BEHIND THE GRAM

Jema Baynes – Aberdeen @jellybayn_nails 96.1K followers

What makes me happy

My personal life is dedicated to my partner of 14 years, Scott, and my Goldendoodle, Dudley or ‘Duds’. We go for long walks, and Scott and I are extremely artistic, so we spend time drawing or painting.

My nail journey

I enrolled on a Fashion & Textiles course after school, but my heart wasn’t in it, so I pursued Beauty Therapy at college. I most looked forward to nail art lessons and practiced a lot in my spare time. Now, I run two small businesses: Jellybayn Beads, a beading and jewellery brand, and Jellybayn Nails, which keeps me busy year-round.

Career highlight

One of my greatest achievements is my collaboration with MoYou London. It saw three of my designs released on 600 nail strips, which sold out within days! Another pinch-me moment was when my local newspaper interviewed me for an article. After it was published, I was contacted by a number of people who wanted to book appointments.

Signature nail look

I’ve always liked an extreme use of colour. My signature details are dots and glitter to fill negative space, or different art on each hand. Many people say that they can easily spot my designs on social media or in public!

A day in my life

I worked from my spare bedroom for seven years, before moving into a cabin in my gran’s garden. Clients are encouraged to wear what makes them feel comfortable, and many bring their slippers or wear loungewear or pyjamas. I put a programme on for them to watch or ask if they want to listen to a podcast.

Social media advice

My Instagram presence has grown a lot in the last two years. I think being unique and true to my style has been key to this. I set myself limits on how often I post and prepare drafts for ease. I also take breaks from social media every few months.

My top three social media tips are:

1. Find your niche and stick toto it. Showcasing your own style will help you attract a loyal, like-minded following.

2. Research trends, hashtags and page tags. Altering trends to align with your style will encourage recreations from techs. Trending tags can also help you to reach more people, and increase the chance of being featured on the ‘Explore’ page.

3. Share parts of your personal life, as people love to see the face behind the business.

My inspirations

I am often inspired by Pinterest images and fashion trends, and enjoy putting my own spin on nail trends. I don’t stick to one painting style, which keeps appointments fun for me and my clients. My nail art ranges from fine lines and geometric shapes to cute looks and dark, grungy designs.