Brook McKelvey isn’t just growing a beauty business, she’s building a brand people want to be part of.

Founder of Embellished Salon, Brook started with Embellished Wildwood, originally known as Embellished Beauty and Boutique. This September, that flagship location will mark 10 years in business, a milestone made even more impressive by how quickly the company has expanded since. Embellished Lady Lake opened in April 2025, Embellished Oxford followed in January, and now Brook is preparing to launch a med spa next to the Wildwood location, with treatment rooms also planned inside the Wildwood and Lady Lake salons.

The expansion reflects both demand and vision. Embellished’s new med spa services will include IV therapy, microneedling, Botox, fillers, PRP therapy and, eventually, weight loss and hormone treatments, giving clients even more ways to access wellness and aesthetic care close to home.

At the same time, Brook has grown her team from roughly 40 employees to nearly 80, creating opportunities for young professionals to step into leadership roles and helping shape a culture that feels supportive, upbeat and refreshingly drama-free.

That mindset has become a cornerstone of Embellished’s success. Brook has intentionally built a team-oriented environment where staff support one another, clients feel welcomed and growth is shared.

And she’s not done yet. With plans to expand farther south, possibly into Clermont or surrounding areas, Brook is already looking ahead to what’s next: bringing Embellished’s signature energy, services and sense of community to even more people.

“I truly believe if your employees are happy, your clients feel that and they are going to be happy too,” Brook says.