Today we’d like to introduce you to Kellyann McGrady-Cirafice.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Well, I started as a trainer for “Click-Med” (no longer in business). I was the area trainer for Laser Hair Removal. Due to my affiliation with physicians in this role, in 1999, I wanted to open what is known as a “med spa” today. I approached Dr. Khalil Khatri (a fellow at Mass General) to open the laser hair removal center. Dr. Khatri was in practice in Cambridge and we opened January 2000; at 777 Concord Avenue, Cambridge MA (where we still are today). It was state of the art in 2000. The machines were large and bulky, and uncomfortable.
I opened the South End location (at the request of the Boston based clients) 7 years later. Over the years the laser clinic as well as the industry has exploded… (side note, the first ASLMS meeting an organization of laser medicine had approximately 200 attendees now, thousands). We have added skin lasers as they be as they technology became available: tattoo removal lasers, wrinkle removal lasers, sun spot removal lasers, as well as medical services for skin (Botox, fillers etc.). The medical services have come down in price so much in the last 15 years that more and more people can benefit. Years ago, truly, for the “well heeled” :).
The one interesting thing I think is worth mentioning my patients call in “game changer” is the high speed, pain free hand piece that just came on the market for laser hair removal. I wasn’t looking to “buy” anything till I tested this laser. I can do a male back in 20 minutes…. what used to take 1 hour. Lower leg hair removal 20 min virtually pain free. We love it!
Has it been a smooth road?
It’s been interesting. The group sale has changed the landscape quite a bit. I was the first business to come out with a group sale on Botox 2011 and boy was that a learning curve. I now made Botox available for under $200. We sold a ton! The kicker was we had to pick an amount to be injected…we chose 20 units. Most people take more than 20 units for a good correction. It was tough, no one wanted to take the extra 5-6 units they would have needed (at the same Group Sale cost…no price increase) and ultimately, we have many people who didn’t think it worked. If I had to do that over…. I would :). I think now people understand the concept of not everyone takes the same amount. Buying up is required.
So, let’s switch gears a bit and go into the Essentially Bare Cosmetic Clinic story. Tell us more about the business.
I think the length of experience and the time we have been a “laser clinic” or “med spa” sets us apart. I am fortunate enough to have experienced staff (most of my people have been with me for over 8 years). We don’t have a revolving door. My patients trust us. The integrity of the relationship is important. Also, because, I am independent (no investors, no chain). I can buy the best equipment on the market for the job. I have over 10 lasers, they each do their job well (not a multifunctional device that does everything).
How do you think the industry will change over the next decade?
Technology will lead the way. It is amazing to see my patients over 15 years and they look like they have aged 5!
Contact Info:
- Address: 777 Concord Avenuesuite 102 Cambridge, MA 02138 12 Clarendon Street
- Boston, MA 02116
- Website: www.essentiallybare.com
- Phone: 617-876-1500
- Email: info@essentiallybare.com
Beautiful woman with a whiten perfect smile outdoor with a green background
Image Credit:
Kelly McGrady-Cirafice
Lisa Rigsby Big Pond
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