We caught up with the brilliant and insightful Piran Zarifian a few weeks ago and have shared our conversation below.
Hi Piran, thank you so much for opening up with us about some important, but sometimes personal topics. One that really matters to us is overcoming Imposter Syndrome because we’ve seen how so many people are held back in life because of this and so we’d really appreciate hearing about how you overcame Imposter Syndrome.
Navigating the treacherous waters of impostor syndrome was as complex as any business challenge I’ve faced, even as my spa business in Santa Monica and Beverly Hills passed the decade mark. The longevity of my businesses was both a source of pride and a surprising contributor to my self-doubt. The question, “Am I truly good enough?” often played on repeat in my mind despite our success.
The pivotal moment in overcoming these doubts came when I began to deeply integrate the values of mentorship, community, and purpose into my work. Recognizing the long-term employment opportunities we provided, especially during the uncertain times of the COVID-19 pandemic, was a testament to the resilience and relevance of our business model. We adapted, innovated, and, most importantly, kept our team employed and safe, which reaffirmed my belief in our mission and my capabilities.
Furthermore, my active role in philanthropy with organizations such as Keep Children In School and the Movember Foundation underlined the impact we were making beyond the business itself. This wasn’t just about spas; it was about creating a haven of positivity that reverberated throughout the community and beyond.
The true test came during the Covid shutdowns. Not only did we manage to keep our doors open, but we also found ways to support our employees and their families and continued our contributions to the charitable causes we hold dear. Each strategic pivot and each decision to keep pushing forward chipped away at the impostor syndrome that once loomed over me.
Sharing my experiences with others and hearing their similar stories solidified my understanding that impostor syndrome does not discriminate based on success. It’s a universal experience that can only be tempered through action and impact.
Having navigated through economic downturns and a global pandemic while maintaining a decade-long commitment to excellence and community support has solidified my confidence. Every day we remain open, every job we sustain, and every life we touch stand as a testament to our collective success and help keep the shadow of impostor syndrome at bay.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
In the wake of the 2008 economic crash, I saw not just an obstacle, but an opportunity. It was a time when the need for resilience was paramount, and for me, that resilience took the form of a dream—to open a luxury foot spa that would not only support my family but also serve as a beacon of relaxation in a city renowned for its high standards of luxury. Thus, BAO Foot Spa was conceived.
I remember walking through the neighborhoods of Beverly Hills, a city that, despite the economic downturn, never lost its luster for sophistication and excellence. I knew that anything I created had to meet that intrinsic standard of luxury yet be within reach for those looking for an affordable escape. In 2010, amidst the still-smoldering embers of the crash, I opened the doors of BAO Foot Spa, a boutique establishment that would soon set a new precedent for customer service and tranquility in the wellness industry.
Opening BAO was a meticulous process. I delved into the rich heritage of Chinese reflexology and body massage, envisioning a space where the ancient practices could flourish in modern-day luxury. Securing a location in the heart of such a prestigious city meant navigating a labyrinth of regulations and high expectations, but I remained undaunted. The design of the spa was crucial—it had to be a portal away from the stresses of daily life, a place where one could step in and immediately feel a world apart.
As I built BAO from the ground up, I focused on creating an atmosphere that didn’t just whisper peace but resonated with it. Every element, from the ambient lighting to the tranquil music, was chosen to enhance the therapeutic experiences we offer. Our treatments, steeped in the age-old wisdom of reflexology, were designed not just to soothe the soles of the feet but to rejuvenate the soul itself.
With every client that walks out carrying the lingering serenity of their treatment, I am reminded of why I embarked on this journey. The spa has become a haven for those seeking respite, and as its founder, I take great pride in the fact that we have emerged as a standard-bearer for luxury and relaxation, even in the most demanding of times. Starting BAO Foot Spa was more than a business venture; it was a pledge to my family and my community to bring a slice of serenity into our fast-paced lives. It stands as a testament to the beauty that can rise from ashes, the calm after the storm, and the enduring spirit of innovation and excellence.
I’ve always sought to stay at the forefront of wellness trends, ensuring that we offer what our discerning clients seek. Recognizing the burgeoning interest in natural remedies and holistic approaches, we recently introduced a line of CBD-infused treatments to our menu. These offerings combine the restorative properties of CBD with our traditional reflexology and massage techniques, creating a synergy that promotes even deeper relaxation and well-being.
Our CBD treatments have been met with enthusiasm, as clients appreciate the added benefits that CBD brings to their spa experience. It soothes inflammation, eases pain, and enhances the peaceful state that our treatments are designed to evoke. This innovation is part of our commitment to provide tailored wellness experiences that are both luxurious and therapeutic.
