Tucked away in Sydney’s elite suburb of Double Bay, among some of the show city’s most known wellness and aesthetics destinations, is a powerful clinic with purpose and a big heart – meet the new Longevity Lounge and its passionate owner’s journey, Kelly McNamara, writes Cameron Pine.

Kelly McNamara’s career in Aesthetic treatments has been anything but typical.  Her journey is marked by bold decisions, innovative approaches, and an unwavering commitment to personal integrity and client care. Finishing a four-year apprenticeship in cosmetology in the United States in 1999, which primarily focused on hair and beauty, left her feeling a bit unfulfilled and craving something more stimulating.

Deciding to Move from Santa Barbara to Beverly Hills, Kelly enrolled into the UCLA RN program where she financed her nursing studies by working on private jets chartering celebrities around the globe. Kelly’s path has consistently defied the conventional, and not many people can claim a work opportunity arose from meeting Frank Lowy on one of the charters who subsequently moved her to Sydney where she worked on his and James Packer’s jets as their family’s private flight attendant. This move wasn’t just a change in geography, it was Kelly stepping into an arena where her bigger ideas and a few loops holes came to fruition.

Such a prolific journey has always been about the practice and not illustrious clinic doors and signage, but one that’s afforded Kelly to a point where she can now have both. Her Double Bay clinic is awash with render walls, arched recessed walls and doorways warm welcoming tones, welcoming wall sconce lighting, dark timber floors and an overall air of exclusivity. Beige and blushes, stone tiles, brass fittings and tapware, linen curtains and a fresh modern feel leave the focus on the leading individualised treatments that Kelly offers. It really is a feast for the senses, but Kelly admits the focus will always be on the clients and this has afforded her a successful and enduring career that defies any design trends or industry fads.

We spoke to Kelly about that career journey.

HOW DID YOU CHOOSE THE AESTHETICS ARENA FOR YOUR CAREER?

In 2005, I arrived in Australia, putting my nursing studies temporarily on hold from UCLA. While in Sydney I researched the field of Aesthetics, knowing my ultimate career goals, I decided after a year in Sydney working on the jets before I found work at the Prestigious Spa Park Hyatt offering Spa treatments then after six months started working with a surgeon who had quite a few girls treating mobile clinics in Sydney. Our main service was hair removal at the time and photo-rejuvenation. The laser industry was a hot market and the work was heavy. After a few years performing treatments under his practice, this business direction changed and it was time to open up my own clinic. Opening my first shop in 2008 in the middle of the GFC was also a no brainer- while people weren’t traveling, they were now spending more on their looks and wellbeing. I continued to provide my services to other plastic surgeons and even featured my work on a TV show documenting the journey of plastic surgery, titled Changing Faces. I continued my laser therapy studies and opened up a further two clinics well positioned on the coast of Sydney and another in Double Bay. They are all self-operated, whilst managing 12 mobile clinics. Shortly after, I was headhunted by one of the world’s leading laser manufactures and was presented with a highly generous opportunity to train other medical offices across Australia in my advanced techniques. Signing off on many off on my student’s certificates, it was at this time I built my long standing clientele. It was a hectic time whilst juggling all other aspects of life. Eventually once my name was out there and the serious patients knew where to find me, I was able to reap the rewards and that included the choice to cease offering my skills to other competitors, drop the mobile circuits pivoting the focus inward on my own. This choice has allowed me to slow the pace and focus on offering what my clientele needs for their ageing skin. I am able to lead them on a sustainable path instead of leading them into more invasive options or sending them elsewhere. Avoiding trendy fads that might have been useful to them a decade ago, I prioritise the current needs of patients who have been with me the entire journey. 

 WHAT BUSINESS MODEL DO YOU FOLLOW?

The clinic model I’ve organically developed differs from others in our industry. I don’t chase profits, I don’t rely on a strategic business plan or focus on financial goals. Instead my focus is on my patients’ and achieving results for them, I firmly believe that when they see results the financial success of the business naturally follows. Surprisingly, this approach has not only sustained my practice, but its propelled new heights of success from day one. 

WHAT DO YOU SAY TO THOSE WANTING TO JOIN THE FIELD?

While some may believe that anyone can buy a laser machine online and perform my job, I would argue otherwise. Sure you can purchase a surgeon’s scalpel online or a bobcat tractor to dig a pool, but just owning the equipment doesn’t equate to expertise. Will they know how to use it safely and effectively? Will they be able to attain insurance? Can they build a solid business with returning clientele and maintain a 5-star rating across all platforms? Will reputable distributers sell their equipment to just anyone? The answer is no. It requires extensive study, (much more than a day course) impeccable reverence, dedication, and above all ethics. I hold over 30 aesthetics certificates, two graduate diplomas and safety officer certificates from a range of schools and universities. So if you want to do what I do, invest in the best so you are ahead of the rest. This takes dedication.

WHAT ARE YOUR FUTURE GOALS?

The newest additions inside the brand new fourth clinic located in Double Bay is high flow Oxygen, Full body LED infrared bed, and Fractionated laser ideal for resurfacing areas of concern. For the future, we will wait to see what the industry brings out because at this point in time, as of 2024 I have now accumulated every laser advantage angle available. There’s nothing left to buy, the only thing to do is wait for the current technology to be upgraded. I create my own procedures, I won’t run out of options as I’m able to take one treatment and turn it into 10 treatments by way of stacking other treatments safely for a customised and cost friendly option. If somebody isn’t suitable for a certain procedure, chances are I can create something they are suited for. There’s something for almost everybody in my clinic and that’s what having a well-rounded clinic comes down to. It’s my happy place, I don’t just want one toy I want 20 toys! Having a vast array of current technology gives me a better opportunity to treat a number of conditions, I’ve performed thousands of effective treatments over the past 22 years and I’m not about to stop. Continuing education and also telling the patient how to care for their skin when they’re not seen in clinic. The real results come from the post procedure results and at-home maintenance.

WHAT SKINCARE DO YOU OFFER?

German skincare from Dermavidualls, IS Clinical,  Skinceuticals, a few Italian plucked pieces and prescriptive hair care is also something only a past cosmetologist can implement. 

For more information visit www.longevitylounge.com.au

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