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Asonipse Brings Aveda Salon To Winthrop, Brandon

Aveda salon and spa celebrates its opening in the Winthrop Town Centre, where heart counts as much as money.

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By LINDA CHION KENNEY

Published: March 30, 2007

The first thing that attracted Horacio Espinosa to Winthrop was the Publix façade, a unique, two-story warm-brick design reminiscent of colonial architecture.

For about a year, Espinosa and his wife, Wanda, had been scouring the Tampa Bay area for a place to open an upscale spa and salon. They have been in the business for more than 25 years, including running their own salons in Miami and Miami Beach.

After noticing the Publix on Bloomingdale Avenue, between Watson and Providence roads, the Espinosas took a closer look at the up- and-coming Winthrop Town Centre.

For their Asonipse Aveda Concepts Spa & Salon, the Espinosas liked the fit of the neo-traditional community's commercial hub, complete with brick sidewalks and unique enterprises, including the first-ever Mojitos Latin Grill and Suravi perfume and jewelry store, formerly known as Maison de Parfum.

But the Espinosas, parents of two, liked even more the conversation they had with town founders John and Kay Sullivan, whose vision for building a "livable city" includes the principles of "true urbanism."

Espinosa embraced the idea of a "city of short distances," in which people work and play close to home in a community with numerous squares and marketplaces enlivened with outdoor cafes and restaurants, farmers' markets and community festivals.

"I loved the construction and I loved it even more when I found out John and Kay used a lot of recycled materials," Espinosa said.

He also embraced the couple's vision and goals.

"We talked with John, and his vision of taking care of the environment, and taking care of the kids, the family, and giving back to the community, it totally aligns with what we want to do," Espinosa said. "It wasn't like moving into a center where all anyone cares about is making money. If you do things the right way, and you do things with your heart, sooner or later the money will come."

Born in Argentina, Espinosa said he began his career at age 21, and moved to Miami Beach four years later. One year later he managed a large salon, than in a few months found himself the owner of his own salon, in the exclusive Bal Harbour Shops.

With extensive Aveda training under his belt, Espinosa trains other professionals and still travels to Miami once a week to tend to his longtime customers during their transition to new stylists. He doesn't like to drop names, but when prodded he acknowledges that his former salon, thanks to its location, led to his treatment of many celebrities, including Whitney Houston, Sophia Loren, Oleg Cassini and Rod Stewart.

Espinosa said his passion is to bring to Brandon a high-end service one would expect to get in New York or Miami, but for an affordable price. With his wife, who has both a corporate and Aveda background, the Espinosas intend to use their backgrounds to help others achieve their dream careers.

Working at Asonipse is just that, Espinosa said – a career and not a job. His spa and salon closes for three hours each Wednesday for in-house training and education.

"We want to bring to Brandon what you see in New York, what you see in South Beach, or in any other city where they charge you a lot of money," Espinosa said. "We want to bring you what you would travel to Los Angeles to experience, that kind of quality of services, but at a price that won't break your wallet."

Featured at Asonipse – "Espinosa" spelled backwards – is the full line of Aveda products. The earth-friendly company produces natural-ingredient products based on plants and flowers essences; permanent hair color, for example, is 97 percent naturally derived.

In addition to hair products, the line includes makeup, candles, oils, perfumes, body lotions, soaps and salts and a full line for men. At the "Personal Blends" table, customers can mix their own base shampoos and conditioners with a selected color and aroma. Likewise, bath salts can be personalized with a personal-preference aroma, such as "water neutral" or "earth nature."

A "Menu of Services" is available for review, highlighting special packages and services and detailing costs. Massages include fusion stone, Swedish and deep tissue; hand and foot services include "essentials aroma" and sport manicures and pedicures.

Hair removal, hair and scalp treatments, makeup application lessons, facials, body wraps and waxings are also itemized, as is a special education and product package for teens facing "skin challenges."
Haircuts start at $28; new-growth hair color at $45. A full head of highlights is priced from $55; a half-head from $40, with a facial frame starting at $30.

Espinosa stresses that each service includes a blow-dry finishing. Also, a scalp and neck and shoulder massage, a cup of organic tea and a makeup touchup.

A grand opening celebration is scheduled for March 31, with discounts, hors d'oeuvres and champagne offered throughout the day. Anyone purchasing $100 worth of products will receive gift certificates valued at $50 to use toward services. Half-price discounts will be offered on Asonipse memberships, silver, gold and platinum. The memberships, from $40 to $80 for an individual and from $60 to $100 for a family, offer yearlong discounts of services ranging from 10 to 20 percent, depending on the membership purchased.

Asonipse is open Tuesday through Thursday from 9 a.m. to 8 p.m.; Friday and Saturday from 9 a.m. to 6 p.m. and Sunday from 11 a.m. to 5 p.m. Plans are to eventually open seven days a week.

Asonipse is at 6136 Winthrop Town Centre Ave. and can be reached at 662-3848 or asonipse@earthlink.net

Linda Chion Kenney can be reached at 813-657-4525 or lchion@mediageneral.com

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