Blueprint of a First Year: a Nails Magazine Blog

Open For Business: All Polished Up!

NAILS Magazine — Wed, 28 Oct 2009 18:37:45 GMT

I can't believe how fast the time is flying by. I was able to open my studio September 29, while it was still under construction. Let me clarify that: I had passed all the inspections, but was still working on things like painting, landscaping, cabinets, and my new HVAC system. This had obvious disadvantages, but those were outweighed by the advantages. I finally have my very own space, and my clients absolutely love it! It is so nice to be in a place I totally created to reflect me and to be in total control of what does or does not happen here.

The favorite of my additions is my pedi throne. I am so thankful for all those who shared this idea with me. It is so comfortable for the clients and myself. My clients love feeling like they are a queen or a king, even if it’s just for an hour during their pedicure!

I have also added hair services to my business, and I have been busy taking education classes and attending hair shows. I plan on gently easing my way back into hair and seeing where it goes from there. I already have a client base with my nail clients and have started doing their hair services as well.

My new HVAC system is still not in place but should be by the mid-November. The one I have now passed inspection but is not adequate for my needs. I am really looking forward to the difference the new one will make.

I am so thankful to have my own shop, and I’m starting the process of building my business. I am unable to have a sign because I opened in a residential area, so I have to be creative with my advertising. I have signs on my truck that sits out front of my studio. I have also handed out and mailed postcards, have a referral program for my clients, and I will be looking into advertising in the local newspaper. I am very hopeful that it won’t take long for my business to become all I want it to be. It has been definitely worth the wait!

—Marie, All Polished Up!, Dallas, Ore.

Q&A: Finding Cosmetology Classes

NAILS Magazine — Fri, 16 Oct 2009 18:31:38 GMT

Hi Candice,

I’m thinking of going to a part-time course to study cosmetology, but I am not well informed. What would you suggest?

Jennifer

Hi Jennifer,

I was in a similar place as you just a year and a half ago. My previous work experience was in the financial sector and I really wanted to switch to something that was more hands on in connecting with people. It's a big step to think about taking your life in a whole new direction!

While I was considering this industry, I spent a lot of time on professional forums and websites — just by reading what's out there on the Internet I got a good feel for what it's like to work in this industry.

The next thing I did was visit the two schools in my area to find out what I could about the industry, what the schools were like, etc. I will tell you that the school environment was one of the toughest parts of my transition. Think of it as high school drama on steroids and you get the right idea.

Certainly check into what is involved to attend your local school, but also be on the lookout for outside education opportunities. Most schools only equip you to get your license; if you want to really get ahead quickly, be prepared to attend additional classes during and after traditional schooling and to practice, practice, practice!

While I was in the research phase, I also went in and talked to a woman I had met previously who had worked in the industry for a long time. I highly recommend that you talk to people who are working in your local market to find out what jobs are available, what styles are popular, etc. If you can find someone to mentor you, you will be ahead of the game!

—Candice, Panache Nail Studio, Marysville, Wash.

Q&A: Gels v. Acrylics

NAILS Magazine — Tue, 06 Oct 2009 16:39:02 GMT

Hi Candice,

I plan on opening a nail salon that focuses primarily on natural nail services, but I'm not sure how well an all-natural shop would fly in my area. So I’m thinking about offering at least gel nail services because I've read they’re not as harsh as acrylic services. Could you give any insight on how you feel the two differ?

Donna

Hi Donna,

Hmmmmm, this sounds like a loaded question! It seems like there’s a lot of debate out there over the different enhancement options, and it's sometimes dangerous to wade in, but I'll give it a shot. I'll start by saying that I really don't offer much in the way of natural services; I'm all about the enhancements! I started out just working on acrylics until I was comfortable and am now incorporating more gel into my services — I would be hard pressed to have to choose just one at this point.

Generally I chose which system to use depending on what I am doing design-wise on the nails, and sometimes I use both in the same set. Some things are easier for me to accomplish in gel versus acrylic or vice versa. In the harvest nails shown, I used gel because of the way I wanted to layer the design, but I normally use acrylics on this client. Since I charge the same for both products, I don't really let the client choose unless she absolutely wants one or the other.

