The Nail Industry will Never be the same again!

For the first time, in my 16 industry years, I get to witness a phenomenal shift in the industry. It's the first time in my 16 years that nail technicians have a service that can bring customers to their salons in DROVES. Imagine, nail color that won't chip, peel or smudge in one week. Now, imagine nail color that won't chip, peel or smudge in two weeks. Now, imagine three weeks. How about four weeks? I bet I have your attention now. The polish industry has been the giant. Polish sales have lead the industry as the largest money maker. It has been around for years and years. But it's only fault has always been it's inability to last as long as we would like it to last.

Three years ago, I began formulating "soak off gel" samples with my lab tech. She would send me samples, I would make a list of likes and dislikes for her. She would send me a new sample and I would repeat the process. For two full years, I narrowed down the formula until it served the purpose I was looking for. Protect the natural nail, allowing it to grow longer, while serving as nail color that won't chip, peel or smudge.

Now we have Eco UV Polish by Star Nail International (and Elaine haha). With practice it only takes me an extra 5 minutes to apply than traditional polish. However, once it is out of the UV light, there are no worries about smudging color digging for money, putting shoes and socks on or fastening your seat belt!

Here is my friend Arica on day one: I applied this set so that her nails would be beautiful for our big Chicago Show. This is day One.

Right now, the Polish Industry is huge in sales to the average house wife. As professionals, we get $0.00 on each service that includes polish. Ask any Nail Tech, "If I get a manicure with you and decide I don't want polish, will you take some money off the service?" and they will tell you, "hell no!". So as booth renters and salon owners, we pay for that wall of bottles and make $0.00.

With this color service, now you can get $10 or even up to as much as $15 for that time you were making $0.00 simply by adding Eco UV Color by Star Nail International (and Elaine haha).

Imagine, the excitement that your client will feel when that color is on for one full week. Imagine, the referrals you'll get for her friends, her family and her co-workers.

Here is Arica at 1 week: Remember she worked a Beauty Show in this set. She did Set up, Take down, opened boxes and still her nails look beautiful!

Not only does it serve as nail color. But it is also a protective coating on the nails that prevent them from splitting, peeling or cracking. And, if you have ridges or indentations, it will smooth those out giving you that glossy finish.

But more important is the income it can generate for you. The key is to do it as part of your existing service. Do not offer it as it's own service. If you currently do a manicure for $15 with polish. Offer the UV Color with Manicure for $25. That is $50 an hour. If you have a pedicure with polish for $25. Now offer Pedicure with UV Color for $35.

Ask any woman who doesn't already get manicures, why she doesn't get manicures. She'll tell you, "It's not worth paying $15 if my polish only stays on 4-5 days.". It's true. Americans want to see worth for their money. Now, if you gave her the option of having color last longer for a bit more money. She'd certainly consider it worth the cost.

It's time for Arica at 2 1/2 weeks:

How can you turn existing clients paying $15 for a manicure with polish into $25 manicure with UV color clients? It's simple. Offer one free Eco UV color nail with her manicure the next time she's in. Pick a polish color that is as close as possible and color the rest of her nails with the polish. In a week, she'll be calling and begging you to put the color on all ten nails. You just need to introduce her to the product and show her it is worth her money. As for the clients not even coming in...well leave that up to your loyal customers. Their word of mouth will be all you'll need to double your the number of clients in your book.

There is no better advertising than word of mouth. We trust our friends, family and coworkers to steer us in the right direction. So put your loyal clients to work and don't forget to reward them for referrals.

One more picture of Arica. This is her FOUR week picture:

Trust me when I tell you, no woman in her right mind, would ever want to wear this product for four weeks. BUT it is possible. Now the important key is controlling how often your client comes back. If she is a weekly manicure, simply prep the nail much lighter and the UV color will last only one week. If she's a bi weekly manicure, prep a little more to get two weeks out of an application. And when your appointment book is completely full, prep everyone to get three weeks out of their applications and fill those empty spots in with new customers. You'll make as much money doing simple manicures with UV Color as a busy tech doing artificial nails. Without all the hard work filing, filing, filing.

It's the dawn of a new era in the Nail Industry. Finally, we've caught up with technology and gave nail color new life!!!

Elaine
(written in Valencia, CA)

Marketing: Truth or Lies?

Some days I struggle to think of something to blog about. Today, this topic came to me. I was catching up on my emails (comprised of work, personal and the beautytech mailing list). I was reading a thread of nailtech emails with regard to Gels, Soak off Gels, Gel Polish and other variations of basically the same enhancement.

One of the girls said, "I personally have a lil bit of a problem with marketing that is misleading. There was a campaign in recent years in national print media about “manicures that last three weeks”….but it was really for traditional liquid and powder enhancements. Unrealistic expectations and “spin” don’t make for loyal clientele…for me, at least."

It got me thinking about our industry from a few sides. As a Manufacturer, as Salon owner and a technician and how very different the thought process is for each one. For example: As a manufacturer the market gets increasingly more competative. We are constantly striving to put together marketing campaigns that will grasp our focus group and pull them in. If the manufacturer of that "gel polish" simply called it "color gel" the competition is steep. There are hundreds of color gels out there. But by calling it something new "gel polish" he is setting his product apart from the competition and hoping to spark an interest and build his business.

