The Journey of Nail Patrol
In 2015, Evgeniya “Gene” Chaves embarked on a unique journey in the beauty industry by establishing Nail Patrol in Miami, Florida. Her story began with providing solo mobile nail services and quickly evolved when a client with a newborn couldn’t visit a salon. This innovative approach led Gene to recognize a gap in the market, spurring a demand for at-home services. As her clientele grew, she recruited a team of freelancers to ensure flexible and efficient service delivery.
A Virtual Aesthetic Experience
Without a physical location, Nail Patrol invests heavily in its online presence. The website and social media platforms like Instagram serve as virtual salons, showcasing services, pricing, team introductions, and more. This digital-first strategy ensures seamless communication and visibility, enhancing customer experience and brand reputation.
Signature and Core Services
Nail Patrol offers a diverse menu ranging from urgent nail repairs to elegant acrylic sets. However, their staple remains the natural nail manicures and pedicures complemented by gel polish. The unique selling proposition is not about offering exclusive services but rather delivering them at the client’s convenience, anytime and anywhere.
Products and Preferences
Operating with independent contractors, Nail Patrol allows nail techs to use their preferred professional brands. This approach ensures quality and comfort in service delivery. Gene personally favors the CND brand, especially the Shellac and Vinylux lines, known for their ease of application and durability.
Staying Connected with Clients
Nail Patrol excels in maintaining a robust social media presence, crucial for marketing and client engagement. Their Instagram pages, @NailPatrolMiami and @NailPatrolStore, offer insights into their services, team, and exclusive offers, strengthening customer relations and brand loyalty.
Looking Ahead
During the pandemic, Gene introduced her line of disposable manicure and pedicure kits, designed for efficiency and safety. Her vision includes expanding education on these products and providing online courses for nail techs, covering topics from professional image to niche specialization. This educational initiative aims to empower nail techs, offering them tools for personal and professional growth.
Team Dynamics and Culture
Nail Patrol fosters a unique work environment, treating its staff as independent contractors. This model offers higher service pay and schedule flexibility, a key attraction for prospective nail techs. Upcoming plans include instilling corporate culture and hosting team-building activities to bolster communication and unity in this decentralized setup.
Insights from Evgeniya “Gene” Chaves
Gene’s career began in Orlando at Euro Day Spa and Salon, where she learned the essentials of the trade. Her inspiration stems from happy clients who find joy in her services. Challenges arose with rapid business growth, emphasizing the importance of mastering business skills alongside beauty expertise.
Advice for Aspiring Salon Owners
Gene advices new salon owners to define their business goals clearly, highlighting the importance of innovation, market understanding, and financial management. Success thrives on passion for the craft paired with strategic business planning.
The Future of Nail Trends in Miami
While Miami is known for year-round summer vibes, trends shift, and this winter, Gene foresees silver chrome designs and velvet nails gaining popularity. Minimalistic designs are also rising, adapting to clients’ conservative yet evolving tastes.
