Close up with Carol Joy, founder of the luxury, eponymous spa brand

Carol Joy, founder of the luxury, eponymous spa brand, talks to Emma Baron in anticipation of her visit to the Middle East later this month

How have things been in the Middle East since we last spoke two years ago?

There are so many exciting opportunities in the Middle East at the moment with new properties springing up. We have also dived into the Middle Eastern retail market by launching exclusively at Harvey Nichols Dubai.

Have you faced many challenges in the Middle East since you’ve been here?

We are really fortunate with our wonderful distribution team, The Product House, based in Dubai and they have forged really strong relationships with all our accounts and manage day-to-day operations. Despite the economic climate being a little slow, we endeavour to get right on top of all new prospects and ensure we rest. The lack of high spending due to currency difference and disposable income remains however – and this must be approached strategically.

Have you had to make any changes to your business as a result of the Middle Eastern market?

We are always developing new treatments drawing upon our existing ingredients and have extended our treatment portfolio to adapt to the Middle Eastern market. As a young brand we’re constantly evolving and growing, and we have worked closely with our partners during this time to create both bespoke and unique treatments and experiences. From a retail and strategic stance, we are constantly going that extra mile and developing ideas to lead rather than follow.

Have you launched any new products or treatments especially for the Middle Eastern market?

Yes, we’ve introduced 24 Carat Gold into our range of treatments and now consider it one of our coveted ingredients; the gold plays a central role in our specially developed treatments. We’ve always been strong in terms of our facial offering but, to compete in the market, have recognised the importance of offering a range of body treatments to sit alongside our existing facials. Our carefully crafted treatments for the body, launched earlier this year, coinciding with the launch of our Senses Collection; a range of aromatherapy body oils containing our Refined Golden Millet Oil and essential oils. We have also collaborated on some exciting new diverse add-ons for journeys and value: watch this space!

What plans do you have for Carol Joy London in the Middle East over the next year?

Over the next year we’d really like to cement our status as the region’s leading luxury spa and beauty brand. Following our success in the Dubai market, we are looking to expand our portfolio into other emirates and Gulf states. I have an exciting trip planned this month (October) where I will be visiting Dubai to meet with accounts, clients and press, and I’m very much looking forward to it!

Aside from the Middle East, what plans do you have globally for Carol Joy London?

Our expansion plans continue to focus on the spa market exploring new territories. We have exciting retail and product launches in the pipeline including the greatly anticipated launch of our body products.