The Ritual That Brings VIPs Back Every Year

How One Forgotten Detail Can Spark Lifelong Loyalty

Author

Ava Prescott
January 20, 2026

In partnership with

Welcome to another issue of the Glowelle Spark — your go-to newsletter for smart, sustainable spa growth.

Each edition is crafted to share practical, proven strategies that elevate client loyalty, boost revenue, and create a more elegant & profitable business behind the scenes

✨ In Today’s Issue…

We dive into the power of celebrating your clients’ “spa-versaries” and how this underused ritual can become your silent client retention superstar. 💌

Hiring in 8 countries shouldn't require 8 different processes

This guide from Deel breaks down how to build one global hiring system. You’ll learn about assessment frameworks that scale, how to do headcount planning across regions, and even intake processes that work everywhere. As HR pros know, hiring in one country is hard enough. So let this free global hiring guide give you the tools you need to avoid global hiring headaches.

Have you watched the 3-part video series Luxury Spa Growth yet?

Learn how top spas are turning one-time visits into lifetime VIPs by clicking here! 💌

💥 Bold Truth: Discounts Don’t Create Devotion. Rituals Do.

Spa owners often chase retention with promos, points, and price cuts. But true loyalty? It blooms from moments that matter. Not markdowns.

One of the most overlooked—and most powerful—moments?

💐 The anniversary of your client’s very first visit.

This quiet date holds emotional magic. It marks when they chose you to help them glow. And when you remember it? You turn a one-time treatment into a treasured tradition.

📖 A Story Worth Repeating

One luxury spa client—we’ll call her Juliet—booked her first facial after a breakup. She didn’t want skincare. She wanted to feel seen.

A year later, she got a surprise text:

“Juliet, today marks one year since you trusted us with your first visit. We’ve created a little Anniversary Ritual just for you—something to celebrate your glow-up. Ready for round two?”

She burst into tears. Not from sadness, but from being remembered. She came back. And she’s now a 3-year VIP.

The power wasn’t in a freebie. It was in the gesture. 💫

🔑 Here’s How to Build Your Own “Anniversary Ritual Experience”

Make this retention strategy plug-and-play by turning it into a ritual, not a promotion.

Step 1: Set the Reminder 🗓

Track each client’s first-ever appointment in your CRM. (No manual tracking. This is where your Aesthetix or Boulevard system shines.)

💡 Tip: Use automation to send a gentle email or SMS on the same date the following year.

Step 2: Make It a Ritual, Not a Deal 🕯

Don’t lead with a discount. Lead with beauty and meaning. Think spa ceremony, not sale.

Offer:

  • A custom-blended aromatherapy add-on 💧

  • A “return to radiance” treatment theme 🌿

  • A handwritten card on arrival (Yes, luxury is in the details!) ✍️

Make it feel like a return to their transformation journey. This isn’t a "Happy Birthday" email. It’s a sacred re-booking moment.

Step 3: Create a Signature Name 💼

Brand this moment.

A few examples:

  • ✨ “Glowiversary Ritual”

  • 🌸 “Return to Radiance”

  • 🔮 “The Renewal Session”

Your spa isn’t Sephora. You don’t do BOGO. You do bespoke.

Naming the experience gives it meaning. It also gives it a spot on your menu for seamless booking.

Step 4: Capture It for Content 📸

Let the moment shine on your socials.

  • Take a soft-lit photo of the setup (rose petals, candle, quote card).

  • Share a behind-the-scenes reel of prepping the ritual.

  • Ask the client (if comfortable) to share how they felt.

This shows future VIPs that your spa is the kind of place that remembers.

Glowelle Lesson:

Luxury isn’t loud. It’s personal.
Anniversary rituals are a retention whisper that echoes louder than a thousand coupons.

Every spa has a front desk.
Not every spa makes you feel seen a year later.

Be the one who remembers. 💗

NEED HELP RIGHT NOW?

Here are three actionable steps you can take today to boost your profitability and maximize the potential of your existing customer base.

  1. Watch our Luxury Spa Growth Series: 3 Free Videos

  2. Order my Free Book: Strategic Loyalty

  3. Order The Growth Accelerator Kit:

    It's the science of transforming a first-time visitors into lifetime VIPs who book regularly, spend more, and refer others to your spa without being asked.

    ➡️ It's a proven system that works specifically for premium spas, even if you've tried "everything" before.

Keep Glowing
✨The Spark Crew