Bulgari Spa in London appoints new spa director

The Bulgari Spa at the Bulgari Hotel London has appointed Jade Robbins as its new spa director.

An experienced spa leader with nearly a decade of expertise in luxury spas, salons and wellness clubs, Robbins joins Bulgari from the Soho House brand.

She joined Soho House in 2020 and progressed through supervisory and management positions to become spa manager and acting head of spa at Soho Farmhouse. Within this role she led a team of more than 80 employees across multiple divisions, including 15 treatment rooms, wellness and fitness facilities.

Robbins began her career as a beauty therapist and has also worked for Cedar Therapy Beauty Salons in the Cotswolds.

Driving spa membership growth

“Throughout my career, I have successfully led major spa expansions, refurbishments, residency partnerships and treatment launches,” said Robbins, speaking exclusively to European Spa.

“I am passionate about developing people, driving culture change and delivering innovative spa experiences.

“Over the next six months, my focus will be to take Bulgari Spa’s world-class reputation the next level. I want to grow the business through performance and guest experience, ensuring every detail reflects Bulgari’s luxury standards.

“I’m also keen to focus on our membership offering, ensuring we offer a personalised experience to drive growth in this area.”

Last year, Bulgari Spa launched its Studio, a private environment for training and intuitive group classes, as well as new spa memberships.

The spa also introduced longevity experiences including the hyperbaric chamber by Henshaw Hyperbarics, a recovery suite with hot and cold contrast therapy by KLAFS and Brass Monkey, plus a and Zerobody Dry Floatation bed by Starpool.

The 2,000sqm spa has a 25m colonnaded swimming pool, one of the longest in London, plus 11 treatment rooms.

“Innovation is my priority,” Robbins told European Spa. “In the competitive London market, it’s vital that our wellness experiences feel fresh, unique and ahead of the curve. I’ll be evolving our treatments and wellness concepts and, in line with this, introducing further star residencies.

“A key focus will be driving awareness and engagement with our exceptional longevity offering. Equally important is the team. Bringing my vision to life will involve taking the team on the journey with me, inspiring them to embrace creativity and innovation.”

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