Meet Gara Post, who helped launch The NOW Massage in 2015; 9 years later, the brand had nearly 70 boutiques and more than 170 franchise licences sold

Gara Post's success story is very simple but unique. Post had already built a jewellery business before she entered the wellness industry. She helped launch The NOW Massage in 2015. It is a US-based massage boutique brand that grew to nearly 70 locations and more than 170 franchise licenses sold within nine years.

She is the co-founder and chief creative officer of The NOW Massage. It focuses on offering massage services in a stylish setting. The prices are designed to make the experience more accessible than traditional luxury spa.

How did she start the business journey?

She moved to Los Angeles soon after graduating from Arizona State University to pursue a career in entertainment. She worked as an executive assistant to the president of Universal Television Group. There she gained experience in reality programming and built professional connections.


She was also interested in jewellery design. Later, she started making jewellery at her desk. She also spent her evenings buying supplies from shops in Los Angeles.

In 2000, she launched Gara Danielle Jewelry. At that time, she was also working in entertainment. The business initially sold products to friends, family, and stylists. Later, the business was expanded globally, with jewellery available in more than 500 locations. Many famous celebrities also wore pieces from the brand.

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Why did she enter the massage business?

Post, along with husband, Jason Post, had established Post Investment Group in 2007. It invests in businesses and operates across sectors. It includes real estate, health and wellness, and consumer products.

They saw a big opportunity in the massage industry when the idea of NOW was presented to them. They wanted to create a business that combined attractive interiors with cheap rates.

Post and her husband later bought out those partners and continued developing the company through Post Investment Group.

In 2015, the first boutique was opened. The business became cash-flow positive and it attracted customers soon after opening.

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How did they expand the business?

They did not only rely on company-owned locations. The business allowed franchise partners to open boutiques under its brand.