During National Women’s Small Business Month, Jolita Sakmanaite, founder of Brilliant Massage & Skin, offers a message that resonates far beyond the wellness industry: do not wait for the perfect time to start. “Just start,” she says with conviction, urging women to take calculated risks and act decisively. For Sakmanaite, the leap from a corporate career to entrepreneurship was neither seamless nor guaranteed, yet it led to a thriving business that now inspires others to take their own first steps.
Sakmanaite’s story is rooted in reinvention. Originally from Lithuania, she once aspired to a career in music before discovering a new passion in massage therapy. In 2017, she transformed that passion into a business, opening the first Brilliant Massage & Skin location. Her success came from action rather than hesitation. “Clarity comes from action, not overthinking,” she explains, reflecting the entrepreneurial spirit that now defines her approach to business and mentorship.
The timing of her rise aligns with a period of remarkable growth in the wellness sector. The U.S. massage services market is valued at nearly $19 billion, while the broader wellness industry approaches $480 billion and continues to expand annually. Sakmanaite’s franchise model, which combines premium self-care services with a replicable business system, has positioned Brilliant Massage & Skin at the forefront of this movement. Her vision is to help franchisees tap into the increasing demand for wellness experiences while fostering a sense of empowerment through ownership.
Even as she scales her business, Sakmanaite’s focus remains on mindset and community. She believes success depends on optimism and a willingness to see challenges as opportunities. “Focus on solutions, not limitations,” she says, a philosophy that has guided her from small beginnings to national expansion. Her growing franchise is a reflection of that belief, proving that the right mix of passion, persistence, and purpose can turn a simple idea into a business that transforms lives.
