Entrepreneur

The Susan Elizabeth success story didn’t simply happen; it is the result of consistent tireless effort from very difficult and humble beginnings. Her business career began in the 1980s when she was thrust into the role of sole provider for her family as a result of her husband’s debilitating injury in a hunting accident.

After some years of challenging trial and error Susan came upon her unique strategy to build a salon and spa business into the Spa and Salon at Personal Choice, which is consistently ranked among the world’s top 200 in a competitive international review process. She credits the development of this million dollar business to going beyond the industry norm.

Susan’s proven strategy is to follow (and sometimes create) the salon industry best practices but the real secret is that she empowers her customers to become something beyond their self perception and, as important, encourages, educates, and develops her staff to define and achieve their greatest expectations.

From such a simple start in a modest seaside Northern California town, Susan now interacts with industry leaders ranging from businessman Paul Mitchell to hair icon Vidal Sassoon in fantastic locations from New York to Barcelona, Spain.

Product Innovator

Susan knows that to retain her position as a leading voice of the Spa and Salon industry, she must also be a leader in collateral industries including the products her customers rely upon to achieve their best beauty results.

From her constant search for ‘something better’ she developed the Susan Elizabeth Collection which includes a full system of hair and face products. In a very crowded and competitive field, Susan’s collection stands out with her discovery that ingredients used in facial products often interact adversely with hair care product ingredients resulting in negative results including hyper-pigmentation and acne.

This breakthrough is quite literally changing the face of her customers, the business of product resellers, and the beauty industry itself across the country. Thus continues the innovation of her signature collection.

Cancer Survivor and Health Advocate

What makes the Susan Elizabeth story yet more unique is that she became a spa and salon industry mogul while undergoing treatment and recovery from cancer, not just once but twice!

Susan became an inspiration to her family, customers, and community as she not only continued the rigorous schedule required to support her family but also found time to assist other cancer patients in dealing with the mental and appearance side effects of the disease and its treatment.

Going one step further, in what has become her trademark passion to build; Susan brought to Eureka the Night of Courage program which celebrates cancer survivors and their families – one night a year of good news, inspiration, and comradery.

SPA Talks

SPA Talks is an acronym for Sharing Positive Alternatives

Spas began as a central communication center passing down valuable traditions of self-care rituals and health care alternatives. Spa Talks Radio Show brings us back full circle by sharing positive alternatives.

Spa Talk’s mission is to educate a community of like-minded individuals through the interaction of spa-like energy, sharing experiences, ideas and suggestions with an interactive audience. Spa moments create spa living in your home, in your office and even your car, to create and transcend us from our daily stresses.