Expo is aimed at what's on — and in — a woman's head

There's something about women's events that often grates: the overuse of pink in the advertising material; the clichéd calls for empowerment; the constant entreaties to "indulge!" and "pamper!"

Please.

But, ladies, rest assured: This weekend's CRAVEshow! in downtown Seattle doesn't exactly fit the bill. Sure, the advertising material is pink — and, yes, there will be a booth where you can get your hair done — but this two-day expo will be more than just a glorified spa.

The "Crave" brand, which Melody Biringer founded in 2001, is best known for its quarterly "Crave parties," girls pamper-fests, held nationwide for the past five years. Nicole Francois, a spokeswoman for Crave, says that the launch of CRAVEshow! will mark a departure from those parties, which will continue to take place.

"CRAVEshow! will address the business of a woman's life, not just pampering and adorning her," she says. "It'll be deeper and more diverse." And bigger. With 10,000 women expected to attend, the show will be about 20 times larger than the average Crave party.

Unlike the parties, CRAVEshow! will feature short lectures, one-on-one counseling sessions and educational workshops, ranging in topic from financial planning to vacation planning to planning your next dinner party. There'll be experts on hand dedicated to helping you expand your portfolio, balance your family's budget, or start your own business.

Marriage-counseling, life-coaching, and a sustainable-living workshop (which, among other things, will explain how to throw an environmentally conscious fiesta) will be available, too.

All the booths and workshops on the CRAVEshow! schedule are broken up into six basic subcategories, each of which implores you to improve yourself in one way or another: There's Evolve, Explore, Connect, Sustain and — yes — Indulge and Pamper.

The event will take place in a three-story building, so you'll be able to traipse up and down between "Evolve" (learn about continuing education) and "Pamper" (get your hair professionally curled or straight-ironed) without even putting on your coat.

Part of the first floor will be dedicated to cooking, baking, throwing parties, and — of course — sampling the gourmet goodies on hand. Local foodettes (such as Dish D'Lish's Kathy Casey, a Seattle Times contributor, and Seattle Weekly's Shannon Borg) will demonstrate cooking techniques and recommend a few local wateringholes.

The second floor will feature a holistic spa (run by "Habitude" founder and Seattleite Inez Gray), including an aromatherapy lab, herbal pain-relief techniques and reflexology demonstrations.

The third floor will serve as a "mini Parisian bazaar," where local boutiques will display their wares and host an ongoing fashion show. Some of the clothing will be high-end designer garb; some of it will be more affordable, for the babe who — downstairs in the "Connect" department — learned about budgeting her finances.

The goal of the event is to provide "enlightenment," to women, says Francois, "whether that means reaching a new level of enlightenment or buying a new pair of shoes."

Haley Edwards: 206-464-2745 or hedwards@seattletimes.com