6 mins
The Drive For Diversity
Inclusive nail studio owners, CARYS MUNRO & ELSIE TATE, share key pointers for attracting a diverse client base & creating a welcoming space for all
@munro.nails
MEET CARYS MUNRO Carys is the creative force behind Munro Nails, a welcoming, inclusive studio in Newport, South Wales. Drawing inspiration from the beauty of everyday life, she passionately hand-paints intricate nail art, bringing flair to her clients’ fingertips.
MEET ELSIE TATE Elsie is the owner of BEELSIEBUB NAILZ, a gender inclusive, private nail art studio in Cardiff Bay. Specialising in maintaining healthy natural nails and unique hand-painted art, Elsie creates sparkling ‘magickal’ finger jewellery via manicures.
@beelsiebub_nailz
Client frustrations often stem from the oversight of nail technicians who may not fully recognise the importance of catering to a diverse clientele. Creating a welcoming space for all involves proactive steps and simple yet impactful measures, such as clearly communicating the accessibility of your space and offering a confidential platform for clients to disclose their needs before appointments. Furthermore, providing nude shades or builder gels that span a range of skin tones is crucial in fostering an inclusive environment.
Your marketing efforts, such as social media posts, should reveal varied nail artistry on different hands to ensure representation for all clients. This should include those with unique features, such as disfigured fingers or clubbed thumbs. While it seems almost obvious to say, it means people will see these posts and think: ‘Hey that looks like me, I can still get my nails done and they look great!’
By recognising the individual needs of clients, especially factors like age, mobility issues and disabilities (including those that aren’t visible), you can help foster an environment in which everyone can feel valued and comfortable. Consider targeted advertising and thoughtful consideration of accessibility factors, such as the client chair, bathroom accessibility, room setup and lighting.
Communicating your commitment
Ensure sincerity and consistency in your commitment to inclusivity, and make a continuous effort to celebrate diversity within your workspace and client base. Do this by showcasing the accessibility and comfort of your nail area on social media, and clearly advertise accommodations such as silent appointments for neurodivergent clients.
Particularly for individuals of majority groups within the nail community, such as white and cishet (cisgender and heterosexual) individuals, there is a heightened need to actively share content that represents diverse perspectives. For larger businesses or companies, prioritise investing in diversity and inclusivity training, and address unconscious biases among white cishet individuals. Ensure diversity within your core team, or conduct regular check-ins with a diverse clientele, providing them with a space and voice for meaningful input without tokenisation.
Ask your clients what can be done to make the nail experience more inclusive for them. Sometimes, we don’t even realise that something could be changed to support them, yet small changes can make significant impacts. Clients may offer valuable insights into aspects that could be adjusted to better their experience, and opening this dialogue demonstrates a commitment to understanding and meeting their individual needs.
“Diversity is being asked to the party, Inclusion is being asked to dance.”
COURSE BITE
The Open University offers a free course: Diversity & inclusion in the workplace, which introduces the benefits and complexities of developing and supporting a diverse and inclusive workforce. It lasts eight weeks, with around three hours’ study time each week, and is accredited by the CPD Standards Office. Scan to learn more
Key strategies for attracting and retaining a diverse clientele in the nail industry:
1 Inclusive marketing
Using inclusive imagery and messaging in your marketing materials will help to show that your nail services are welcoming to clients of all backgrounds, skin tones and nail types.
2 Diverse service offerings
Offer a variety of nail services that cater to different styles, preferences and cultural influences. This could include a diverse range of nail art options, nail shapes and products suitable for different nail types, and diversifying from ‘traditional salon treatments’ to include barbering and hairdressing, piercings or tattoos.
3 Cultural competency training
This will help employees to not only recognise, but effectively cater to the distinct needs and preferences of clients from diverse cultural backgrounds. Training goes beyond surface-level awareness, delving into cultural nuances, communication styles and practices that may impact client interactions.
4 Representation
By showcasing a variety of hands, feet and nail designs, you not only highlight your creativity and skill, but assure potential clients that they can find a style that resonates with their individual taste and identity.
5 Community engagement
Demonstrating your commitment to serving a diverse clientele involves actively participating in events, forming partnerships and engaging in collaborations with various communities. A noteworthy instance is a collaboration between Keep the Faith Self Care Studio and community space, The Queer Emporium, which brings LGBTQI businesses into a single space. Both are located in the Royal Arcade, Cardiff, and the partnership saw the studio offer free and discounted services to a range of groups, showcasing a proactive approach to supporting specific communities.
6 Client feedback & communication
Consistently seek feedback from clients to understand their needs and preferences, and use this information to customise services for a diverse clientele. Additionally, maintain open communication with specific client groups to guarantee their comfort, ensuring that efforts to enhance accessibility are both thoughtful and effective.
COURSE BITE
Be Trans Aware creates and delivers professional training to empower businesses to attract, welcome and accommodate transgender, non-binary and other gender diverse clients. Training is available for a variety of business types, including the Introduction to Trans Awareness for the Beauty, Hair & Nail Industries course, priced at £95 per person. For more information and to book, visit www.betransaware.co.uk or scan here
ARTIST SPOTLIGHT: Lou of That’s Handy, Cardiff @thats.handy
That’s Handy amplifies the voices of marginalised communities through Instagram posts and Stories, while simultaneously providing a continuous source of nail inspiration. Owner, Lou, is dedicated to sharing information that fosters inclusion, building a community known for its safety and supportiveness.
“To be part of a better and more inclusive world is to not just ‘stay in your llane’ and only post nail pictures. It involves showing your audience that you care about issues that may personally affect them, their culture or the people they know,” Lou explains. “As a cisgender white woman, I ensure that my social media account is inclusive by utilising my Stories to amplify diverse voices. I share articles and important posts that highlight my ethos, and provide an area in my Story Highlights where followers can read more about the importance of inclusion and activism.
“I try to be involved in my local community and support causes that promote diversity and inclusion, and make my pronouns visible. I encourage pronouns to be provided on forms, too. I recommend that fellow pros take the time to listen to each client’s needs and preferences during the consultation process, and incite clients to give feedback about their experience. This shows that you are committed to improving the experience for them.
“Embrace feedback and research the perspectives and life experiences of your clients to respect their boundaries and preferences. Do not just use diversity as a marketing tool. I aim to be sensitive to cultural differences in my studio space through communication styles and by considering non-verbal cues, such as body language. I also try to consider not just physical accessibility, but those who have sensory needs. I don’t think it hurts to ask your clients whether they are happy for you to talk about certain topics, either.”