When it comes to acrylics or gels being "harsher" on the natural nail, I believe it's the nail tech that can cause more damage than either one! Any time you are putting an enhancement (gel, acrylic, wrap, whatever) on the nails, you will be causing some (hopefully very) small damage to the natural nail through the prep process. However, if done correctly, the damage should be MINIMAL! The days of "roughing up" the nail are done.

I have a client that came to her last appointment with her acrylics off (gasp!) after wearing them for five months (by me) and her natural nails were beautiful. In fact, she's a former nail biter and said her nails haven't ever looked that good since she started wearing acrylics some 15 years ago! So I would have to say that the application is a more important consideration than the product you choose.

One complaint about acrylics that I read and hear a lot about is the odor. I invested in the Sunflower II for dust/odor control and also "The One That Works" air purifier for odors and have been extremely pleased with the results. Everyone who comes in to my studio tells me that they appreciate how it doesn't stink — even if I'm applying acrylics at the time!

—Candice, Panache Nail Studio, Marysville, Wash.

Q&A: Help Opening A Nail Salon in Switzerland

NAILS Magazine — Thu, 24 Sep 2009 22:09:51 GMT

Hi Candice,

I’m a single mom living in Switzerland, and I would like to open a nail studio in my area. I already found a tiny and inexpensive shop in the suburbs where I live.

We are backwards here in Switzerland regarding the nail business. Therefore, I need your advice on how to start up, like links of suppliers and techniques.

At present, gel and acrylic nails are done here and apparently fiberglass is a new trend.

I’d like to know what the latest nail technology is and how I can learn about it. We don’t have nail courses in Switzerland, so maybe you could provide me with some online, DVD, or book sources. I want to offer French manicures, nail art, manicures and pedicures, lash and brow tinting, lash extensions, and sales of natural cosmetics and products.

Any advice is highly appreciated. Thank you all — you are great!

Anastasia

Hi Anastasia,

I am pretty new to the industry, and I think the best advice I have for you is to start simple! You have an impressive list of services you want to offer, but unless you know how to do all those things, maybe narrow the scope a bit?

Being new myself, I decided on a few core services that I wanted to offer, so I can focus all my energy on developing exceptional skills on just those things. Oddly enough, that means I don't even have nail polish in my studio! I offer acrylics, gel, gel manicure and gel toes with or without a pedicure. That's pretty much it. Oh! And tons of nail art!

There is an unbelievable amount of planning, paperwork and practice involved in setting up a new business. Add to that the technical side of things...

As for products, I am a Young Nails devotee and highly recommend their product lines. There are a lot of others out there, but I find it simpler to start learning and developing with one full line. Young Nails has several good DVDs as well.

Best wishes to you on your future success!

—Candice, Panache Nail Studio, Marysville, Wash.

Anastasia: You might also benefit from NAILS “Salon Start-Up Guide.” It covers the following topics: how to write a business plan, budgeting basics, hiring employees, understanding compensation, building clientele, writing a service menu, and more. It’s $12.95 and is available here.

— NAILS Eds.

My OCD is Paying Off

NAILS Magazine — Tue, 15 Sep 2009 17:50:02 GMT

I have my work schedule set up so I only work every other Saturday — which means I get a three-day weekend every other week. When I set this schedule, I was picturing leisurely weekends sitting on my deck with a cool drink while gazing out at the water and mountain-scape...uh, yeah, not happening!

This past weekend I made great inroads on my to-do list, which is infinitely more satisfying than a life of leisure (that's what I'm telling myself, anyway). I'm not sure there is anything more stressful than having things piling up on you. So I finally re-vamped my other blog so it is useful as a marketing and informational site for clients, rather than just being a new-salon-owner blog directed at my friends and family, which is what that blog originally started as. Since the web address is on my business cards, I'm guessing the change is a good thing! I already have several entries written and scheduled to be published covering policies, reward programs, and information; I hope the posts will help educate my clientele about our industry and my services. Whew.

