TECHTALK

Digital domination

Scratch Stars Online Educator of the Year 2025, MELANIE LEWENDON, shares her rise to success, lessons learned & how online education is changing the nail industry

WHO – Melanie Lewendon WHAT – Scratch Stars Educator of the Year 2024, Online Educator of the Year 2025 & founder of Melanie Lewendon Academy.

WHERE – Derby, England WHY – A masterful mentor on a mission to empower and elevate nail professionals.

Tell us about the beginning of your nail career…

I began my beauty industry journey in 2010, shortly after becoming a single mum. My daughter required extra support due to a health condition, so I needed a career that fitted around family life. Taking carers’ leave from my job at the Department for Work and Pensions gave me the space to retrain and the flexibility to be fully present for my children.

I’d always loved beauty, so I enrolled at Derby College and completed the NVQ Level 2 and 3 in Beauty Therapy over two years. During my training, I was proud to win several awards, including at WorldSkills. Two years into my career, I created a Hello Kitty nail design and my passion for nails was kickstarted.

What inspired you to start educating?

I’ve always been the type of person who asks questions; I like to understand the ‘why’ behind everything. When undertaking my Level 3 qualification, I completed an Assessor’s Award, and Derby College invited me to become an assessor once I qualified. They could see my passion, attention to detail and how quickly I picked things up. I also mentored some Level 2 students while completing my training, and it confirmed what I already knew: teaching is my calling.

I opened a salon and trained my therapists to a very high standard. The business grew because our treatments were consistent and thorough. We travelled for training, but I soon realised that not all nail education is created equally. After receiving such brilliant training myself, I could easily spot poor learning experiences. I made a promise that none of my students would ever leave a course feeling confused, unsupported or unsure of what to do next. That’s when I began writing my own manuals.

How has your approach to your business changed over time?

I started my business in a small room at the back of a café, before taking over the entire building and turning it into a salon. I was completely new to self-employment and in those early days, I don’t think I took the business side seriously enough. I was just enjoying doing what I loved.

A business doesn’t run itself; it takes effort, attention and an eye for detail, which took me a long time to develop. Eventually, I made the decision to step away from the salon and return to being a sole trader, which was the best move for me. Now my work is down to me, and I’m the one responsible for building my brand. My goal is to keep growing my community and become one of the most recognised and trusted online educators in the nail industry.

What motivated you to educate online, and has this presented any challenges?

I was first guided into online education by nail industry veteran, Sam Biddle. I shadowed her and was part of her platform, Be Inspired, which gave me a brilliant insight into the power of online learning. At the same time, there was a big rise in online training, which was a huge motivation for me to take Melanie Lewendon Academy online.

Nail education is a huge and very saturated market, so in the beginning I made a loss and nearly gave up. I was stressed and confused as to why my courses weren’t flying off the shelves like I’d hoped. Over the last year, I’ve taken matters into my own hands. I’ve taught myself website design and search engine optimisation (SEO), because I recognised that they were weaknesses. You can’t sit back and hope success lands in your lap: it takes graft, consistency and a willingness to learn new skills.

‘‘My goal is to keep growing my community and become one of the most recognised and trusted online educators in the nail industry. ‘‘

Why did you decide to rebrand your online platform, and what has the outcome been?

I hadn’t seriously considered rebranding until I had a conversation with Helen Ward, founder of The Hair and Beauty Directory, and Charlotte Howell, head of digital marketing & e-commerce at Grafton International. They shared how a rebrand can breathe new life into an established business, and their insight made me look at my online presence with fresh eyes.

I realised that I wanted a cleaner, more professional look that matched the standard of my education and direction I was heading in. I worked with a brilliant graphic designer, and we spent months discussing ideas, colours, fonts and how I want people to feel when they land on my site.

The outcome has been amazing. My website is clearer, more cohesive and aligns with the reputation I’ve built. Everything has improved: from the site’s performance to how students navigate the platform. It was a big undertaking, but one of the best decisions I’ve made.

www.melanielewendonacademy.co.uk /melanielewendonnailartist

@melanielewendon_nailartist

Melanie’s mindset

Don’t look at what everyone else is doing: just do you. It’s so easy to get sucked into the bright lights of social media, but be different and don’t lose your authenticity.

Education excellence

Being named Scratch Stars Online Educator of the Year 2025 felt amazing, especially after winning the Educator of the Year title in 2024. Even now, it feels like a real ‘pinch me’ moment. I was listed as a finalist alongside educators who I’ve admired for years, and winning is a dream come true: not just for me, but for my students. It means the world to know they’re getting top-notch education.

E-learning essentials

I think it’s important to showcase the faces behind online learning platforms. I’m present throughout my theory lessons, so students feel supported. Additionally, my balance of theory and practical work is clear, structured and easy to follow. Students complete assignments and case studies, and I stay in contact with them throughout their journeys. Automations help me keep track of their milestones, so even when I’m busy, they always know I’m cheering them on. It’s that combination of real connection, clear structure and ongoing support that keeps my students engaged and confident.

I’ve always wanted my online learning to match the standard of a classroom experience, so the structure is very similar. My in-person students get full access to my online platform, and my online learners receive the guidance and support you’d expect face-to-face. It’s about giving students every tool they need, no matter how they choose to learn.

Online education advantages

The biggest strength of online education is the freedom to learn, regardless of where you are in the world. It creates more training opportunities for techs everywhere.

Online training works brilliantly when the student understands their learning style and the educator provides a clear structure and proper support. It isn’t the best fit for everyone, but for the right learner it can be incredibly effective and empowering.