Serenity Spa and Salon

Store Name  Serenity Spa and Salon

Business Type Personal Care Services

NAICS Code 8121

Location  1705 Tower Ave., Superior, WI, 54880

Nearby Businesses  Pizza Man, Northwoods Music, Kinetic Fitness, Framing by Nancy

Owner/Manager  Jolene Sajec-Timmers

Special Store Activities  Salon, spa and women’s boutique draws clients in whether they are looking for relaxation, beautification, or to do a little shopping.

Year Opened 2010


Phone (715) 392-3017 or (715) 392-3018


Community Profile Superior, WI is located in the far northwest corner of the state of Wisconsin along Lake Superior with Duluth, MN across the Saint Louis Bay.  The city has a population of 27,244 and there are 53,583 people living within a five mile radius of downtown.

Products Sold & Niche Developed

Serenity Spa and Salon offers nail care services, massage and facial treatments, hair styling and teeth whitening.  As a one stop shop, Serenity has set itself apart from other salons. In April 2015, they opened a boutique with name brand handbags, shoes, and clothing.  Their relaxing business atmosphere is one where clients can kick back, shop or be pampered.

Market Segments Served

Men, women, and youth can all enjoy a little pampering at Serenity Spa & Salon.  The target market segment is male and female professionals and retirees, from the age of 25, with individual and household incomes greater than $25,000 per year.

Contributions to the Business Community

Jolene Sajec, owner of Serenity Spa and Salon, is a life-long Superior resident and has a passion for helping people look and feel confident.  At Serenity Spa and Salon each stylist is a stakeholder in their own business.  Stylists have the opportunity to get all the most up to date training. Their motto: “The Trend Starts Here!”  After 5 years in business, the salon and spa have grown tremendously.  It has become an integral business in the community.

It hasn’t always been easy, however, for Jolene.  Two months after opening the salon and spa in 2010, the building was going into foreclosure.   She thought she was going to lose her entire initial investment of $58,000 in renovations.  A local entrepreneur, Mike Lattery, however, refused to let her give up on her dream.  He looked at her business plan and made several helpful recommendations which included creating her own rental company.  Three months after the spa opened the rental company purchased the 13,000 square foot building and houses Serenity Spa and Salon, Wine Beginnings, and Duluth Care.


Jolene says the business community is phenomenal in Superior, which is why she volunteers.  She has created a scholarship for Wisconsin Indianhead Technical College (WITC) Cosmetology students. Plus, as a team, the stylists at Serenity Spa raise money for Harbor House Shelter. Each year they are involved in all community sponsored events, such as Small Business Saturday, Lake Superior Days, 4th of July and adopts a family in need during the holidays. In 2013, they purchased five bikes for Toys for Tots!  Jolene is also an Ambassador for the Chamber of Commerce and on the WITC Advisory Board for the school of Cosmetology.  She has always wanted to make a difference in the community, and the business serves as a platform for to raise awareness about issues affecting Superior and its residents.

Recommended by Jodi Rochon, Superior Business Improvement District Administrative Assistant

Review by Dayna Sarver, UW-Extension CCED