. Well, we use a little bit more than that, but our primary two product lines are. We have our own proprietary line, HTV by Burke Williams, that we. It's not private label, so crystal clear. I think there's a lot of celebrities, a lot of spas. Private label. It's very, very popular. These are all custom formulated and it is esthetician driven. So our products are developed by our estheticians.

[Casey Boone]

Oh, really?

[Diane]

And so our entire brand story is around their inspiration in the line. So if whatever location you work in, you get the opportunity to apply and to be on our product panel where you actually learn formulation, you get to work with our labs.

[Casey Boone]

That's cool.

[Diane]

It's. It's really, really cool and fun. So we've had some estheticians kind of really inspired around it. And every location has representatives on the panel and it rotates every year. So we have htv, which we. Obviously, that's our brand.

[Casey Boone]

Okay.

[Diane]

And then we also partner with Eminence. And we have been with Eminence so long that anybody listening who has met Baldar, he came in his red Jeep that he always talks about and he was living in a shipping container with his brother practically. So we've been with Eminence for a really, really, really long time.

[Casey Boone]

Amazing.

[Diane]

And those are our two lines that we've used for this episode is brought to you by Amazon. Sometimes the most painful part of getting sick is the getting better part.

[Casey Boone]

Waiting on hold for an appointment, sitting in crowded waiting rooms, standing in line at the pharmacy. That's painful.

[Diane]

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[Casey Boone]

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[Diane]

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[Casey Boone]

Block, we'll look at your returns from the last three years for any money your last guy might have missed for free.

[Diane]

I could get money back from last year. You could.

[Casey Boone]

We'll find any mistakes. Could have really used that two years ago when I dated that mistake for five months. Don't leave money on the table. Switch to H R Block and get.

[Diane]

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[Casey Boone]

Fees apply.

[Diane]

If you have us file an amended return. 18 years.

[Casey Boone]

That's the core. Yeah, that's the core in the treatment room. Okay.

[Diane]

Since 2006.

[Casey Boone]

Okay. I also wanted to go back to, you know, you were saying that you worked as an esthetician. You said you also were managing skin care and now you're chief of treatments. Right. Okay. So to me, that makes me feel like there's so much opportunity as an esthetician to not only work in the treatment room, but there's other opportunities within the company.

[Diane]

Right. We have a core team at each location that's like five different managers.

[Casey Boone]

Okay.

[Diane]

And we pride ourselves on promoting from within. So I think it is one of those industries that you get in and maybe you just get facials forever. And that's super inspiring. And you love it. And maybe you want to branch out and you want to do other things.

[Casey Boone]

Right.

[Diane]

And we promote entirely from within. So we have a GX manager who heads up customer service for each location. We have an operations manager and then a general manager for each location. Lead esthetician distribution manager. So if you want to grow, this is definitely the place for anybody who wants to take their career in a different direction or really, you know, kind of in a leadership capacity, manage estheticians. This is a great place.

[Casey Boone]

Yeah. I just feel like there's so many of us that have worked in the treatment room, whether it be a long time or not, and sometimes we don't want to be in the treatment room all the time.

[Diane]

Right.

[Casey Boone]

Or we want. We're looking for diversity.

[Diane]

Right.

[Casey Boone]

And so I just think it's important to share that, like, being an esthetician can look a lot of different ways.

[Diane]

Right, Right.

[Casey Boone]

So are you. Do you ever like, perform a facial anymore?

[Diane]

Yes.

[Casey Boone]

You do?

[Diane]

Yes, I do. I used to pick up a shift every Mother's Day because the day everyone tries to get covered, but I haven't done it in a couple years.

[Casey Boone]

Okay.

[Diane]

Mostly cuz I really wanted long nails. As an esthetician, I feel that. Yeah, it's like the one thing that I was craving long nails for.

[Casey Boone]

So funny. Same.

