Resort Retail: Miraval Arizona
Miraval Arizona resort and spa’s mission is to help its guests find wellness through life balance. The Tucson-area location offers all sorts of services and activities to achieve that, such as meditation, yoga, hiking, biking and zip-lining, as well as all sorts of products to take home and continue that experience.
Miraval Arizona, which opened in 1995, has three retail locations, as well as a strong online commerce site that helps create repeat customers. The three on-site shops account for approximately 3,000 square feet, with the Raindance Pass Boutique (2,315 square feet) being by far the largest. Also, there is the Painted Sky Boutique that focuses on locally crafted jewelry and clothing and the Life in Balance Spa Boutique that sells health and body products used in treatments, as well as other gifts.
Being located in the Arizona desert, Miraval’s busiest months are, predictably, October through April.
Its new “Shop Miraval” online site launched in June. Online sales currently account for 20 percent of overall retail revenue. The retail operation consists of 17 employees. Senior Director of Retail Procurement Philippe Brenot said a division in staff between on-site and online retail could be in the future, as the online sales continue to grow.
Gift Shop sat down with Philippe Brenot to find out more about the retail sales at Miraval.
GS: What are the top-selling categories?
PB: Our most popular items are our Miraval bedding set, which all of our guests rave about as the softest bedding they’ve ever slept on. Our Miraval logo items and women’s apparel and accessories are also top-sellers.
Our guests love the selection of art and crystals that we sell here on property. They also love that the product lines we carry are highly curated and consistently best-in-class.
GS: Could you share a little bit about the custom line?
PB: Our custom collection that was designed exclusively for Miraval is by Mala and Mantra, a mindful mala jewelry brand based out of Southern California. All of Mala and Mantra’s pieces are handcrafted by a fair-trade cooperative of women artisans in the Philippines, whom they provide with fair wages, a safe work environment, and a sustainable way to support themselves and their families.
The collection was inspired by the values and spirit of Miraval, acting as a reminder of each guest’s stay and the transformative experience they had at the resort. Featuring five styles and seven semi-precious gemstones, the signature collection was intentionally chosen to represent the themes that Miraval embodies — serenity, balance, presence, mindfulness, gratitude, perception and communication. We also created a custom mantra for the collection that tells the story and experience of Miraval: be mindful. be centered. be grateful. We’ve only been selling the collection for three months, but it’s been a huge success so far. Guests tell us that they love being able to take home something so meaningful.
GS: Do you have any promotional initiatives or programs in the physical store to create awareness of the online presence?
PB: We strive to partner with our Marketing Department to curate a webstore calendar that highlights a specific area within our online store every month. That calendar is also promoted within our retail outlets for guests staying on property.
We have a loyalty program called Authentic Circle which includes a special discount code for our online store. This discount also applies for guests on property.
GS: Is there anything else you’d like to share?
PB: Miraval Retail is a blessed department because so much of what we offer translates directly to what is happening all around our property. Our providers do an extraordinary job connecting their teachings and practices with what we offer in our outlets.