From vehicle tech to nail tech: Louise Dennis shares her career story
By Alex Fox | 22 September 2020 | Feature, Tech Talk
Blending a man’s world with a woman’s most of her working life, gives mobile nail tech and freelance educator, Louise Dennis of LouD Nail Design in Colchester, a unique perspective on life and a strong opinion on government thinking and direction during the 2020 corona crisis.
After deciding A Level Art & Fashion was not the right course for her, Louise’s dad got her a job with Nissan in 1989. The job was apprentice vehicle technician. “It fed my curious mind. I liked to take things apart and fix them,” shares Louise. “The problem I had with working in the motor trade was, no matter how hard I tried, it’s a man’s world. Wearing nothing but overalls, boots and gloves, there was nothing glamorous about my job. I also found it quite soul destroying when men would question my knowledge of a vehicle and demand to speak to a man, because, ‘she doesn’t know what she’s talking about’ or ‘how can you possibly know, you’re a girl.’ Day in, day out, you need a thick skin to survive.”
Feminine feels
Longing to have her nails done, Louise waited patiently until she was due some time off and booked a salon appointment for a set of fibreglass extensions. That was the moment she got hooked. “The techniques my nail tech was using and the science behind the products fascinated me,” she recalls. “My curious mind went wild! I loved it so much and in 1995, I booked myself on a course with Star Nails at my local wholesalers.
“I absolutely loved it and practised every day on a rubber glove filled with sand. I painted tips, practised gel extensions and after six months, left my job at the garage to begin working with my nail tech. It was an extremely exciting time in my life and I learned so much from working with her. I especially loved the feeling you get when a client loves her nails; that feeling never leaves, it’s addictive.”
Sadly, rate and rent increases led to the salon closing and Louise was forced to go back and work in the motor trade, while working on nails in the evenings and at weekends.
“This time, I worked in service reception, which was slightly more glamorous. However, still very much a man’s world. Customers would question my knowledge, ask to speak to a man; all the same as before. I never experienced that kind of abuse when doing nails. I was appreciated, respected and the clients were grateful. All the things the motor trade did not offer. It was then I decided to start a mobile nail business. Over the years, I’ve since worked in every environment the industry offers, from junior to management. I love every single part of this industry.
Mobile manicuring in 2020
“I started 2020 with positivity; a fresh, new journal filled with thoughts, plans and goals. It was all going so well, until lockdown. My income fell off a cliff, since I’m self-employed. However, I did manage to forge some salary by creating sets of press on-nails. I also found Instagram, which opened up a new learning channel for me. I spent lockdown with my Shih’tzu dog, Snoopy. He’s my best friend, but IGTV gave me an outlet to humans, like-minded techs and I discovered Amy Guy. She inspired me to fall in love with hand painted designs again, something I’d not done for years. She’s also a bright star of the industry, lifting others up, while she was herself, going through hard times. I also love the minimalist work of Sarah Woods and Kirsty Meakin, whose talent is insane and her tutorials are very entertaining.
“Marian Newman has been a driving force behind my career and my desire for knowledge. Her expertise in this industry never ceases to amaze me while her ability to bring calm amid the chaos is magical.
“During one of her ‘lives’ on Madge’s Chat Show, Marian Newman told us to ‘futureproof’ our businesses. This statement resonated with me and became my intention.
“I cannot allow a situation like this to happen again, and my new thinking has led me to turn more of my attention towards education. I’m on the panel for the National Occupational Standards review and very passionate about where this industry is heading and how we can raise standards within the education and accreditation system. I want to be involved with improving the system. I feel a standardised educator education programme to get all educators ‘singing from the same song sheet’ would be a huge step in the right direction, giving student nail techs the very best start in this industry. I also want to see the industry get the recognition it deserves.
Louise backstage at London Fashion Week
“As an industry, we’ve been treated extremely unfairly by Government, and this must change. We’re highly skilled workers that deserve a level of respect. It was deeply upsetting to hear the industry mocked in Parliament. This kind of treatment must stop. I don’t see the motor trade being treated this way, and we bring more revenue in per year than that industry. As an industry we contribute more to the economy than the motor trade, so in my head, we should command more respect?
“The motor trade gets bailed out with the slightest whiff of trouble. How is that? Because it interests the men. No MP would dare to mock the motor industry in Parliament, so why is it acceptable to mock the beauty industry? Watching the industry mocked reminded me of how I used to feel when a customer laughed in my face when he was told I had serviced his vehicle. Most unpleasant. I never expected to feel it again. We need to lift this industry up. We are a great industry. When times get tough, we support each other. So where is our help? No offer of a reduction in VAT to get us back on our feet, just a couple of measly payments if you’re one of the lucky ones.
“What about the students that fell through the cracks in the system? What about the established salons that cannot open their doors again? Where is the help? It’s not there because it’s not in the male interest. A male led lockdown and a male led re-opening. You cannot ignore the fact that we, as an industry contribute more to the economy than the motor trade, but still, we’re ignored. Don’t even get me started on beard trims.
“The forgotten industry. It’s more than a job. It’s a passion. ‘I’m Louise and I do nails’ – that’s how I introduce myself.”
FOOTNOTE: A Huge Thank You
This article sends a special shout out to Dave Heffernan from Louise Dennis. “I would like to give a special mention to mental health coat, David Heffernan. His support and belief in me has helped me move closer to my end goal, when my self doubt has been at its most polished. He’s been a brilliant support.
“I had the honour of being a judge for the Scratch Stars Awards in 2015 on behalf of Leighton Denny, when I worked for him as an educator. I admit I suffer with imposter syndrome, and self doubt, so have found it hard to push myself forward. Battling with feelings of not being good enough, makes me feel that competitions are what other nail techs do and I’m happy to celebrate their wins.
“For 2021, I’d decided to compete and face my fears. Unfortunately, the virus had other ideas for all of us. I’m feeling ready now and will definitely dive in next year, giving it my all.”