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

Susana, appreciate you joining us today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

One of the biggest trends we’re seeing is the rise of personalized, artist-driven products that can reach niche audiences worldwide. At Never Have I Ever Shop, we’ve tapped into this by being the first artist-licensed press-on nail brand. This trend allows artists to monetize their creativity directly, while fans get unique, personalized products that resonate with them.

A story that highlights this trend involves one of our recent collaborations with a popular nail artist on Instagram. This artist has a substantial following, and through social media, she shared the process of designing a new line of press-on nails. The use of AI technology in design enabled her to quickly prototype and refine her designs based on real-time feedback from her followers. The result? A collection that was not only a commercial success but also a testament to the power of merging creativity with technology.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m the founder of Never Have I Ever Shop, the first artist-licensed press-on nail brand. My journey into this industry is a blend of passion, creativity, and the desire to bring something unique to the market.

At Never Have I Ever Shop, we collaborate with talented nail artists to design exclusive press-on nail collections. Each set is a piece of art, reflecting the unique style and creativity of the artist behind it. Our products are not just nails; they are a form of self-expression and a way to showcase personal style effortlessly.

Problems We Solve:

Accessibility: Not everyone has the time or ability to visit a nail salon regularly. Our press-on nails provide a convenient and cost-effective alternative without compromising on style or quality.
Artistic Expression: We give artists a platform to showcase their work and reach a broader audience. Fans of these artists can now own a piece of their creativity in the form of beautifully designed nails.
Customization: We cater to a wide range of preferences, offering diverse designs that allow individuals to express their unique personalities through their nails.
What Sets Us Apart:

Artist Collaborations: We are the first in the industry to offer artist-licensed press-on nails. Each collection is exclusive and reflects the distinct style of the collaborating artist.
Quality and Design: We prioritize quality, ensuring that our nails are durable, easy to apply, and look professional. Our designs are meticulously crafted to offer something special that you won’t find elsewhere.
Community Engagement: We actively engage with our community through social media, sharing behind-the-scenes content, design processes, and listening to feedback to continuously improve our offerings.

Have you ever had to pivot?

For many years, I loved my corporate job as a global marketing manager. The role was challenging, fulfilling, and allowed me to work on exciting projects with a talented team. However, over time, I realized that I wanted to do more. I wanted to create a tangible impact on the community that I deeply care about—creative individuals and artists who often struggle to find a platform to showcase their work and earn a living from their passion.

This realization inspired me to take a break from my corporate career and focus on building a business that could bridge this gap. That’s when the idea of Never Have I Ever Shop was born. I envisioned a platform where talented artists could collaborate with us to create unique press-on nail collections, enabling them to reach a wider audience and monetize their creativity.

Transitioning from a secure corporate job to starting my own business was not easy. It required a leap of faith, a lot of planning, and a willingness to embrace uncertainty. I had to learn new skills, understand the intricacies of running a business, and build a network from scratch. But the motivation to create something meaningful and impactful kept me going.

One of the most rewarding aspects of this pivot has been the feedback from both artists and customers. Seeing artists thrive and customers excited about our products confirms that the decision to pivot was the right one. This journey has also allowed me to develop a business model centered on collaboration and community impact, which we proudly refer to as the B-collab model.

This model not only supports artists by providing them with a platform but also engages our community by offering them unique, artist-licensed products. It’s a win-win situation that fosters creativity, supports small businesses, and offers something special to our customers.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

One of my favorite marketing stories from Never Have I Ever Shop is about the time we managed to get our products into 138 stores within just six months of launching the brand. It was a challenging yet exhilarating experience that required strategic risk-taking and unwavering determination.

When you are determined, anything is possible!

Contact Info:

• Website: https://neverhaveiever.shop/
• Instagram: https://www.instagram.com/neverhaveiever.shop/