NEW YORK (FORTUNE Small Business Magazine) - Many harried women would love a relaxing spa treatment but just can't afford to indulge.

That's because a facial or massage can cost almost $100 in many cities, says Peggy Wynne Borgman, who runs the tony Preston Wynne Spas in Los Gatos and Saratoga, Calif. Borgman aims to change that.

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To attract customers who lack the typical spa goer's household income ($150,000 and up), she plans to offer moderately priced walk-in services at a new chain called O'live Spa. Borgman hopes to open her first location in Silicon Valley this summer.

By doing away with such amenities as lockers, which require extra retail space, and by using semiprivate rooms instead of private ones, she expects to be able to keep prices down.

For instance, a half-hour "Great Skin" treatment in a semi-private room will cost $30, compared with $90 for a facial in a private room at her full-service day spas.

The spas, which will range from kiosk size to 5,000 square feet, will open in malls and urban office buildings.

Says Borgman: "For us to really mature as an industry, we've got to bring the benefits of spa-going to a much broader demographic."

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