downtown paradise
Story by Susan O'Connor, Photo by Dero Sanford

Jana Brandt is one of those women who has it all — style, beauty, intelligence, a great family, as well as the vision to be an entrepreneur. She opened Eden Spa and Boutique in downtown Jonesboro in 2004.

A native of Paragould with a bachelor’s degree in psychology from the University of Arkansas and a master’s degree in social work from UALR, the jump from social work to spa/boutique owner is not as huge as one would imagine.

“Like everyone who chooses social work as a career, I wanted to be helpful to hurting people,” she said with compassion. “I really had no idea how much the aesthetics industry would mirror social work until I was well into Eden. It is so rewarding to see the confidence level of clients grow as they are able to change some of the physical components they don’t like about themselves. Your face is the first thing people see. It’s hard to be a good listener or focused when all you can think about is the acne on your own skin. It is completely true that looking good won’t make you happy. That is a spiritual issue. But it can certainly alleviate some insecurities and enable progress in other meaningful areas of life.”

Eden offers a range of traditional spa and non-surgical cosmetic procedures, as well as fashion for women of all ages. Treatments such as microdermabrasion, chemical peels, dermaplaning, Obagi and more are available, as well as consultations with licensed aestheticians to develop a skincare plan.

She and her husband, Jason, an orthopedist, have two children, Will, 12, and Samantha, 10. When Jana is not running her business, she is on the road with her children, both of whom are avid athletes.

What was the impetus for your decision to open your spa/boutique? My decision to open Eden came after I was fortunate enough to visit several spas in resort locations. I loved the atmosphere and wanted to create a place in Jonesboro that felt like a resort spa. My vision was to integrate the result-based treatments like microdermabrasion and peels into the luxurious spa experience. That is the essence of Eden Spa.

The design and décor of a spa is part of the experience. Yours is the coolest. Where did you get your design ideas? I didn’t have a specific location in mind when I began planning Eden. I looked at properties all around Jonesboro. When 411 Union became available, I knew it was ideal. I could envision a mix of modern décor with the elements of the old building and its history left intact. The lower level really lends itself to the cocoon-like spa environment and the main level has a completely different open energy. It just works.

Did you incorporate fashion and accessories into you business plan in the beginning or were you strictly spa and skincare at first? Eden opened its doors with spa, skincare, cosmetics and a few accessories. The response to that touch of fashion was overwhelming. Before I knew it we became a complete clothing store. I guess the fashion gal was hidden in me all along because today I love the boutique as much as I love the spa.

Attending market and deciding what fashion will sell seems like a difficult job. How do you make those decisions? There are three of us who attend market together. We are three different ages with three different perspectives. This really helps us buy for the full spectrum of our clients. Also, we know what we love, but we try to be practical. We look at trends, but always have “wearability” in mind. We consider specific clients. We consider events upcoming in the community. We always try to bring in fashion that is new and fresh, but realistic and practical.

What is the most important lesson you’ve learned in business? The most important lesson I am learning isn’t necessarily related to my business. Life is teaching me to keep my ears open, my mouth shut and to trust my instincts.

Who has been your greatest style influence? When I see women who are obviously comfortable in their own skin, they don’t always fit into the same fashion box.

What are the three most important accessories for the fashion conscious woman? A great bag, a great pair of jeans and a great pair of sunglasses.

What is on your fashion or accessory list this summer? A bright handbag, a maxi dress and new white jeans.