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That day in mid-September 2019, Paz Torralba (Cuenca, 1974), CEO of
The Beauty Concept beauty
centers,
is not erased from his head
. "Someone on my team told me that the manager of the Ritz Hotel had called me," he remembers with a
broad smile.
That same day they met for coffee and talking. "The hotel did not have a spa and we were one of the candidates to manage that space." There were three centers on the list. "I was shocked, we were a small business for a huge challenge."
After two months of silence, in November the phone rang again. "
The discretion with which we work,
the brands of the products and the good opinion of the customers who referred us helped a lot". Since April 15, when the emblematic hotel in the capital opened, this businesswoman's agenda is a sudoku game in which there are always minutes to go. Every day he approaches the Plaza de la Lealtad. "
For a business to work you have to be there
."
He learned this lesson at home, it comes from a family of hoteliers who know well what it is to work without looking at the clock and always attentive to service.
Before landing in this field, he worked for 16 years at Caja Madrid, where he dealt with the Ibex companies.
The last six were compatible with
his first center on Calle de Chile
.
"I always observed that in periods of crisis the beauty and luxury sector remained and even grew."
And he wanted to try his luck.
The first two years were "very tough."
It started with
aesthetic treatments
for men and women, and a UVA machine.
Word of mouth was slow to pay off, but it did.
Wellness area and reception of the spa of the Madrid hotel.
The arrival of the first famous gave the final push to that
.
"The first was the top Eugenia Silva. She came in and asked: is this where they do so well the face?".
The agenda began to fill up.
"They came from Pozuelo, La Moraleja ...
We had a waiting list for a month
.
"
Here he closed his stage in banking to grow with his dream.
"We started looking for a second location, in a premium area."
She uses the plural because her husband has accompanied her throughout this trip.
After three years of searching, they settled in Ortega y Gasset, where a few weeks ago they opened their third space, after opening the hairdressing salon.
Constant training
Throughout these years, she has done "a lot of skin training" in centers in Switzerland, Germany ...
"You always have to be more trained than the client," she
says bluntly. All custom diagnostics are performed by her. "I like talking to people, dealing with problems in detail. Each case is unique." He says that "a good team is the best cover letter" and he likes to have the best. "We have a very low complaint rate. We assume that the customer is always right."
Excellence is the mantra since you set foot in The Beauty Concept. "There are clients who tell me: before I bought a bag a month, now I prefer to invest that money in taking care of myself."
His policy does not include the strategy of inviting celebrities or influencers
so that later they promote their centers on social networks.
"It doesn't seem right to me. I think it's disrespectful to the rest of my clients and my workers."
Actors and actresses, models, footballers, presenters, businessmen pass through his hands ... He knows well the codes of the luxury world and knows the level of demand that he faces on a daily basis.
"Ritz customers are loyal to the Mandarin Oriental chain and that requires maintaining quality standards."
Now it only remains for her to forget about stress a little and to be able to resume those good habits that she preaches so well.
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