[Diane]

I do a lot of training, so I'm hands on with all of our estheticians all the time. So I get to kind of. I call it scratching that itch. Like I really want to give a facial.

[Casey Boone]

Yes.

[Diane]

Or you really want to get a facial or get hands on with somebody.

[Casey Boone]

Yeah.

[Diane]

So I get a lot of time to do that, but it may not necessarily be on our guests all the time.

[Casey Boone]

Right. You're not on the guest, but you're still, like, in practice, you're still, like you said, your hands are on somebody's face. Because I'm the same way. It's like, if I don't get my hands on at least a couple people a month, I feel like I have a little itch that, like, I just want to take care of somebody, even if it's my husband.

[Diane]

Right. Or I was in San Jose right after we reopened from COVID and a guest comes in, and her esthetician had called out that day, and she was so upset, she's like, but it's my wedding. This is my Brazilian. And I'm just walking up there in my suit, and I'm like, if you're good with heels, let's go. Yeah, you know, let's get this done. So it's kind of fun to surprise guests sometimes.

[Casey Boone]

Of course.

[Diane]

Let me. Let me be the hero today and let me fix that for you.

[Casey Boone]

But I love that. And I love. You know, I think you. Of course, course, it sounds like you would be the perfect person to have this job because you understand the ins and outs. You've kind of lived every piece of the industry to get to this point. So, again, I'm just talking especially to. We have, like, a lot of newer estheticians. We have a lot of estheticians, like, in school, and they're just like, you know, they're like, am I going to be doing this forever? And I just think there's so many different options, especially avenues you can go.

[Diane]

In in this industry, and there's just so many doors that are open. And, I mean, I love Burke for a bazillion reasons. Obviously, I've been here 25 years, but everything I've learned to do, I learned here. That's amazing because they create a platform for their employees where they're like, oh, you want to try that? Let's figure that out. Let's try that.

[Casey Boone]

So they're listening.

[Diane]

They're listening. Well, the Armors absolutely are listening. I mean, I was in a meeting all day with them yesterday, so we meet every other week. But of course they're listening. But we're all listening. And we know that the best ideas this company come from the people on the floor.

[Casey Boone]

Yes.

[Diane]

You know, the guests asking questions and. And all of those things. But, I mean, I CRO co create our skincare line with Teresa, the owner, but I didn't know how to do that.

[Casey Boone]

No, of course.

[Diane]

Right.

[Casey Boone]

I learned that here.

[Diane]

You know, I learned how to Be a leader. Here, I learned how to be a manager. Here, I learned how to manage other people. I learned how to develop training programs. I learned how to write curriculum. All of the things that I've learned here, it just. Why would I leave? Why would anybody?

[Casey Boone]

Yeah, I get it.

[Diane]

Our average estheticians here, well over 10 years.

[Casey Boone]

Wow.

[Diane]

People don't leave.

[Casey Boone]

Yeah, that's like you said, it's family and people stay and some people leave.

[Diane]

And then they come back.

[Casey Boone]

I. I would.

[Diane]

Oh, maybe the grass wasn't greener.

[Casey Boone]

Well, like, look, I always support, you know, anybody starting their own business. I did. But I always tell people, like, it is not for everybody. And there is. I also started in a day spa after I got my license and I worked as a receptionist. And I think people just. Especially nowadays with social media, we have this, like, concept that it's like you go to esthetician school and then all of a sudden you have a hundred thousand followers and you're so booked and busy. But it's not realistic marketing. Yeah.

[Diane]

The advertising, all the service, like, and just little things, like, even the vendor agreements, like, all the things that go into being independent can be very overwhelming.

[Casey Boone]

And most of the time, you don't even know what a vendor agreement is if you're just getting into this industry. So, again, I think that's why it sounds like Burke is so beneficial, because you. You're getting trained, you show up and then you're just able to, like, do the job that you want to do.

[Diane]

You're just here to, like, give incredible facial services.

[Casey Boone]

Yes. Yeah.

