SCRATCH PADS

Geanina Cazan’s industry story began in 2017, when she completed her first nail course. The registered nurse had been pursuing a career in the health sector, but was keen to turn her interest in nail styling into a source of additional income. This marked the start of a blossoming journey, which has led to the opening of a stunning salon in the affluent Regency town of Cheltenham, Gloucestershire.

The prologue

Before we immerse in the main story of the salon’s success, let’s turn back to the beginning of Geanina’s nail career, which saw her tend to the nails of family members on a mobile basis as she built up her portfolio. As her confidence increased, her work was recommended to friends and neighbours. “I loved doing their nails, but I kept comparing my work to nail masters on Instagram, and pursued further training in Romania,” she shares. “I also moved into a flat with my husband, and set up an area in the living room to offer appointments from home.” Geanina went on embrace nail artistry and embellishing, and in 2019, felt confident enough to turn her side hustle into a full-time job. However, Covid-19 threw a curveball, and her dream of regular nail styling came to a halt.

While Geanina continued to work as a nurse throughout the pandemic, she undertook health & safety training, to eliminate any dangers on returning to work in the beauty sector. She missed her nail clients and continued to hone her stills on nail tips and via online courses, before 2022 rolled around and she could reopen her books to clients. By the end of the year, she had elevated her pedicure skills and grown her social media following, and was presented with the opportunity to rent a room in a local salon.

“I felt invigorated by the idea of creating a space that involved more than having a treatment. I wanted to launch an environment in which clients could enjoy nail and beauty services, and receive advice on supporting their needs.”

“I met so many wonderful clients; each with a different story, and loved being the person who would welcome them with a bright smile and offer an ear to their tales,” she shares. “The experience within the salon made me realise the benefits of great customer service, and that clients need to learn more about the products and practices that support great nail health. Six months into my work at the salon, I felt invigorated by the idea of creating a space that involved more than having a treatment. I wanted to launch an environment in which clients could enjoy nail and beauty services, and receive advice on supporting their needs. Thus, the concept of Chapter1 was born.”

The main story

Geanina had a firm idea of the vibe she was keen to create in her salon, and the colours and furniture pieces she wanted to introduce. The only issue was finding a premises that could accommodate her plans. “None of the places I visited made me feel the joy I desired my clients to feel when walking into my space, and I spent months searching for the perfect fit,” she shares. “It was on my way to work that I noticed a ‘To Let’ sign in a window on St George’s Street, in the city centre, and I called to book a viewing for the following day.”

Geanina felt pangs of nervousness all evening, which would transpire to be a positive gut instinct about the premises. “As soon as the agent opened the door, I knew it was the space I had been searching for,” she reveals. “It was so elegant; with high ceilings, chandeliers and a rustic, wooden floor. I made an offer immediately, which was accepted within days, and I started ordering items on my wish list before picking up the keys to the premises a few weeks later.”

It was two months before the passionate nail stylist was ready to open Chapter1, and she credits this time as one of the most exciting of her life. The former office space had been vacant for two years and was a blank canvas for Geanina’s vision, which came to life in late October 2023. “Chapter1 is based in a Victorian-style building, and the door opens into a hallway, with a high ceiling and large chandelier,” she describes. “The first room on the right is my room, which features big windows facing the main street, and from which I offer classic manicure and pedicure treatments, nail enhancements, gel polish, lacquer and BIAB™ services using products from The GelBottle Inc and Reforma Nail Systems.”

A fireplace offers a cosy feel to the salon space, and next door to Geanina’s room is a hair and make-up studio. Down the corridor is the staff kitchen, bathroom and a third room for massage treatments. While Geanina services nail needs, she works alongside three self-employed professionals who offer beauty and hair treatments from Chapter1, and credits the respect and care they have for each other in the workspace.

“There will be no competition if you continue to better yourself and focus on doing the best you can.”

Setting the scene

Chapter1 is easily accessible by public transport and in close proximity to the high street, which houses upmarket retail outlets and galleries. “Our clients are those that seek high-quality services in a relaxing space,” Geanina shares. “My aim is to make them feel welcome and comfortable, therefore I try to get to know them and ensure they have a smooth journey, from booking to treatment completion. I have an online booking app, but always reply to private messages about certain services or support with enquiries about the salon’s location or parking facilities. Details are so important in ensuring a great customer experience. I have spare umbrellas in case a client forget theirs or the weather changes, and hot water bottles if they feel a chill.”

This attention to detail continues into the décor of the salon space, which boasts core shades of green, white and gold to suit Geanina’s vision of a relaxing and luxurious environment. Nods to the Gloucestershire area are infused throughout, with wall art created by a local artist and the nail desk bought nearby, with its resin marble top hand-made by a designer in Cheltenham.

The Chapter1 team has received extraordinary support from clients, friends and family members, and appointments fill up fast thanks to recommendations. “I have welcomed my regular clients and many new clients to the space, and the positive feedback pushes me to keep standards high,” Geanina comments. “It has not been hard to gain clients, but I want to ensure that their individual needs continue to be met. Heading home each day knowing that they are happy fills me with good energy.

“I am still at the beginning of my Chapter1 journey, but I hope to always ensure a positive experience so that the story can continue to evolve.”

www.chapter1salon.com @chapter1cheltenham

Images courtesy of photographer, Laura Hatos.

“Our clients are those that seek high-quality services in a relaxing space. My aim is to make them feel welcome and comfortable, therefore I always try to get to know them and ensure they have a smooth journey, from the booking to treatment completion.”