Finding your NICHE

Whether your skills focus is natural nailcare, premium pedis or portrait painting, LILLY DELMAGE investigates the importance of identifying & capitalising on your expertise

WHAT IS A NICHE?

‘Niche’ is a business term used to describe a focused approach to offering goods and services, and tailoring them to a specific consumer group, rather than a broad market. For example, nail pro niches can range from natural nail specialists and luxury pedicurists to avant-garde stylists and vegan-friendly techs. Finding a niche is often suggested as a strategy for standing out, attracting clients and marketing oneself effectively. But how important is it for a nail professional to find and promote their niche?

Esther McGraddie

Standing out

Offering tailored services can help you excel in a competitive market and gain a unique selling point – a benefit reiterated by natural nail specialist, Esther McGraddie of @_merakibeauty___based in Poole, Dorset. “Having a niche is like putting a spotlight on your unique skills. It helps you stand out, attract your ideal clients and highlights you as an expert in your skill area. Plus, it builds trust with clients seeking a pro who truly understands their specific nail goals.”

Attracting your target clientele

In a 2024 Forbes article, The Hidden Goldmine: Why Your Niche Is The Key To Profit, contributor, Melissa Houston, wrote: “With a niche, you don’t have to convince people they need what you offer. They already want it. Your job becomes connecting the dots between their needs and your solutions.”

This concept is echoed by vegan nail artist, Coral Kendall of Oh Lush Nails, Cardiff, who shares that 75% of her clients choose her services because she offers vegan nail treatments. “Clients often mention how relieving it is to visit a technician who caters to their preferences,” she shares. “Clients book appointments with me because they know the business is 100% vegan – from the products used to the technician providing the service.”

Coral Kendall

Having a niche also enhances the likelihood of engaged clients, as uncovered in a 2025 report by media entrepreneur community, Indie Media Club. It found that niche websites experience 53% more user engagement than more general sites, and that niche e-commerce sites have a 29% higher conversion rate than that of broader marketplaces – suggesting niche services encourage higher customer engagement.

Honing your skills

“By focusing on natural nailcare, I’ve been able to refine my knowledge of nail health, perfect my application techniques and stay updated on the best products for strengthening and lengthening nails,” shares Esther. “Instead of trying to master every service, I’ve honed my craft, to consistently deliver high-quality results in my area of expertise.”

A micro French manicure by Esther McGraddie.

Olivia Marie

Pricing power

Having a niche can offer greater monetary opportunities, shares Lancashire nail artist, Olivia Marie. “If you offer a unique style or service that few others provide, you can often charge higher prices because your work is specialised and in demand.”

Nail artist, Kassie Payne, shows the improvement in her character portraits since specialising in this niche.

“Having a niche is like putting a spotlight on your unique skills. It helps you stand out, attract your ideal clients and and highlights you as an expert in your skill area.”

Ease of marketing

“Having a niche simplifies marketing efforts,” says Olivia Marie. “It allows you to note a clear direction and specific target audience, making it easier for the right clients to find you. While your potential client pool may be smaller, those who book with you are likely to be loyal and willing to invest in your work.”

“If you are going to hone more than one niche, promote them via separate social media accounts,” advises luxury press-on nail artist & character portrait pro, Kassie Payne. “When I was a lash and nail tech, I separated my accounts because my nail followers weren’t interested in my lash services and vice versa. If followers aren’t interacting with your posts, reach will be jeopardised, as your page won’t be promoted by the algorithms.”

Kassie Payne

Coral’s Instagram bio, which clearly promotes her niche.

Coral Kendall emphasises the importance of clear marketing: “I have the word ‘vegan’ positioned prominently across my social media and booking sites. This makes it easier for clients seeking vegan-friendly services to find my studio.”

You can also use relevant hashtags to increase the likelihood of reaching your target clientele. Post content on social media that promotes the benefits of your niche. Scan to view an example by builder gel specialist, @lucyharker_beautyx,who showcases her clients’ builder gel journeys via an Instagram reel.

How important is a niche?

While many nail professionals advocate for the benefits of a niche, others argue that it can limit nail pros. Olivia Marie explains: “I don’t have a niche, and feel that if I did, it would be restrictive. As a nail artist, I love exploring my creativity in different ways, and I don’t want to limit that to a specific style or technique. By staying open, I can challenge myself and create designs I may have once thought were beyond my skill set.

“Beyond creativity, a niche can also limit your clientele,” Olivia continues. “When you only showcase one style on social media, you attract a very specific audience. While this can be beneficial for client loyalty, it also means fewer people will consider booking with you. That’s why it’s important to weigh up the pros and cons before committing to a niche.”

Esther adds: “Some nail techs succeed by keeping their services versatile, while others find that specialising helps them stand out. Ultimately, you need to find what works for you.”

Though, for those who do want to find a niche, Olivia Marie shares her advice: “Let it happen naturally. Explore different styles and techniques and allow yourself to enjoy the process. When you’re passionate about what you do, your ideal clients will find you. Remember – your niche doesn’t have to be a particular art style, technique or content type; it can simply be you. Be yourself, share your personality and the right audience will connect with you.”

Scan the QR to watch a TikTok video of Olivia sharing her thoughts on nail niches

Extreme nail art specialist, @lusa_taty,showcases her niche with this creative butterfly nail style.

Passion project

When you find your niche, your career can feel more like an extension of a passion, offering greater job satisfaction. This is an experience shared by Kassie Payne. “I started in the industry as a part-time nail technician; however, I was never truly fulfilled creating nail extensions,” she shares. “It was the nail art that I really enjoyed, but even then, time constraints limited my creativity.” After a year of nail tekking, Kassie discovered character art, which triggered her career change. She reveals: “I quit my job as a nail technician, started a press-on nail business and launched a nail art brand: Kassie Payne Nail Art Products.”

Client conversations

Having a niche welcomes clientele with similar values and interests, which can enhance your job satisfaction. Coral Kendall shares her experience: “Whether clients are vegan or wishing to lower their environmental impact, it’s always amazing to learn their views, beliefs and experiences. I then get to discuss something I’m passionate about with them, which I love to do!”

Kassie embraces her love for Disney with Moana -themed nails.

Experimentation is key

Kassie Payne advises: “Try everything! There are so many nail systems and nail art styles, and it took me years of trying various things to uncover my niche and get to where I am today.”

Esther McGraddie, who discovered her niche after six years, adds: “I realised I was most passionate about nail health and seeing the confidence in my clients grow as their natural nails improved, so I invested in specialised training to perfect my techniques.”