Being a brand new nail tech (in addition to opening a new nail studio), I have been tracking my times as well as the amount of product used in services. I have an extremely OCD spreadsheet that factors in everything I use for services as well as the running the studio, so I can see at a glance what my profit is for any given service. Now that I am caught up on entering in all the data, I’m pleased to discover that I estimated costs and times fairly well. I did find that there were two services that I underestimated costs and found that I left one service off the menu entirely! So now I am making the adjustments for these rookie mistakes, and luckily I only have one current client who will be affected.

Now I am working on designing posters for the studio. My printing company will print my posters and mount them on plastic backing for a very fair price if I have the artwork all ready, so it's a good thing I'm a digital scrapbooker!

—Candice, Panache Nail Studio, Marysville, Wash.

Building My Business

NAILS Magazine — Thu, 10 Sep 2009 18:24:17 GMT

We are finally moved to our new home on the island and loving it! Moving our household (without any outside help) brought my business-building to a screeching halt for about four weeks, but now I can finally re-focus my energies on work.

I'm continually amazed at the sheer number of tasks that are involved in opening and running a nail studio - never mind taking care of actual clients! It can definitely be a little overwhelming to have such a variety of things to do. This week, my to-do list includes re-stocking inventory, marketing planning, poster design, setting up color samples, arranging retail displays, and, of course, doing my own nails. Last week my first order of fimo came in, so I played with it yesterday and included some on my latest "rock star toes."

Now that I am holding more regular hours, rather than only being at the salon for scheduled appointments, I'm seeing an increase in walk-ins, and I'm slowly starting to see new referral business. Since I don't carry nail polish in the studio and bling-y nails are relatively new in this area, I find it takes quite a bit of effort to educate potential clients on my services and am scheduling my time accordingly.

—Candice, Panache Nail Studio, Marysville, Wash.

Good Things Come to Those Who Wait, Right?

NAILS Magazine — Wed, 02 Sep 2009 16:25:13 GMT

The time has come for the final frame inspection, then I can continue with sheet rock and flooring. I have to say this has been a very stressful journey for me. I have a busy enough life with seven children and being self employed, but add construction to that and my world has just been rocked! I’ve been trying to keep my eye on the final result so I can make it through this process.

One of the most frustrating things was building my HVAC system. In Oregon we are required to have "adequate ventilation", but that phrase is basically undefined. I was blessed however by one of my dear clients who asked her husband to help me. He has been a godsend. I am very thankful for those who have gone above and beyond to offer their talents to my project. I can’t wait to have a dust- and fume-free workplace.

I’ve picked out lighting, flooring, and paint, and I am just playing the waiting game. I must have placed everything in my salon a million times over in my mind. I'm looking forward to being able to do some more shopping to add just the right touches to make my salon mine! I’m getting really excited for my salon to be finished. For now, I’m holding tight to the saying, “all good things come to those who wait.”

—Marie, All Polished Up!, Dallas, Ore.

Where There’s Smoke…

NAILS Magazine — Fri, 28 Aug 2009 21:48:48 GMT

If you’re looking for a list of possible challenges your new salon might face, I have a few to add to your list: Fire Alarms, Flaming Hot Stone Warmers, Sprinklers, Faulty Toilets, and Firemen! (Well, firemen aren’t necessarily a challenge, except when they try to steal the bride during a nail party.)

It all started with our first big wedding party. Everything was going great — we’d just set up all the food and drinks and the bride-to-be had just arrived. Then, it came: the deafening shriek of the fire alarm. We evacuated the building and found out that the construction workers on a neighboring unit had ignited some small fires while welding! (Believe it or not, we’ve had more than one episode of this happening, but we’re crossing our fingers that it won’t be a recurring theme at Talons.)

We’ve since tried to compete with our neighbors by igniting our own small fires, via the salon’s hot stone warmers. (OK, so the “friendly competition” might be a joke, but our salon fires were very real.) I’m not sure where we got the idea to put wet towels under the hot stones, but I can tell you now from personal experience that it’s not recommended. If left on, the towels will dry out, smolder, and ignite.

