Nails Magazine Supplements

The Big Book 2016/2017

Magazine for the professional nail industry.

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16 | NAILS MAGAZINE | 2016-2017 THE BIG BOOK statistics tell But a piece of the story o n m y m i n d I write this message about statistics on a day after national statistics and polling proved that statistics and polling can be wildly wrong despite the best efforts at producing accurate data and the finest minds using the most modern mood-measuring tools. While at first it's disheartening, on the other hand, it goes to show that things shift quickly and that not everything can be objectively measured. We are neither a monolithic nation or industry and it's certainly no guarantee we understand the true mood based just on numbers. So despite the fact that we publish these statistics and we have confidence that we have used good tools, best research practices, and exercised our best judgement, we're more conscious than ever that between now and the next publication in the end of 2017, things can be quite different. In fact, we're aware that things can shift well before the end of next year. I have not lost faith in the value of statistics nor in taking annual stock of where we are as an industry, so I point out some highlights: Some of the changes we've seen in the industry are natural evolutions: > The average age and career tenure of nail technicians is higher than ever, where a third of you are over 50 years old and a quarter of you have been doing nails for a quarter century. > Social media, almost non-existent 10 years ago, is a key component of most salons' marketing efforts, though the social media platform that is predominant seems to change every year. Some things don't change much year over year: > Our readers are generally happy with their career in nails, despite concerns about building clientele, competing with an increasing number of nail salons, sluggish service pricing, and the increasing cost of doing business. > Our readers have an appetite for learning that shows in the amount of training they do every year (and the fact that 54% of you say you will be taking more education in the next year than you did this year). The fact that many of you said that "staying on top of trends" was one of your biggest business challenges is also a testament to this. > You are ambitious: 44% of you say that your "ultimate goal" as a nail technician is to open your own salon. And finally, there are areas we wish could change more: > Prices remain stubbornly low, in many cases not keeping pace with inflation. This is a perennial frustration for me that prices simply don't keep pace with your own experience, your continual training, and the fact that professional products are superior to what can be found in most drugstores. But pricing is also an area that doesn't have to be resistant to change: YOU can boldly increase your prices if they are not keeping up and you can endure the possible loss of a few clients. You must know that if you are to stay in this business, contribute to your family financially (most of you contribute half of your family's household income), then you have to charge what you're worth. If there's a message for the ages, it's this: You are entitled to a good wage, to a fair price for your time, and to the appreciation of clients who benefit from your experience, your service, and the ultimate quality of your work. Cyndy.Drummey@bobit.com How do you earn more money and find greater career satisfaction? Learn to do things better. Follow our "How to Do Everything Better Guide" on page 65 for lots of great ideas.

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