We’re excited to introduce you to the always interesting and insightful Elizabeth Wyant. We hope you’ll enjoy our conversation with Elizabeth below.

Elizabeth, thanks for taking the time to share your stories with us today Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

One of the biggest risks I ever took was leaving behind a stable career in education to open a nail salon with my brother—even though neither of us had any experience running a business. I had my cosmetology license since 2014, but I had chosen a different path and worked as an elementary school teacher. Teaching gave me a steady paycheck, benefits, and security—but I felt unfulfilled. I always kept my love for nails alive on the side, and after living in South Korea for three years, I became deeply inspired by their artistry and approach to nail care. I dreamed of creating something like that here, but it felt too big, too risky.

Everything changed in 2022 when my brother, Arturo, encouraged me to go for it. We decided to take the leap together and open Chéri Nails & Spa in El Paso, TX. Without his support, both emotionally and financially, it wouldn’t have happened. We started with very little—no savings, no business plan, just a shared vision of creating a space that celebrated beauty, wellness, and community.

It was scary. I left teaching with no backup plan and threw myself into learning how to actually run a business—branding, hiring, bookkeeping, marketing, everything. There were mistakes and moments of doubt, but there was also growth. I created a salon culture that prioritizes healthy nails, exceptional service, and empowering women—and people noticed. Our clients felt the difference, and our reputation grew.

Taking that risk completely changed the direction of my life. Today, Chéri is thriving, and my brother and I are closer than ever. We built this together from the ground up, and now I’m dreaming even bigger—of expanding into multiple locations, franchising the brand, and eventually mentoring other women to do the same. That leap wasn’t easy, but it was worth everything.

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.

Hi, I’m Elizabeth Wyant—nail artist, salon owner, and co-founder of Chéri Nails & Spa in El Paso, TX. I’ve been a licensed cosmetologist since 2014, but my journey into the beauty industry has been anything but traditional. I actually started my career as an elementary school teacher, and for a long time, nails were just something I did on the side because I genuinely loved it. But after living in South Korea for three years, I fell in love with the precision, creativity, and self-care culture behind Korean nail artistry—and it completely changed the way I saw the craft. That experience planted a seed that eventually grew into a full-blown dream: to open a salon that blended high-end technique with heart and intention.

In 2022, I took the leap with my brother, Arturo, and together we opened Chéri Nails & Spa. We started with no business background—just passion, grit, and a shared vision to create something different. Our salon specializes in healthy nail services like Gel-X extensions, Russian manicures, rubber base and builder base manicures—all done with an emphasis on natural nail health, detail, and hygiene. We’ve created a space where women can not only feel pampered but also supported, celebrated, and safe.

What sets Chéri apart is more than just technique—it’s our culture. We’re a drama-free zone, we empower our artists, and we pour love into every detail—from the service itself to the Jo Malone hand massages we finish every appointment with. It’s the little things that make the biggest impact.

I’m most proud of the community we’ve built. Our clients trust us because they know we care—not just about the look of their nails, but about their experience as a whole. And as we grow, I want people to know that Chéri isn’t just a salon—it’s a movement. It’s about redefining beauty standards, fostering female empowerment, and showing other women that with hard work and a little faith, they can build their dream life too.

Whether you’re a client, a fellow creative, or someone dreaming of starting your own business, I hope our story shows you what’s possible.

What’s a lesson you had to unlearn and what’s the backstory?

The biggest lesson I had to unlearn was how to be an employee.

I spent most of my early adult life following rules, meeting expectations, and waiting for permission—because that’s what being a “good employee” looks like. I was a teacher for several years, and before that, I worked in jobs where you did what you were told, kept your head down, and tried not to make waves. I got really good at taking direction, working within a system, and not questioning authority—even when things didn’t sit right.

But when I opened Chéri Nails & Spa with my brother, all of that had to go out the window.

There was no one to give me a checklist. No clock to punch in or manager to ask for help. Every decision—from branding and pricing to hiring and conflict resolution—was mine to make. And suddenly, I realized how much I had internalized the mindset of an employee: asking for approval, avoiding risk, and doubting my own authority. That way of thinking kept me small.

I had to unlearn the idea that someone else always knows better. I had to start trusting my own vision, owning my decisions, and learning to lead—even when it was uncomfortable. It was messy at times, and I made mistakes, but it also gave me the freedom to create something that reflects who I truly am.

Now, I lead a team, run a business, and make moves with confidence—not because I always have the answers, but because I’ve learned how to trust myself. And that’s been the most liberating part of this journey.

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

For me, the most effective strategy has been creating an experience that clients want to come back to—and share with others. At Chéri Nails & Spa, we don’t just focus on nails—we focus on how our clients feel. From the moment someone walks through the door to the final touch of Jo Malone lotion at the end of their service, everything is intentional. That attention to detail builds loyalty, and loyal clients are your best marketers. Word-of-mouth has been the most powerful way we’ve grown.

Social media has also played a huge role. I show up consistently on Instagram with photos, videos, and behind-the-scenes moments—not just of our work, but of our salon culture and team. People want to know who’s doing their nails. They want to feel connected before they book, and social media gives them that window. I also make a point to engage—reply to comments, DMs, tag clients, repost their stories. That kind of connection builds trust.

Another game-changer has been collaborating locally. Partnering with other small businesses in El Paso—whether it’s through pop-ups or cross-promotion—has introduced us to new audiences and aligned us with brands that share our values. It’s a great way to grow your name organically and within your own community.

At the end of the day, I believe people return to places where they feel seen, valued, and pampered—and they tell their friends about it. If you can create that kind of environment and pair it with a strong online presence, your clientele will grow naturally.

Contact Info:

• Website: https://cherinailsandspa.com
• Instagram: https://instagram.com/_cherinails_

Image Credits

If you choose to use the photo with my former students, I kindly ask that their faces be blurred to protect their privacy.