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Newspaper: Everybody's business

By TIMES STAFF Published July 6, 2007 @ St. Pete Times * Read it @ St Pete Times Website Pia Esthetics Day Spa,12029 Whitmarsh Lane,has opened its third location in the Westchase area. Afterstarting the business in their home, husband and wife Andres Hernandez and Pia Trujillo opened 3 1/2 years ago in South Tampa with 640 squarefeet, moved two years later into 2, 400 square feet and opened alocation in Winter Park soon after. Now the couple is franchising thesuccessful spa business, which is known for its Brazilian waxes. Despite frequent requests,the couple say they are highly selective in who can obtain a franchise. The employees and owner of the new franchise went through the sametraining all Pia employees experience, and some downtown Tampaemployees moved to the new location, Hernandez said. Microdermabrasion won't be added to the Westchase offerings untilthere is enough demand to pay for the expensive machine, Hernandez said.

Westchasewas chosen as the newest location because so many downtown clients camefrom the area. While some of those clients were willing to make thetrip, others were not, Hernandez said. The new location has broughtsome of those customers back. Additional franchises are possible,probably in Sarasota and North Tampa,Hernandez said. But nothing is definite. "It's time to go slow, " he said. "We're going little by little." Alongwith waxing, Pia offers a full range of spa services includingmassages, makeup application, skin care, and manicures and pedicures. Hours at the new location are 9 a.m. to 6:30 p.m. Tuesday through Saturday. Call 813 854-6424.