Now how does this relate to a Salon owner? Well, isn't his or her job to draw customers to her salon? And if every salon within 10 miles of her offers "color gel" wouldn't it then be smart of her to market something "new and exciting" to set her apart from the competition?

And how do we lose this thinking at the tech level (such as the tech I quoted)? Well, as technicians we hold our clients hands. We talk about their personal lives and build trusted relationships. In some cases we become their psychologist / best friend. Somewhere along the way, in all the feelings, we tend to forget we are running a business and feeding our families!

So where do we draw the line between truth and lies? It's ok to call your service "gel polish" and not "color gel" but to say "this product will take 10 pounds off your waistline and make you look 20 years younger by coating your nails" is a lie. Don't let your personal feelings and relationships with your client get in the way of running your business. With competition on every corner of every block be smart and market your services to make them unique and set them apart from your competition. It may be the difference between being busy or looking for another job!

Elaine
(writing from Valencia, CA today)

It's a New Day.

I shudder to think what kind of life you must lead if you haven't seen or heard about the 44th Presidential Inauguration for the United States of America. That is, assuming you are American. And even if you aren't, it really is amazing how excited foreigners are about the swearing in of President Obama.

I've been getting emails from my customers all over the world congratulating me on our new President. Like it's my birthday or like I just got married. I've found it pretty exciting that everyone is turning to see where we are going to go next with our new President. I am personally looking forward to repairing our relationship with the rest of the world. As a World Traveler the reaction to "I am from the United States" changed drastically over the last six years. I remember feeling a sense of pride from the reaction of others when I said I was American. Now, in the last few years, I've had to really keep quiet and refrain from saying I am from America out of fear for my safety.

I do not expect that everyone is happy about the changing of the guards, but I do think we are all hopeful of what new changes are going to take place and will those changes repair our broken economy AND our relationship with the rest of the world.

Will.I.Am wrote a song that I feel is a good reflection of how most of America (mainly the middle class haha) is feeling. His video can be seen on youtube.com at:

It's a New Day

Elaine
(writing from Valencia, CA today)

Happy New Year!!

Yet another year has come and gone. I swear the older I get the faster they go by.

So my blog question today, for all of you, is, "Have you set your New Year's Resolution"? I find there are two types of people. The type that set Resolutions and those of us whom don't.

For me, the word is kind of synonymous with "temporary". And can give us all a feeling of failure. While I've never been one to set a "resolution" I certainly have been a life long goal setter.

You do not have to limit it to your personal life. In fact, I find that we tend to keep our goals more realistic in our professional life. So my first suggestion is to keep it real. Don't set yourself up for failure. Baby steps. I like to set several goals that are simple and can be completed in a shorter time line. Then I set one big juicy goal that will take some commitment on my part, but the rewards are totally worth it. So I really would love to hear what kind of goals you've set for yourself for 2009. Perhaps something you've decided to do could become a great suggestion for someone else.

My simple goals professionally will be:
Keep my desk organized. I am KNOWN for my disorganized desk (even though I know where everything is).
Increase my education contribution to the industry. For example, I'm about to finish our Star Nail DVD (a HUGE undertaking) and am looking to help a friend launch her new Association for the Nail Industry.
Be more consistent with my blogging.
Step up my artwork and continue to try to come up with new innovative ideas for my shoots.

(there's more of this stuff)

My big Juicy Goal:
To increase Cina Sales. I just missed my 2008 Goal by about a teeny tiny margin. This goal kind of goes hand in hand with my education goal. I need to step up my seminars to show techs that they A) do not need to be artistic at all and B) can make a ton of money doing nail art. Awareness is key for me to do this. Cina is my baby here at Star Nail. It gives me such a thrill to see it continue to grow. It gives me an even greater thrill to see Mr. Tony Cuccio excited about "Nail Art"!!!

And ...my constant goal... Always LOVE what I am doing. I have been blessed with a career that I absolutely LOVE!!! And I am thankful for that with each passing day.

Elaine
(writing from Valencia, CA today)

Where Has the Year Gone?

As I was sitting here this morning trying to think about what to blog, I could not help thinking how fast this year went by. I started to think of all the things that we accomplished this year at Star Nail and the list is remarkable.

It was a busy year with a few new countries under my travel belt. I gave seminars in Honduras, Latvia, Ukraine, London, Romania, Panama and South Africa. Of course there are a few US cities in there as well.

Along with the rest of our marketing team, we created and edited and edited and edited and edited FOUR catalogs!! Cina (my baby), Cuccio, Star Nail and All Season Nails all got a face lift with these catalogs. I'm so proud of all of us. They are amazing. I severely under estimated the work it would take putting together four catalogs at once. The day they arrived on the truck to our warehouse was a day of celebration. Our work was done....or really just beginning.

We added so many new products this year. At Cosmoprof we launched our new Eco System line. Eco System is composed of four odor FREE systems (acrylic, powder gel, gel overlay and sculpting gel).

We launched Nail Evolution, by FAR the best acrylic powder and liquid I have ever used in my 16 years of doing nails. All of my acrylic ad work, posters and Nailpro covers this year were done with this powder and liquid. The clarity just rocks my world.

