Interview: Noel Asmar

We talk to the founder of Noel Asmar Uniforms about the challenges of running a successful business and the brand’s new textile development, EcoSignature

With the launch of the new EcoSignature fabric from Noel Asmar, we asked the company’s founder to discuss her intriguing background, the brand’s focus on sustainability and marrying form and function to produce spa uniforms that are stylish, durable and practical.

Why are spa uniforms so important?

While working in the hospitality industry overseas I saw how each role was outfitted differently and it really stuck with me how that impacted self-esteem and confidence on the job.

I fully believe that what we wear, how we dress for work, impacts our confidence and ultimately our ability to do our job. I knew there was an opportunity to elevate spa professionals with stylish, highly functional tunics.

Where do you take inspiration from when creating your collections?

I am inspired every time I go into a spa or a hotel, or have a call with spa directors. I listen to their challenges, hear about their vision and it inspires me to problem-solve with design.

I’m a self-taught designer and my process always begins with ‘why?’ Why do we need to fix things? Why does this matter?

Noel Asmar, founder, Noel Asmar Uniforms

My focus is on the future for our customers. How can we dress them to get where they want their spa to go? I believe in the power of dressing and how it makes people feel. It’s important.

What can Noel Asmar offer spa operators?

We’ve changed the way countless spa and wellness professionals show up for work.

We’ve given spa and wellness practitioners the tools to bring their brand to life, to look professional and elevate their team, and ultimately to bring more awareness to such a rich, vibrant industry.

How have you incorporated environmental responsibility into your brand?

Sustainability is something we as business owners and, quite frankly, as human beings can’t afford to dismiss. We looked at the areas of our business that would have the greatest environmental impact and started there.

Our Signature Tunic collections have been favourites for 20 years – we’ve made over a million uniforms in that one fabric – so we embarked on a mission to develop a sustainable alternative that looks and feels the same but has a better end-of-life outcome.

Noel Asmar spa uniforms

Tell us about your new EcoSignature textile.

How is it more planet friendly? EcoSignature is a big move with a big impact. At the end of its life every single uniform breaks down safely.

EcoSignature is made from biodegradable polyester and spandex (which will be replaced with biodegradable spandex once available) that only begins to break down when disposed of. The material has received an environmental compatibility certificate ensuring that, as it begins to degrade in soil, no harmful substances are released. We are working category by category to transition our company to be fully sustainable.

What are the challenges to running a successful spa supplier business?

Neither of my roles – as a mother and as an entrepreneur – ever really end. Managing a brand while being a mom really emphasises the need for a ‘village’ in both my business and my social network.

I’ve surrounded myself with others I trust and believe that’s helped my company survive the recession and Covid-19 closures. These two very stressful events taught me that making a decision is critical. Don’t ponder. Don’t avoid it.

As a female leader, I embrace heartfelt leadership – it’s empowered me to be personal and authentic. I see so many talented women that want or have children and can’t find a career balance because most jobs lack that flexibility. As a business owner and a mom, you wear many different hats, so I see there’s an inherent need for change. www.noelasmaruniforms.com