We recently connected with Ema Vyhlidal and have shared our conversation below.

Hi Ema, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

At the heart of my business is a commitment to creating a comfortable, personalized experience for each client. Unlike many salons that focus on quick turnover, I prioritize the client’s comfort, nail health, and long-lasting results by using high-quality gel-based products. I also continually expand my education to ensure I’m offering the best services available. It’s not just about the service itself, but about building a relationship and providing a space where clients can truly relax and enjoy the experience. This focus on quality and care is what sets my brand apart.

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.

I got into nails at the age of 13, doing my own manicures, and developed a deeper passion for natural nail health during my first salon job. I continued learning about the importance of nail integrity and the potential for product allergies. This sparked my focus on helping clients grow and maintain strong, healthy natural nails, free from the damage that often comes with salon services. I prioritize using high-quality, gentle products and creating personalized experiences that nurture the nails rather than just cover them up. What sets me apart is my commitment to both education and long-term nail health, ensuring clients leave with not just beautiful nails, but nails that are strong and well cared for. I’m proud of the relationships I’ve built with clients and the positive impact I’ve had on their nail health and confidence.

Where do you think you get most of your clients from?

The best source of new clients for me has definitely been Instagram, which has helped me showcase my work and connect with potential clients. However, word of mouth has been just as powerful, especially in the beginning. I received many referrals from my regular clients, and their trust and recommendations have played a huge role in building my client base. It’s been incredibly rewarding to see my work shared and appreciated by people who value both the quality of service and the personal touch I offer.

How did you build your audience on social media?

I built my audience primarily through consistent marketing on Instagram and in Facebook groups, where I could showcase my work and connect with potential clients. The key has been consistency—posting regularly with visually appealing content that reflects my brand’s aesthetic. My advice for beginners is to stay consistent and focus on creating content that resonates with your ideal audience. This approach will help attract the right clients over time.

Contact Info:

• Website: https://emavbeauty.com
• Instagram: https://www.instagram.com/emavbeauty/profilecard/?igsh=ZHZlNGNudW5nejM3
• Facebook: https://www.facebook.com/emavbeauty?mibextid=ZbWKwL

Image Credits

Kate Schwindt Photography
Ema V Beauty LLC