MICHELLE SOTO Florida, USA @chellys_nails
Describe an average work day…
Every day is different, because I wear many hats. I’m a salon suite business owner, international educator and content creator. I also see clients two days per week, because I believe that being at the nail desk keeps me connected to the realities and speed of the industry.
Alongside these roles, I work full-time as lead R&D developer for V Beauty Pure, and create educational courses, travel to host classes, participate in competitions and work as a global ambassador for Booksy. I’m also a wife and mom. Every day is full of something new, exciting and often chaotic!
What’s your signature nail style?
I am passionate about creating detailed nail art and working with different types of gel. While I also love sculpted structures and shaping, I enjoy immersing in painting techniques and completely zone out when I’m creating artwork.
From where do you work?
I work from home and one of my salon suites. Both spaces inspire me in different ways. My salon suite offers a professional environment and I enjoy the energy of being around people, but my home studio is my creative sanctuary. I especially love working there late at night because that’s when my creativity flows best. Everything feels quiet, peaceful and uninterrupted.
Why did you enter
North America’s Star Nail Artist
: Season 2?
I wanted to challenge myself again after Season 1. This year has been one of the busiest of my life, so balancing everything with competition deadlines has not been easy, but I don’t give up. I wanted to push myself creatively, step outside my comfort zone and prove to myself that growth never stops.
What was your favourite nail art challenge?
The ‘Decade’ challenge allowed me to incorporate pieces of my childhood and memories that make me feel nostalgic. It took me back in time and reminded me of so many beautiful moments growing up. For me, art becomes even more meaningful when there’s emotion and storytelling behind it, and that challenge felt very personal and special.
What are your hobbies and interests outside of nails?
I love cooking, being outdoors and connecting with nature. I also enjoy trying new restaurants whenever I get the chance, because food makes me happy! Since most of my travel is education-related, I’d love to experience more places for pleasure and relaxation.
Who are your biggest champions?
My biggest champion is Jesus/God. Without Him, I truly would not be where I am today. I walk by faith and not by sight, and I believe my purpose is bigger than just nails. Being able to help others grow through education fills me with joy and gives meaning to everything I do. Knowing I can inspire or uplift someone along their journey is one of the greatest blessings for me.
NAILCOMPETITION YULIIA KOVALCHUK New York, USA @kovanailsart
Describe an average work day…
It’s rarely ‘average’! I work with clients, prepare competition designs, produce content, teach students and develop ideas for creative projects. Some days are spent in the salon, while others are focused on preparing for championships, photo shoots or fashion shows. I love that my work is very diverse and combines art, technique and growth.
From where do you work?
I work with clients and teach students from an office in New York. I also have a creative workspace at home, where I craft competition and editorial designs. A calm and clean environment is very important to me, and a minimalist atmosphere allows me to focus on intricate creations. I usually turn on an inspiring movie or podcast while I work.
Why did you enter
North America’s Star Nail Artist:
Season 2? It is unlike any other nail contest. I loved producing monthly artwork, and presenting my finished pieces via photos and a video. Each challenge encouraged me to work under pressure and push myself creatively. I have been inspired by the format of the contest, where artistry, storytelling, technical skill and creative vision all come together.
Participating in North America’s Star Nail Artist (NASNA) has changed my approach to creative thinking. I have learned that a strong design is not only about technique; it must have a story, emotion and concept behind it.
What was your favourite challenge and why?
Challenge 6: Art & Astrology set by LECHAT Nail Care Products was the most emotional for me. I intently studied the history of my star sign, Aries, to show its characteristics through artistry.
What are your hobbies and interests outside of nails?
I organise creative photo shoots or turn on a good movie. Music is also a very important part of my life, and I try to see Broadway shows when possible. My husband and I have a small music project, and we perform original songs and covers. I love vintage exhibitions, museums and everything connected with the visual aesthetic of New York. The gym helps clear my mind after long hours of creative work.
What would it mean to you to win NASNA Season 2?