Cuccio got a lot of attention from us this year. For a few years now we've been known as "the Butter Company". Well we've expanded on that. We added our Cuticle Butter Sticks (think of chapstick for your cuticles). We also added Butter Lytes. NOT Lotion. I can't even use the "L" word for these. It's our famous Butter Formula in a lighter viscosity. For hotter humid months OR clients that aren't quite as dry. Let's face it, there isn't only one skin type out there.

Photoshoots took on new life this year. Two of our best are yet to be seen. We shot a full day of Cuccio with three models, hair staff, stylists for their wardrobe, photographer with two assistants and myself (fingers and toes). Just wait until you see the ads that are coming this year.

Cina got a lot of photoshoot love. Many of the images are in the catalog and will be following in ads and style changes. This is always fun for me since Nail Art is my favorite part of our Industry. For this we had three models representing the most beautiful hands and feet.

Yes, 2008 has been a very busy year. I'm exhausted just recounting it. I know there is so much more that I'm forgetting.

2009 is already taking off. My travel schedule has not gotten any lighter. We'll be launching a HUGE DVD right after the new year. And I'm already working on new products for the Vegas Cosmoprof show. It never ends. THANK GOD. I love what I do.

Thanks for a great year and allowing me to continue my passion and love for the industry.

Elaine
(writing from Valencia, CA today)

How To: How to topcoat a Nail Art Decal without smudging the design.

Today's blog is a VIDEO blog. One of the most common technical questions I get is, "Why do your decals smear when I topcoat them?".

So I created a quickie video that shows A) just how many times you have to swipe over that decal before it smears (go easy on it folks) and B) a trick I teach to avoid it all together if you can't give up your swiping ways.

Just click the following link to go to Youtube.com and see the video.

Elaine's How To Video

Elaine
(writing from Valencia, CA today)

Nail Tech Trick of the Trade

I'm always fascinated at the little home experiments nail technicians will do. Some of the greatest product ideas usually come from Nail Tech ingenuity.

At our company we offer two kits of color gel for creating a permanent polish look or works of art. In my line, Cinapro, we have the Pastel Kit and the Runway Collection Kit. Naturally, the best pigment mix comes from lab. However, a Nail Tech doesn't have to stop there. You can actually mix two or more of our colors together to make a new color. Custom colors can really set you apart from the competition. You can literally label the jar, "Mary" or "Lucy" after your client.

Taking customization one step further, Star Nail Gels can actually be mixed with....POLISH to create colors. The mix ratio is 60% Gel to 40% of your favorite polish color. Stir them up and apply like usual. If you want a lighter version of the same color, just mix less of the polish. With Clear gel you'll get more of a transparent color. With White gel you'll get an opaque color. Just be sure that you are using a 9watt UV lamp to cure your colors. Especially the opaque ones. The more pigment you add the harder it is for the UV rays to penetrate the thickness of the gel and cure it completely. A way to get around that is to do super thin coats (cure in between each coat) and do several coats to build it up.

Moving on to Acrylics. In the Cina line we offer a "Color Pigment and Mixing Kit". It's raw pigment you mix with your own acrylic powders to create custom blends of color acrylic. However, you can actually tint the monomer with your favorite polish. Just a few drops in your dappen dish of monomer will tint the liquid. Simply dip like normal and make an acrylic ball tinted through and through with the monomer. It's an alternative to those additive drops that tend to evaporate in the jar. Again, clear powder creates transparent (stained glass) effect, while white powder will create an opaque effect.

Building custom colors doesn't have to be just an artistic thing. Keep in mind not all powders or gels are so perfect for every given skin tone. Offering a custom blend to match your clients skin tone is definitely something you want to market to your clients. This will set you apart from the competition. Just be careful to keep your recipe in a safe place so that you can match your first batch in the future.

Have fun mixing!

Elaine
(writing from Valencia, CA today)

My First Pogo Stick

On August 27 I wrote a blog titled "Misogyny". The topic was how miserable Apple made me when I went to use my new iPhone and discovered the screen didn't react to my nails. Women across the world have been feeling my pain.

Well, I am happy to announce that someone heard our cries. Introducing the "Pogo Stylus". The people who made the pogo have discovered a way to mimic the touch that our skin generates on the screen of an Apple iPhone or iPod Touch. I've been using mine all week and am so relieved to type an SMS without hitting any and every letter besides the one I really want.

My absolute favorite thing about using the Pogo, no more disgusting finger prints all over my screen. There is nothing more embarrassing than extending my phone to share a picture with a friend only to realize my screen is covered in smudges.

The only downside... where do I keep my Pogo so that it is handy on the fly? Well Pogo does ship a clip on holster for your Pogo Stylus. However, it only fits the iPhone if you aren't using a cover. I'm constantly tossing my iPhone into my hand bag and just couldn't imagine the damage I would cause my phone if I didn't have my full cover on it. Maybe the people at Pogo will come out with a full case that has a spot to store the stylus.

To find a Pogo Stylus, just google "Pogo Stylus" and you'll find lots of retailers on the internet.

Elaine
(writing from Valencia, CA today)

Frequent Flying For Dummies

I just love the “For Dummies” books. For years now I’ve joked about doing a “Frequent Flying For Dummies” book. The joke in it is, if you’re a frequent flyer already, you don’t need my book. But if you’ve just started a career that is going to take you all over the Globe, here’s a few things you need to know. I’ll keep them in order of things you’ll go through.

