Silver celebrations

As West Sussex salon, Beauty By Nailistics, celebrates 25 years in business, owner Amanda Gould reflects on its growth & shares her ambitions

W hen Amanda Gould opened the doors to Nailistics, Crawley, 25 years ago, it wasn’t part of a grand plan – it was a leap of faith born from loss, passion and persistence. “I’d been made redundant from the only salon in Crawley town centre offering artificial nail enhancements,” she recalls. “I had no backup plan, but I did have loyal clients, a vision and a garage.”

Amanda Gould

That garage, in her parents’ home, became the first version of Nailistics. With a hefty bank loan, a few brave choices and sheer determination, Amanda transformed the modest space into a buzzing nail haven. Her original plan was to offer nails only, but she quickly realised that her clients wanted more, explaining: “I added beauty treatments to the service menu, and soon outgrew the garage and found myself working very long hours.”

Within a few years, Amanda moved into a shop on a busy road and envisioned building a chain of salons. But life presented other plans. “I had two children and just weeks after giving birth to my second, my family lost everything,” Amanda shares. “We were homeless. I had nothing left: not even my business paperwork.”

It was during that time of crisis that Amanda’s resilience truly shone. With the help of a compassionate response from

HMRC and unwavering belief in her craft, she rebranded to Beauty By Nailistics. Later, with renewed ambition, she and a colleague considered opening a salon space together. “We were ready to go ahead with a sale, but pulled out at the last minute,” Amanda shares. “It was lucky that we did, because Covid hit soon after.”

The pandemic forced another shift – this time from expansion to survival. “My vision changed and became about keeping the salon alive, supporting my team and getting by,” Amanda says. “We’re only just starting to feel that we’re getting back to where we were before Covid.”

Through highs and heartbreak, Amanda Gould has built far more than a nail salon – she’s built a legacy of strength and community. Step into Beauty By Nailistics today and you’ll feel a warm, welcoming energy that’s become part of the salon’s DNA. The vibe is a mix of calm and connection: a space where clients can relax deeply into their treatments or join the buzzing conversations that often ripple across the room.

A rewarding reputation

The salon offers a curated menu of services that reflects both excellence and evolution. Signature treatments include CND Shellac™ enhancements, Guinot facials, LashUs lifts, Wax:One Hollywood waxing and Footlogix pedicures. “We’re constantly investing in training, so that we stay ahead of trends and give our clients the very best experience,” Amanda shares.

It’s a firm belief in education that sparked Amanda’s next chapter – one she never saw coming. “I got involved in the competition circuit back in 1998,” she reveals. “Then in 2000, I was invited to speak at my local college about competitions and how to prepare for them. Afterwards, I was asked if I’d like to complete a Certificate in Education – but I’d just bought my first house and couldn’t afford it. However, the college supported me through the process.” That support led to further qualifications: assessor awards (A1/A2) and verifier awards (V1/V2), and what started as a guest talk became a professional teaching career.

Amanda went on to work with a family-run brand providing education, but when that company was taken over, she found herself craving connection. “I missed being able to talk openly with people about products, formulations and the ‘why’ behind choices,” she confesses. “I walked away and a week later, Samantha Sweet, co-founder of Sweet Squared and UK&I distributor of CND™, called with an offer I couldn’t refuse.” That was in 2009. “I started using CND™ in 1996, so joining the company felt like a full circle moment,” Amanda continues. “It was like coming home, back into a community where I could have real conversations about products and share knowledge with people who genuinely care.”

These days, Amanda wears many hats, but she’s mastered the art of balance. “Tuesdays and Wednesdays are for education. Thursday to Saturday, I’m in the salon with clients. Sundays and Mondays are my days off – but as a business owner, I’m always working on something behind the scenes.” Still, it’s clear Amanda wouldn’t trade her work-life balance for anything. “Teaching keeps me sharp and inspired,” she says. “Working with clients keeps me grounded and reminds me why I do this. It’s a juggle, but it’s worth it. And honestly? Coffee helps.”

For Amanda, awards and accolades have been career highlights, offering validation after years of dedication, consistency and hard work. “Winning both personal and salon awards has been incredibly rewarding,” she informs. “It’s a reflection of the entire team’s efforts and definitely pushes us to stay sharp.”

She speaks with humility, but the strength in her story is undeniable. “Awards are wonderful, but surviving – emotionally and professionally – and coming out stronger, is what makes me proud,” she reflects. “I have an incredible support system around me, comprising family and friends who have kept me going when things felt impossible. And the loyalty of clients means everything.”

Now, with Beauty By Nailistics celebrating its 25th year, Amanda sees a thriving industry full of opportunity. “When I started out, the industry was much smaller,” she says. “Now there’s a salon on every corner, as people really value self-care. There’s enough business for everyone if you’re willing to put in the work.”

Loyalty built on the details

When it comes to building long-term client relationships, Amanda’s approach is simple: make it personal. “At the beginning of an appointment, I note the client’s favourite drink or topic of conversation,” she says. “It helps me to remember and connect. Some of those clients have been with me since day one.” These thoughtful touches, she believes, are the foundations of true loyalty. “It’s not about gimmicks,” she adds. “It’s about remembering the things that make people feel seen and valued.”

For Amanda, keeping her team motivated in a fast-paced industry comes down to education and energy. “Training re-energises everyone. New ideas bring buzz, excitement and a fresh connection to what we do,” she shares. Regular training sessions with product partners are built into the company culture, not just as learning tools, but as moments for staff to reconnect with their passions. “It keeps standards high and spirits higher,” Amanda continues. “That’s what drives our success.”

Amanda’s advice for new salon owners is to be prepared to work. “Do your research – from your suppliers and pricing to branding and legalities. The more you know, the better your decisions. Whatever your budget is – double it. There will always be unexpected costs, and having a buffer can save a lot of stress.” She believes opening a salon is one of the most rewarding things you can do, but ‘it takes grit, resilience and a whole lot of love’.

What’s next for Beauty By Nailistics?

After 25 years, Amanda isn’t slowing down. If anything, she’s levelling up. The team is undertaking an advanced Guinot course, and the focuses are on getting the business back to pre-Covid strength, expanding its services and continuing to raise the bar. “We will update the salon’s signage to ‘Beauty by Nailistics’ so people know we’re not just about nails,” she says. “I’ve also got a big list of ideas and plans, so watch this space.”

With a heart full of gratitude, a team that feels like family and a salon built on years of passion and perseverance, Amanda Gould’s story is far from over. If the last 25 years have been about building something beautiful, the next chapter is about sharing it with the world on a bigger scale.

www.nailistics.co.uk /beautybynailistics @beautybynailistics