Article Published in Stylist Magazine, May 2013
My nail salon doesn’t market to any particular age group, nor do I track clients by age. Some clients proudly announce theirs (especially if they look much younger), and I can roughly estimate the ages of others. So who are we calling “old?” Everyone older than I am? And why does that word have such a negative connotation? Far from being “over the hill” and “past their prime,” my “older” clients lead vibrant, fulfilling lives that many younger people would envy. Marketing to them is essentially marketing to myself, and who I want be 50 years from now, should I live so long and well. Yes, I have clients that old. There’s something both endearing and inspiring about nonagenerians who schedule a year in advance to care for their nails. If everyone could be that mindful, fastidious, optimistic and committed...
Regardless of their age or gender, most of my clients view professional nail care as routine maintenance rather than a frivolous activity or selfish extravagance. Having their nails done isn’t about wearing polish. (Just ask my male clients.) Not every one wears polish; that’s a personal preference, more a beauty “want” than a health “need.” What clients should understand are the potential consequences of neglecting/abusing their natural nails, especially when combined with the aging process and other serious health concerns like diabetes.
I’ve found that the more maintenance clients require, the less capable and/or willing they are to do it themselves. Many come to that realization when they can no longer trim their own toenails. In fact, attempting to trim them could be dangerous without the proper training and tool(s). That’s assuming that clients have the flexibility to reach their feet, and the manual dexterity, hand strength and visual acuity to trim their nails safely. Even if capable, some people will always prefer to have a professional do the work on a regular basis.
Making your services convenient, pleasant and affordable for older clients does take some planning, including the pricing structure. I’ve designed my services to focus on the basics (nail shaping and cuticle conditioning) at a reasonable price, and clients can always choose to expand their service(s) with callus reduction, paraffin, massage, polish/buffing, etc. For example, clients who want only their toenails trimmed choose the Foot Express service ($20/15 minutes). Moreover, during our services, the nails are not just shortened, but smoothed with a single-use, disposable file to avoid a snagging/scratching hazard. This may or may not compare favorably with what a podiatrist would do or charge, but that’s not my concern as long as we work within our scope of practice as licensed manicurists.
As I’ve written previously, accessibility is of particular interest to older clients because mobility decreases with age. By minimizing physical barriers, or eliminating them altogether, the salon can accommodate clients who use canes/walkers/wheelchairs. For clients physically incapable of visiting the salon, whether their limitations may be temporary, like recovering from surgery, or permanent, like being unable to drive or having a terminal illness, I provide services in their homes. Let me emphasize that these appointments are not “home spa parties;” these clients have legitimate reasons why they cannot visit the salon, otherwise I wouldn’t be able to work on them legally. (Before offering services outside your licensed salon, check with your state board and insurance provider to make sure you’re compliant.)
If you fear that your creativity or style will somehow be constrained by older clients, don’t worry. In my experience, older clients rely on me even more than younger ones do to keep them informed of product innovations and color trends. Many of my older clients are more adventurous than I am, and want to be the first to try the trendiest colors.
As a beauty professional who regularly works with older clients, I can assure you it’s very rewarding, both personally and financially. Granted, finding older people where I live isn’t difficult; in fact, they’re hard to avoid. My small town (Carmel, California) has approximately 3700 residents with a median age of 59.2 years. In comparison, the median age statewide is only 35.2 years, according to the 2010 U.S. Census. That age differential represents an entire generation of potential clients, both men and women who could benefit from professional nail care. That’s not to say that all these people would consider having their nails done professionally, but enough of them do to keep my salon very busy.
One of the easiest ways to reach these potential clients in your own community is to volunteer, which is something that many older people do themselves. You may also want to support organizations and causes in which you share mutual interest, like education, health care, animal welfare and the arts. Older clients want to feel valued and relevant. Who doesn’t? Through your expertise, kindness, reliability and personal interaction, you’ll achieve that and much more.
By Jaime Schrabeck, Ph.D.
Saturday, June 8, 2013
Wednesday, May 1, 2013
My (Twenty) First Year
Article Published in Stylist Magazine, April 2013
Last year, I celebrated my first 20 years as a licensed manicurist. I use the term ”celebrated” deliberately because it signifies my attitude toward the nail industry. Though it seems unlikely after so many years, I’m more passionate and positive about our profession than ever before. There’s much to be excited about: the development of new products, the next generation of nail professionals, renewed interest from media and consumers, changes in licensure/governance, and so on. If I didn’t feel as strongly, it would be time to consider a career change. I have options, certainly, but what other career better suits my disposition and would challenge and reward me as much as being a manicurist and salon owner?