1. Do not leave your medication in your checked bag. Pack some in your carry on!

2. Do not take everything but the kitchen sink in your carry on luggage. And by the way, two bags means TWO bags. Your hand bag counts.

3. Arrive to the airport on time. If you are flying domestically, one hour is the closest you want to cut it. Internationally, it’s two hours. Those of us that got to the airport on time, snicker at those of you that arrived late and now must cut the line.

*side note. Frequent flyers take “the line” very seriously. Like Kindergarten seriously. Don’t even try to cut or you’ll be in big trouble.

4. Check in ahead of time and learn to use the Kiosks. They are so much faster.

5. Keep your boarding pass and id in your hands until you’ve gone through everything ending in security. We hate waiting while you look “where I stuffed it somewhere”.

6. Security is an entire two chapters at least!! It’s easy…take off your shoes, sweater/coat/sweatshirt, belt and all jewelry. So don’t act surprised when the detector goes off because of your rodeo belt buckle and mobile in your pocket.

7. TSA is not your friend. Don’t think they think you’re cute when you’re getting it all wrong.

8. Grab your stuff and step away. Those of us trying to get our items, do not want to wait for you to put on your 50 items of jewelry and to tie your shoes. Just grab it and go.

9. Always double check your gate on the monitors before you go to it.

10. Always triple check your gate on the monitors before you go to it.

11. When boarding the aircraft, think of it like a fire drill. Get to your row, stand in the seating area, drop your gear and decide what’s going up top and what’s going down below. And for god sakes don’t have a conversation in the aisle while the line is backing out the door.

12. Pay attention to the safety bit. Those poor Flight Attendants are in charge of your comfort for what could be many, many hours. Give them the courtesy of listening even I you have heard it a million times.

13. Just because I am sitting next to you, does not mean I want to hear about your Ant Flo and her skin disease. Unless I’ve given you the “signal” that I care to talk, pretend I am not even there. And one person going “ah hum, ah hum” is not a conversation. If you hear this, you are talking too much. And remember, the people five rows back do not want to hear your conversation!

14. My seat is MY seat. Please do not let your bored child unleash his frustrations on the back of my seat. And for the LOVE of God and all that is holy, do not use the back of my seat to pull your butt out of yours! I’ve lost CLUMPS of hair to this maneuver and awoke suddenly with the sensation of a heart attack.

15. When it is time to get off the plane. Be kind and let the person ahead of you out of their seat first.

16. At baggage claim try not to walk up and stand in front of someone whom is already waiting. If you see your bag, politely say, “excuse me a moment I see my bag.” Then get it and step back.

These are just a few tidbits. They are the most annoying of all of the guidelines to traveling. I really could write an entire book.

Elaine

(writing from Johannesburg, South Africa today)

It's Electric!!

To E-file or not E-file? That is the question. A few weeks ago I devoted a blog about "don't blame the machine blame the tech that misuses it". However after a discussion on my favorite tech forum I decided it was time to give you all some much needed facts on an E-File.

Shopping: When shopping for an e-file there are many things that should be top of your list. Even before, "I want it cheap.". How the hand piece fits in your hand is most important. If you use a machine that extends quite a bit past your wrist with a huge, heavy motor you will end up with wrist problems from countering the weight constantly. Also, ask for a "micro motor" machine. These aren't like the older versions, in that you won't need to replace tiny "brushes" inside the hand piece. Little to no vibration is also important in your hand piece. The vibration is the cause of two concerns. First, it can cause cumulative trauma to your hands over the life of use. Second, the vibration can cause the filing bits to smack the nail causing micro shattering. This can lead to lifting and breaking of the artificial nail. Torque is super important. To test torque let your bit spin and slowly add pressure to the bit. How much pressure can you add before the bit stops? Torque is what keeps the bit spinning even when you apply pressure. If you intend to shorten long acrylic nails. You will need Torque to take that excess acrylic right down. Also, Torque is a substitution for speed. If you have good torque you do not need high speed. Speed will only make your bit skitter across the nail and not actually bite product. High speed and applying pressure to your filing = Intense Heat. Add torque, eliminate pressure and speed and your client will love you to pieces.

Bits. Carbide vs Diamond. I used to be a die hard carbide girl. I am now a die hard diamond girl. Diamond bits, when used in a side to side (yes they cut both ways) manner, create a beautiful, perfect nail surface. Carbides shave down and tend to leave many flat sections that you need to even out with a buffer. Diamonds, when used on the correct speed will take MUCH more effort to cause damage. With Carbides, one quick mistake can cost you so much! Good diamonds are important as well. Be sure they are applied electromagnetically and not with adhesive. Your bits will last much much longer. Also, hand detailing is important. One tiny grain being much larger than the rest will create a trench everywhere you lay that bit down. All of your diamond grit should be even and equally distributed.

Oil. I'm an e-file drilling oil addict. I can't FINISH file without it. When drilling oil is applied to finish filing (if you use it during prep you'll cause lifting), you eliminate any chance of friction/heat. You protect the surrounding skin. And a great benefit, it eliminates airborne dust particles that we inevitably inhale!

Here are a few tips. Do not let your bit extend too far out of the end of the hand piece. If you do, and you drop your hand piece (don't EVER drop your hand piece) you will likely bend the bit and collet that holds the bit. A bent shank doesn't have to be visibly bent to do micro shattering to the nail. If it doesn't spin concentric and is the slightest little bit off of concentric, your bit will basically smack the nail every time you touch it. This results in lifting, cracking, breaking, vibration and discomfort.

