Tougher than nails

October 22, 2009 by Renata Follmann 

Self grooming luxuries endure recession

Who said women have to look bad during the recession?

Even with the current economy, getting nails are still on the “to-do” list of many UNLV students.

Lisa Donnelly, a UNLV student, usually goes every two weeks to get her nails done. She does it consciously.

“If I had to give up getting my nails done in order to pay for all my bills and rent I would give them up in a heartbeat, but I’ve gotten pretty good at managing my money and still finding ways to get my nails done,” Donnelly said.

Donnelly is not alone. According to Beth Madden, founder of Get Nailed 24/7 Salon, “compared to last year, which was our first year in business, our sales are up 138 percent.”

Her reason for success is because most of her clients are in the entertainment or hospitality industries and this type of maintenance is a necessity and not a choice.

Madden understands her clients may not make as much money as before, so the salon created the “Beauty Stimulus Mornings,” offering inexpensive prices between 3 a.m. and 10 a.m.

“This promotion has been very beneficial for our clients, who are trying to adjust to any cutbacks they may need to make,” Maden said.

Donnelly also changed some of her behavior concerning her nails and decided to take a slightly less expensive route. She said that she did not have to give up on something just yet, only splurge a little less, but her nails are still shiny.
“I use to get designs on my nails and because of the recession I have to cut back and no longer get pedicures as often,” Donnelly said.

And while cutting back is in most people’s vocabularies, it does not mean that services like manicures and pedicures are to be stopped completely.

There is proof that getting your nails done is still a priority in many women’s lives since Get Nailed is looking at the possibility to expand and open a new location in town.

Their key to success?

“It has a lot to do with cultivating a positive work environment for our employees,” Madden said adding that “without employees that care about their position within the company, all other advancements can result in wasteful spending and stagnation in company growth.”

The success of nails salons also counts on women thinking that their nails are an important part of their looks – to many, not a frivolous pursuit. And even though the recession calls for consuming in smarter ways — like finding the best deals, getting only the basics and less often — it can still be done in style.