I
was honoured to be invited to judge at this year’s
Scratch Stars Awards
practical judging day, which was held at Stockport College in May. I was amazed by the finalists in the awards’ technical and artistic categories, who represented the nail industry incredibly well. The level of talent on display was outstanding, and it was inspiring to see so many passionate nail professionals showcasing their skills.
Judging at the
Scratch Stars Awards
practical judging day in May.
In between judging duties, I found myself having conversations with other industry pros about what professionalism means within the nail salon setting. It’s something that I believe is incredibly important, yet it can easily become lost amid the daily pressures of running a business and managing the demands of nail tech life. Those conversations really got me thinking, because professionalism is talked about a lot, yet isn’t always easy to define.
When people think about a great nail salon, they often focus on the quality of the nail looks created within it. However, while long-lasting enhancements and amazing nail art are important, professionalism is often what determines whether clients keep returning.
Initial impressions
The truth is that professionalism matters long before any nail product is applied It is apparent from the moment a client contacts you to book an appointment. Whether by phone, social media or through an online booking system, clients are already forming an opinion about your business. Friendly communication, prompt replies and a helpful attitude all create a positive impression – unlike unanswered messages, confusing information and abrupt responses, which can put people off before they’ve even stepped into a salon.
When clients arrive for an appointment, they want to feel welcome. Most aren’t expecting a red carpet treatment; they just want to feel valued, so a smile and friendly greeting make a huge difference. If they walk into a salon and feel ignored while staff are chatting amongst themselves, it can create an awkward atmosphere.
ABOUT CATRIONA LEITH
Cambridgeshire-based Cat Leith boasts 19 years’ experience in the nail sector. She balances salon and education roles, crafting artistic creations for the loyal clients of her business, The Nail Studio, while delivering high-quality training to pros as co-head of education for Hazel Dixon Nail Artist Academy.
Cat has scooped a multitude of awards, including the Scratch Stars Gel Tech of the Year and One Stroke Artist of the Year accolades in 2022, 2023 and 2024. As a result, she entered the awards’ Hall Of Fame for both categories.
www.thenailstudiocambridge.co.uk
/thenailstudiocb
@thenailstudiocb
‘‘ Clients want to know that their health & safety are being taken seriously, and feel confident when hygiene practices are consistently followed during appointments. ‘‘
High hygiene standards
Professionalism is also reflected in the appearance of a salon. This doesn’t mean that your space must look ultra-modern or be decorated like a luxury spa. What clients actually notice is cleanliness and organisation. A tidy reception area, clean workstations and properly sanitised tools send a clear message that a salon team takes pride in what it does.
Clients often notice things that staff become unaware of over time, such as dusty shelves, overflowing bins and untidy product displays. They want to know that their health & safety are being taken seriously, and feel confident when hygiene practices are consistently followed during appointments. In addition, standards like thorough tool cleaning and hand washing don’t just protect client – they protect techs too.
Communication is key
Professionalism is reflected in the way you communicate with clients. A professional nail technician listens carefully to their requests and takes the time to discuss options when necessary.
Not every request is realistic, and not every nail design will suit every client. Rather than simply agreeing to everything, a good professional offers authentic advice and offers recommendations. Most clients appreciate this approach because it shows expertise and genuine care.
It’s important to manage expectations. Sometimes clients bring photos from social media as inspiration – which might be created using AI, and expect identical results. A professional technician will explain what is achievable based on the client’s nail condition and budget. Being honest from the beginning avoids disappointment later on.
Reliability is another major part of professionalism. Clients lead busy lives and value their time. Constantly rescheduling appointments or forgetting bookings can quickly damage a salon’s reputation. While unexpected situations do happen from time to time, professionals keep clients informed. Most people are understanding when things go wrong, provided they are treated with honesty and respect.
Polished behaviour
The way salon staff members conduct themselves matters. Friendly conversation is wonderful, but there is a line between being personable and being unprofessional. Gossiping about other clients, discussing personal drama or making inappropriate comments can make clients feel uncomfortable. A professional tech knows how to build rapport while maintaining suitable boundaries.
Something that often gets overlooked is the importance of continued professional development (CPD). The nail industry is changing constantly, due to new products, techniques and trends. A professional nail technician understands that a qualification is only the beginning of their journey, and attends further training courses, watches demonstrations, practices skills and stays up-to-date with industry developments. Clients notice when a pro is passionate about their craft and committed to providing the best possible service.
Of course, no business is perfect. Mistakes happen, appointments run behind schedule and occasionally, clients may not be completely happy with their results. In many ways, professionalism is tested most during these situations, as the way a business handles complaints speaks volumes. Becoming defensive or dismissive rarely solves anything, whereas listening carefully, remaining calm and working towards a solution can turn a difficult situation into a positive experience.
The importance of professionalism
Many salon owners focus heavily on attracting new clients, rather than professionalism – which is what encourages loyalty. A client may initially visit because of a special offer, recommendation or attractive social media post, however they return because they felt comfortable, respected and well looked after, and they trust that every visit will meet the same high standards.
Professionalism also has a positive impact on a salon team. Staff treating one another with respect creates a good atmosphere, where team members work together and communicate effectively. Clients can often sense this, just as they can sense tension and negativity.
Professionalism isn’t about being formal or serious all the time; it’s about creating trust and showing clients that you care about their experiences, safety and the quality of the services you provide. Beautiful nails may be what clients leave with, but professionalism is what they remember.
In an industry that is becoming increasingly competitive, this can often be the difference between a salon that survives and one that thrives. Clients have more choice than ever – and while talent is important, professionalism is what builds loyalty. It’s the little things done consistently well that leave a lasting impression. A warm welcome, clean salon, clear communication and genuine respect for clients may seem simple, but together they create the kind of experience that keeps people coming back time and time again.
Cat x