The house and the people
Family owned, one block off the Atlantic, since 2000.
Avenue Apothecary & Spa sits in downtown Rehoboth Beach, a beach town known for high end tastes and artistic flair. It is an organic day spa and an apothecary under one roof, and it has been nominated for community awards for the past 25 years.
It aims to be a place for seasonal travelers and for the year-round community alike.
The mission
An organic, natural experience for all people.
The spa researches and obtains the finest quality products from around the world, then works them into its own treatments. Every treatment on the menu uses all natural and organic products, and so does everything on the apothecary shelves.
The third part is teaching. Guests are shown how to carry on at home with all natural, organic products, toward a healthier and better lifestyle.
Whether the goal is therapeutic or aesthetic, it is the spa’s pleasure to serve it.
April 22 is Earth Day
Earth Day every day.
close to 90%of all waste recycled
100%of paper, plastic and glass
The spa only deals with vendors and distributors who hold green philosophies of their own, and it asks guests to join in a more eco friendly lifestyle.
Walk the house
Three facial rooms, five massage rooms, and one expanded couples room.
The spa has just completed another renovation. There is a brand new manicure and pedicure suite with bench style seating, and a meditation and waiting area to settle into before a treatment.
Before you book
Robes, slippers, showers, and a therapist you can choose.
- Robes and slippers for guests booking more than one service.
- Shower facilities, if you need them. Ask the front desk when you schedule.
- Both male and female massage therapists. Say which you prefer when you book.
- Arrive 15 minutes early to check in, and leave time to find parking.
The team
People who sincerely love their careers.
The spa says its team members were selected from a vast pool of candidates because of their talent and their calling to the holistic industry. Teamwork, growth and education come first.
Abigail Shumate (Fry) is the lead therapist and trainer. Coastal Style Magazine named her Best Aesthetician and Best Massage Therapist in Sussex County in 2025, 2024, 2020 and 2018.
Guests name their therapists in their reviews, and ask for them again.
The spa’s own record
Recognition, by year, as the spa states it.
Coastal Style Magazine
- 2026, 2025, 2024
- Best Day Spa in Sussex County
- 2021
- Best Wellness Center
- 2025, 2024, 2020, 2018
- Best Aesthetician and Best Massage Therapist in Sussex County, for lead therapist and trainer Abigail Shumate (Fry)
Delaware Today
- 2025
- Nominated for Best Day Spa Downstate
- 2020
- Best of Delaware, editor’s choice, for natural beauty products and services
In print
- Fall 2024
- Featured in the international magazine Pulse, presented by iSPA
- 2018
- Featured nationally in DAYSPA Magazine, for facials using Eminence Organic Skin Care
Find the door
Between South Moon Under and The Candy Kitchen.
110 Rehoboth Ave Ste A, Rehoboth Beach, DE 19971
The spa is in the strip of shops directly under the Avenue Inn Hotel, on the right side of Rehoboth Avenue.
Spa members can use the Avenue Inn’s steam room, jacuzzi and indoor saltwater pool on the day of a service. The facilities belong to the hotel, so check in at the spa first. Details are on the membership page.
Parking
Parking is usually easy to find on Rehoboth Avenue or a side street within walking distance. In summer those spaces are paid, by coin meter, a city of Rehoboth parking pass, or the ParkMobile app. In fall, winter and spring, all parking is free.
The three private spaces on Wilmington Avenue are gone, lost to construction of the Avenue Inn.
Do not park in the Avenue Inn Hotel garage or in any space marked for hotel guests. You will be towed. Allow plenty of time to find parking before your appointment.
Call or text for current hours.