Making nail magic

As family-run Somerset brand, Nailchemy, celebrates a dazzling transformation, its founders share the company’s success story

One evening in 2017, Hayley Partridge had a vision, in which she and her husband, Dave, were presenting a nail product at a trade show. Fast forward seven years and the pair has proven that a vision can become a reality, with professional nail brand, Nailchemy, thriving under their operation. Just like the magic that brought the idea of Nailchemy to them, ‘creating magical nails’ is the focus and tagline of the company’s vast product range. Now, as Nailchemy continues its commitment to customer satisfaction, it is rebranding – and we explore its journey from vision to victory...

Nailchemy HQ.

Dave & Hayley Partridge.

Brand beginnings

“It was in May 2017 when Hayley told me about her dream, yet she couldn’t remember the name of the brand we presented in it: just that it linked to nails and alchemy,” reveals Nailchemy co-founder & director, Dave Partridge. “’Nailchemy?’ was my instant response, and we both got goosebumps. That day, I registered the domain name, social media handles and trademark, and in September 2017, Nailchemy officially launched.”

The Nailchemy way

“Our ethos has always centred around inclusivity and support for nail technicians at every skill level,” say Dave and Hayley. “We have created a nurturing, empowering community, in which individuals can ask questions and seek guidance, share their work and thrive without fear of judgment or overwhelm.”

Headquarters

Since December 2021, Nailchemy has been based in its third premises in Bridgwater, Somerset. “Our HQ features a shop, multi-functional training room, office and nail and beauty salon, which doubles up as an additional training space. Everything is on one level, so we are DDA (Disability Discrimination Act) compliant,” Dave and Hayley comment.

Nailchemy HQ team members.

Team talk

Alongside Dave and Hayley, the Nailchemy HQ team comprises four staff: an operations manager, academy supervisor, graphic designer and general assistant. Beyond this, the team includes over 20 UK educators and 23 brand ambassadors, who have set up group chats to offer each other support.

Product focus

“From soak-off products such as Gel Polish and Builder Gel to Origin Hard Gel, Aura Acrylic-Gel and Genesis Acrylic, Nailchemy covers every core nail product category,” explain Dave and Hayley. “We also offer an extensive range of nail art products, from Artisan Gel Paints to Glitter and Chrome Powders, and provide nail tech essentials, including manicure and pedicure products, tools and liquids. Via Nailchemy, beauty professionals can source waxing, facial, eyelash and brow products from third party providers, too.

“Product formulation is paramount, and we use high-quality ingredients that not only deliver exceptional results, but prioritise health & safety,” the duo continues. “Each product undergoes rigorous testing to ensure efficacy, longevity and ease of use. By being a member of the Cosmetic, Toiletry, and Perfumery Association (CTPA), we further demonstrate our dedication to compliance, safety and best practices.”

Nailchemy Academy

Offering over 45 accredited nail and beauty training courses and over 20 online nail art workshops, Nailchemy’s educational arm is led by Hayley as principal tutor. “Interacting with students fills me with joy, as I witness their growth and passion for nails and beauty,” she tells Scratch. “It’s incredibly rewarding to contribute to shaping the future of the sector through education and is not just a job: it’s a privilege.”

The Nailchemy Academy premises.

Success spotlight

“One of Nailchemy’s proudest achievements is receiving Trading Standards UK’s Buy With Confidence stamp in 2023, because it validates our dedication to providing exceptional products and customer service,” smile Dave and Hayley. “Achieving the stamp was a rigorous process that involved demonstrating our commitment to quality, integrity and customer satisfaction. We understand that we are the first and only professional nail brand to currently hold this recognition.”

BEST SELLERS

• Titanium Soak Off Builder Gel collection.

• Glow-in-the-dark colours from the Lumos Gel Polish collection.

• High-Performance Nail Dust Collector, which has sold more than any other Nailchemy product!

Nails showcasing the Lumos Gel Polish collection.

Titanium Soak Off Builder Gels.

2024 rebrand

“After nearly seven years of the same packaging, we feel it’s time for a fresh look,” detail Dave and Hayley. “Our UV Gel Polishes and Soak Off Builder Gels are now housed in sophisticated, black square bottles with rose gold lids. We’ve listened to customer feedback by introducing Gel Polish in a 10g size priced at £8.99 + VAT, and Soak Off Builder Gel and Gel Polish Essentials in 17g bottles for the same price as the previous 15ml size.

“Our rebranding efforts are not just about aesthetics and pricing: they include a commitment to product safety and compliance,” the pair continue. “We’ve reformulated our Gel Polishes to be HEMA and TPO-free, in line with upcoming regulatory changes. We’re working tirelessly to ensure that all Nailchemy products meet regulatory requirements well in advance of deadlines.”

Future plans

“While we’re incredibly excited about what 2024 holds, our ultimate goal is to continue growing and evolving, while staying true to the values that define Nailchemy,” note Dave and Hayley. “We’re committed to maintaining our high standards of quality and excellence, and striving to exceed those. Our hope is to help customers create magical nails for years to come.”

Nailchemy products are available via www.nailchemy.co.uk