New boutique specializes in Brazilian waxes

When drivers on St. Rose Parkway in Henderson pass the new Pretty Kitty boutique, for half a second they might think it's a pet grooming establishment. If that's the case, they have the grooming part right. On the side of the store, however, is a message that quickly clears up any confusion: "Brazilian Waxing."

Owner Tricia Hetherington wanted to get right to the point. She uses the same philosophy when performing Brazilian waxes. In fact, she's so thrifty with her time, all Brazilians at Pretty Kitty are performed in 15 minutes or less. No matter how hairy the situation.

"From the time they get undressed to the time they check out at the front desk: 15 minutes," she reiterates. "I've designed a technique that's so efficient and effective, it doesn't take any longer than that."

Most spas take twice as long. In the three months she's been operating in Henderson, Hetherington says she's fielded calls from local estheticians wanting to know how she works so quickly and to share her technique. Unless they book an appointment, they'll never know. The Iowa native only will say that it's all about how you hold the skin and how you apply the wax. Only the staff at her two other Pretty Kitty boutiques in San Diego know the secrets to her speedy service.

If the quick draw method has you imagining a no-mercy experience, you've got the wrong idea. Hetherington says most clients like the idea of avoiding a prolonged wax, especially when dealing with the nether regions. The faster, the better. But, in her six years of taking it off -- taking it all off -- she claims Brazilians aren't nearly as bad as the reputation they've gained.

Thanks to movies such as "The 40 Year Old Virgin" and excruciating facial expressions shown in YouTube clips, the general public tends to think people who get Brazilians are no different than the women who pass on the epidural. Prone to masochism.

It couldn't be further from the truth, says Hetherington, who not only guarantees her technique will have you out the door in 15 minutes, but claims it also minimizes pain. How? That, too, is in a large envelope marked "confidential."

In fact, she's so secretive about her method, the Brazilian specialist won't even discuss the poses she puts her clients in. She will say, however, that the doggie position is off-limits at her boutique.

"I never put my clients in that position," she says. "It's all about what the client is feeling and making them comfortable. What's comfortable about being on all fours?"

Hetherington calls Pretty Kitty the best idea she's ever had. While working in a high-end spa in San Diego, she took note of the demand for Brazilians and began mastering her technique. At the suggestion of her boyfriend and business partner, Dane Dishman, Hetherington decided to open a boutique specializing in the popular treatment. Three months later she was open for business. Not long after that, her first boutique was taking 30 to 40 clients daily.

The Brazilian picked up steam as a hot trend in the United States after Carrie Bradshaw on "Sex and the City" "got robbed" by an esthetician. That was the late '90s. Could it fizzle out soon?

"It may," says Hetherington. "And that's why we're trying to make hay while the sun shines."

She hasn't had to hire assistance at the boutique thus far, but once that happens Hetherington plans to open up the other three treatment rooms in the boutique. For now it's just her performing the waxes in a cozy room with a hot pink accent wall that has a picture of Audrey Hepburn hanging from it.

In the reception area, a softer shade of pink greets clients. Satin curtains drape the windows, a black chandelier dangles from the ceiling and fuzzy rugs beckon clients to the treatment rooms. Eventually, a room in the back will act as a lounge area for women hosting wax parties.

Other future plans could involve further expansion, but Hetherington, didn't want to confirm anything. The Pretty Kitty owner only would say, "We're not done with this one. We're gonna keep going."

Pretty Kitty is located at 2510 St. Rose Parkway in Henderson, 228-7877, prettykittywax.com.