Do not use anything but oil made for use with the e-file. These drilling oils are made without fragrance or dyes. Both of which will cause damage to your machine as it gets into the hand piece. A pure oil will not cause problems.

In closing, please be a safe e-file user. Get the proper training. There have been too many techs out there that have misused this tool and given it a bad reputation. It is NOT the tool, it is the user! There are many companies and accredited schools that offer certification in the use of the e-file. Feel free to contact me for any suggestions on where to get the classes, machines or bits. Elaine@starnail.com

Elaine
(writing from Valencia, CA today...and off to South Africa)

The Ex List

About two months ago I was contacted by an actress with concerns about her nails. I thought it would make a fun topic for my blog today. Her name is Anne Bedian. She plays the psychic on "The Ex List" one of CBS's new series on the Fall Line up.

I was tickled to hear that a series is putting so much of a focus on her character's nails. The problem is, the poor girl is having so many sets of nails put on and taken off that it is starting to have an effect on her nail beds.

I decided to share the solution with my blog readers. It's great information if you ever want to get into doing photo shoots or working on sets. Basically, Anne's character has artsy nails. So she was telling me she has to go in and have them done before they shoot an episode. If I remember correctly the tech is using a Fiberglass system. She then applies all of Anne's nail art to the set of nails. Anne then travels to the set and shoots the episode. After the shoot she takes them off.

What I suggested is we size up Anne and get her into a full coverage tip. She could then get her tech the information for all ten nails and carry the tips. Right before an episode is shot Anne could then pick up the set of nails and take them to the set. Instead of using nail glue to keep them on for the episode, I suggested "toupee and wig tape". I have to credit my friend Tom Bachik for this one. He shared this idea with me for some of the shoots I work on.

I haven't had a chance to see Anne in action. I've had my TiVo set to record her episodes just so I can see what designs they are doing on her nails.

My next few blogs will be coming from South Africa. My flight takes off early Friday morning. I'm not so sure I'll have an internet connection while there. However, I'll be sure and blog my experience and upload the blogs when I get back. Hopefully, I'll be all set with the internet.

Elaine
(writing from Valencia, CA today)

The Beauty of the Industry

I decided to use today's blog to actually talk about myself! For anyone that has ever attended one of my seminars you already know I have a hard time with this. However, I do have a message behind telling my story and I hope you stay awake long enough to get the message.

I'd love to say I have always wanted to do nails or be in the nail industry. It would be one of those stories that's off to a great start. The plans for my future were supposed to be get a sports scholarship, go to college and be an architect. By the time I got to senior year I burned out of sports. All of my hard work paid off but ruined my desire. I ended up working in a local grocery store behind the financial desk.

My sister, Janis, was already a licensed Cosmetologist and managing a salon. One day, I decided, "I'm going to nail school.". Why? Because it was faster than Cosmetology and cost less money! Besides, who wants to do what their older sister is already doing? My father urged me to go for the entire thing and not just nails. He said, "You're going to starve.". This was back in 1994 when nails were just booming in Maine. I got super lucky. My business was off to a great start before all the Discount Salons popped up.

My first gig was working in the salon my sister managed. In my free time, I did lots of nail art and displayed it. I credit my natural artistic ability for drawing in a crowd and building my business. My clients didn't all want the art, but being amazed by my ability made them want to come to me.

Shortly after I got my license, my dad announced he was retiring from "fitting pipes on nuclear submarines" and going to school for COSMETOLOGY! Ya. We were all shocked. His reasoning was, "it is a great business to start. It's cash and carry.". I have to hand it to my dad, he dove right in and was great at it. As graduation got closer he and I began to discuss opening a business together. He would own his hair business. I would own my nail business. I was a little surprised that he'd want to share a space with my "stinky" business. As a teenager he used to complain if I polished my nails in the living room while watching TV. The smell was quickly forgotten by the smell of money!

Right around the time we opened our business, I attended the Boston Beauty Show where I met Tony Cuccio. I'll never forget that first lecture. I couldn't wait to get back to my business and make all kinds of changes that he suggested. Two months later I was at a Star Nail training and became an educator for him.

It wasn't long before I was really busy between my nail business and educating. My dad and I got a lot of local attention and even made the front page of our local newspaper. Later on my sister moved her business to the salon and we all got to work side by side. One day, as I was working on my clients nails, I overheard my dad talking to one of his clients. "If I had smaller hands and better eye sight I'd stop doing hair and just do nails." I couldn't believe my ears. "Elaine sits over there having a good time with her clients, they never cancel when there is a snow storm, they bring her gifts and she makes more money." It was as good as hearing him say, "You know Elaine, I was wrong about telling you not to go to school for nails." Not that I want my dad to be wrong....BUT boy did it feel good to hear I was right.

So fast forward 14 years. Where has the industry gotten all three of us?

Well, my dad used his experience to expand to a different area. He got trained as an educator for Shears and implements. Learned how to sharpen shears, got a mobile van and started a great business going to the local salons and sharpening their shears right then and there. He also carries a great line of shears to sell them as well. The best part about his profitable business, he can do it ANYWHERE. My mom (Nancy) and dad (Bob) live half the year in Florida and the other half in Maine. It's just enough time to see everyone that needs his services and he's gone just long enough that they are due to see him when he returns.

