You’re more than a price tag: how to shine in the crowded nail industry

When you’re a solo nail tech, it’s so easy to feel pressure every time you see another nail tech promoting their services online. You find yourself questioning your prices, wondering if you should lower them, or doubting whether you can keep up. With every tech that launches a business, a voice of doubt creeps in.

But here’s the thing, you don’t need to see yourself in competition with others. What if you could create your own nail-verse, where clients choose you because of you: your skills, your brand and your vibe, and not just because of a price tag?

When I ran my mobile nail business, French & Drench, I operated within an eight-mile radius with over 500 other nail techs, beauticians, and salons offering similar services.

I was charging more than any other mobile tech in my area, and yet, I was fully booked, month after month.

How? It wasn’t about competing, it was about standing out by carving a niche and offering something unique. Despite all the mobile techs around me, I didn’t follow a swirly beauty branding trend. Instead, I chose to design bold, bright, and different branding, targeting a specific audience that wasn’t being served.

I marketed to busy working mums, and by offering exactly what they needed around hectic schedules, I effectively removed my competition. No one else appeared to be offering the convenience and flexibility they required, and because of that, I was able to charge more while meeting their specific needs. Staying niche allowed me to build a loyal clientele and create a service they couldn’t get anywhere else.

In 2020, when I owned mobile nail business: French & Drench

Focus on giving my clients the nail experience they want. When you do that, competition doesn’t matter.

Your success as a nail tech isn’t about competing on price, as doing so will make your business life stressful.  Instead, make your business unmissable to the right clients. Here’s how you can do it:

• Create a niche: Whether it’s being the only tech who specialises in intricate nail art or offering a more holistic pampering experience, find what sets you apart from other pros.
• Leverage your USPs: Is it your attention to detail, your personal approach, or your high-end products? Show your clients what makes you different and why they should choose you. It’s not enough for you to just know it. 
• Optimise your brand & social media: Your social media should reflect your personality, professionalism and uniqueness. This will attract clients who vibe with you, not just those looking for the cheapest option.
• Sell the experience: Clients are happy to pay more when the value is there. It’s your job to know what your particular clients would find valuable, and to provide it. 

If you keep questioning your prices, you’ll never earn epically from your business. But if you build a business based on your unique offerings, create a brand that’s unmissable and consistently offer value, clients will come to you.

Remember: it’s not about what the competition is doing, it’s about what you’re offering. When you focus on building your own nail-verse, you stop worrying about others and start attracting clients who love what you do and happily pay for the experience you provide. You could be fully booked, working fewer hours, and earning more, simply by standing out and owning your space.

If you’d like help finding your niche or unique selling points, join follow The Nail Tech Tribe on Instagram.