Case Study: Caruh Salon Spa achieves 10-year Top-200 recognition and team-driven growth with Authorize.Net

Caruh Salon Spa - Customer Case Study

Caruh Salon Spa, an Authorize.Net merchant in Seattle, Washington, is a decade-long Salon Today Top 200 Salon led by Chief Beauty Officer and owner Cyndi DeSoto. DeSoto’s challenge is balancing business growth with a people-first culture—overcoming barriers like self-worth and ensuring consistent guest experiences through team huddles, personal development retreats, and collaborative workflows—while managing salon services and product sales. As an Authorize.Net merchant, Caruh uses Authorize.Net’s payment processing to support daily operations.

Authorize.Net’s payment solution helped streamline transactions and back-office workflows so Caruh’s team could focus on service, staff development, and guest experience. The result: Caruh Salon Spa sustained high operational consistency and measurable recognition—being named one of America’s Top 200 Salons for 10 years in a row—and continued to grow its salon and retail sales while maintaining its people-centered approach.

Caruh Salon Spa

Cyndi DeSoto

Chief Beauty Officer and Owner