Janis is still doing hair and has the nicest group of clients any stylist could ever have. I still get updates when ever I call along with a "so and so says HI". It's a great career for her. She gets to be the worlds best mother because she is free to book around all the many things our 12 year old Athletic Marissa has going on.

And me, well, my husband and I moved to Los Angeles California (for MY career). I've been working full time in Star Nail International for three years. I get to research and develope new products. Travel to foreign countries and give seminars to Nail Technicians and our Export Customers. I get to see my artwork on the covers of magazines, advertisements, posters and on show billboards! It's been a long hard road, my 14 years. But entirely TOO much fun. How could anyone enjoy the job they do any more than I enjoy what I do?

What's my message? Sure you're a tech at a table now. And if you love that, you can continue to do it and from anywhere in the world. OR skies the limit. You could go on to do much much more. Life has been so rewarding, setting goal after goal and achieving everything I've set out to do. Of course I didn't do it alone. I have soooo many people to thank, who've helped me out along the way. But I always say, "If I can do it, so can you."

It really is a Beautiful Industry!

Elaine
(writing from Valencia, CA today)

How To: Get Published

One question that I get asked frequently is, "How do I get published in Nails, Nailpro or Scratch Magazines?". For most nail technicians it is the end all be all for stardom.

I'll never forget the first time I saw my name in a magazine. I was telling the other Nail Techs at beautytech.com how I display my nail art. An editor / lurker of the mailing list contacted me directly and asked me to tell her more. I had a nail table specially built with a sunk in center. The top was glass and allowed me easy access to display my nail art and change my display for each holiday or season. A few months later, there it was... a picture of my table and my name in print. I framed the cover and article then hung it on my wall for all to see. I was so excited I could have built a shrine around it!

So my first suggestion is to utilize networks. The editors are always looking for a story. It is probably one of the hardest parts of their jobs. It can't be easy coming up with topics and content so frequently. Beautytech.com's mailing list or message boards are a good place to start. Another (granted it is based out of England but still a great source for the editors) thenailgeek.com .

My second suggestion, start a Blog. It only took a couple of days (after creating this blog) for Sree Roy from Nails to contact me about my blog. She stumbled on it (God only knows how!) and wanted to link my blog address to "what the editors are reading". So you KNOW they are out there looking. Blogger.com is owned by Google and offer free hosting. If you do a free blog search you can also find many, many more.

Third, utilize the net. You can go to any Industry Magazine website and see the entire list of editors + email address under "contact us". Send them your ideas and offer a contribution to their article. OR ask them if there is an article that you can offer some content on. You may even be able to get on their mailing list of contacts for future articles.

Send in your images. Either by email or snail mail a disk. If it is a cover you're after, don't be afraid to ask what you need to provide (resume or images) in order to be considered for a cover. All three magazines I've listed (Nails, Nailpro and Scratch) have had or do annual cover contests. Submit your best work. KEEP in mind (while shooting your image) to keep the image taller than wide and imagine where their Magazine name and blurbs will go. Things like this matter in a cover contest. They need the image to work with their layout.

And finally (though I am sure I'll think of more ways) get to the beauty shows and network. The magazines usually have a booth at most of the major shows. Here's your chance to meet face to face and sell your award winning personality that made you a successful nail technician!!!

Nothing is out of your reach. It is just how far you are willing to extend your arm, that will determine your outcome.

Elaine
(writing from Valencia, CA today)

Photo Shoot Day

I like to call these, field trips. For anyone that has never had to do nails on a photo shoot, I thought this would be a good chance to give an aspiring artist a few bits of advice.

First of all, be expected for a long day. Everyone always has the best intentions of getting done quickly, but this is never the case. Generally, if someone says the shoot will end at 5pm, it can go much later. Just be mentally prepared for that.

Keep a well organized and clean kit. If you have been hired to do manicures, don't stop at manicure products and implements. Be prepared for the worst. Bring as much as you can. I always keep some acrylic and forms just in case a models nails are a disgrace.

Work quickly. It's ok to socialize with the model. In fact, I find they are generally a tad bit nervous (even if they won't admit it). Usually, I'm the first person to spend time with them so it's good to break the ice. But, keep in mind the entire day is a ticking cash register. So get right to work, be efficient but don't cut corners.

Tell your model it's ok to be a whimp. If you are being too aggressive you need to know before you leave a mark on her. I always tell my models to let me know if anything is uncomfortable so I can adjust what I am doing before I leave a mark.

Don't pack up and run out just because you are done. Sometimes, it doesn't stop there. You may be expected to direct her hand modeling if you are comfy and familiar with filling that role. You also may need to fix a break or mistake. Just be prepared for anything.

Be efficient, friendly, helpful and out of the way... I find that these things will get you more work in the future.

So for today's shoot, I had to do three manicures and two pedicures. I think I finished the nails by 12:00 after juggling them with stylists, hair and makeup. I got to the shoot at 8am and got home at 8pm. Keeping in mind it was for our company so I do have to be there to give my opinion for our ads. Our Marketing team was there to discuss changes and suggestions.

All in all....a very fun, positive experience. Add emphasis on the FUN!!!

