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NAILS THE Wright way

ALEX FOX chats to industry trailblazer, Denise Wright, to discover what over three decades in nails has taught, inspired & woven into her career tapestry

Few names in the nail and beauty industry carry the weight, respect and influence of nail professional, Denise Wright. As the talented tech celebrates the 25th anniversary of her salon, Perfect 10 Nail Studio in Kent, Scratch reflects on her magnificent career.

Denise boasts skills in nail technology, beauty therapy and hair styling, honing them at expert levels since the 1980s. Her industry roles have encompassed nail artist, salon owner, academy director, educator and mentor, as well as international judge, magazine columnist, product developer, award-winner, competition director and author of standards.

Alongside the footprint that Denise has stamped onto the beauty terrain, her glittering career has been peppered with prestigious industry titles and awards. These include at least 13 French nail sculpture and artistry accolades, Scratch Stars Awards for Services to the Industry and Nail Stylist of the Year, and various nominations for her salon and business acumen.

A much-deserved recipient of all things bestowed upon her, Denise is also admired for her kindness, generosity, calm demeanour and approachable nature. A force to be reckoned with and an inspiration to many, she has ebbed and flowed with the waves of business success, industry changes and politics, always emerging stronger and more determined. Her resilience and adaptability are to be admired and have been a guiding force to many over the years.

“When you love what you do, clients can feel it and want to be part of that energy.”

The 1980s & journey into nails

“When I left school, I enrolled on a combined hair and beauty course at college,” Denise reveals. “During that time, I gained work experience in a hair salon, then a beauty salon. It was there that I encountered L&P acrylic nail enhancements, a craft that truly fascinated me. As a former nail biter, seeing nail extensions for the first time was incredible. I still remember my earliest nail appointment: I was so excited that I stopped at a phone box on the way home to call my mum and share the news. I think that moment was the spark that ignited my lifelong passion for nails.

“Back then, once qualified, the typical career paths were working on a cruise liner (a position I was offered), joining a spa, teaching in a college or opening your own salon,” Denise continues. “My first mentor was my salon boss, Annette, who inspired me with her effortless skill and a warm, welcoming salon atmosphere – a business model I still follow today. Watching her, I realised that success comes from working logically and efficiently. By breaking the process into three stages: prep, application and finish, I quickly developed a faster, slimmer and more attractive style of nails that made me one of the busiest technicians in the salon.

“I was ambitious from the start. At my college interview, I told my lecturer that I would own a salon by the age of 25 – and I opened my first premises at 21! When I opened the salon, the nail industry was still in its infancy. At a beauty trade show in Brighton, I entered my first competition, run by esteemed industry pro, Jacqui Jefford. I came fifteenth and was determined to improve. I studied the winners, refined my technique and returned the following year to take first place – sparking my affection for nail competitions.

“Jacqui opened many doors for me, from writing and marking City & Guilds exam papers to working with HABIA on industry standards, as well as photo shoots, videos and stage work. Those experiences gave me the confidence to teach, present and share my knowledge worldwide. I’m also grateful to my former tutor, Angela Wheat, who continued to guide me throughout my career.”

Creating & building the Perfect 10 business

“Perfect 10 was my second salon, following my first venture, Fingertips, which I stepped back from when I had children,” Denise shares. “After returning to the industry as a mobile technician, demand for nail services grew so quickly that I knew I needed a new premises, and Perfect 10 was born. I never set a time limit on how long the salon would last; I’ve simply enjoyed the journey. Even today, I work the same hours as when I first opened because I truly love what I do and the people I meet.

“I’m proud that Perfect 10 has thrived for over 25 years, weathering two recessions and a pandemic, and now firing on all pistons with a five-strong team. The secret has been listening to clients and constantly reinventing, as well as adjusting hours to suit modern lifestyles and investing in the salon so it continues to be fresh and inspiring. Looking back through photos of its evolution, it’s amazing to see how far it’s come.”

Denise adds: “Over the years, the salon has been a hub for wider industry work. At one point, I distributed products: bringing EzFlow into the UK market, while I continued teaching in colleges and running courses. It’s been a journey of growth, resilience and passion, and one I still enjoy each day.”

Strong foundations

Education has always been a calling for Denise. “I wanted to share the knowledge I never had when I was first learning nails,” she comments. “I began teaching in colleges during half-terms, encouraged by my former tutor, Angela, and when the government required formal qualifications, I completed my Certificate of Education with Greenwich University, followed by my Assessor and Internal Verifier awards. I never imagined I’d gain a university qualification, but winning competitions raised my profile and opened the door to so many opportunities.

