We were lucky to catch up with Zoe Nguyen recently and have shared our conversation below.

Alright, Zoe thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

I didn’t have one dramatic “lightbulb moment” – it was more like a slow burn fueled by equal parts creativity, ambition, and a healthy dose of corporate fatigue. I knew I wanted to build something that made people feel good about themselves while also giving me the freedom to step off the corporate ladder and create a life on my own terms.

It started small, doing nails for friends, then friends of friends, then suddenly people I’d never met were booking appointments. Somewhere between late-night sets and fully booked weekends, I realized my “side hustle” had quietly become *the* hustle. That was the moment everything clicked.

In 2021, I finally took the leap and opened my own shop. But I was intentional about the kind of space I wanted to create. I didn’t want to be just another staple salon churning people in and out. I wanted to keep the artistry alive. For me, nails are personal. They’re confidence, self-expression, therapy, and tiny wearable art all rolled into one.

What excited me most was the idea of creating an experience where people walked in for a service but left feeling elevated. I saw a gap between basic beauty services and true artistic connection, and I knew there was room for a brand that treated nail artistry like, well… actual artistry. Turns out, a lot of people were craving exactly that.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

My brand is really rooted in versatility and artistry. I’m not the kind of nail artist who only stays in one lane. One day I’m doing sleek minimalist sets, the next I’m hand-building dramatic 3D designs covered in gemstones and crystals. I love pushing creativity and giving clients nails that feel custom to them.

What sets me apart is that I don’t just see nails as a beauty service – I see them as wearable art – or an extension of ourselves. Every set is a chance to create something bold, detailed, expressive, or completely over-the-top in the best way possible. Honestly, if it can be imagined, I probably want to try it on a nail.

What I’m most proud of is building a brand where creativity comes first. My clients know they can come to me with an inspiration photo, a random idea, or even just a vibe, and I’ll turn it into something uniquely theirs. I want people to know that when they book with me, they’re not just getting a manicure, they’re getting an experience, a conversation piece, and a little confidence boost all at once.

What’s been the most effective strategy for growing your clientele?

The biggest driver of my clientele has definitely been word of mouth – and honestly, I think that’s the best compliment you can get in this industry. When someone trusts you enough to recommend you to their friends, family, or coworkers, that kind of loyalty is priceless. I’m incredibly grateful for the clients who have been with me since the very beginning because that support speaks louder than any follower count ever could.

Instagram has also been huge for my business because nails are such a visual art form. It gives me a space to showcase my work, my creativity, and the little details that make each set unique. People can scroll my page and instantly get a feel for my style.

But at the end of the day, social media might bring people to the page – consistency, relationships, and good work are what keep them coming back. That’s the part I’m most proud of.

What’s been the best source of new clients for you?

Networking has honestly been my secret weapon. I meet people everywhere – through clients, around the city, at random events, even in everyday conversations. I’ve learned that a great set of nails is a conversation starter all by itself.

A lot of my new clients come from genuine connections and good energy. People are naturally drawn to spaces and experiences that feel welcoming, creative, and fun. And let’s be real, everyone is open to a fresh set and a good vibe!

I think that personal connection makes all the difference. Clients don’t just remember the nails, they remember how you made them feel. That’s what keeps the referrals coming.

Contact Info:

• Website: https://www.indynails.com/
• Instagram: https://www.instagram.com/indynails5949/

Image Credits

Enchanted Illusions Photo+Film