Bursting with ideas and projects, innovative couple Ben Crossland and Zoe Valetta worked on Sal, “the brand and the lifestyle”. Taking inspiration from the beautiful area they live in, Praia da Luz, Sal consists of a serene spa, five vacation apartments and a boutique. The couple launched Sal Spa Luz in December 2020. They came across the building which was previously a shared pool for an existing holiday complex. Obviously, Ben is a jack of all trades and Zoe had a natural talent for interior decorating, so together they decided to save the swimming pool from the potential boring fate of becoming a garage. As they began to work on the space, with their bare hands, ideas began to emerge and Sal Spa was born.
Since then, the wellness destination has become increasingly popular and has evolved enormously to meet demand. “The vision was to create an efficient yet tranquil space for the local community,” says Zoe. “Somewhere where people can escape their daily grind and recharge their batteries; everything at their doorstep, all year round.”
Their heated indoor saltwater pool features resistance swim jets designed to exercise at your own pace, as well as powerful hydro jets to massage your upper body. In the hammam, you can add your own essential oils to relax and repair your muscles. Guests can take advantage of the steam room and sauna to cleanse the airways and detoxify the skin, then dip in the cold water shower or between sessions to improve circulation.
Several treatments are also offered to suit everyone’s needs, including a range of massages, facials and body wraps, from specialist surf massages to prenatal experiences. “We wanted to open a wellness center for the community,” says Zoe. “From newborns to children to pregnant women and people of all ages and needs.”
Above the spa is the SAL boutique. In the store, you can expect to see clothing, jewelry and accessories from independent and sustainable brands around the world, all handpicked by Zoe. A number of their own SAL products are also featured, including candles and laundry spray.
Zoe has recently put a huge amount of effort into the store and says: “Every item and every brand is chosen to offer our customers the best range of independent European brands. We want to bring back the beauty of unique pieces, of each product that we stock in very limited numbers and the collections are never repeated.
Apart from the spa premises, they also own five apartments as part of Sal Homes and are “Superhosts” on Airbnb. Zoe is no stranger to interior design as, growing up, her mother owned a string of successful home decor stores in Rome. Each apartment is carefully decorated to give off the same feeling of calm and comfort, in keeping with the Sal brand.
All of the couple’s rentals are located in the heart of Praia da Luz and within walking distance of the beach and spa. “We wanted to convey beauty in all its aspects, from the moment our customers open their eyes in their comfortable bed. Every little detail was meant to make the guest feel at home with the added luxury of sleek design and stunning views.
And if three projects (and a baby in between) weren’t enough for the couple, Ben and Zoe always have the needs of the community at heart. Recently, Zoe was at the forefront of a team that created a pop-up store dedicated to Ukrainian refugees to ensure they have access to clothing and other necessities. She was also involved in relocating families and pointing them in the right direction towards work and other areas of support. Often they even host in-spa fundraising events for local charities.
It’s amazing to think that from the restoration of a swimming pool, Sal was born. And, despite so much to do, Sal continues to represent calm and refuge. Their high standard of design and construction thanks to the distinct passions of Ben and Zoe sets them apart from other independent spas, boutiques and vacation rentals. However, their desire to contribute to the community is perhaps what makes Sal so special.
By Alex Brenan
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