“Alongside teaching, I wrote for magazines including Scratch, worked at trade shows, promoted teacher training and spoke at various beauty events,” Denise continues. “My career expanded to include television, photo shoots and celebrity clients, and I became an international judge and trainer. At one point, my salon doubled as a City & Guilds and VTCT training centre, with three days each week dedicated to education and the rest to salon clients. Later, as my role in research and development with NSI grew, alongside competition direction and international judging, I decided to close the academy and focus on those responsibilities alongside seeing clients. Looking back, I don’t know how I managed it all, but I was fortunate to have an exceptional, loyal team who kept the salon thriving.”

“Even after 40 years in the industry, I still learn every day - from peers, clients and social media. The moment you think you know it all, you close yourself off from growth and creativity.”

Denise’s salon, Perfect 10, before its 2025 refurbishment.

Staff development has always been a priority for Denise. “I invest in the training of my employees, encourage them to reach their potentials and keep their work varied and engaging. Many have stayed with me for three to six years, which is beyond the industry average. Training, in my view, is best experienced in the classroom, though online learning has its place for theory and product updates. Trade shows remain invaluable; being able to learn visually and ask questions has always inspired both me and the technicians I’ve mentored.”

Adaptability, versatility & industry insight

Denise was at the centre of the early stages of nail industry development when she was invited to work with HABIA and help write the first nail qualification. She recalls: “It was both fascinating and frustrating. The room was full of passionate voices, brands wanting to shape the industry around their products, beauty therapists with their own views and nail technicians keen to define their craft. Discussions were often heated, but the outcome was worth it: a strong qualification that finally separated nails from beauty therapy. As a beauty therapist, I appreciate the importance of choice: being able to specialise in nails or select the services you want to train in.

“Competitions have been – and will always be – a cornerstone of growth in our industry, inspiring the next generation of talent and keeping our profession vibrant.”

“My role as an independent consultant also benefitted NSI, as I was not only working with a brand I loved, but accruing knowledge about other products used in my salon,” Denise continues. “This objectivity was vital for the research and development phases I worked on with NSI, especially when adapting products for international markets. For example, in Sweden, the brand’s top coat would shatter in extreme cold, so we reformulated it for year-round wear. In hotter climates, gels needed thicker viscosity to hold their shape, leading us to develop the Elite Gel System, tailored to those needs. Finding solutions to challenges like these became one of the most rewarding aspects of my career.”

Speaking of her years spent in product development with US-born brand, NSI, Denise clarifies: “My journey into product development began when NSI owner, Fred Slack, invited me to lunch in London and asked for my honest feedback on the NSI product line. Two weeks later, I was on a plane to America to meet with the R&D team, refine formulas and help develop new products. That opportunity grew into seven years of work with NSI: an incredible experience where I learned so much. Fred, who I often describe as the Tom Jones of the nail industry, has a wealth of knowledge. I only wish I’d recorded every conversation! For someone used to working independently, it was inspiring to be part of a global team, contributing to innovations at a time when the industry’s appetite for knowledge and new techniques was exploding.”

Denise adds: “With NSI, I travelled the world: across Europe to South Africa, Aruba and beyond. I got to meet and work with distributors and train technicians, while helping shape products that are still widely used today. I loved every stage of the process, from lab development to packaging, marketing and launch. Helping name products was fun. To know I contributed to both the creation of new products and the education of countless nail technicians worldwide has been a privilege, and makes me proud.”

The value of experience

Denise reflects on past projects that helped shape her industry journey: “Some of the most memorable projects of my career were those that pushed me into new territory. I worked alongside Jacqui Jefford and Kirsty Meakin on a video shoot in a major film studio – far beyond anything I’d experienced before. Watching multiple camera operators at work, stepping into the director’s room with nine screens and learning how to take direction at that professional level was eye-opening. It taught me skills I’ve carried forward into every project since.”

She continues: “Those lessons became invaluable: whether I was filming in the salon for social media, demonstrating under camera at exhibitions or preparing details for photo shoots and magazine covers. Later, I even directed my own shoots. I was also trained for QVC, where I learned the art of selling a product in just 30 seconds during a five-minute slot – another skill I never expected to gain. And when NSI once asked me, with two weeks’ notice, to teach at a university in Aruba, I didn’t hesitate. Opportunities like that are the colourful threads that have woven my career, showing how every experience builds the confidence needed to embrace the next challenge.”

