Alright – so today we’ve got the honor of introducing you to Saionara Frederick. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Saionara thanks for taking the time to share your stories and insights with us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

When I opened Diamond Shine Nails nearly four years ago, I was working alone in a small rented room with a modest setup and a lot of determination. I didn’t have a team, a big business plan, or outside funding — just a passion for nails and a drive to build something of my own.

It didn’t take long for business to pick up. I quickly found myself booked solid, working long hours, and turning away new clients simply because I couldn’t fit them in. That’s when I knew it was time to take the first real step toward growth: hiring help.

Bringing on another nail technician was a major milestone. It forced me to shift from being solely a service provider to becoming a leader. It wasn’t easy — learning to delegate, trust, and manage someone else was an adjustment — but it made all the difference. With two of us working, we were able to accommodate more clients, create a better experience, and lay the groundwork for scaling.

Soon, though, we outgrew that small space. There wasn’t enough room for both of us to work comfortably, and the demand from clients continued to rise. It became clear that if I wanted to grow, I needed to expand — not just in services, but physically.

That’s when the opportunity came to purchase a building. It was a bold move — financially and emotionally — but I saw it as a chance to create a real home for Diamond Shine Nails. What I didn’t anticipate was just how complex and demanding that transition would be.

The process of remodeling the building brought challenges I’d never faced before. From navigating building codes and city permits, to complying with state cosmetology board regulations, to coordinating with engineers and contractors — every step required attention, patience, and persistence. On top of that, I had to purchase all new equipment, supplies, and furniture while keeping our current clients happy and operations running.

There were moments of serious financial pressure, where I questioned if I had taken on too much. But I kept reminding myself why I started this in the first place: to build something lasting. And that mindset helped me push through.

The experience, though exhausting at times, was invaluable. It taught me to think long-term, to ask for help when needed, and to stay organized under pressure. It also reminded me that growth doesn’t happen overnight — and that every successful expansion is built on the foundation of hard work, learning from mistakes, and resilience.

Today, Diamond Shine Nails is a thriving salon with a team of six employees, including myself. We’ve built a strong reputation in our community, and I’m proud of the space we’ve created — not just for our clients, but for the talented professionals who work here. Each team member brings skill, personality, and care to their work, and together, we’ve grown into more than just a salon — we’re a team that supports one another and shares a common standard of excellence.

Looking back, scaling this business wasn’t about shortcuts or viral success. It was about taking one thoughtful step at a time, staying committed even when things got tough, and never losing sight of the client experience. It was about saying “yes” to growth, even when it meant discomfort, risk, and long nights.

For others on the path to scaling a service-based business, my advice is this: trust your gut, invest in your people, and be willing to do the hard, behind-the-scenes work. The results won’t come overnight, but they will come — and they’ll be worth every effort.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

For those who haven’t met me yet, my name is SaionaraFrederick, and I’m the owner and founder of Diamond Shine Nails, a full-service nail salon dedicated to delivering high-quality, detailed, and personalized nail care in a welcoming and professional environment.

My journey into the beauty industry started with a genuine love for self-care, creativity, and helping people feel confident in their own skin. From a young age, I was fascinated by the artistry of nails — the precision, the colors, the designs, and the way a fresh set could make someone feel empowered and polished. That interest soon turned into a passion, and that passion turned into a career.

I began my business humbly, renting a small room and offering nail services on my own. Over time, my client base grew, and so did my vision. What started as a solo operation is now a thriving salon with a team of six talented professionals, each bringing their unique skills and personality to the table. Together, we serve a growing number of loyal clients who come to us not only for beautiful nails, but for a relaxing and consistent experience.

At Diamond Shine Nails, we offer a wide range of services including manicures, pedicures, gel and acrylic sets, custom nail art, and specialty treatments that focus on nail health. What sets us apart is the quality of our work, the cleanliness of our environment, and the genuine care we have for each and every client who walks through our doors. We don’t rush through appointments or treat clients like numbers — we create relationships, take pride in our attention to detail, and always prioritize safety, hygiene, and service.

One of the main challenges our clients face is finding a salon they can consistently trust — for both the results and the atmosphere. We solve that by creating a space that blends professional skill with a warm, respectful, and relaxing experience. Clients often tell us how much they appreciate the vibe in our salon: calm, welcoming, and drama-free. It’s a place where they can unwind, be taken care of, and leave feeling their best.

I’m most proud of the growth we’ve achieved — not just in numbers, but in culture. I’ve built a team that supports each other, shares the same values, and is committed to maintaining high standards across the board. It means a lot to me to provide job opportunities in the community and to help other nail techs thrive in a positive environment.

For potential clients and followers, I want you to know that Diamond Shine Nails is more than just a nail salon — it’s a space where quality meets care. We believe in doing things the right way, treating people with respect, and continuing to learn and grow. Whether you’re coming in for a quick polish change or a full set of intricate nail art, you’ll receive the same level of attention and professionalism.

My brand is rooted in passion, growth, and excellence — and I’m excited to keep building a business that uplifts both clients and team members alike.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One of the biggest lessons I had to unlearn was the idea that I had to do everything myself in order for it to be done right. When I first started Diamond Shine Nails, I wore every hat — technician, receptionist, cleaner, bookkeeper, marketer — and I took pride in how much I could handle on my own. In the beginning, it felt necessary. I was building from the ground up, and I wanted every detail to reflect my standards.

But as the business grew, that mindset became a limitation, not a strength.

The turning point came when I hired my first nail technician. Even though I knew I needed the help, I struggled to let go. I micromanaged too much at first, afraid that things wouldn’t be done “my way.” It was exhausting, and I realized I was holding the business back from growing into what it could be.

I had to unlearn the belief that delegation meant loss of quality. I began to understand that leadership isn’t about doing it all — it’s about building a strong team, communicating expectations clearly, and creating systems that allow others to thrive. Once I started trusting my team and empowering them to take ownership of their roles, the salon began to operate more smoothly, and the quality of service remained just as high — if not better.

Now, I focus on mentoring, supporting, and leading, rather than controlling every detail. That shift has made me a better business owner, and it’s allowed Diamond Shine Nails to grow in ways that simply wouldn’t have been possible if I had kept trying to do it all alone.

Can you share a story from your journey that illustrates your resilience?

One story that really stands out for me — and shows just how much resilience it took — was when I decided to buy and remodel the building for Diamond Shine Nails. I knew it was a big step, but I honestly had no idea just how much would go into it.

Between dealing with city permits, inspections, codes, the cosmetology board, contractors, and a ton of unexpected expenses, it felt like every time I solved one problem, two more popped up. I was still running the salon at the time, working with clients, managing staff, and trying to hold everything together — and at the same time, I was deep in renovations, approvals, and all the behind-the-scenes stress that comes with a project like that.

There were definitely moments where I felt overwhelmed — physically, financially, and emotionally. I remember being up late at night, wondering if I made the right decision, or if I was in over my head. But deep down, I knew I wasn’t building this just for me. I was creating something bigger — a home for my team, a better space for our clients, and a place that truly reflected the quality and care we give every day.

So I kept going. I asked questions, figured things out, leaned on support when I needed it, and just kept showing up — even when it was hard.

Now, when I walk into the salon and see how far we’ve come, I’m proud of that version of myself who didn’t give up — even when it would’ve been easier to. That experience taught me that resilience isn’t about having all the answers. It’s about continuing to move forward, even when everything feels uncertain.

Contact Info:

• Website: https://www.vagaro.com/diamondshinenailsllc
• Instagram: diamondshinenails.ashland
• Facebook: Diamond Shine Nails

Image Credits

Ella Finger