American Express OPEN Forum

American Express Open Book
Name: Susie McCrary
Company: Urban Nirvana
Location: South Carolina
Member Since: 2000

Susie McCrary, a highly certified massage therapist, detected a void in the spa market. She had worked at many local day spas and none of them were suitable for her clients; none of them had the calming and welcoming feel of a destination spa atmosphere. Susie identified the key essentials of a spa visit are the delivery of the services, the employees attitudes, and the overall atmosphere. From her on the job experience working in spas, Susie recognized the importance of the temperature, linens, and quality of supplies. Susie wanted to create the perfect environment for her clients to relax.

The name “Urban Nirvana” was something Susie had in her head years before she had her own store. The name waited until she was ready. In 2000, Susie McCrary along with two other owners established Urban Nirvana LLC. Urban Nirvana seeks to be a symbol of protection and safety from the stresses and pressures of the world. The trademarked logo for Urban Nirvana is a unique character representing a combination of body parts and industrial buildings.

Perfect Personalities
Susie looks to hire employees who are experts in their fields and have unique personalities. “I like to hire employees whose personality will enhance Urban Nirvana’s culture. I want them to be proud to work for Urban Nirvana and take pride in the services that they offer. I like to get to know the employees and form a relationship with them to better understand them. I like to think that the services we offer can not be replicated because of the Urban Nirvana culture we have created,” says McCrary. “Our job is not only to relax the muscles and invigorate the skin; our job is to rejuvenate the spirit.”

When mentioning McCrary’s name in the employee back room, the employees’ eyes light up. One massage therapist, Amber Miehe described Susie by stating, “...we are all really comfortable with Susie. She is a sounding board for ideas. We can tell her the truth about our needs and concerns. She always makes the best effort to resolve the issues and ultimately creates the Urban Nirvana culture.”

Distinct Culture that sets us Apart
The distinct culture at Urban Nirvana is different than that of other spas or businesses. “We have lots of lifers,” says McCrary. By this, she means that many of the employees have been working for Urban Nirvana for a long time and are going to stay working for Urb