Today we’d like to introduce you to Birdie Soontorncharoen.
Hi Birdie, so excited to have you with us today. What can you tell us about your story?
Birdie Day Spa: Two Decades of Personalized Beauty and Wellness in La Jolla
Nestled in the heart of La Jolla, my spa — Birdie Day Spa — has become a special place for people seeking more than just skincare. My clients come for the experience, the transformation, and the individualized care I’ve been proud to offer for over 30 years.
I began my journey as an esthetician in 1991 in San Diego, then expanded my skills and practice in Thailand before returning to the U.S. in 1998. Since 2005, I’ve called La Jolla home, where I’ve built a boutique day spa that reflects both my global experience and my deeply personal approach to beauty and wellness.
My spa, now located at 7744 Fay Avenue, Suite 104, may be small in size, but it’s filled with warmth, intention, and attention to every detail. I want each person who walks through my door to feel calm, cared for, and completely relaxed. From the moment you arrive, I aim to create an experience that feels personal and soothing — a true escape.
In addition to being a licensed esthetician, I’m also a massage therapist, certified nutritionist, and master herbalist. I bring all of this knowledge into every session. Whether I’m incorporating massage techniques, recommending herbal support, or sharing nutrition tips that impact skin health, I believe in treating the whole person — not just the surface. Healthy, glowing skin starts from within, and I love helping my clients discover how to support themselves on every level.
My signature service — lovingly known as the “Birdie Magic” facial — is completely customized. I never offer the same facial twice. I work with one client at a time and design each treatment based on what your skin is telling me that day. It’s a mix of science, intuition, and years of hands-on experience — and the results speak for themselves.
Over the years, I’ve been blessed with a loyal and loving clientele. I work with locals, seasonal visitors, and people who have followed me from other practices. Many have been with me for decades, and some are now bringing their children and even grandchildren. They’ve truly become like family, and I’m so grateful for their trust.
I’ve also developed my own private-label skincare line called J.Mirakel. It’s become popular for its clean, powerful formulations that really deliver results. Whether it’s an anti-aging serum, a calming mask, or a nourishing cleanser, each product reflects my years of experience and dedication to quality. I created J.Mirakel to help people take my care home with them — and I’m so proud of what it’s become.
I also operate multiple websites where I share my products, skincare insights, and wellness tips with clients around the world. It’s important to me that people feel empowered and educated about their skin, no matter where they live.
At Birdie Day Spa, I offer a full range of services: anti-aging and deep-cleansing facials, microcurrent lifting treatments, body wraps, facial massage, and more. But truly, the heart of what I do is about making people feel cared for. I’m a happy person, and I believe that happiness shows in my work. It’s something my clients feel — and I think that joy helps them feel even more beautiful.
After all these years, I still love what I do. I feel incredibly fortunate to do this work every day and to have the relationships I do with my clients.
Birdie Day Spa
7744 Fay Avenue, Ste. 104
La Jolla, CA 92037
birdiedayspa.com | (858) 459-4965
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
No, it hasn’t been a smooth road — but every bump, every setback, has shaped who I am today and made me even more committed to my work. When I first started, it was very challenging to get established. Like many small business owners, I didn’t have a built-in client base or a name that people recognized. I had to prove myself with every single appointment, building trust slowly, one client at a time. There were days when I wondered if I could really make it, but I kept showing up — with heart, with consistency, and with the belief that if I gave my best, it would eventually come back to me.
Over the years, I’ve faced some significant external challenges as well. I’ve made it through two major economic recessions and, more recently, the Covid-19 pandemic. Each of those periods brought immense uncertainty. During the recessions, clients understandably had to cut back on non-essential spending, and during Covid, I had to temporarily close my doors — something I had never imagined doing. It was an emotional and financial strain, but also a moment to reflect, regroup, and recommit.
What kept me going through all of that was the connection I have with my clients. I’ve always put individualized care at the center of what I do — not just treating skin, but caring for the whole person. And I believe that when you are genuinely good to people, when you give them your best, they remember. That care doesn’t go unnoticed. In fact, it often comes back to you in beautiful, unexpected ways. During the hardest times, my clients were there for me — checking in, sending kind words, supporting my product line, and returning as soon as they could. That kind of loyalty is incredibly humbling.
So no, the road hasn’t been smooth. But every challenge brought lessons and gratitude. I wouldn’t trade those experiences, because they’ve deepened my purpose, strengthened my resilience, and reminded me just how meaningful this work truly is.
Thanks – so what else should our readers know about BIRDIE DAY SPA?
Thank you so much — that truly means a lot to me! Birdie Day Spa is a boutique spa located in beautiful La Jolla, and it’s been my heart and soul for the past 20 years. It’s more than just a place to get a facial — it’s a sanctuary where clients come to feel cared for, renewed, and completely seen. My philosophy has always been centered on individualized, holistic care. Every treatment I offer is completely customized to the person in front of me — no cookie-cutter routines, ever.
At the core of Birdie Day Spa is what I call “Birdie Magic.” It’s that special blend of intuition, skill, and personal connection that happens when I create a treatment that’s truly tailored to each client’s needs in that moment — whether it’s lifting, calming, hydrating, or simply relaxing the nervous system. My goal is to restore both skin and spirit.
What also makes Birdie Day Spa unique is the integration of all my training. I’m not only a licensed esthetician, but also a massage therapist, certified nutritionist, and master herbalist, so every session is informed by a deeper understanding of how skin health connects with the whole body. I take a wellness-based approach, often incorporating massage, herbs, and nutritional support along with advanced skincare techniques.
The brand also includes my private-label skincare line, J.Mirakel (just like a miracle), which I formulated based on decades of hands-on experience with real skin and real people. The products are clean, effective, and thoughtfully created to support healthy, glowing skin at every age.
In everything I do — whether it’s an in-person treatment or a product shipped across the country — my mission is the same: to help people feel beautiful in their own skin, to support their well-being, and to spread a little happiness along the way. That’s the heart of Birdie Day Spa.
Do you have any advice for those looking to network or find a mentor?
Absolutely — I believe both are incredibly important, especially in a field like mine where personal connection, trust, and intuition play such a big role.
Early in my career, I didn’t have a formal mentor, but I learned by watching and listening — to other professionals, to my clients, and to my own instincts. I believe mentorship can come in many forms. It doesn’t always have to be someone with a title. Sometimes the best mentors are people who lead by example — with kindness, consistency, and integrity. I’ve had mentors in the form of wise clients, generous colleagues, and even moments of challenge that forced me to grow.
As for networking, my biggest piece of advice is: be genuine. Don’t network just to get ahead — connect because you’re curious, because you admire someone’s work, or because you want to share something of value. The best professional relationships I’ve built have come from authentic conversations and shared passions, not from trying to “get something.”
Also, don’t be afraid to ask questions or reach out for guidance. People are often more willing to help than you’d expect — especially when they can see that you’re hardworking, respectful, and passionate about what you do.
And finally, be a mentor yourself. Share your knowledge, uplift others, and give back whenever you can. The beauty industry — like life — thrives when we support one another.
Contact Info:
- Website: https://birdiedayspa.com
- Other: https://jmirakel.com & https://healingskin2.com
