Noel Asmar and Kerstin Florian to Lead Inspirational Female Founders Panel at Women in Wellness West

Female business founders from within the spa and wellness industry will speak on a panel at Women in Wellness West next month.

Entrepreneurship will take center stage at American Spa’s West Coast Women in Wellness Leadership Conference as a panel of inspirational founders take the stage with moderator Julie Keller Callaghan, founder of the event and vice president of content and business development for Questex Wellness Group, to discuss the highlights and challenges of starting and running their own companies. Panelists include:

Noel Asmar

Noel Asmar, founder, president, and CEO of Noel Asmar Uniforms, is a Canadian designer who believes in the power of design. After a career in hotel management, she realized the way a uniform could empower and motivate the staff. Wanting to provide a better option than the ill-fitting and utilitarian-style uniforms she saw, she founded Noel Asmar Uniforms in 2002. Drawing on her decade in luxury hospitality, she identified opportunities to heighten team morale through innovative and purpose-driven designs, creating a fresh and modern approach to uniforms. Asmar is also on the board of directors for the International Spa Association (ISPA) and was selected to create the uniforms for the Canadian Equestrian Team for the Rio 2016 Summer Olympics. She also expanded her brand with the launch of her contemporary Equestrian Apparal label, Asmar Equestrian, in 2011. The company was recently awarded the 2019 ISPA Innovate Award

Kerstin Florian

Kerstin Florian, founder and CEO of Kerstin Florian International, was voted winner of the Industry Icon category in American Spa’s 2018 Women in Wellness Awards. The Swedish-born wellness pioneer recognized early on that spa was a lifestyle. After moving to California in the 1960s, she realized that U.S. skincare products lacked natural ingredients and real results. Understanding the transformative effects of wellness living, she created a new concept in skincare. She launched her namesake brand in 1978, and it can now be found in the world’s leading spas. More recently, she launched Anda, an organic, cruelty-free, vegan, and recyclable line relying on adaptogenic botanicals formulated to restore and sustain the skin. 

Spa and Wellness Show

IECSC Florida | October 6-7, 2019

Join us in Fort Lauderdale for the 22nd IECSC Florida event! The conference program features dozens of sessions and a variety of specialized tracks taught by industry experts. Don’t miss our Beauty Education, free Healthcare & Wellness Session and six CBD-focused classes – all new for 2019! Register by September 3 and save $10 per day on admission and up to $100 on conference. Exhibit hall admission includes access to 200+ exhibitors and 30+ free classes. Don't miss IECSC Florida – the southeast’s leading spa and wellness show!


Taking place at The Waterfront Beach Resort Hotel, A Hilton Hotel (Huntington Beach, CA) on October 28, the event will address some of the most pressing issues facing women in the workplace today as well as the obstacles they face in launching and growing their businesses. These talented and gutsy women will share their stories, insights, and more about forging their own career paths and creating companies where women thrive. Additional panelists will be announced shortly. 

For more information or to register for American Spa’s West Coast Women in Wellness Leadership Conference, visit


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