James Paul Chenevey


I loved his focus (Tomas Nani) on core principles of honesty, sustainability, and quality instead of profit only. He and I hit it off right away, and we agreed on almost every key operating concept.
How I got into the spa industry wasn't a direct path. I worked in the hospitality industry, where I oversaw Callaway Golf's International Division.

President and CEO, Living Earth Crafts and Earthlite

James Paul is the President and CEO of Living Earth Crafts and Earthlite. A resident of Encinitas, California, James Paul has been in the spa industry since 2003. A graduate of Harvard College and the Harvard Business School, James Paul claims to be a good at everything (but isn’t), but he does make an excellent margarita. In the past year, his most memorable experience was hiking in the Austrian Alps with industry friends.

“How I got into the spa industry wasn't a direct path. I worked in the hospitality industry via golf, where I oversaw Callaway Golf's International Division.  Many of our biggest customers were large hotel chains and resort properties.

I was introduced to the Founder of Living Earth Crafts, Tomas Nani, by a former colleague.  The business had become quite a bit more complicated--the markets had expanded internationally and the internet had become a major force.  Tomas was looking to get out of the day-to-day operations of the company.  So, I purchased a stake in the company and took over as CEO. 

I loved his focus on core principles of honesty, sustainability, and quality instead of profit only.  He and I hit it off right away, and we agreed on almost every key operating concept.  Since then, we have expanded and expounded upon these key principles for all our activities and operations.  For us the business is an extension of ourselves and who we are as people.”


I loved his focus (Tomas Nani) on core principles of honesty, sustainability, and quality instead of profit only. He and I hit it off right away, and we agreed on almost every key operating concept.