That being said, it’s ultimately wiser to position yourself for more rewards than challenges. I believe that doing what you love should bring joy and prosperity, not problems and hardship. If that sounds unrealistic or selfish, I remind myself that I deserve to enjoy my success. And that’s why, in my (twenty) first year, I’ve chosen to reinvest in my nail career for the next 20 years. In terms of planning and decision-making, it’s like starting over, but with the incredible advantages of loyal clients, respected colleagues, favorite products and the knowledge gained from 20 years worth of experiences.
During my first year in business, I had none of those advantages, except the desire to learn. To expedite learning about nails (choosing products, developing skills, marketing services, managing resources, etc.), I naturally sought advice from others with more experience. I wish the majority of advice was useful, but in practice, it was not. To my disappointment, the technical advice was serviceable at best, but not innovative, efficient or exceptional. And the most common business advice (base your prices on the competition, never turn clients away, give discounts to new clients, schedule according to client demand, etc.) turned out to be the most ridiculous. If I’d followed that, my career wouldn’t have lasted as long because I would’ve failed miserably.
No doubt, some of the harsher lessons of business (tax audits, lawsuits, bad investments, etc.) can be avoided with proper guidance. However, when seeking advice from consultants, educators and mentors, consider the source and be more selective. Don’t assume that someone in a position of authority can provide relevant and accurate information; be informed by researching qualifications and asking valid questions. Not all advice is good, and hearing the same bad advice from multiple sources doesn’t make it any better. The “common” way of doing something may be popular, but not necessarily the best way. As as advice seeker, be willing to pay for information/training/coaching; there should not be any expectation to receive anything for free, any more than someone should be obligated to give it away.
Over the years, I’ve shared my experiences with hundreds of other salon owners, manicurists and students. Some have paid a considerable amount to visit my salon for individualized training, but most have stumbled upon me online, or teaching free technical or business classes at a beauty show. Regardless of the investment, what they do with my suggestions, or anyone else’s, is their business. I don’t have any control over them, and what works for me may not work for everyone. In fact, that’s the excuse I often hear for not trying what I suggest. I couldn’t agree more, but why continue doing what’s not working? That doesn’t make any sense.
Growth and progress make sense to me. “Nothing succeeds like success” (Alexandre Dumas), so I’ll continue to focus on what works. In my case, it’s direct interaction with clients. That’s right; I own and manage a salon, have employees AND provide services. Could it work better? Of course, and that’s what I aspire to - improving my business for the future. Is greatness too much to expect? Perhaps. The next 20 years will not be perfect, but I can’t make any excuses given the tremendous advantages I already have.
Far from being complacent or cautious in my twenty-first year, I’m determined to act more strategically. That’s why everything about my business is subject to consideration. What do I enjoy doing most? What would I like to eliminate? Some changes have already been made. For example, I’ve traveled extensively in years past, attending so many beauty shows and networking events that it actually became tiresome. I never expected to reach that point, but I’m there. Supporting the nail industry is still a priority, but how I participate will be different. Traveling less often gives me time to participate in my immediate community, not to promote my business as much as to satisfy other interests, like volunteering and supporting education and the arts. Relocating my salon is an even bigger change I’m considering. The possibility of moving to a more ideal space is invigorating, and I’ll share more about that process in the future. But for now, I’m content to know that it’s never too late to reinvent yourself and improve your life.
By Jaime Schrabeck, Ph.D.
Last year, I celebrated my first 20 years as a licensed manicurist. I use the term ”celebrated” deliberately because it signifies my attitude toward the nail industry. Though it seems unlikely after so many years, I’m more passionate and positive about our profession than ever before. There’s much to be excited about: the development of new products, the next generation of nail professionals, renewed interest from media and consumers, changes in licensure/governance, and so on. If I didn’t feel as strongly, it would be time to consider a career change. I have options, certainly, but what other career better suits my disposition and would challenge and reward me as much as being a manicurist and salon owner?
That being said, it’s ultimately wiser to position yourself for more rewards than challenges. I believe that doing what you love should bring joy and prosperity, not problems and hardship. If that sounds unrealistic or selfish, I remind myself that I deserve to enjoy my success. And that’s why, in my (twenty) first year, I’ve chosen to reinvest in my nail career for the next 20 years. In terms of planning and decision-making, it’s like starting over, but with the incredible advantages of loyal clients, respected colleagues, favorite products and the knowledge gained from 20 years worth of experiences.
