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Meet Aimee Blake and William Johner of Sugar Sugar

Today we’d like to introduce you to Aimee Blake and William Johner.

Aimee and William, can you briefly walk us through your story – how you started and how you got to where you are today.
We started Sugar Sugar five years ago. My husband William and I were living in Seattle. We came to Phoenix to visit family. I wanted to have a “me day”. But I couldn’t find anyone in town sugaring. I had been a client of sugaring for almost ten years in the Northwest.

Almost immediately when we got back to the Northwest we started thinking about building our own business in Phoenix. Yes, we decided on sugaring hair removal. But we also decided to challenge some of the basic problems we felt plague(d) the industry. We wanted to build the business from the perspective of the consumer. We decided to always have capable people greeting and answering phones, maintain a clean spa, to quell “spa drama”, always provide client solutions and assure our staff is always polite and friendly. Those were our five pillars.

We have just built our second location in Uptown Phoenix. We are extremely excited to be in this trendy neighborhood. We are very passionate about what we do. Can you tell? 😉

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Our biggest struggle has been letting people know there is an alternative to waxing. Sugar is the oldest form of hair removal. Waxing was created during the 1950’s plastic revolution along with TV dinners, teflon and margarine. Once clients try us, we rebook at an incredible rate. But we have chosen to grow organically; by word of mouth rather than Groupon or more “modern” means.

There has been a mild amount of pushback from the “traditional” esthetic community. That’s to be expected. Sugaring is tougher to teach. It is more of an art-from. So we understand why it is threatening to waxing companies.

Our second biggest struggle was building a clientele. We moved here with NO CLIENTS. In fact, we had no friends here either. Our family winters here. But we literally started from the ground up. We went to every event we could find just to get the word out.

Alright – so let’s talk business. Tell us about Sugar Sugar – what should we know?
Sugar Sugar™ is Arizona’s only 100% all-natural and organic micro-spa. Specializing in sugaring hair removal, Sugar Sugar is committed to challenging beauty industry clichés. We are changing both the client expectation and the employee career outlook. Sugar Sugar is a modern, all-natural spa for professional man and woman.

So why sugar? Well, our sugar is 100% organic, made from sugar, lemon and water.

Hair is removed in the natural direction of hair growth so there is much less breakage.

There is no double-dipping with sugar. So it’s much more sanitary.

Hair can be removed at 1/8 of an inch compared to wax’s 1/4 inch. Sugar is a natural exfoliant. It alleviates dry skin.

Sugar does not adhere to living skin cells, only hair & dead cells. So much less pain.

Sugar is applied slightly warmed. There is never a chance of a burn.

Sugar is water soluble. There is no residue left on skin.

Sugar successfully treats all skin types.

There are no chemicals or resins.

Rosacea? Psoriasis? Eczema? No problem. Sugar is the cure.

Sugar is 100% cruelty free. NEVER tested on animals.

We also offer our trademarked, proprietary organic airbrush tan as well. It was formulated to fade evenly. It is the only patented organic airbrush tanning solution derived from brown sugar. So no “tan smell”.

We have a number of organic facials to match every specific set of skin goals.

We also do natural, mink eyelash extensions.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I would say two things:

Our employees make us great. Like us, our estheticians are passionate and want to change the industry. Everybody has a role and everybody works.

When we started we decided we didn’t want to be “job creators”. We wanted to create careers instead. By eliminating the turnover most spas have, clients get familiar with their esthetician. Equally importantly, the esthetician becomes familiar with the client’s skin goals.

Our customers are people striving for something different, something better. They are different than the ordinary beauty client. Our clients are label-readers and outside-the-box-thinkers. That’s why the best form of advertising for us has been like-minded people talking about us.


  • Organic airbrush tan – $29
  • Brow Sugaring – $22
  • Bikinis start at $40

Contact Info:

  • Address: Sugar Sugar Uptown
    5202 N 7th St
    Phoenix, AZ 85014

    Sugar Sugar North Scottsdale
    16255 N Scottsdale Rd C3
    Scottsdale, AZ 85254

  • Website:
  • Phone: 480-36-SUGAR
  • Email:
  • Instagram: /SugarSugarAZ
  • Facebook: /SugarSugarAZ
  • Twitter: /SugarSugarAZ
  • Yelp: /SugarSugarAZ

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Getting in touch: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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