Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/190368
Believe it or not, this serene looking nail salon is inside a bustling car service center. Executive Car Wash in Suwanee, Ga., has been home to a salon for over a decade. The clientele of SoHo Nails Waxing Beauty in Johannesburg, South Africa, is comprised of about 34% men, who, like women, value the amenities like free WiFi and laptop tables. own signature polish. Add-ons such as Quartz Hand Peeling (5 minutes) or Anti-Aging Treatment (10 minutes) are available for clients who can spare more time. Atkins feels quick convenient services like these are causing a paradigm shift in the minds of clients. He says, "Getting ready for a big night out on the town used to mean advance appointments and a full day at the salon before getting dressed up and then heading out for the evening. Now ladies come to our kiosk as the last stop before they go out for the evening. The hair and make-up are done, the dresses are on, and now they stop at our branch to pick out their nail color to match their hair and outfit. This is a huge cultural shift that we are extremely proud to have had a hand in (pun intended)." Airport salons, such as XpresSpa and 10 Minute Manicure, and in-store 172 | NAILS MAGAZINE | Salon owner Carolyn Perry learned to do fills in 45 minutes, so clients can come in during their hour lunch breaks. salons, such as the Nail Bar at Walgreens, also fit into this category. These nail businesses are strategically positioned where potential customers have downtime in an otherwise hectic schedule. At SoHo Nails Waxing Beauty in Johannesburg, South Africa, the location — in a regular store spot in a mall — is traditional, but the timefriendly attitude is not. Owner Getty Gizaw designed retractable tables with outlets for client use. Cell phones and laptops can be plugged in and used during pedicures. The SoHo staff also runs errands for clients, from standing in line at the food court to booking movie tickets to ordering a coffee from a neighboring business. Gizaw says, "I am a busy professional woman who is willing to pay for the services and amenities I need for convenience. I believe that as a service provider, providing convenience and NOVEMBER 2013 easier/seamless ways to get all the things done on your to-do list is my responsibility. We all lead very busy lives; we as service providers need to be able to make your life easier and hassle free." Something in Gizaw's philosophy is definitely working. Even R&B; superstar R. Kelly fit in a manicure at SoHo. He was spotted sipping Hennessy cognac and ignoring paparazzi — in other words, multitasking like the rest of us. How do you cater to the busy professionals crowd? E-mail hannah.lee@bobit.com with your advice.