UNIVERSITY PARK -- The sun of summer is approaching, and LunchBOX, a trendy chain of boutique waxing salons, is opening its doors just in time.
Skip the nail salon, where the person working on your pedicure may or may not know how to wax a bikini line. The "waxologists" (or estheticians) at LunchBOX only perform waxing services -- everything from chin to cheeks to chest.
"Any time you walk into LunchBOX, you'll understand instantly that you're at the right place," said spokeswoman Jamie Dillon. "The way it looks, the way it feels, the way we (employees) are dressed."
LunchBOX, which prides itself on its speed waxing process, aims to get customers in and out quickly all while making the painful waxing experience comfortable and, most importantly, fun.
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"They'll feel pampered from the time they come in until the time they leave," Dillon said. "We're able to do Brazilian (waxes) in about 15 minutes, give or take. Anyone who's had a Brazilian knows that's very quick."
Idaho-based LunchBOX opened its first store in 2010, when founder and former spa owner Debi Lane realized the need -- and the potential -- for upscale waxing salons. The company began franchising in 2013 and currently has three salons open in Idaho.
Gary Jenkins, president and CFO of insurance marketing giant AmeriLife, and his wife, Lubo Jenkins, are the franchise owners of the University Park location, according to business filings. They have plans to open eight more in Florida, as well as two in Georgia.
The Jenkinses, who live in Clearwater, found a LunchBOX advertisement in Entrepreneur Magazine and were immediately intrigued.
"I've been a waxing fanatic my whole life, and I know from personal experience this is something that people really need to do. It's not going out of fashion," said Lubo, 47.
The 1,300-square-foot University Park salon, the first in Florida, will open mid-June. Other Florida locations will include Tampa, Miami, Fort Lauderdale, West Palm Beach, Aventura and Coral Gables.
"We attract a certain caliber of guests, and we love to pick these progressive, affluent communities," Dillon said. "We know that University Park is one of the best destinations in Florida right now."
Despite LunchBOX's moneyed vibe, prices are comparable to any other spa or nail salon, with services starting at $10. The "manzilian," a south of the border wax for men, is the most expensive menu item at $75.
Sabrina Rocco, East Manatee reporter, can be reached at (941) 745-7024. Follow her on Twitter @sabrinarocco.