WHAT RETAIL TAUGHT ME( That I Still Believe Today)
PHOTOGRAPHY AND STYLING BY ECHO STARMAKER.
RETAIL IS TOP OF MIND across our industry right now— what guests want, what’ s trending and how product sales can strengthen both the guest experience and the bottom line.
Ironically, I’ m not much of a shopper myself. That may be because for years I had a“ side gig” in retail— long nights, weekends and holidays in the cosmetics department at Nordstrom. Despite the hours, I loved it. There was an unmistakable energy that made the work meaningful and fun!
That experience taught me something I still believe deeply: Retail is not about selling. It’ s about belief. When you genuinely trust a product and understand its value, people feel that. Enthusiasm is contagious. But it can’ t be faked. Guests know when a recommendation isn’ t sincere.
When I hear spa directors say,“ Therapists won’ t sell,” I pause. During my time at Nordstrom, there were products I simply wouldn’ t recommend because I didn’ t personally use them or even fully believe in them. That experience makes me wonder whether the real issue is reluctance to sell— or something deeper, like training, confidence or a genuine connection to the product. Every recommendation carries weight. When a professional suggests something, they’ re putting their credibility on the line and saying,“ I stand behind this.”
Nordstrom understood that trust is everything. Their famous noquestions-asked return policy sent a powerful message: We believe in what we sell, and we trust our customers. Was it always practical? Maybe not.( Google“ Nordstrom tire return” for a laugh!) But it built a reputation rooted in confidence and care.
Spas are uniquely positioned to build that same kind of trust. When retail is grounded in education, belief and guest-first thinking, recommendations feel like care— not sales. Our Resource Partner members understand this deeply and are invaluable in helping spas position retail in a way that strengthens both the guest experience and the business.
With our precious fur babies Colter Bay and Moose Wyoming McNees.
LYNNE MCNEES, ISPA PRESIDENT
PULSE n FEBRUARY 2026 64
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LYNNE WALKER McNEES