In addition to these new treatments, we’ve also reimagined the way our services can be enjoyed by introducing a variety of monthly memberships. We understand that our clients have different needs and budgets, and it’s important to me that BAO Foot Spa accommodates each individual who walks through our doors. Our memberships range from once-a-month visits for those who wish to treat themselves regularly to unlimited packages designed for those who seek more frequent respite. This flexible approach ensures that whether a client is seeking occasional relaxation or comprehensive wellness support, there’s a membership that fits seamlessly into their lifestyle and budget.
The introduction of monthly memberships has been a wonderful way to welcome more people into the BAO family. It gives our clients the freedom to choose how they want to incorporate our spa into their self-care routines. As the founder, I take pride in this evolution—it’s a reflection of our spa’s responsiveness to the needs of our community and our unwavering dedication to providing accessible luxury. Our aim is to foster long-term relationships with our clients, becoming a part of their journey towards sustained health and tranquility.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
The journey from the sales floor to the echelons of high-end business ownership is seldom a direct path, yet it is one laden with invaluable lessons. Over a decade of working in retail, with the stewardship of strong managers and the creative rigor of studying filmmaking, has provided a unique confluence of skills and insights perfectly suited to running a business that caters to an elite clientele. The synthesis of exceptional customer service, astute marketing, and cinematic storytelling has not just prepared me for this venture but has become the bedrock of my business philosophy.
Firstly, customer service in retail is often the frontline of customer experience. It is there that I learned the art of listening, the agility to solve problems, and the poise needed to handle even the most discerning customers with grace. These years taught me that luxury is not just in the product but in the experience – a lesson I have taken to heart. As I pivot to serving high-end clients, these early experiences remind me that excellence in customer service is non-negotiable. It is about creating an ambiance of exclusivity and personalized attention that turns first-time clients into lifelong patrons.
Moreover, marketing in retail is a live theatre of human psychology and brand positioning. Each campaign, product launch, and promotional event was a masterclass in understanding consumer behavior and the crafting of irresistible narratives. This has been especially enhanced by my background in filmmaking, where visual storytelling and emotional resonance are paramount. Studying the language of film has endowed me with a unique perspective on marketing – seeing it not as a business tactic but as a cinematic experience that must captivate and enchant. This understanding is pivotal when dealing with a clientele for whom luxury is a standard and the extraordinary is expected.
The shadowing of strong managers during my retail tenure was yet another critical aspect of my apprenticeship in business excellence. These mentors embodied leadership, strategic thinking, and the ability to make tough decisions with a blend of intuition and data. Their influence helped shape my own leadership style, which is anchored in empathy, decisiveness, and a clear vision – all essential attributes when steering a company toward the pinnacle of luxury marketing.
In running a business aimed at the upper crust, I draw upon the kaleidoscope of skills honed over the years. My approach to customer service is bespoke, creating experiences that are as finely tailored as the suits in a luxury boutique. My marketing strategies are not mere propositions but narratives woven with the craft of a filmmaker, designed to resonate with an audience accustomed to the highest standards. And underpinning it all is the strategic acumen imbibed from mentors who exemplified strength and finesse in management.
The retail world, often underestimated for its complexity and dynamism, has been a fertile training ground for business leadership. Coupled with the artistry of filmmaking, it has equipped me with a multifaceted toolkit: to deliver unparalleled customer service, to create marketing campaigns that allure and retain the most demanding clients, and to lead with the wisdom and courage gleaned from years of being under the tutelage of adept managers. This unique amalgamation of skills and experiences has not just prepared me to run a business in luxury marketing but has set the stage for excellence, ensuring that the services provided are nothing short of cinematic in their appeal and execution.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
The perfect collaborator for BAO Spa is a business that embodies the marriage of luxury and innovation, one that crafts distinctive, high-quality products poised to elevate the spa experience. They would share BAO’s commitment to excellence, boast a product line that resonates with both elegance and effectiveness, and have a passion for creating an impact within the community.
Ideally, they are visionaries eager to see their products featured exclusively within the premier setting of Beverly Hills’ elite spa culture, and are enthusiastic about co-creating bespoke spa treatments that showcase the unique attributes of their offerings. This partner would also appreciate the power of synergy in marketing and be open to collaborative events that underscore our joint dedication to the welfare and betterment of our community.
In essence, the perfect partner for BAO Spa is not just a business, but a legacy creator, ready to forge a path of wellness innovation alongside us.
Contact Info:
- Website: www.baofootspa.com
- Instagram: www.instagram.com/baofootspa
- Facebook: www.baofootspa.com/baofootspa
- Linkedin: https://www.linkedin.com/in/piranzarifian
- Twitter: https://twitter.com/BAOFootSpa
- Yelp: https://www.yelp.com/biz/bao-foot-spa-beverly-hills-2
Image Credits
Most pictures are taken by myself