In Denise’s view, invaluable advice to anyone starting out in this profession is ‘be prepared to learn’. “Even after 40 years in the industry, I still learn every day - from peers, clients and social media,” she shares. “The moment you think you know it all, you close yourself off from growth and creativity. If you’ve trained at college or online, make sure your course is accredited, so you know it has a proper structure. Wherever possible, gain experience in a salon before going solo, as it builds professionalism and teaches you to adapt to client demands, which push you out of your comfort zone and help you grow. In the early stages, take on everything. Trends come and go, but the skills you master will stay with you. Knowledge is your powerhouse.

Denise adds: “For a long and successful career, you must be hard-working, precise and professional. Remember, this is a service industry: it’s about your clients, not you. Recommendations will build your business, so going the extra mile, working early, late or adapting to customers’ needs creates loyalty that lasts. Work out what a single client is worth to you over a year and you’ll see why keeping them matters.

“Stay ahead by continually updating your skills and adapting to lifestyles. For example, my salon opens at 8am on weekdays and runs three late nights. This allows us to close most Saturdays – something I never thought possible years ago. Small changes like this benefit both clients and staff, proving that flexibility and professionalism are key to lasting success.”

Competition fever

Known more widely in recent years as a dynamic competition director, Denise shares her love of this powerful industry arm, commenting: “Competitions have always been my deepest passion in this industry. When I started running them, only around 35 people were entering and I remember feeling so disappointed. I questioned whether people realised the importance of competitions and how they can shape careers and open doors. Back then, without social media, the only exposure came through magazines or by working on exhibition stands, so competitions were vital for raising a profile. By the time I stepped back, entries had grown to more than 140 and I’m proud to have helped build a clear, fair system that gave competitors discipline, pride and a real sense of achievement.

“I never cheated my way to any title and I ran competitions with strict fairness,” Denise shares. “That integrity created trust, and many competitors went on to become successful salon owners, product developers, brand ambassadors and industry leaders. Competing challenges you to raise your standards. The discipline you adopt on the competition floor naturally carries over into your everyday salon work.

“I also helped shape the growth of competition categories, especially in creativity. I introduced the photographic section after my own experiences with photo shoots, offering winners the chance to gain front cover exposure. This is something we now take for granted on Instagram and TikTok, yet it was groundbreaking at the time. That level of visibility opened doors to marketing and career opportunities that would have otherwise been out of reach. It’s why some people lovingly called me ‘Mumma Nails’, because I truly want pros to succeed, and I celebrate their accolades.”

“It’s been a journey of growth, resilience and passion, and one I still enjoy each day.”

Denise continues: “Over time, competitions expanded from just two categories into a wide spectrum, allowing technicians of all levels to take part and grow at their own pace. Nail art has evolved dramatically, too – from simple designs to hand-painted masterpieces, 3D creations and photographic art. With the rise of gel polish, some creativity was initially lost, but now we’re seeing exciting artistry return, fuelled by step-by-step tutorials, client requests and social media. Competitions have been – and will always be – a cornerstone of growth in our industry, inspiring the next generation of talent and keeping our profession vibrant.”

From now until eternity

“Three decades is a long time, yet it doesn’t feel that way – it’s flown by,” shares Denise. “I just love this industry. My salon is my second home and safe space, and every time I open the door, it makes me smile. I never wake up thinking, ‘I’ve got to go to work today’. Instead, I feel grateful, because when you love what you do, clients can feel it and want to be part of that energy.

“Looking back, I’m proud of everything I’ve achieved, but my salon has been my foundation and passion. Now, as I celebrate 25 years with Perfect 10, I’m ready to simply enjoy salon life by taking my foot off the gas a little and appreciating the journey.”

Perfect 10 has evolved through five transformations: from its first turquoise interior to creams and neutrals, then onto bold purples, a glitter wall and now a sleek, modern look. REM pedicure chairs, neutral desks and the fresh, spacious design of her revamped salon are testament to Denise’s ethos of creating a professional, contemporary and welcoming space for clients that evolves with styles and trends.

To mark this 25th anniversary, Denise is hosting a celebratory brunch as a ‘thank you’ to her loyal clients, while already looking ahead with pride and optimism. “The next milestone is 30 years,” she smiles.

/DeniseWrightNailAcademy & /perfect10hartley

@denisewrightnails & @perfect10hartley