Pia Trujillo started the boom in Brazilian waxing in 2004, when she opened the first Pia Day Spa location in South Tampa. Since then, she has inspired other women to pursue their dreams and became business owners by franchising Pia Day Spa. With four locations. Lesana Holly owns Pia Day Spa in Sarasota. Tania Alvarado has the Safety Harbour location and Nayla Desalvo is the owner of Pia Day Spa’s first franchise location in St. Petersburg. Since 2004, Pia Day Spa has become the trusted brand in all spa services. “We are passionate estheticians that happen to be successful business owners.”