Reaching the top three already means a lot to me. When I applied, I never imagined how much the contest would change me as an artist and person. Winning would be confirmation that my ideas, artistic vision, courage and hard work have been seen and understood. This project taught me not to be afraid of big ideas and trust my creativity.
JESSICA VERO British Columbia, Canada @jvnaildesign
Describe an average work day…
I’m a mobile nail technician, so I carefully pack and prepare the products, tools and equipment needed for the day’s appointments. I then travel to my clients’ homes or workplaces to provide their nail services.
I have a creative space at home, where I work on competition pieces and social media content. I surround myself with things that inspire me, such as past competition works, letters from students and displays of some of my favourite nail designs. It’s a space that reminds me why I love what I do.
What’s your signature nail style?
Extreme 3D nail art with a focus on structure, texture and highly detailed designs. My favourite system to work with is L&P acrylic, because it provides the strength, versatility and control needed to sculpt intricate 3D elements and bring my creative concepts to life.
Why did you enter
North America’s Star Nail Artist
: Season 2?
I was the second runner-up in Season 1, and it reignited my passion for competition nails. Competing challenged me to grow both technically and artistically. I loved seeing how much I improved throughout the previous season, and wanted to continue building on that growth, challenge myself further and discover what I’m capable of as an artist.
What was your favourite challenge and why?
Challenge 2, as I was inspired by my favourite part of Canada: Banff, with its lush greenery and snowy landscapes. I reimagined it through a Glitterbels lens of pink, sparkle and glamour.
What was the biggest hurdle of the contest?
Producing a five-minute video to accompany each design was challenging. Creating the nails is only part of the process, as you also need to consider lighting, camera settings, angles and how the design will translate in photos and videos. It has taught me to plan my designs differently to ensure the details photograph well.
What are your hobbies and interests outside of nails?
I love camping. Everyday life can get busy, so escaping into nature and enjoying the quiet is what I need to recharge creatively and mentally. I also love reading personal development books, which help me grow as both an artist and business owner, and fantasy books inspire my creativity.
What would it mean to you to win NASNA Season 2?
It would be recognition for the passion, creativity and hard work I’ve poured into my art over the years. My long-term dream is to teach and mentor other nail artists in competition-style nail art, and I feel that winning NASNA would give me the platform to inspire and reach more artists.
SCRATCHCOLUMNIST
ZOYA MAC shares social media advice & pointers to raise your business profile & elevate your content
Stop overcomplicating content: here’s what actually matters
About Zoya Mac
Zoya is a nail content creator based in West Sussex. After spending over eight years as a nail artist, she transitioned into roles in social media management and content creation for nail brands. Zoya is passionate about creating captivating and engaging product and tutorial videos. She helps industry brands to showcase their products in clear, authentic ways and teaches other nail artists how to confidently record their own videos.
@zoya_mac
TOP TIP Don’t just post it once!
I heard a saying recently that has stuck with me: ‘
Creating content and only posting it once is like creating an advert and only running it once
’.
We spend time thinking through an idea, filming and editing it, but move on after posting, assuming that everyone has seen it. But in reality, most people haven’t.
Get the most out of your content by reusing what you’ve already created: convert it into a different format, share it on your
Instagram
Stories or reframe the subject matter.
A lot of the people who attend my workshops or send me messages ask the same question: ‘
What content should I be creating?
’. Very often, behind that question, there’s something else going on: overthinking.
The Social Scene
Everyone knows what it’s like to overthink. Many people obsess over making content more polished, creative or unique, but in reality, it doesn’t have to be so complicated. It’s not necessary to create new, lengthy or perfectly edited content so frequently. Utilise your platforms to showcase your work, process and space.
It can feel like content has to have a huge impact to matter. But the truth is, the content that works best is usually simple, clear and easy to understand – especially nowadays, when AI videos and images are flooding our feeds and audiences are craving authenticity.
What matters
When it comes to posting, your focus shouldn’t be on doing more – it should be on what is important. Ask yourself:
• Is the intention of my content clear?
• Is it relevant to the audience I want to attract?
• Does it feel natural to me? These are the key considerations: not whether content is perfectly edited, looks like another post or might go viral.
