With so many hip pampering spots hitting the larger cities, why isn’t there one for nails? This was the question that ran through Valerie Griggs’s mind until she founded 20 Lounge in Scottsdale, Arizona, in 2009. Similar to the Dry Bar concept (a chain of popular blow dry bars in Southern California), 20 Lounge nail bars have been tried and tested–proving its place in the beauty franchise market. 20 Lounge also substantiated an ultra chic and safe environment for nail services and is in demand. With a second booming business already in the small San Diego neighborhood of Cardiff by the Sea, 20 Lounge plans to expand to Los Angeles, Dallas and Newport, California. Hopefully, one will be coming your way!
5 Reasons Why We Think It’s Fabulous
1. There is consistency throughout.
“When you come into a 20, you feel like you’re in a Starbucks,” says Griggs. No, she doesn’t mean that you’ll buy coffee there; she’s referring to the fact that no matter what Starbucks you walk into across the country, they all have the same look and ambiance. It’s the same idea for 20 Lounge. The nail bar has specifically defined itself in the marketplace as a hip, happening and fun environment that provides excellent services–no matter which 20 you go to. “It’s hard to find a nail salon that has succeeded like that at a national level,” she continues. “That’s where 20 would like to go.”
2. It is a sustainable and clean environment.
It was of the utmost importance to Griggs that when she created the nail bar model it would be super clean. “When you walk into the space, it’s probably the cleanest salon that you’ll ever walk into,” she gushes. “We pride ourselves on keeping things clean. We autoclave everything. We go above and beyond what the state boards ask us to do.” And judging by the number of clients coming through the door, they notice.
3. Service prices are affordable.
With the overwhelming number of nail salons and the often devalued cost of nail services, it was important to Griggs that prices remain competitive. “Women don’t want to spend $50 on a manicure,” explains Griggs. So 20 Lounge set up a standard pricing model: $20 for hands, $30 for feet and $40 for face. Of course, the well-trained staff knows how and when to upsell their clients who come for the posh setting that offers bargains and bubbly. Clients usually end up spending a bit more but walking out the door feeling and looking fabulous.
4.Retail is big business.
In addition to the competitive pricing, 20 Lounge also offers a loyalty program. For every dollar spent on services, they receive loyalty points that can be turned in for retail items. “It’s great because customers [get something in return] without discounting service prices and taking that money away from the techs,” Griggs notes. And with a luxury Fred Segal-inspired retail section, jewelry, candles, handbags and more are flying off the shelves. “Most salons depend solely on services, but our retail carries us on slow days,” says Griggs. “Monday was a prime example: Services were slow but we did $1,200 in retail sales.”
5. They take care of their techs.
Sure, they’ve done everything to ensure a stellar environment for the clients, but what about the staff? “We provide a great environment to work in,” assures Griggs. 20 provides vacation and sick time in addition to regular wages, which is a multi-tiered hourly rate. “Depending on their utilization and revenue, they can go up in their hourly rate.” In other words, the techs will get paid whether there’s a client in their chair or not, but those who stay the busiest will make the most money. Plus, techs get a percentage of their revenue in addition to their hourly wage. By doing this, the company allows techs to map out realistic, financial goals.
Year Founded: 2009
Founder/CEO: Valerie Griggs
Address/Phone: Corporate location: Cardiff Town Center, 2025 San Elijo Ave., Cardiff by the Sea, CA 92007; 760.230.6262
Hours: Mon.-Fri., 10 a.m.-7 p.m.; Sat., 9 a.m.-6 p.m.; Sun., 10 a.m.-5 p.m.
Most Requested Service: CND Shellac manicure
Signature Service: Glitter gels
Best-Selling Retail Item: Butter London polishes
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