INDIANAPOLIS — It's hard to not feel luxurious just walking into the new day spa on the northeast side of Indianapolis.
The crystal white walls of Express White match the bright spotlights leading visitors through an immaculate space. A space with soothing music to match the spa's welcoming aura.
Express White's new location opened rather quickly in October, nearly seven years after Karma Swift first started operations. Swift expedited the decision to move forward with her on-the-side teeth whitening business because her hours as a full-time dental assistant were being cut due to the pandemic.
"I had no choice but to take it a little bit more seriously and treat it like a full-time job, and as soon as I did, it took off," Swift said.
When opening Express White, Swift's goal was to be a one-stop-shop for all things beauty.
"You can come here, spend the day here, get multiple services," Swift said. "You can get all beauty treatments under one roof versus having to go to multiple [places]."
Swift said, at Express White there's no more going to one place to get your lashes done, another for lip fillers, and another for teeth whitening.
She has several rooms in her new location on Keystone Ave. where her day spa offers several services like: teeth whitening, tooth gems, full body waxing, facials, lashes, beard treatments, non-invasive procedures (such as laser lipo), skin tightening, and cellulite removal.
It's about convenience, yes, but it's also about affordability for Swift.
The Indianapolis native worked in the dental field for 16 years. During that time she saw a need for more cost-effective teeth whitening procedures and treatments for people.
"I saw a need for more affordable teeth whitening because a lot of people came in and they wanted to get that but they couldn't pay the outrageous prices," Swift said. "So, I started it like that, just because I wanted to help people improve their appearance because improving their appearance helps them with their confidence."
Express White has multiple packages at varying price ranges. Swift says there are options for people who can't afford, for example, a $6,000 cosmetic surgery, in which she offers a non-invasive lipo for a couple of hundred dollars. Also, she says there are people who just want to try out similar treatments before going under the knife.
"All in all, I feel everybody's looking to improve something about themselves," Swift said. "It's their body and they should do whatever makes them happy."
Swift first started mobile, going to client's houses after working 9 to 5 to provide teeth whitening services. Then, when she felt that was unsafe, she transitioned to working out of her home. Until she eventually felt that was just as unsafe and leased a place in the Fort Benjamin Harrison area.
When the dental assistant decided to go full-time with Express White last year, it skyrocketed. Not only did she want a new store location — she needed it.
"It really took off," Swift said. "I had no choice but to find a bigger location because it kept growing, and I didn't have enough space to see everybody. So that's why you see so many rooms because I can see more than one person at a time."
Although Swift was happy in the dental field for almost 20 years, she says she's happy to be a face of hope for others seeking to be entrepreneurs.
"I want people to look at me, or look at my business, and say, 'Well if she can do it so can I.' Because a lot of times people sometimes need somebody that looks like them to make it more obtainable," Swift explained. "Whether it be somebody that wants to leave their 9 to 5, start something else, may kind of be scared, maybe they'll hear my story and be like 'Oh, OK well, it worked out for her.' I just want to be an inspiration I guess to other people looking to step out on faith on something they really want to do."
For those wondering about tooth gems — what they are and how they work — Swift explains:
"Tooth gems, they're Swarovski crystals that can get bonded onto your teeth. They're semi-permanent. They can be removed at any time without damaging your teeth. They can last up to two years if taken care of correctly."
And teeth whitening services offered at Express White, as explained by Swift:
"Teeth whitening is a cosmetic procedure as well. We have three different packages. One is for 30 minutes, one is for 60 minutes and one is for two hours. So it just depends on the level of whitening that you want to achieve. And then you'll need to maintain it once you leave, of course, to make sure it last very long. Teeth whitening can last for up to a year."
Swift sells a plethora of products on her website that are also available in-store as well. Here's her best-seller:
"My teeth whitening powder — everybody loves it. It's very good. It is a powder form of toothpaste, so you dip it in, it starts out as a powder, and as you start brushing it foams up. And it really scrubs away all the stains that you have accumulated during the day. Even the stuff that you can't see."
5357 N. Keystone Ave.
Monday - Friday: 10 a.m. - 5 p.m.
Saturday: 10 a.m. - 4 p.m.