During my first year in business, I had none of those advantages, except the desire to learn. To expedite learning about nails (choosing products, developing skills, marketing services, managing resources, etc.), I naturally sought advice from others with more experience. I wish the majority of advice was useful, but in practice, it was not. To my disappointment, the technical advice was serviceable at best, but not innovative, efficient or exceptional. And the most common business advice (base your prices on the competition, never turn clients away, give discounts to new clients, schedule according to client demand, etc.) turned out to be the most ridiculous. If I’d followed that, my career wouldn’t have lasted as long because I would’ve failed miserably.
No doubt, some of the harsher lessons of business (tax audits, lawsuits, bad investments, etc.) can be avoided with proper guidance. However, when seeking advice from consultants, educators and mentors, consider the source and be more selective. Don’t assume that someone in a position of authority can provide relevant and accurate information; be informed by researching qualifications and asking valid questions. Not all advice is good, and hearing the same bad advice from multiple sources doesn’t make it any better. The “common” way of doing something may be popular, but not necessarily the best way. As as advice seeker, be willing to pay for information/training/coaching; there should not be any expectation to receive anything for free, any more than someone should be obligated to give it away.
Over the years, I’ve shared my experiences with hundreds of other salon owners, manicurists and students. Some have paid a considerable amount to visit my salon for individualized training, but most have stumbled upon me online, or teaching free technical or business classes at a beauty show. Regardless of the investment, what they do with my suggestions, or anyone else’s, is their business. I don’t have any control over them, and what works for me may not work for everyone. In fact, that’s the excuse I often hear for not trying what I suggest. I couldn’t agree more, but why continue doing what’s not working? That doesn’t make any sense.
Growth and progress make sense to me. “Nothing succeeds like success” (Alexandre Dumas), so I’ll continue to focus on what works. In my case, it’s direct interaction with clients. That’s right; I own and manage a salon, have employees AND provide services. Could it work better? Of course, and that’s what I aspire to - improving my business for the future. Is greatness too much to expect? Perhaps. The next 20 years will not be perfect, but I can’t make any excuses given the tremendous advantages I already have.
Far from being complacent or cautious in my twenty-first year, I’m determined to act more strategically. That’s why everything about my business is subject to consideration. What do I enjoy doing most? What would I like to eliminate? Some changes have already been made. For example, I’ve traveled extensively in years past, attending so many beauty shows and networking events that it actually became tiresome. I never expected to reach that point, but I’m there. Supporting the nail industry is still a priority, but how I participate will be different. Traveling less often gives me time to participate in my immediate community, not to promote my business as much as to satisfy other interests, like volunteering and supporting education and the arts. Relocating my salon is an even bigger change I’m considering. The possibility of moving to a more ideal space is invigorating, and I’ll share more about that process in the future. But for now, I’m content to know that it’s never too late to reinvent yourself and improve your life.
By Jaime Schrabeck, Ph.D.
Monday, April 1, 2013
The Name Game
Article Published in Stylist Magazine, March 2013
“If names be not correct, language is not in accordance with the truth of things.” - Confucius
It’s not uncommon for beauty writers to use social media to request information for their upcoming articles. Writers, particularly those without their own experience as beauty professionals, rely on the knowledge of others, and those that contribute gain exposure from being quoted. I’m not able to respond to every request I receive (my expertise has its limits), but am more likely when I feel strongly about the topic. Assuming that the topic is relevant, the information valid, the article well-written and the quotes accurate, everyone can benefit, most important the readers.
A recent experience with another writer inspired this article; her request was for information about what nail professionals name themselves (nail technician, nail artist, manicurist, etc.) and how that might affect client perceptions. Rather than respond via email, I called the writer, Tracy Morin, and we had a stimulating discussion. I haven’t read Tracy’s finished article, so I don’t know how much, if any, of my information she used. However, for this article, I want to merge that seemingly benign “name” topic with the larger issue of false advertising and misrepresentation.
If that seems like a stretch, let me assure you, it’s not. But for the sake of argument, let’s begin with a more common example of false advertising found in nail salons: the misrepresentation of products and services. How often do consumers believe that they’re wearing gel enhancements when in fact they have traditional liquid and powder acrylics? This happens so frequently that I often find myself explaining my preferred products and how I use them.
I advise consumers that no matter what salon they patronize, they’re entitled to the truth about the products applied to their nails. Salons that falsely advertise any artificial nails as "better than acrylics” reveal how ignorant and gullible they expect consumers to be. For example, consider this description of “diamond nails” advertised by a salon: "They are strong and durable like acrylic, except with less odor. They are applied by brushing a resin glue on to the nails and then dipping the nail in to diamond powder." The powder is not “diamond;” it’s acrylic. Instead of acrylic liquid (ethyl methacrylate), this dip procedure uses an adhesive (cyanoacrylate) with acrylic powder (ethyl and methyl methacrylates).