[Diane]

You'll be booked.

[Casey Boone]

And that is really, I think, the most important thing, that you're, like, not sitting in your room, like, watching the clock pass by. Like, you are going to be booked and busy here.

[Diane]

Right. And I think even, like. So I'm on a team with other people who lead the company. Obviously, don't lead it by myself. But even our, like, COO and our cfo, like, we are always looking at, how are we maximizing to make sure our staff is staying busy. We manage our schedule to ensure that people are being booked.

[Casey Boone]

Right.

[Diane]

That you're not just kind of sitting around on the clock.

[Casey Boone]

Right.

[Diane]

Because nobody wants to do that.

[Casey Boone]

No. And I appreciate that. And I've. I've been there before. It's like, well, am I going to, like, take. Take a nap? Like, what. What else am I supposed to do?

[Diane]

I didn't bring enough books.

[Casey Boone]

Yeah, yeah. People are not having that issue here. Okay, so besides, obviously, facials, what other services are you offering at Burke and the amenities? Just for people that are curious.

[Diane]

So we're a full day spa and I love the term spa because everyone uses it. But like we really have the water here.

[Casey Boone]

You really do.

[Diane]

I know, right. So we have a jacuzzi, sauna, steam room, and then we have massage, we have nail care, we offer waxing. And then we have just amenities that you can just relax in so you could really be here all day. We have a quiet room where you could take a nap. We have a beautiful lounge where you can read a book, relax with your friends. So we just try to really have a very opulent, large space, which it is. So you can really escape your day.

[Casey Boone]

Yeah.

[Diane]

And have great service.

[Casey Boone]

And I, I feel like it's popular for like before like a wedding or like.

[Diane]

Right.

[Casey Boone]

Showers. Right. Like you, you have the capacity to like hold big groups of people.

[Diane]

We definitely do have group bookings, but I will say that 90% of our business is just people coming to escape the.

[Casey Boone]

Just coming. Just.

[Diane]

Right.

[Casey Boone]

Yeah.

[Diane]

I just really want a great facial. I just want a facial and a massage today, et cetera, et cetera.

[Casey Boone]

Right.

[Diane]

But we definitely have groups. We have a lot of duos who, who come in. So like, you know, a small group of friends or couples or you know, you and your mom as an example. But most of our business is our members who come really regularly.

[Casey Boone]

Yeah. And then what are the options for the membership? Just curious.

[Diane]

So we have our regular membership that includes a 50 minute service and then we have a deluxe membership. That's our 80 minute treatment. So you get a treatment every month and you know, you come in, you can always upgrade or change.

[Casey Boone]

Right?

[Diane]

Yeah, but those are.

[Casey Boone]

That's what I did for a while. I'd like upgrade. Yeah.

[Diane]

Our standard, our classic and our deluxe.

[Casey Boone]

And just the amenities alone, guys, are worth it.

[Diane]

Right. And you can really. You don't even have to pre plan that much. Like.

[Casey Boone]

No.

[Diane]

You got the hairspray, we got the washcloths, we've got, you know, the vanity, we've got the blow dryer.

[Casey Boone]

They have good skincare in the bathrooms and yeah.

[Diane]

We put our professional skincare in our spas. Yeah. So you know, it's not, you know, your generic off the shelf stuff.

[Casey Boone]

You really.

[Diane]

Other than makeup, you don't even have to bring anything.

[Casey Boone]

Yeah. Hopefully you're not putting makeup after a facial. I know.

[Diane]

Hopefully not.

[Casey Boone]

Hopefully.

[Diane]

If you're going to dinner, maybe a little mascara.

[Casey Boone]

Yeah, fair. Put some mascara on. Anything else that you think would be beneficial for our estheticians Just any, you know, any tip on. Well, I mean, you shared a tip on, like, how if you didn't get through the interview process. Just keep trying.

[Diane]

Right?

