Traci Nocito of Hand & Stone Spa
This month we sat down with Traci Nocito. Traci owns four Hand & Stone Spa locations in Pennsylvania and two more in South Carolina. Hear from an operator’s perspective how reliable, high-quality textiles can elevate the spa customer experience.
BT: Can you tell us about your background and how you became involved in the spa industry?
TN: My journey into the spa industry was driven by a passion for wellness and entrepreneurship. I have always been fascinated by the transformative power of self-care and relaxation, and I saw an opportunity to create spaces where people could prioritize their well-being. After exploring different business ventures, I was drawn to Hand & Stone because of its strong brand, proven model, and commitment to high-quality services. Since my first acquisition, I’ve found immense fulfillment in helping clients feel their best while also building a successful business.
BT: As a current owner of six Hand & Stone Massage and Facial Spas, how does the location of a spa influence the treatments and experiences you offer?
TN: Location plays a significant role in shaping the spa experience. Each community has its own unique demographic, preferences, and lifestyle needs. For example, a spa in a high-traffic urban area might see more professionals seeking stress-relief treatments, while a suburban location may cater to families and wellness enthusiasts looking for regular self-care routines. Understanding the clientele allows us to tailor our service offerings, membership options, and even the ambiance to enhance their experience.
BT: We understand that you will be opening two new locations. Can you tell us where they will be located, and what are some challenges you face with opening a location? How does partnering with Boca Terry help?
TN: Yes! We’re excited to be expanding with two new Hand & Stone locations. We will be opening May of 2025 in Murrells Inlet, South Carolina and also expected to open another location in first quarter of 2026 in Harleysville, Pennsylvania. One of the biggest challenges in opening a new location is securing the right site—finding a space that aligns with both the brand’s standards and the local market demand. Lease negotiations, build-out timelines, and hiring the right team are also key factors.
Partnering with Boca Terry has been incredibly valuable in ensuring that our new locations maintain the high standards our guests expect. Their premium robes and linens elevate the spa experience, making clients feel pampered from the moment they step in. Quality textiles play a huge role in reinforcing our brand’s luxury and comfort.
BT: What are some of your favorite Boca Terry products and why?
TN: Boca Terry’s waffle robes and plush spa wraps are some of my personal favorites. They strike the perfect balance between elegance and comfort, making guests feel like they’re indulging in a five-star experience. Their durability is also a game-changer from an operational standpoint—high-quality textiles that maintain their softness after multiple washes are essential in a busy spa setting.
BT: What role do premium textiles play in elevating the guest experience?
TN: The tactile experience is one of the first things guests notice when they visit a spa. Premium textiles—whether it’s a plush robe, a soft towel, or a high-quality massage table sheet—contribute to the overall sense of relaxation and luxury. When clients feel comfortable and pampered, they’re more likely to fully immerse themselves in the experience, return for future visits, and recommend the spa to others.
BT: What wellness trends are you most excited about right now?
TN: There are several exciting trends shaping the spa industry. Personalized wellness is a big one—clients are looking for treatments tailored to their unique needs, whether through customized facials, targeted massage techniques, or AI-driven skincare solutions. Holistic therapies like Himalayan, lymphatic drainage, and Neveskin therapy are also gaining popularity as people seek alternative ways to manage stress and enhance overall well-being.
BT: How important is sustainability in today’s spa industry, and how do you approach it in your spa’s operations, products, and services?
TN: Sustainability is no longer just a trend—it’s a necessity. Clients are becoming more mindful of eco-friendly practices, and as spa owners, we have a responsibility to integrate sustainability into our business. In our spas, we focus on using sustainable product lines, reducing single-use plastics, and incorporating energy-efficient equipment. Partnering with brands like Boca Terry, which prioritizes high-quality, long-lasting materials, also helps us minimize waste and support a more sustainable industry.
BT: As you look ahead, how do you see spa services and the spa business evolving in the coming decade?
TN: The spa industry is shifting toward a more integrated approach to wellness. Beyond relaxation, we’re seeing an increased demand for results-driven treatments, from advanced skincare technology to wellness therapies that support both physical and mental well-being. Additionally, digital integration—such as virtual skincare consultations and AI-driven treatment plans—will likely become more common. The focus will remain on providing exceptional in-person experiences, but with added convenience and customization for today’s tech-savvy clientele.