BRIARCLIFF MANOR, N.Y. – Danielle Della Pella knew she needed a career change. Newly divorced and realizing she wanted to make a switch, the Briarcliff Manor woman took a huge leap of faith.
Della Pella started her luxury mobile organic tanning business, Glowing, two years ago. It has proven to be the perfect marriage of her communications, marketing and business skills and her passion for personal beauty and emotional wellness. She is based in Briarcliff, but services clients everywhere from Manhattan to the northern reaches of Westchester County. Della Pella has discovered the joys and hardships associated with owning a business.
“It came along at a time where I really needed something different,’’ Della Pella said. “One of the best things that happened is that it pushed me out of my comfort zone from being behind a desk. I found that my bedside reading went from a spy thriller to researching the power of Instagram. I uncovered a greater appreciation for the one-on-one contact servicing clients offers, and I love to see the instant gratification that it provides.”
Della Pella’s sister is a makeup artist, and helped Danielle brainstorm new business ideas. She had been working with spray tan artists, and the idea dawned on them that a mobile business could attract clients.
Della Pella hired a website developer, arranged a photography shoot and studied spray tanning through online learning. She also opened doors through perseverance. “I felt like the Avon lady,’’ Danielle said. “I just kept knocking on doors and going as far and wide as I possibly could.”
Della Pella discovered a business that ushers in a new tanning model. Her materials are entirely organic. She travels with her equipment, which includes a 7-foot by 4-foot tent. She applies the tan with a high volume pressurized gun. “It’s similar to spray painting,’’ Della Pella said. With equipment set up and application, Della Pella can deliver a tan in as little as 30 minutes.
Della Pella also offers tans at a fitness club in Briarcliff Manor and a local day spa, where she can handle clients without setting up and breaking down equipment. People can call to set up appointments.
The tent keeps the spray tan contained, which allows Della Pella to apply her artwork just about anywhere. The tan lasts 5-7 days, depending upon a person’s lifestyle and how they treat the tan.
“If you jump into a chlorinated pool, it’s going to fade pretty quickly,’’ Della Pella said. “In the winter months, it’s important to moisturize. How long the tan lasts really depends on how well the client takes care of it.”
Perhaps the best part of Della Pella’s business is that it is entirely safe. Her work is completely sunless, but mimics a beach tan. “I’m shocked tanning beds are still in existence,’’ Della Pella said. “A lot of people can’t be in the sun. Some of my clients have had skin cancer scares. This is a great way to achieve the look people want in a short period of time.”
Della Pella said she hopes her business expands to include her own location and have people travel to her. For now, however, clients love the mobile-based business that Della Pella has developed through her own intuition and business savvy.
“I absolutely love it,’’ Della Pella said. “I didn’t realize how much I like to be in front of people. I try to develop a relationship with my clients. It’s been a huge learning experience, and there are always a couple of bumps in any business, but at the end of the day this business is my baby, and I’m proud to be focusing on its growth.”
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