Elaine
(writing from Santa Monica, CA yesterday)

Oh Sorry, That Is My Mess You Stepped In!!

I totally hate myself for today's blog but I just can't help it.

I'm starting to poll my fellow Nail Techs at the beautytech.com mailing list "nailtech". They are a great source of information spread out across North America and some other countries. I started with Nailtech years ago (I think 13 or so) when it had first started. It's grown into an amazing community of well informed, educated techs helping anyone new to the industry (as well as each other).

Anyway it was a response that I got from Nicole Cormier in Winnipeg Canada that got me thinking about the issues American's are faced with our boo boo'd economy. Nicole is located near the border of the United States. So even though she is not IN the US, what's going on here has an impact on her business and how she conducts her business.

When I emailed her back to thank her for taking the time to reply I felt compelled to apologize for the effect my country's leaders AND American's (yes we do need to take some responsibility for our actions) have had on Nicole.

Since I highly doubt the politician's of America are reading my blog, I'd like to address my fellow Americans. In my travels I've gone to some amazing countries. One country I traveled to (a few years ago) was Surinam in South America. It is a tiny country on the north east coast. This country used to be owned and governed by the Dutch. About 20 short years ago they seceded and became their own independant country. Economically speaking, this took a huge toll on the people of Surinam. I was shocked to learn that very few people there can get credit. So, anyone that owns a home, car or business basically paid cash for it. I was so shocked by this. Being raised in a country where credit is given out like sweet treats from Willy Wonka's Factory, I couldn't believe people could accomplish, what seemed the impossible feat of purchasing a home without credit.

Another eye opener was Venezuela. Also in South America. Most residents there can not even get enough credit to own a Mobile phone. If they do have a mobile, they must purchase prepaid minutes. Their version of a "phone booth" was a hoot. Basically, a person that owns a landline phone would toss the wire out the window of their home or place of business, set up a table and umbrella and charge passerby's to use their phone!!!

Where am I going with all of this? As American's we are learning a hard lesson. Too much credit and not enough income = a financial mess. THAT is what has gotten our top financial institutions in the mess they're in.

Learning how to reduce your credit bills should be American's first plan of attack. Our second is pushing our leaders to protect us and the next generation from this financial mess.

Elaine
(writing from Valencia, CA today)

Color Acrylic Step by Step

I decided to take a break from the Nation's failing economy and just do a fun techie topic. This is one nail from a set of nails I did for a brochure in Sally's. The brochure is for the ASP Pigment Mixing Kit.

Before you get to step a) be sure and prep nails just like you are doing a normal full set of acrylics.

a) I'm a die hard sculptor. You can get an extra layer of acrylic design onto a nail if you do not have the thickness from a tip. Here I applied a thin yellow free edge.

b) Using an orange I mixed up, I basically started layering balls. When you place the ball you lightly brush down the nail and press the ball out. It leaves what looks like a petal to a flower.

c) Here I did three in a diagonal straight line across the nail from side to side.

d) My second row over laps the first row.

e) Is the completed first row. After I finished the row I used a little bit of glitter acrylic over the yellow free edge to give it some dimension.

f) Is the finished nail.

You should be able to go into any Sally's and ask for the ASP section. The brochure is pretty big and shows the completed full set. I did a rainbow effect across the nails so their color variation is really cool.

Elaine
(writing from Valencia, CA today)

Frazzled?

My word of the day is: Frazzled. This state, frazzled, can be brought on by many things. Politics, the price of gas, the rising cost of goods, the domino effect destruction of our financial system beginning with the top financial institutions and ending with the stock market.

Basically, unless you live on a private island or under a rock some where, you've GOT to be concerned right now. I know I've written blogs about making money and increasing business, but it's time to discuss... survival.

What are some things you can do to help your business survive this financial crisis? I have a few suggestions. Pour yourself some chamomile tea, kick off your bunny slippers and get comfy.

Salon and spa business owners first fear is, "How will I keep my customers when they can no longer afford to come?". Consider this. The LAST thing Betty wants to do is give up the ONE thing that makes her feel like she is getting "me" time. However, the guilt of putting survival money into the me time can start to effect her rational thinking. If Betty went to the local drug store and purchased nail products to do her own nails, she'd spend anywhere from $10 - $25. Now, take a look at your menu and ask yourself, "Do I have services on my menu that can offer smaller, less expensive services to keep Betty coming in?" For example, offering an express manicure that schedules for 20 minutes and costs only $10 could be the difference between Betty staying, or going to the local retail store and trying to do her own nails for $10. You'll still essentially be getting $30 an hour. And now, you've created a great service to invite stressed out executives to come in on their lunch break.

Fills. Your clients may start to stretch their fill appointments. How about offering a "maintenance fill"? Let's say Betty comes every two weeks for a fill. But now she's considering every 3 - 4 weeks. Keep some of that business by offering a 20 minute appointment. Remove her polish. Check her nails for lifting or any potential problems. Apply some brush on resin to seal down her acrylic or gel edges. Shorten and shape her nails. Apply polish. Again, you can get $10 for this service and still get her business.

