Business Voice Magazine (March 2022)

MEMBER PROFILE

Rejuvenating with Nature Folk Women-owned Dartmouth spa on taking stock and thoughtful expansion By Emily Bednarz ALL PHOTOS CONTRIBUTED

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eep breath in…And out…Welcome to Nature Folk Wellness Collective, an infrared sauna and massage studio in Downtown Dartmouth that is owned and staffed by women. At its core, Nature Folk is about offering a tranquil escape for their clients in a thoughtfully designed space, with a team that finds joy in their work. “Our vision for Nature Folk is to create a unique wellness offering that encourages a deeper connection with intuitive self-care,” says co-owner Ashley Cluett. “A place to come reflect, bathe, and breathe.” Nature Folk Wellness Studio (as it was previously named) was co-founded by Cluett and Anna Tremblay in 2019. Prior to opening their Portland Street location, the pair spent a year conducting market research, consulting with experts,

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and creating a business plan. “We knew that we were bringing a unique offering to the wellness industry in Nova Scotia,” says Cluett. “And the only true test would be to see how the community interacted with and responded to it.” Ready to test the waters, the Nature Folk team completed renovations, opened its doors, and started connecting with clients. “We created a community, a roster of repeat customers, and a positive and supportive work environment,” says Cluett. “We operated Nature Folk Studio over three years — gauging community interest, welcoming feedback, building a brand, creating a customer base, making mistakes, learning, changing, and adapting.” Creating a supportive work environment was key for the talented team at Nature Folk. “We work hard, but we are conscious of each other’s wellness,” MARCH 2022

says Cluett. “Our individual skill sets intersect in a magical way and allow for organic flow of task orientation – no one is interested in micromanaging, and all of us feel empowered to take the reins in one way or another.” The venture wasn’t without its challenges, though. “Of course, opening straight into a pandemic was a huge, unexpected challenge,” says Cluett. During times of lockdown, however, the Nature Folk team took the opportunity to pause and take stock. “The pandemic offered a natural, although unexpected, stop that forced us to slow down and refocus on what really matters — on what is at the core of our business. We have continued with this more balanced approach ever since.” Besides the inevitable challenges brought on by the pandemic, the business was also impacted by space limitations,