It’s no surprise that lavish spas can be expensive. The
soaring costs for extravagant beauty services have inspired one local woman to
start a business. Terri Sitto, owner of Day Dream Nails and Spa in West
Bloomfield, is merging pricey procedures with cheap rates, a unique concept.

Sitto arranges some of Day Dream Nails and Spa’s elegant, affordably priced accessories.

 “I wanted to
open up a place that would accommodate working women who can’t afford going to
an expensive place. They can come here. And it’s very elegant and nice, with
affordable prices. So, they feel like they’re going to a really nice spa, but
they’re not paying so much money,” Sitto said.

 The business
opened earlier this year, and is already a success. “I just opened up, and I’m
so busy. I feel like people are loving it here… They can see the atmosphere is
so beautiful,” Sitto said.

 The
European-themed spa is detailed with elegance emanating from every corner. Its
massage chairs match a wall plastered with varying shades of purple while other
furnishings are more traditional. Every product and piece of equipment is made
in America. “I wanted to support my country,” Sitto said.

 The Iraqi
native moved to the states when she was 17.  Her Chaldean roots are a strong presence at the lounge.
Baklava, a popular pastry of the Middle East, is offered along with Turkish
coffee cup fortune readings. “It’s something fun we do here. Between us, we sit
and talk,” Sitto said.

 In addition to
manicures and pedicures, the spa offers Botox, ultrasonic infusion, vein
treatments, facial and body waxing, microdermabrasion, intense pulse light for
treatment of facial redness and brown spots, laser hair removal, eyelash and
eyebrow tinting and various peels including wrinkle lift, anti-aging, acne,
pore reducing and age spot reduction, among others.

 Certain
procedures are performed by a professional doctor.  “Even my doctor is not charging that much. I told her, if
she wants to work in my place, it has to be for reasonable prices for working
women, who can’t afford to pay so much money to go to a regular spa or a
doctor,” she said.

 A line of low
priced Image Skincare and Vital C products can be found as well, ranging from
hydrating facial cleansers with essential vitamins and anti-oxidants to
anti-aging creams.  Jewelry is
displayed on the front desk and near the windows. “I don’t price my jewelry
very high. Just perfect, so people can afford buying it,” she said. Some pieces
sell for under $15. Sitto carries nutrition bars, and may start selling health
shakes this summer.

Despite the prolonged recession, Sitto says now is the best
time to open a business because rent along with other resources is cheap. 

 Sitto has
worked in the spa industry for 24 years. The nine associates she employees have
more than 15 years of experience. She’s in the process of hiring an additional
six employees.

 Before
launching the business, medical conditions kept Sitto from working for two
years.  During that period she
gathered ideas on what to do next. Her father’s successful career as an
entrepreneur, and her own experience in beauty care also influenced her.  

 She spent her
whole life savings on the business. “I don’t care, I took out all my retirement
money,” Sitto said.  She’s
encouraging the next generation of young business owners to take a gamble in
tough economic times. 

“Don’t be afraid. You have to be ambitious. You have to be a
go-getter…When you have your own business, you can get much further in life,”
Sitto said.

While she admits managing a business can be a headache at
times, it’s rewarding. “I love having my own business. Because it gives me the
leisure of doing whatever I want, and creating the prices I want. And of course
serving people the way I want, not someone telling me how to do it.”

Sitto faced challenges opening up. It was difficult to
obtain a building permit, so she contacted the offices of Congressman Gary
Peters and U.S. Sen. Carl Levin, and met with their representatives for advice
on handling the issue. “People don’t want to wait four or five months to get a
permit,” she said. The concerns reached West Bloomfield Township Supervisor,
Michele Economou Ureste, who sent a letter to Sitto thanking her for
highlighting the problem, and said new initiatives have been launched to
expedite the process of granting permits to the next generation of business
owners.

Sitto notes the contributions Chaldeans make to West
Bloomfield and metro-Detroit as a whole. “Chaldeans, we’re a driving force,”
she said.  In the plaza where
Sitto’s business is located, Chaldean owned businesses occupy more than half
the space.

 Sitto says for
a business to thrive, associates have to be treated well. “To be honest with
you, treat your workers like they’re your own family. If you treat them like
employees they’re not going to work hard for you,” she said.  “I do all types of things for my
girls.”

Sitto is currently working on an invention that is expected
to get a patent in a few months. “Well I can’t talk about it,” she said. The
product applies to both children and adults, and is in the third of a five
stage process. A second invention is being looked into. Sitto plans on opening
more spas in suburban areas within a year.

She incorporates diversity in the spa by employing people
with different ethnic backgrounds. “I wanted to make it more comfortable for
people who are walking in here, so I hire all types of people.”

 Day Dream Nails
and Spa is located at 6339 Haggerty Road, West Bloomfield, Michigan 48322.  For more information or to inquire
about prices, call 248-669-5552 or visit www.daydreamspa.net.