Today we’d like to introduce you to Brittnee Keyes.
Hi Brittnee, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Eternal Wellness really started as an idea — one that came from my husband in 2019. At the time, he was working full-time as a general surgeon but had a growing passion for aesthetics. What began as treating friends and family quickly evolved into what we called “Botox and Bubbly” parties throughout the community. Those events were fun, approachable, and, more importantly, they showed us just how much demand there was for what we were offering.
I officially joined him in 2020, initially as a provider and injector, stepping in to help build what he had started. Shortly after, COVID hit, and like many small businesses, we were forced to pause. But what stood out during that time was that our clients kept coming back — asking when they could see us again, and eventually asking when we were going to open a space of our own. That was really the turning point for us.
Once we were able to move forward, we decided to take that leap. We found our home in the historic North Peak building in downtown Traverse City, and that’s where Eternal Wellness truly came to life. The space itself was a huge part of our vision — I designed the entire office, and my father-in-law brought it to life. We were very intentional about creating something different for our community: a space that felt elevated, modern, and luxurious, but also welcoming and authentic.
As we built the physical space, I was also building the brand. I wanted Eternal Wellness to feel like more than just a medspa — I wanted it to be an experience. From the beginning, my focus has been on exceptional customer service and creating an environment where people feel comfortable, confident, and like themselves. That’s really where our motto, “Where beauty starts from within,” came from. It reflects what we believe at our core — that aesthetics isn’t just about how you look, it’s about how you feel.
Over time, my role naturally evolved. What started as stepping in to help grew into becoming an aesthetic injector as well as taking on the operational and administrative side of the business. I’ve grown alongside my husband and Eternal Wellness in every way — clinically, creatively, and as an entrepreneur.
Today, Eternal Wellness is a full-service medical spa with an incredible team and a strong presence in our community, but at its core, it’s still rooted in the same values we started with: passion, growth, and a genuine desire to help people feel their best.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road — in fact, it’s been extremely challenging from start to finish. I think one of the biggest realizations is that no one truly understands what it takes to run a business until they’re in it. There are so many moving parts, and my husband and I have built everything from the ground up — from our protocols and policies to our systems, processes, and overall client experience. A lot of that came through trial and error, learning as we went and figuring things out the hard way.
We’ve faced challenges in just about every area — from navigating financial pressures and building our clientele organically, to defining our brand and designing a space that truly reflected our vision. There was also a period where we experienced a significant shift in staffing and lost nearly our entire team within a short span of time. That was one of the most difficult moments for us, but it ultimately became a turning point. We were able to rebuild with intention, and today we have a team that aligns so closely with our values and what we’re trying to create.
The truth is, there are challenges at every corner, and I don’t think growing a business is ever easy in any capacity. I feel like it continues to bring us challenges every single day, which is why I think it has been so gratifying — because the challenges it presents push us to work harder, grow stronger, and become better in every aspect of what we do. And through all of it, we’ve continued to evolve, adapt, and grow year after year, which is something we’re incredibly proud of.
Thanks – so what else should our readers know about Eternal Wellness?
Eternal Wellness is a full-service medical spa rooted in the belief that confidence starts from within. While we offer a wide range of aesthetic and wellness services — including injectables, advanced energy-based treatments, skin rejuvenation, and body treatments — what truly sets us apart is the experience we’ve created around those services.
From the beginning, we were intentional about doing things differently. We didn’t just want to offer treatments — we wanted to create a space where people feel comfortable, confident, and completely themselves. Every detail, from the design of our space to the way we communicate with our clients, has been thoughtfully curated to feel elevated yet approachable. Our goal is for every client to feel seen, heard, and genuinely cared for the moment they walk through our doors.
We’re also very intentional about the results we deliver. Every treatment is customized, with a focus on enhancing each client’s natural features in a way that feels balanced and authentic to them. We prioritize subtle, beautiful outcomes that support long-term confidence, rather than quick fixes or one-size-fits-all approaches.
Brand-wise, I’m most proud of how cohesive and intentional everything feels. Eternal Wellness isn’t just a medspa — it’s a reflection of our values, our standards, and the experience we want to deliver. We’ve built a team that shares that same vision, which allows us to maintain consistency not only in the results we achieve, but in the way our clients feel throughout their entire experience.
At the end of the day, we want people to know that Eternal Wellness is more than just a place to get an aesthetic service — it’s a place where you can invest in yourself, feel empowered, and leave feeling like the best version of you.
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
I think one of the most important things is to surround yourself with like-minded people. Seek out individuals who genuinely inspire you — whether it’s their work ethic, their success, or the way they carry themselves — and don’t be afraid to learn from them. I’ve been fortunate to connect with some incredibly strong, successful, and independent women who have pushed me to grow and think bigger, simply by being in their presence.
Networking has also been something my husband and I have been very intentional about from the beginning. We’ve made it a priority to attend events, put ourselves out there, and build relationships within our community. At the same time, we’ve also focused on creating those opportunities ourselves by hosting events and collaborating with other local businesses.
I really believe in taking a collaborative approach, especially in a smaller community. We’ve always tried to build genuine relationships and support other local businesses, rather than viewing everything as competition. Some of our best connections and opportunities have come from simply showing up, being authentic, and working alongside others.
Contact Info:
- Website: https://eternalwellnessmedicalspa.com/
- Instagram: https://www.instagram.com/eternal_wellness/
- Facebook: https://www.facebook.com/eternalwellnessmi/