Most of the time, complicated content never gets posted. Simple ideas, i.e. the content you can create and share consistently, build momentum.
One idea = many uses
If you’ve created a video, posting it doesn’t have to be your last interaction with it. You can take that same idea and turn it into a carousel with more explanation, or use parts of it in Stories.
Also, try revisiting the video later and showing the subject matter in a slightly different way.
Not only is this helpful for your own schedule, but it is important for reach, as people consume content differently: some watch videos, some prefer to swipe through carousels and some only view Stories. Therefore, you’re not repeating yourself; you’re simply giving your content more than one chance to be seen and understood.
The most consistent content creators aren’t starting from scratch every time. They find a style or format that works for them and repeat it in slightly different ways. This could be the same filming angle, structure or type of idea made ‘new’ with a different design, colour or focus. Once you find something that works for you and your social media, continue showing up with it.
Keep it simple
If your content has started to feel heavy or overwhelming, that’s usually a sign it’s become too complicated. Bring it back to basics: show your work and share what you do – that’s enough.
Final thoughts
You don’t need to create complicated content. Your social media output should be clear, consistent and work for you.
So, next time you’re about to post, don’t ask yourself: ‘Is this good enough?’. Ask: ‘Is this clear, and does it show what I want it to?’. Simple content that gets posted will always do more for you than complicated content that stays in your camera roll.
Until next time, keep creating – and remember to wipe your camera lens!
SCRATCHCOLUMNIST
#NOWTRENDING
WHAT’S HOT WHAT’S NOT
Saveable over viral content There’s been a shift recently in what performs well on social media. Creators are moving away from chasing viral moments, and favouring content that people want to come back to.
Instead of focusing purely on views or likes, platforms like Instagram and TikTok are now paying closer attention to how people interact with content. Do they save it, share it or return to it later?
This is where saveable content plays an important role. It doesn’t need to be complex; it just needs to be useful, and could be something as simple as:
• Nailcare tips.
• Colour inspiration mood boards.
• Answers to frequently asked questions, such as ‘What do I ask for at my nail appointment?’.
• Before-and-after comparisons.
For nail professionals, this is a great shift. It means your everyday knowledge and experience can lead to valuable content.
Waiting for the ‘perfect’ idea One thing that holds a lot of nail artists and educators back is waiting for the perfect idea before posting. But the truth is, that doesn’t really exist.
Content doesn’t need to be perfect to work; it just needs to be clear enough to share. In fact, the longer you sit on an idea trying to make it better, the more likely it is that you’ll never post it at all.
If something feels good enough, try posting it. You can always learn from it, adjust it going forward or even archive it later. Nothing is permanent, and not posting at all means you’re not giving your content a chance.
“Most of the time, complicated content never gets posted. Simple ideas, i.e. the content you can create and share consistently, build momentum.”
Behind-the-scenes
The last few months have provided a lovely mix of work, travel and time to switch off. I attended the launch event for OPI’s summer collection, A Trip to the Bright Side, and created swatching videos to showcase the bold, bright shades.
With Samantha Sweet, co-founder of Sweet Squared.
I also headed to Leeds to deliver a Level 2 content workshop for Sweet Squared’s educators and content team. Following a training session I ran for the company earlier this year, I focused on product-led content, advanced editing and how to plan posts. It was great to reconnect with the educators and build on what they’d already learned.
Creator spotlight This month, I’m highlighting Viktoriia Malipatil of @get.lucky.nail.academy_. We have been following and messaging each other for a while, and I had the pleasure of meeting her in-person at one of my content workshops.
Viktoriia is an educator with over 15 years’ industry experience, specialising in Russian manicures and hard gel. More recently, she’s stepped into content creation for brands – and she’s doing it beautifully. Her videos capture colour, texture and application in a really natural and cool way.
Check out Viktoriia’s work on
Instagram
: @get.lucky.nail.academy_
Alongside this, I went on a family holiday. It was so nice to take time off work, enjoy some sunshine (and Aperol Spritz!) and reset outside of the content creation world.