BEHIND THE GRAM

Get to know social media nail stars as they offer an insight into their lives & share content creation tips

Chelsey Downie – Lincoln, UK

103K followers

My nail journey

While at university in 2012, I had the idea to make hand-painted press-on nails. I started selling them online and by the time I graduated, I had made around £10,000! I began working as a primary school teacher, but became unwell with stress. Around the same time, Kylie Jenner reposted one of my nail designs on social media. I received a month’s worth of press-on orders in a few hours and handed in my notice. To date, I’ve sold over 50,000 press-on nail sets to buyers all over the world.

Two years ago, I started serving clients. My studio space is designed to feel as though you’ve travelled back to 2004. It’s themed around Y2K pop culture; think lava lamps, Groovy Chick, Beanie Babies and Busted posters.

A day in my life

I’m mum to a toddler, so life is chaotic! During the day, I look after my daughter, then when my husband returns from work, I welcome nail clients until midnight. I work weekends, too. I’m not sure if I juggle everything perfectly, but I’m only human and try my best. I grew up with nothing, so have always worked hard to achieve my dreams.

What makes me happy

I love spending time with my daughter and husband. Walking through the woods and ‘hunting for fairies’ together is so much fun!

Behind the brand

In 2020, I began producing products and accessories for nail techs under brand name, Nailed It By Chelsey. I’ve focused on what feels authentic to me. I’m tattooed, 31 going on 13 and obsessed with wacky nail art, so am intent on bringing some fun to the nail industry. One of my best-selling products is a Mean Girls-inspired brush called Your Mom’s Chest Hair!

My favourite product from the Nailed It By Chelsey range is the Chick Flicks collection of six nail art brushes. Each is named after a female lead from my favourite rom-com films. The formulation of the bristles took a long time to perfect, but I now use the brushes for all my painting needs. Products are available via www.naileditbychelsey.com

My inspirations

I enjoy painting cartoons and nostalgic nail designs with twists. Recently, I painted Buzz Lightyear’s tea party from Toy Story, but added the wording, ‘spill the tea’. I get nail art and colour ideas from greetings cards, décor and cakes.

FUN FACT My favourite animal is a pigeon. I think it’s a misunderstood bird and deserves a lot of love.

My most popular design on social media is inspired by one of my favourite movie franchises, Twilight, and depicts character, Charlie Swan.

Signature style

Hand-painted nail art and 3D elements.

Social media tips

1. Be yourself and post work that makes you happy.

2. The algorithm doesn’t hate you! Your content may not perform well due to a range of factors, but keep going until you find what works for you.

3. Be consistent. Post at your most popular times, and once at the same time each day. Social media will learn your behaviour and reward you.