VANA Laser Club offers laser facials, tattoo removal, cellulite treatments and other services.

PALM BEACH GARDENS – A new business offering laser facials, tattoo removal and cellulite treatments has opened its doors at Alton Town Center.

VANA Laser Club, founded in 2018 by Miami resident Nicole Stern, debuted last month at the 360,203-square-foot retail complex on Donald Ross Road.

It joins a handful of new businesses that have opened recently at the center, including Swedish-American restaurant Waxin’s, Bergman Jewelers, Selfie Salonbar and State Farm.

“I think with our demographics, we had a huge opportunity up there,” said Emily Pearlson, one of VANA’s two corporate managers.”There’s nothing like it up there, and that shopping center is absolutely stunning. It’s a great opportunity for both the company and the people of Palm Beach Gardens and Jupiter.”

Alton Town Center is one of three VANA locations in South Florida, and the first in Palm Beach County.

The other locations are in Miami Beach and Aventura, and a fourth location is expected to open in Delray Beach within the next few months, Pearlson said.

All four businesses are company-owned.

“We’re a fairly new business, and we’ve tried to grow reasonably quickly,” said Pearlson, who works closely with fellow VANA corporate manager Meredith Piper. “Four locations in three years is pretty fast, especially during a pandemic.”

VANA Laser Club, located on the southeastern portion of the sprawling Alton Town Center complex next to LA Fitness, offers a variety of aesthetic laser services performed by medical professionals.

Services include laser hair removal, Botox, injectables, vitamin B12 shots and cellulite treatments, among others.

Memberships are available for $65 a month, and include access to competitive pricing on all aesthetic treatments. Long-term commitments are not required, and clients can cancel at any time, Pearlson said.

“We want everyone who’s there to be there because they want to be there, not because they have a contract holding them hostage,” Pearlson said. “That’s how much we believe in our product.”

VANA’s first two locations have performed well, Pearlson said, and the Palm Beach Gardens location also is attracting a loyal fan base despite restrictions put in place because of the novel coronavirus pandemic.

The business is following a strict set of guidelines in order to keep customers and employees safe, Pearlson said, including enhanced cleaning protocols, mask requirements and social distancing.

“People … are cautious at first,” Pearlson said. “They want to make sure that we’re holding ourselves to a high standard of cleanliness and staff protection. They want to make sure we’re clean and safe.”

The pandemic has affected business at all three VANA locations, Pearlson said, but she expects things to pick up once seasonal residents return to South Florida this winter.

“A lot of people obviously fell off because of COVID, and all of our locations are seasonal,” she said. “We’re really going to see what we’re dealing with more in the winter time, when the snowbirds come down.”

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@JRWagner5