We were lucky to catch up with Erica Schlabach recently and have shared our conversation below.

Erica, thanks for joining us, excited to have you contributing your stories and insights. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.

Absolutely! I’m all about shaking things up in the beauty world with our passion for dry manicures and pedicures. While many nail salons and beauty brands offer manicures that are more generic and less specialized, we’ve honed in on the intricacies of the dry manicure technique, making clean, healthy cuticles into an art form.

We’re not just selling manicure tools; we’re creating a supportive community for nail pros to perfect their craft. We know a dry manicure is about more than just looks—it’s about precise cuticle exfoliation and making sure manicure will last. That’s why we’ve crafted top-notch tools like our diamond bits and electric nail files to help nail pros do just that.

Education is a big deal to us too! We have a treasure trove of tips and training to help every nail enthusiast learn our techniques. We’re cheering on our community to be the best in the biz!

So, think of Erica’s ATA as more than just a brand—it’s a movement! We’re here to shake up the nail game, focusing on quality, learning, and making sure everyone leaves with a smile and fabulous nails.

Erica, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

After earning my MBA, I jumped into the family business to navigate its growth in the booming world of e-commerce. With the internet revolutionizing the way businesses operate and people shop and learn, I saw an exciting opportunity to elevate our trusted platform.

I was passionate about raising our customers’ expectations and helping them flourish both professionally and personally. That’s when I realized the potential of the dry manicure, also known as the Russian manicure. I knew this craft could be our game-changer, offering our customers a unique and high-quality experience that would set us apart in the industry.

But my passion goes beyond just nails. I am so deeply invested in empowering nail professionals to succeed in their careers. That’s why Erica’s ATA as more than just a brand—it’s a supportive community, a learning hub, and a launchpad for nail artists.

Education is close to to my heart as well. I know the power of knowledge and I’m committed to providing comprehensive training programs and resources. Whether it’s through our YouTube channel (@EricasNails) or hands-on workshops, we are dedicated to helping others hone their skills and reach their full potential.

When I clock out at Erica’s ATA, I channel my passion into laying the groundwork for exciting new ventures. I’m currently crafting plans for a cutting-edge nail school that aims to redefine industry expectations. With a focus on comprehensive training, my vision is to equip students with the skills and knowledge they need to thrive in their own businesses post-graduation.

But that’s not all— I’m also working on building a retreat center designed to offer groups of people a unique opportunity to connect, learn, and grow. Whether it’s workshops, networking events, or personal development retreats, this retreat center in Columbia, TN will be a haven for those looking to expand their horizons and build meaningful connections.

In every endeavor, my goal remains the same: to inspire, empower, and make a lasting impact.

How’d you build such a strong reputation within your market?

Honestly, I think it’s a mix of my passion for what I do and my willingness to shake things up a bit. I’ve always believed that dry manicures and pedicures have a place in the nail world, even when everyone else was all about the water. So, I guess you could say I’m not afraid to swim against the current?

But it’s not just about the nails. I think people appreciate that I’m authentic and down-to-earth. I’ve never been one to sugarcoat things or pretend to be something I’m not. Whether it’s sharing my journey or giving advice, I always try to keep it real.

Plus, I love connecting with people! Whether it’s chatting with fellow nail techs, sharing tips, or getting to know my clients, building relationships is key. After all, the beauty industry is all about making people feel good, and what better way to do that than by getting to know them?

So, I’d say it’s a combination of my passion, authenticity, and love for connecting with others that has helped me build my reputation in the industry. And let’s not forget a sprinkle of daring to be different—that never hurts!

Have you ever had to pivot?

Ah, that’s a moment I’ll never forget! A few years back, one of our staple items was a real hit with our customers. It was a product we were proud of and had built our reputation on for 25+ years. But as the market started to flood with cheaper, low-quality versions, we faced a tough decision.

At first, I was hesitant to let go of something that had been such a big part of our brand. I knew our customers loved it, and I didn’t want to let them down. But as the competition grew fiercer and the quality gap widened, it became clear that sticking with the status quo wasn’t an option.

So, we made the tough call to pivot. We decided to phase out the staple item and focus on expand another product line that we manufacture in the US—something that would not only meet but exceed our customers’ expectations. It wasn’t easy, and we knew we’d face some disappointment from our loyal customers in the short term.

But in the long run, it was the right move. By adapting to the changing market and maintaining our commitment to quality, we were able to stay ahead of the competition and continue to deliver products that our customers could trust and rely on. It was a valuable lesson in the importance of staying agile and putting our customers’ needs first, even when it means making difficult decisions.

Contact Info:

• Website: https://ericasata.com/
• Instagram: https://www.instagram.com/ericasata/
• Facebook: https://www.facebook.com/people/Ericas-ATA/100063803030176/
• Youtube: https://www.youtube.com/ericasata