Jolita Sakmanaite’s Advice to Female Entrepreneurs During National Women’s Small Business Month: ‘Just Start,’ Take Calculated Risks and Keep Moving Forward
SUMMARY
- Brilliant Massage & Skin founder and CEO Jolita Sakmanaite encourages other female entrepreneurs to take the plunge as she did and to think big once they do.
- Women in franchising have mentored Sakmanaite, and today she uplifts others whenever she can.
- Sakmanaite says business owners must pursue professional development and maintain a forward-looking mindset.
- Brilliant Massage & Skin franchisees serve clients with wide-ranging services that equate to potent revenue streams for owners.
Jolita Sakmanaite, founder and CEO of the Brilliant Massage & Skin franchise, offers succinct advice to female entrepreneurs: “Just start.” Sharing her insights during National Women’s Small Business Month in October, Sakmanaite adds, “Don’t wait for the perfect moment — it doesn’t exist. Take calculated risks, stay disciplined and keep moving forward even when it’s uncomfortable. Clarity comes from action, not overthinking.”
She founded her brand in 2017 and nurtured it carefully and steadily, a formula that works for women in franchising and for independent startups. “It’s OK to start smaller, but you have to think big and pursue a long-term strategy,” says Sakmanaite, a Lithuanian immigrant who pivoted into massage therapy after originally studying to be a professional musician. “Start simple and build momentum. I began as a solo practitioner and grew into a multi-room spa, and now we’re franchising nationwide.”
Sakmanaite says her Vermont-based brand is in a very exciting growth phase. “We have several strong candidates in the pipeline, including former employees who are looking to open locations as they relocate to nearby states next year. It’s really rewarding to see people who started inside the company now ready to become owners themselves.”
Opportunities with Brilliant Massage
The Brilliant Massage & Skin franchise’s services include a full menu of massage therapies, couples massages and facials (including Hydrafacials), as well as peels, facial and body waxing, and teeth whitening. Franchisees sell skin care products, too.
The brand’s revenue streams translate to vast income potential. For instance, the industry research firm IBISWorld reports that the value of massage services was $19 billion in 2024. And MarketDataForecast.com states that the North American facials market exceeded $400 billion last year and predicts growth of 7.1% annually through 2033.
Sakmanaite is excited about the future, not only for Brilliant Massage & Skin, but the wellness industry in general. Demand for wellness services has soared as Americans have grown more proactive in maintaining their physical and mental health and well-being, with the U.S. market estimated at $480 billion and growing at 5-10% per year, according to McKinsey & Company.
Focus on Solutions, Not Limitations
Sakmanaite’s optimism has helped her overcome challenges, she says, adding that positivity is a powerful tool for women in franchising, as well as all entrepreneurs. “It’s important to approach business from a mindset of empowerment and accountability, focusing on solutions and progress rather than limitations. That mindset has helped me and my team thrive.”
Analyzing a bit further, her viewpoint resembles that of a chess player, always thinking ahead. “I’m very future-focused. I love building, creating systems and seeing how much more impact I can make next,” she says.
That means Sakmanaite seldom dwells on her past milestones — a drastic change in career paths, emigrating from Europe, prospering as an entrepreneur. “Reflection keeps me grounded, but vision keeps me moving. I rarely slow down enough to reflect because I’m naturally a forward-driven person.”
Gratitude and Inspiration
There’s one exception, however. “Lately I’ve made more space for gratitude. When I pause and look back, I feel incredibly thankful for the opportunities this country has given me. The United States has a strong, supportive environment for entrepreneurs, and I’m genuinely grateful to be building a business here. If I can do it, anyone willing to work and stay consistent can do it, too.”
Sakmanaite believes gender shouldn’t be a factor in business at all. “At the end of the day, I believe business should be a meritocracy. People should be judged by their results, professionalism and integrity — not gender. That’s the standard I hold in my own company. For those who want guidance as Brilliant Massage & Skin franchisees, my team and I are here to help them build something they’re proud of.”
Sakmanaite says she hasn’t experienced discrimination as a female entrepreneur. “I believe strongly in equality, not just in opportunity but in mindset. In my view, success is less about gender and more about your resilience, your habits and how much responsibility you’re willing to take on.”
She does see contrast in the decision-making styles of many male and female entrepreneurs, though, and says those differences can be advantages and disadvantages. “Men tend to be less afraid of collateral damage in business — they often make bold moves more quickly. Women, on the other hand, tend to be more cautious and considerate of how their decisions affect others. That can sometimes make growth slower at first, but it tends to lead to steadier, more sustainable success in the long run.”
Mentorship in Franchising
Seeking mentorship and mentoring others has been important as Sakmanaite built and grew her brand. “I’ve met many incredible women in franchising who have been generous with their knowledge and encouragement. I’ve also had great support from men in the industry. I enjoy mixed-gender business environments because they bring a wider range of perspectives and experiences. I find that balanced collaboration fosters more creative ideas and growth.”
A mindset focused on continuous improvement is key to success, she says. “You don’t have to have everything figured out before you begin. The key is to start, stay curious and keep improving along the way. That’s where true empowerment comes from. A business can only grow as much as its leader grows. Continuous learning, mentorship and surrounding yourself with other high-performing entrepreneurs helps you avoid mistakes, adapt faster and stay inspired. Growth shouldn’t be optional — it should be a habit.”
Brilliant Massage & Skin franchisee Kristy Rosburg (above) says she’s grateful for Sakmanaite’s support and for providing opportunities for professional growth. “I attended a franchise show in New Jersey with Jolita, which gave me a better perspective on the franchise system as a whole. That show was one of my first opportunities to talk to other potential franchisees, and it gave me more confidence to share my experiences and the realities of the business with others,” Rosburg says.
Like many women in franchising, Sakmanaite feels a responsibility to pay it forward. “I’m passionate about helping women — and anyone who wants to step into entrepreneurship. Often the biggest barrier isn’t lack of skill; it’s self-doubt. My focus as a mentor is to help women build confidence through consistent action. When you take the first steps, you start proving to yourself what you’re capable of.
Brilliant Massage & Skin offers franchises in the United States and Canada. Franchisees can count on assistance with site selection and lease negotiation, extensive training, and ongoing operational and marketing support.
For additional information, visit the Brilliant Massage & Skin website.
