Confessions from Noel Asmar – Noel Asmar Group

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It may seem unrelated, but when I think of holiday cheer, I reflect back to September and my experience at the International Spa Association  (ISPA) Conference in Las Vegas.  Though it was not the holidays, it certainly felt like one. A big family reunion, lots of hugs, tons of great gifts (some that were even secretly dropped in your room, so you always arrived to a surprise), music and dancing, learning from your elders, friendly competitions, and meeting new people who you instantly connect with.

One such group of people, were the lovely individuals from The Noel Asmar Group, of which I had the pleasure of spending some quality time with at the lunchtime fashion show, exhibit booth, auction, and farewell party. I felt welcomed into their tight knit family, as if I was meeting distant cousins or long-time pen pals for the first time.

I actually reached out to Noel Asmar directly prior to the event, once I heard there was a fashion show planned that would highlight the brand’s spa and hospitality uniforms, as well as debut her new spring/summer 2017 fashion collection, and requested an exclusive interview.   To my excitement, she agreed.  Check out the “confessions” that were revealed as a result.

 “Confessions from Noel Asmar”

You indicated that your motto “Made for the Way You Move” is the vision for everything you do, from your uniform line, to the portable pedicure bowls, the equine apparel, and now even with the the new lifestyle fashion collection.  Outside of your business ventures, how does this motto play a role in your personal/daily life?

 I have always been passionate about creating garments that would not prohibit movement. Designed to enhance the motion and never restrict the natural movement and shape of the human body, each style is designed to enrich the wearer’s experience. This freedom and free flowing inspiration is truly a way of life for myself. I am always looking for a solution and will not be held back by the notions of “it can’t be done.” I am constantly on the go, with 4 successful global brands, industry initiatives and as a wife and mother of three I am always on the move. I emulate a lifestyle and design philosophy that needs to be made for the way you move in order to just keep up!

What is changing/has changed in the world of spa uniform fashion, and how does the Noel Asmar Group want to influence the spa uniform trends moving forward?

When I launched SpaUniforms.com in 2002 there was no such thing as “spa uniform fashion” – so we have certainly experienced a lot of change in this industry in the last fourteen years!  In that time we have seen almost every major hotel property incorporate a spa into their offering and with this evolution came the necessity to offer integrated fashions for various departments within a spa, salon, hotel and overall property. We are proud to have expanded our offering and now service over 4000 properties around the world. We continue to push the boundaries on a traditional uniform to design functional silhouettes that people are proud to wear!

“Designed to enhance the motion and never restrict the natural movement and shape of the human body…”

You indicated how “the uniform is far more powerful than anyone thinks”. What power lies in a uniform, and how does that translate into better business for spas who embrace that power?

After experiencing the power of a uniform while I was working overseas, I understood the value that a garment can truly have. I saw hotel staff in ill-fitting, worn out, hand-me-down uniforms at a property where I worked. These men and women had selflessly devoted their entire careers to the care and well-being of others, and while they took pride in their positions, they had never received any appreciation or recognition of their efforts. I was creating my own personal collection of custom women’s garments at the time and felt that I needed to do something for the staff. I will never forget their reactions after receiving a clean, new uniform made just for them. They were now a part of something much bigger. They always did their best at their job, but now their dedication and passion resonated from them.  A uniform had the power to transform them and this reflected well on the business. Never underestimate the incredible influence of a uniform.

What’s the most unique thing that sets the Noel Asmar Group apart from other brands?
I believe that our brand comes from an authentic place. We are constantly inspired by our clients and take their feedback into consideration with each new design. We pride ourselves on offering excellent customer service because our team is passionate about the product and truly cares about the client. We are constantly evolving, and Noel Asmar Uniforms has adapted and grown with the industry in ways other brands have not.  We are proud to offer one of the widest selections of styles for the spa and hotel industries. Our dedication to offer trend setting and in stock styles is a unique benefit of working with our team.

“Never underestimate the incredible influence of a uniform.”
What inspired you to design a fashion “lifestyle” collection for retail?

For many years our existing equestrian and uniform clients have requested contemporary lifestyle fashions that embrace our existing dedication to quality, premium fabrics and expert design that they have come to trust from all Noel Asmar brands. The Noel Asmar Collection was created with our existing clientele in mind, and we have been very well received by the contemporary fashion industry when we went to market this year. From the passionate equestrian fashionista to the jet-setting resort client, the Noel Asmar Collection offers premium fashions for the modern woman living life on the go. This fall we released a small capsule collection with a rich equestrian lifestyle influence and textured palette. The full brand launch will take place with the free flowing and exotic Spring 2017 collection. Inspired by the elegance and breeze of the resort lifestyle, we are looking forward to seeing the line offered in premium fashion boutiques and at luxury resorts around the world next year.

Behind every successful company, there is a support system that keeps things “moving” seamlessly. I had the pleasure of meeting some members of your team, and their energy, smiles, and motivation was infectious. If I was sitting in on one of your staff meetings, what might I hear you telling your team if you were offering words of motivation, teamwork, and encouragement?  

If you were to attend one of our staff meetings you would certainly be laughing! Our team is truly an authentic and fun loving group of individuals. We hire for cultural fit and take pride in the creative and passionate community we have built. I believe that when you are passionate about your people, your people are passionate about you. I give them the power to follow their interests and find purpose within the company and in their own life and that karmic energy brings the brand to life.

 “I believe that when you are passionate about your people, your people are passionate about you.”
Check out my video highlights from the Noel Asmar Group Fashion Show and Exhibit during #ISPA2016.  The show highlighted the brand’s motto of “Made for the Way You Move” with contemporary dancers visually expressing how much you can physically “move” in the attire.    I can attest to the comfort of the uniform line, as I wore my own Noel Asmar ensemble (Coco tunic and Ibiza pant) the day of the fashion show, which just happened to be in the signature pink/black spa bunny colors.

Learn more about The Noel Asmar Group brand at : www.NoelAsmar.com | www.AsmarEquestrian.com | www.NoelAsmarUniforms.com  | www.PedicureBowls.com

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