When a Boston-based beauty boutique, MiniLuxe, announced its national expansion into D-FW, its second market, its website cleverly proclaimed, "We have news bigger than your hair." We like them already.
No doubt its new West Village location — which opened on Monday as the first of 10-plus planned for D-FW — was a savvy pick. But, we had to wonder: What did Dallas offer that pushed it ahead of more fashion-forward cities like New York or Los Angeles?
A little something called the “Pedicure Index,” according to PR manager Alexis Linn.
“I’m not even joking,” Linn said. “It’s the number of days above a certain temperature, and therefore sandal weather.”
Ah, sandal weather. Now we’re all jonesing for it. Perhaps so was the company’s CEO, Sue Thirlwall, a native Texan who Linn said knew the company would thrive here.
In addition to pedis, MiniLuxe offers all the full upkeep in one spot — waxing, paraffin treatments, special treatments for kiddos, preggos, and dudes. But, what they say really sets it apart is its commitment to cleanliness. In fact, they have a whole “Clean Lab,” informed by Boston’s big deal hospitals.
According to a press release, the high-tech Clean Labs at every location use ”ultrasonic debris removal and hospital-grade level sterilization for metal instruments.”
Further, it says all files and buffers are offered to the client to keep or disposed, technicians never “double-dip” in wax, and “foot-soaking water is never recirculated.”
That’s not a given at all shops?! Nope.
MiniLuxe also offers profit-sharing, paid time off, and benefits to its technicians. Plus, for its first 12 weeks in Dallas, its earmarked 12 local charities to support, which will be revealed on social media.
The new shop in West Village is now open from 8 a.m. to 9 p.m. Monday-Saturday and 9 a.m. to 8 p.m. on Sunday.