We’re excited to introduce you to the always interesting and insightful Justene Fernandez. We hope you’ll enjoy our conversation with Justene below.
Justene, thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
My journey for nails started off with my own personal desire for better nails. I would always be getting new sets at the nail salon and I never liked any of them. They would either come out too bulky, uneven, or just not what I wanted. I decided to attempt to do my own nails in for New years of 2019 and I loved them. I continued to change my nail designs every week while continuing to purchase more and more nail products. Soon the 2020 lock down hit and I had nothing else to do other than practice. My family and friends would come over and I would do their GelX sets and they would give me feedback. By doing nails on my family and friends I gradually gained my confidence and my skill for GelX nails. After the lock down I felt more comfortable to expand my business to friends of friends or even word of mouth from my instagram. Making myself feel better with the nails I was creating on myself made me more driven to make people feel the way I felt. I would always hear stories of clients being shy to say anything if they don’t like their design or if its not what they want, When my clients come to me I make sure they speak up and tell me what they like and don’t like so they can feel free to express themselves in my chair and walk out confident with a fresh set of beautiful GelX nails.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I got started in the industry by practicing nails on myself, then branching out to family and friends, then soon new clients. When I started to take more and more clients I decided I wanted to go to school and get my license. I got my license in 2021 and it was the best thing to establish my business. I soon became full time and started promoting myself, giving people discounts on their set if they posted the nails I did on them and tag me. I had to make sure I continued to practice all the time and keep up with all the constant nail trends on TikTok and Instagram, which is a lot. I create a welcoming and comfortable GelX service, I love making my clients feel comfortable while getting their nails done and by the second time they come they are sitting in my chair telling me all the tea that happened since she was last here. I love connecting with my clients and providing them with nails that they love. The GelX service it self has been around for sometime not but just became popular over the last few years. I am most proud of my nail experience. I have been practicing nails for 5 years now and loved every second of it. I just love the feeling I get when I see my clients reaction to the design they had me do on their nails and when they see the final product my clients just seen my clients shift into a different person with nails is the best. I love performing a set on every client knowing that they will be comfortable to communicate with me and let me know what they want and don’t want.
Can you tell us about what’s worked well for you in terms of growing your clientele?
The most effective strategy for growing my clientele would be word of mouth. I feel like that is one of the best ways to gain your clientele. I would have new clients booking an appointment telling me they work at target and she liked on of the customers nails so she asked where she got them done and they said my name. I have another client who works at boiling crab and customers going and and seeing her set asking where she got them done then them soon booking an appointment with me. I love promoting myself on instagram too but the algorithm is a little tricky to figure out these days so I try to just give my cards out or really just push that word of mouth. Even include a referral program is a great way to have new clients come in and try your nails and get a discount at the same time. Then hopefully they love the service so they keep coming back for more.
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
I feel like just recently I listened to a podcast that really stuck with me in a different way, It was the La Platica Podcast episode 99 with Itati Lopez. That podcast episode was amazing and I felt like Itati went into detail with her struggles in her business and her successes with it as well. It really inspired me and made me just want to work harder and do more things for my business and provide my services to continue to just grow my business. I feel like Itati’s story just explains that everyone has a struggle in their own different ways and its how you come out of the struggle is what is important. She also explains how much resources we have in this time and that if you really want it and you fight hard to get it you will get it! I feel like I needed to hear that podcast and just keep my head up and understand there are so many ups and downs to a business and I just have to keep pushing through and fight the barriers and keep trying to get myself to the top with my business. I soon hope when I am there and when people see me they think how they can do it and get there too no matter the struggle.
Contact Info:
- Website: https://justeneduzbeauty.as.me/
- Instagram: justeneduzbeauty