New Spa in Aberdeen to Celebrate Grand Opening Feb. 8

in Aberdeen will celebrate their grand opening Wednesday, Feb. 8 with a ribbon cutting ceremony at 11 a.m. and special prices for customers.

Hand & Stone, which is located on Route 34 in the a few stores down from , is part of a massage and facial spa franchise with a focus on providing affordable services to the community.

They will offer massages and facials for $34 on Wednesday only, in honor of their new Route 34 location. For a member or first time customer, an average facial or massage would cost $49.95. Members pay $49.95 a month, and that covers a massage or facial each month, discounts on products and other special offers. The same treatment for a non-member costs $90.

“I’m thrilled to be opening a Hand & Stone Spa in Aberdeen,” said Jeff Silbert, co-owner of the new location and a Holmdel resident. 

Jeff owns the location with his brother, Ken Silbert. The two come from a strong business background. Ken was a senior managing partner with Accenture and Jeff leads his own advisory firm helping ambitious business owners scale their companies.

When Ken began looking to what he wanted to do next, the brothers decided to combine their talents and do what they enjoy most - grow a business. 

"We wanted a retail concept that couldn't be outsourced; that's growing in popularity. [The spa is] a healthy concept; it's about me time," Jeff said.

The duo are challenged with opening ten locations, with two opening each year. One location already exists in Bergen County and the Aberdeen location is their second.

But the Aberdeen location isn't just a number, especially for Jeff, who lives in Holmdel and frequents the Regent Shopping Center.

"My local food store is the Stop & Shop in that shopping center," said Jeff.

Launched in 2005 by John Marco, a physical therapist with 20 years of experience, Hand & Stone’s mission is to bring massage therapy to the masses. Clients enjoy the treatment, but "most aren't just coming for the indulgence," said Todd Leff, president and CEO of Hand & Stone. "They're coming for stress reduction and pain relief, with many coming based on the suggestion of their doctors."

Under the new provisions of the recently-passed health care bill, alternative medical procedures, including massages from licensed therapists at spas like Hand & Stone, are being taken more seriously by the traditional medical community. According to Leff, about 75 percent of health savings account plans and HMOs will now reimburse patients for massage therapy if their doctor writes a formal prescription.

The business has found success by expanding available services, such as the addition of facials and waxing to their menu. This has boosted the average comparable store sales by over 30 percent during this past year, said Leff.

After awarding a record 40 new franchises in 2010, Hand and Stone is on pace to sign another 50 new franchisees to the Hand & Stone system this year, each one investing a total of around $325,000, including franchise fees, to outfit a suburban, strip-mall location with space for at least 10 massage rooms.

"Over twenty percent of Americans got a massage in 2010, and that figure is growing.  As massage becomes a more integrated part of health care, we see this business achieving even wider-spread growth and longevity," said Leff.