Other falsely advertised nail services include:
California’s Board of Barbering and Cosmetology recently released a statement advising consumers to verify licenses of individuals and salons advertising on the internet. What complicates the verification process is the fact that even licensed individuals and salons advertise with “fake” names. In California where establishment (salon) licenses are specific to a geographic location, a salon could have “Acme Nails” on a valid establishment license, but advertise as “Xanadu Nail Spa.” Try verifying the individual license of Jenna Hipp, the “Green Celebrity Nail Stylist.” If that’s not a fake name, perhaps she has no license?
I refuse to tolerate those who are unlicensed, fraudulent and/or pretentious. In my perfect world, all individuals and salons would be required to advertise with their legal names and license numbers. My California individual license (111051) lists my legal name and license type, “Manicurist” and that’s how I advertise. My scope of practice is no different from any other licensed manicurists in California, regardless of what they name themselves. For the record, my favorite example of false advertising has to be “licensed podiatric nail technician;” there’s no such thing in the state of California.
By Jaime Schrabeck, Ph.D.
“If names be not correct, language is not in accordance with the truth of things.” - Confucius
It’s not uncommon for beauty writers to use social media to request information for their upcoming articles. Writers, particularly those without their own experience as beauty professionals, rely on the knowledge of others, and those that contribute gain exposure from being quoted. I’m not able to respond to every request I receive (my expertise has its limits), but am more likely when I feel strongly about the topic. Assuming that the topic is relevant, the information valid, the article well-written and the quotes accurate, everyone can benefit, most important the readers.
A recent experience with another writer inspired this article; her request was for information about what nail professionals name themselves (nail technician, nail artist, manicurist, etc.) and how that might affect client perceptions. Rather than respond via email, I called the writer, Tracy Morin, and we had a stimulating discussion. I haven’t read Tracy’s finished article, so I don’t know how much, if any, of my information she used. However, for this article, I want to merge that seemingly benign “name” topic with the larger issue of false advertising and misrepresentation.
If that seems like a stretch, let me assure you, it’s not. But for the sake of argument, let’s begin with a more common example of false advertising found in nail salons: the misrepresentation of products and services. How often do consumers believe that they’re wearing gel enhancements when in fact they have traditional liquid and powder acrylics? This happens so frequently that I often find myself explaining my preferred products and how I use them.
I advise consumers that no matter what salon they patronize, they’re entitled to the truth about the products applied to their nails. Salons that falsely advertise any artificial nails as "better than acrylics” reveal how ignorant and gullible they expect consumers to be. For example, consider this description of “diamond nails” advertised by a salon: "They are strong and durable like acrylic, except with less odor. They are applied by brushing a resin glue on to the nails and then dipping the nail in to diamond powder." The powder is not “diamond;” it’s acrylic. Instead of acrylic liquid (ethyl methacrylate), this dip procedure uses an adhesive (cyanoacrylate) with acrylic powder (ethyl and methyl methacrylates).
Other falsely advertised nail services include:
- Gel - a layer of gel over liquid and powder acrylic. True gel nails consist entirely of acrylic oligomer gel (acrylates) cured with a UV light; there’s no powder.
- Solar - a misleading name for any French-style (pink and white) nails, exploits a brand trademark.
- Crystal - a fancy name for clear tips covered with acrylic monomer liquid and clear polymer powder.
- Porcelain - clay heated to 1200°F cannot possibly be used for nails, yet this ridiculous name persists.
- Shellac - a specific brand of soak-off gel polish, not a procedure. There are literally dozens of brands available.
- Medical Pedicures - a pedicure that’s promoted as if it were a medical procedure; manicurists aren’t licensed to practice medicine.
California’s Board of Barbering and Cosmetology recently released a statement advising consumers to verify licenses of individuals and salons advertising on the internet. What complicates the verification process is the fact that even licensed individuals and salons advertise with “fake” names. In California where establishment (salon) licenses are specific to a geographic location, a salon could have “Acme Nails” on a valid establishment license, but advertise as “Xanadu Nail Spa.” Try verifying the individual license of Jenna Hipp, the “Green Celebrity Nail Stylist.” If that’s not a fake name, perhaps she has no license?
I refuse to tolerate those who are unlicensed, fraudulent and/or pretentious. In my perfect world, all individuals and salons would be required to advertise with their legal names and license numbers. My California individual license (111051) lists my legal name and license type, “Manicurist” and that’s how I advertise. My scope of practice is no different from any other licensed manicurists in California, regardless of what they name themselves. For the record, my favorite example of false advertising has to be “licensed podiatric nail technician;” there’s no such thing in the state of California.
By Jaime Schrabeck, Ph.D.
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