Don't stop trying to get new business. Not everyone is feeling the financial crunch. There will always be the "have's" and the "have not's". I have been chatting with a nail technician on the Beautytech.com mailing list. Her name is Athena Elliot. She was sharing some great ideas that she implements to get new business. I was so moved by one of her ideas that I asked if she would allow me to share it with my blog subscribers. She purchased cling on's with her Spa name and contact information. She said that it basically came to about $11 per cling. If you know a printer that makes these you could barter your services for the cost of the cling on's! Then, she offered a discounted rate to her customers that would agree to put the cling on up in the window of their vehicle for 2 -4 weeks. Her clients were so excited at the opportunity to save money and advertise their favorite tech that she has a line of customers waiting for their chance to have the cling on. In the mean time, Athena will be increasing her client base and getting her Spa a LOT of recognition.

Times are tough. And I think they will get tougher before they get easier.

Elaine
(writing from Valencia, CA today)

Breast Cancer Awareness Month

Next Wednesday marks the start of the 2008 Breast Cancer Awareness Month. It's pretty rare to know or meet someone that hasn't been effected (either directly or indirectly) by some form of Cancer.

The statistics are frightening. I went to The American Cancer Society's website for some statistics for my blog. Here just a few of them from their Breast Cancer Facts and Figures for 2007-2008:

* Excluding Cancers of the skin, breast cancer is the most common cancer among women, accounting for more than 1 on 4 cancers diagnosed in US Women.

* Currently, a woman living in the US has a 12.3% (1 in 8) lifetime risk of developing breast cancer. In the 1970's the lifetime risk of developing breast cancer was 1 in 11.

* White women have a higher incidence of breast cancer than African American woman after the age of 40. In contrast, African American women have a higher incidence rate before age 40 and are more likely to die from breast cancer at every age.

* In 2007, approximately 40,460 women are expected to die from breast cancer. Only lung cancer account for more cancer deaths in women.

* Here is the entire publication: American Cancer Society's Breast Cancer Facts and Figures for 2007 - 2008.

The key is early detection to increase your survival rate. The earlier you detect a mass the higher your chance of survival is.

I'm very proud that Tony has allowed me to bring back my Pink Ribbon Decals and add it as a permanent fixture to the Cina line. It's a small fun way of showing our support in the fight against cancer and support for cancer research. We added them to the shopping cart at cinapro.com where anyone can purchase them. They're a great team addition to anyone doing a walk or benefit fund raiser for Cancer Research.

Elaine
(writing from Valencia, CA today)

in loving memory of Carol Gadbois whom lost her fight against cancer last week. Her humor, nutty antics and laughter will be missed by all of us whom had the honor of knowing and loving her.

Why Stop At the Nails?

Everyone cheer! My Cina Catalog is one more peek away from officially DONE and off to the printer. It has been such an undertaking!!!

One of my favorite images (of many) from the catalog, is a set of natural nails I did. I polished the nails a deep, dark purple. Almost black. Next, I accented the polish with a few crystal rhinestones in various sizes. Then, I finished off the look by using my Daisy Rhinestone Decals on the skin instead of on the nails. Here is the actual image.

We are in an age where art is so popular. Shows like L.A. Ink have inspired some of the least likely customers to get body art. So why stop at the nails? If you have a client going to a special function, throw some decals on her hand, fingers or even on her face. The adhesive on today's decals is unbelievable. They will definitely make it through an evening.

The trick is to take a Q-tip and clean the spot with Alcohol. So if you're doing decals on the face, wait until the face is made up. Then take that Q-tip and clean the make-up off that spot with Alcohol and stick your decal. The Alcohol removes the oils on the surface of the skin and makes the decal stay on longer. For things like the rhinestones, you can purchase skin adhesive. It's the same kind of stuff that you use to glue on your eyelashes. Some Indian stores sell this adhesives as well to adhere the bindi (oh I hope I have this term right), the stone on their forehead.

Have fun with it. Make sure you charge appropriately for your service. Time is money!

Elaine
(writing from Valencia, CA today)

Network to Fill Your Appointment Book

My Mom, Sister and I have all joined the craze that is "Facebook". My husband and I got a puppy and we all figured it was the best way for us to share pictures from the West Coast to all our family and friends on the East Coast. I had NO idea WHAT I was getting into. Next thing I know, I have friends coming out of the woodwork. People I haven't even seen since High School. I'm getting flair, egg pets and invites to do compatibility tests! No one had warned me about the way Facebook works.

Here's what it is and why I've chosen it for my blog topic. When you create your Facebook account, it asks you questions about where you went to school and where you've lived. It then takes that information and pulls the names of people that have lived near you OR attended your same schools. THEN, like that isn't enough, it'll look at your approved friends and suggest people on their list that 'you might know'. I have to admit, I am a bit overwelmed. My memory isn't what it used to be and trying to recall how I know some of these people can be down right embarrassing.

Here's where sites like Facebook and MySpace can help you out. When I first moved to California I used MySpace to do networking. Elaine's MySpace (it hasn't been updated in forever so please do not hold it against me) I actually met a few photographers and got to do nails on their shoots. Instead of creating a personal type profile, I built a professional profile. You (as a tech, booth renter, salon owner or distributor) can create profiles on either of these sites and utilize their software to get customers to your business. Once you have created the accounts, advertise them. When you advertise, put the address to your MySpace or Facebook on all your ads. If you have a Website address for your business, create a link from the website.

It's fun and it's free!!!!

Elaine
(writing from Valencia, CA today)