We caught up with the brilliant and insightful Jordin Parrish a few weeks ago and have shared our conversation below.

Jordin, thanks for taking the time to share your stories with us today One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

As a Nail Tech and a Facilities Supervisor (Yes, I run operations ironically while owning), I show my customers/clients that I appreciate them by being professional and intentional. I think that sometimes (in this society) professionalism is a lost art. As I work on and gain clientele: manners, timeliness, respect and consideration goes a long way in both arenas. The importance of “Hi, how are you” or Welcome, thank you for choosing Be. Jord to service your beauty needs today:” Say’s that I appreciate your time, money and trusting me with how you want to feel and look at the end of your appointment with me.

I am intentional about the experience I give people through my brand. Not only is it a reflection of who I am as a person but I think about the teenager who may be interested in the profession and looking for a mentor, the care i give a pregnant mom who just wants to relax or the Bride who wants to ensure that I care about her day and pictures as much as she does.

I learned early on that it isn’t the service or product that makes a good brand but it is the thought and intentionality behind it that makes the customer want to experience what it is you have to offer.

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.

My name is Jordin Parrish, 29, a Facilities Supervisor where I run corporate offices by day and a licensed nail technician/ business owner by night, from Upper Marlboro Maryland. A proud graduate of the illustrious Clark Atlanta University with a PR background (yes, I wear many hats) currently living in Atlanta, GA. With all that my first love has always been nails! I have been doing them since I was 8 years old and I got licensed at 16. While, everyone my age enjoyed their summer, I enjoyed learned the chemistry, anatomy, diseases, beauty and functions of the nail industry. Now today, I am the owner of Be. Jord Nails which was founded during the pandemic of 2020 and opening a suite this summer of 2024. Be. Jord came about because I want my customers to feel my love for nails through their service. As I have matriculated through the industry, I have two things that I want to be an advocate of change for:

1. Mentorship; There are only 2.4% of African American LICENSED nail techs in the world according to google research and although I like to do nails, I want to teach more. the essence of healthy nails has been lost a bit with self teaching (which is fine) but OSHA and diseases are real too and that can’t be forgotten.

2. Presence: I am currently working on a polish line and my hope is to be on shelves next to lines I myself have loved and used over the years. However, I don’t see any (where I shop) black owned nail lines in our stores and I want to change the wall up a bit. There is so many black nail techs that I follow and support their brands that the thought of opening our own wholesale store has crossed my mind a time or two for Maryland and Georgia as well because I want to do it. shout out to the nail leaders in North Carolina who have already done it!

Any advice for growing your clientele? What’s been most effective for you?

Staying Honest!

The most effective strategy for growing clientele is to be honest about where you are as a service provider. Just because you are knowledgeable about the trends doesn’t mean you specialize in them or that you have created that to be your niche but you are willing to try. I love my clients that let me try new skills on them and we figure it out together but I also love my clients who get what they get because the service and skillset speaks for itself.

I always wanted to be a really great nail artist because I am such a creative, somehow art and my creativity didn’t mesh together with the stroke of the brush. But for where I lack in artistry I make up in Frenchie’s (the girlies that know, know)and a bomb Pedicure! Ha!

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

I had to unlearn perfectionism still in progress but what I felt I lacked doesn’t define the whole of me! Not as a nail tech or business owner. I perfect where I am most skilled and I stay up breast of the new and practice it but until I am comfortable I have no problem referring clients to another nail tech sister who can accomplish the clients vision while giving them the same service I would. Teamwork makes the dream work for me !

Contact Info:

• Instagram: __jordinnnnn
• Linkedin: Jordin Parrish

Image Credits
Portrait photo credit: Jesse Kearse