Amri Spa feels like something between a spiritual retreat and an artists’ commune — by way of a luxury resort. That may sound mystifying, but at Amri it feels right. Owner Jasmine Davis quotes guests who have stopped her and said, “The energy here is so amazing, I don’t want to go.” I relate, having been to Amri last Saturday for their Eminence Organic Custom Facial.
Annie, who did my facial, was thoughtful and knowledgeable. She presented beautiful stones to use during the facial and explained how they oxygenate the skin and calm stress. Despite (or even because of) the New Age vernacular at Amri, their claims ring of sincerity, and truly, my skin hasn’t felt better. Annie also chose a particular blend of tea to use on my skin — rosehips, lavender, chamomile and rose petals — and she used other culinary ingredients, like a hot paprika, to increase circulation in the face. She described each product, made by Eminence Products, a benefit corporation, which adheres to strict ethical standards.
Amri espouses that they “only partner with brands that have a very transparent supply chain and we can ensure your products are being sustainably and ethically made.” This is integral to Davis’s business model. She said, “It’s my personal ethics, and my business practice couldn’t be separate from that.” She said, “It’s about people empowering people and being conscious of the planet.”
Davis was a stylist for many years, and she moved to Key West from Michigan at the suggestion of her brother — and now business partner — Michael Tramont, who Davis calls “her rock.” Davis managed Isle Style, the previous spa at that location. She spoke highly of her experience, but “when I bought the assets of Isle Style, I knew from the beginning we would rename, rebrand and have a new platform … and the response has been tremendous.”
The waste of the fashion industry is a primary motivation for Davis. She seeks apparel that is sound in labor and environmental practices.“If we as consumers knew that truth, we wouldn’t want to support that. But we’ve somehow conditioned ourselves to turn a blind eye.” She said, “When you open your eyes to the truth — whether business or personal — you can’t close them again.”
While, at moments, Davis sounds like a guru, she directs attention away from herself. Davis describedAmri as “a family affair.” Her daughter Morgan handles social media and branding, and the two have an upcomingbuying trip to California in search of more responsibly created apparel. She also said: “Amri isn’t me, or my brother, or Morgan. It’s every single team member we have here and every guest we meet.”She prioritizes good working conditions at Amri and the brands they carry.
Indeed, in some ways, Amrimakes buying easier. “You don’t have to exhaust yourself worrying about: was that ethically made,” Davis said. In other ways, it’s not easier for everyone. While it feels wonderful to have a clean conscience, there is also a bottom line: the products at Amri are expensive. A facial, two products (a cleanser and moisturizer), before tip, with a local discount, ran me $250. It’s unfortunate that our commercial model oft renders conscious consumption a luxury. Davis points to staying power: quality products will have a longer life in a cabinet or closet.
Amri aims to have staying power too, as a haven of self-care with a conscience. The space is beautiful and breezy, the staff seem genuinely happy, and there is a sense of calm cultivated there. Perhaps Davis said it best: “People just want to be seen, heard, and cared for. And to do it on this beautiful island, Key West … it’s like heaven.”