[Casey Boone]

Yeah, right.

[Diane]

I would say for sure, keep trying.

[Casey Boone]

Okay.

[Diane]

But also just there's so many smart, intelligent, talented individuals that get into this industry. And I think it's. It's not as saturated as it used to be, but I think it's sought after for a reason. I think the people in this industry are really creative.

[Casey Boone]

Yes.

[Diane]

Really inspired, really smart. And whether it's Burke Williams or whether it's at a sole practitioner, just we are like, I love your podcast because it creates that community for people to connect and stay inspired. And I really personally, I mean, we're in California. I'm sure you have a national audience, but also, I think we are capable of so much more than our state gives us credit for right now.

[Casey Boone]

Yes. California's rough.

[Diane]

Other states that really stand behind what we do as a profession and how incredible, incredibly talented and intelligent and safe our industry is. And I would love to see the state of California really push through more modalities and more things that we could do so with that talent and with that intelligence that each and every one of your listeners have. If you are in California, get involved, get vocal, follow podcasts, be listening and be calling state board, be calling your state representatives, and be an advocate for the state, this industry, to keep growing forward. I know they made some big changes for us. They did last year.

[Casey Boone]

Yeah.

[Diane]

But I think there is so much more we should be able to do.

[Casey Boone]

Way more.

[Diane]

Right?

[Casey Boone]

Yeah. It's really.

[Diane]

So don't just be the sole practitioner in the room or just the esthetician at Burke Williams, or push our state to really, really allow us to use our talent to help people. Because there's so much more that we could do.

[Casey Boone]

Yeah. To get involved.

[Diane]

Right.

[Casey Boone]

To get involved, involved. To not just sit and complain on the Internet, but do something about it. Right. Yeah.

[Diane]

Right.

[Casey Boone]

One more thing you. I know you said you don't feel like the industry is as saturated as it used to be.

[Diane]

Right.

[Casey Boone]

You know, so you notice a difference?

[Diane]

I do. I think there was a point where everybody wanted to be an esthetician. Yeah, right.

[Casey Boone]

Yeah.

[Diane]

And I think the more educated, the more estheticians that they were, the more people understood what the industry really is. I think now we're attracting people who are really passionate, not just about beauty, but about wellness and overall health and well being.

[Casey Boone]

Okay.

[Diane]

And I think it's really kind of taken some of the people who are married, but more just like, oh, I just want.

[Casey Boone]

It looks cute, it looks glamorous, it's.

[Diane]

Fun and it's trendy. Like, I think the industry has really evolved into wellness and into like, people who are really, really here for the other overall health and well being of your skin.

[Casey Boone]

Right.

[Diane]

And I think our industry. Industry has evolved in some of those.

[Casey Boone]

I would totally agree.

[Diane]

Yeah. I think there was. There was a point where it was like, everyone has to be an esthetician. And I think it's. It's not quite as trendy as it used to be.

[Casey Boone]

Okay.

[Diane]

It's more hardcore now, I guess.

[Casey Boone]

Okay.

[Diane]

Best way to say it.

[Casey Boone]

Yeah. Yeah. I mean, I feel like there is still a trending moment, but I get what you're saying. That because health and wellness has become so huge that it's not just about like giving a facial and moving on to the next client, but it really is about, like educating yourself so you can educate your client not only for their skin, but just their overall health.

[Diane]

Right. Yeah.

[Casey Boone]

Amazing. Well, thank you so much.

[Diane]

Thank you. This was so much fun.

[Casey Boone]

So much fun.

[Diane]

Hosting my first podcast.

[Casey Boone]

Yeah.

[Diane]

Interviewing me. Yeah.

[Casey Boone]

Appreciate you coming on. And people can follow Burke Williams. Is it just Burke Williams, like on Instagram or Underscore Williams. Burke. Underscore Williams on Instagram. Instagram. Check them out. You guys, thank you so much.

[Diane]

Thank you.