Moving on from fire to water, we’ve also had issues with water in unexpected places. First, the maintenance man adjusted the sprinklers in our garden to water our back window, which was when we found out that the window apparently leaks. Unfortunately, the maintenance staff seems to feel that moving the sprinkler has fixed the problem, and I’m still trying to get them to understand that windows shouldn’t leak, period! Water has also been appearing mysteriously in the main bathroom since opening. Many theories and lots of “I think that should fix it” have resounded; for the time being, the mystery water has once again disappeared, so let’s hope it stays away for good as it makes a real mess.

P.S. Back to those firemen, well, every bride loves firemen, as you can see from the picture.

P.P.S. Business has been, ahem, smokin’! Thank you to all our great customers and staff.

—Michelle, Talons Nail Evolution, Victoria, B.C., Canada

Growing Pains

NAILS Magazine — Tue, 25 Aug 2009 21:11:08 GMT

My salon is going through some growing pains, some more painful than others. I’m switching out the skin care line to Eminence Organics for use in facials and as the retail skin care line. It’s a green line, so I think that fits better with the environmentally friendly story of my salon. I’ve set up a training session with Eminence for early September, and I’m trying to hire a new esthetician in the meantime.

I’ve realized that massage services aren’t going to work at my salon. I can’t compete price-wise against all of the Thai massage places on the block. I’m in the process of trying to figure out what service would be better for the former massage room.

It was a costly improvement, but I’ve improved the look and usefulness of the first floor by eliminating two of the manicure tables and replacing them with two pedicure spa chairs. Now, there are four of each downstairs (plus, the private pedicure spa room upstairs). It opens up the look and my employees can organize their services better. I used two Mondays (the day the salon is normally closed) to have contractors rip out the wall, add plumbing, redo tilework, and move the TVs. They were able to complete the project quickly.

The original salon manager I was working with wasn’t a good fit at the salon, but I’m happy to say that I’ve promoted the client coordinator, Toni Ciaravino, to the position and she’s been doing well. I’m glad I was able to promote from within. I now need to hire a part-time client coordinator to take over Toni’s original role.

Oh, and ROB|B is now “tweeting”. Yes, I started a Twitter account, www.twitter.com/robbsalon, for the salon. I was inspired by the phenomenon of the roving Kogi BBQ truck; following this food truck and seeing its fans around town made me realize how powerful Twitter is as marketing tool (seriously). I’m still trying to figure the site out, but so far I’ve been using it to announce appointment openings and the like.

—Robbie, ROB|B: An OPI Concept Salon, Studio City, Calif.

Q&A: Opening a Salon Without a Clientele

NAILS Magazine — Thu, 20 Aug 2009 17:58:16 GMT

Hi Candice,

Very inspiring story. I have a question: did you have clients when you opened? I'm opening Sept. 1 and am wondering how I can build my clientele without spending money on expensive advertising.

Thanks,
Solo

Hi Solo!

I'm glad my story is inspiring to you and wish you luck on your opening! I did not have any clients when I opened the studio, except my two practice clients. The only money I spent on advertising was the shop sign, business cards, and the card stock to print up my special offer fliers that I handed out. So far my sources for new clients are 1) word-of-mouth referral, 2) handing out business cards to people who compliment my nails, and 3) Craigslist.

Since I am new to this industry, I really didn't want a ton of clients right at the start, as I wanted to work out the kinks in the studio layout and services, and that was really great. I'm actually surprised at how many clients I was able to generate in the first five weeks without putting out too much effort!

My family is moving this weekend, and after we get settled I have a few things that I will be doing to try to generate new business:

--Facebook account: I've been told by a few people that they generate a couple new clients a month with this.
--Putting together a special offer for hairstylists and going to every salon in the area that doesn't offer nails and introducing myself, perhaps over the course of a few months.
--More Craigslist ads. I only ran a few of these and got at least one service from each ad! Not bad for free advertising. I am considering targeting my ads to specific services on specific days to try to keep my books balanced as I build; this did work for one day where I wanted to fill a gap.

--I probably will do some business to business sales calls as well, but am planning to prioritize going to hair salons first.

—Candice, Panache Nail Studio, Marysville, Wash.