In September 2008, when Lehman Brothers collapsed, I had been working for nine years as an independent art curator, traveling the world and curating contemporary art exhibitions at commercial art galleries. I had just opened a show in Chelsea, New York, having worked on the exhibition for over a year. The show—albeit beautiful and inclusive of many significant names—failed to make any money. Like during the current COVID-19 pandemic, I knew I had to pivot for my future. My salary was contingent on sales, and without any, I was essentially working for free—an unpredictable and unstable situation—and I knew my future relied on something else. I had over 20 years invested in art history education and expertise with a Bachelor of Arts in art history and a Master of Arts in art business, and I wanted to find something that hinged on the same essence of continuing to discover and champion talented artists.
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The Backstory
In September 2008, when Lehman Brothers collapsed, I had been working for nine years as an independent art curator, traveling the world and curating contemporary art exhibitions at commercial art galleries. I had just opened a show in Chelsea, New York, having worked on the exhibition for over a year. The show—albeit beautiful and inclusive of many significant names—failed to make any money. Like during the current COVID-19 pandemic, I knew I had to pivot for my future. My salary was contingent on sales, and without any, I was essentially working for free—an unpredictable and unstable situation—and I knew my future relied on something else. I had over 20 years invested in art history education and expertise with a Bachelor of Arts in art history and a Master of Arts in art business, and I wanted to find something that hinged on the same essence of continuing to discover and champion talented artists.
At that time, I started to see some girls where I lived in Bushwick, Brooklyn, who were wearing fun nail art, and it clicked that this was something to explore. I used my experience as a curator and started making appointments and visiting with nail artists in the same way [as I did with studios]. The first nail artists I met with were Naomi Yasuda (@naominailsnyc) and Fleury Rose (@fleuryrosenails), and I even traveled to London to visit with and get my nails done by The Illustrated Nail (@theillustratednail) to research and develop a concept that felt right for my experience and interests. I found that these artists were working in isolation with no platform to elevate and champion their talent. They mostly showcased their talents through the runway and editorial.
Athough I had no prior interest in nail art nor did I grow up wearing extensions, I was a lover of hip-hop culture. To further my research, I went to Christine Valmy’s (@christinevalmy) nail school in New York to get my nail license. Concurrently, I started hosting nail art pop-ups in New York at the homes of art world friends and associates. This opened possibilities for me to host a pop-up at Art Basel Miami Beach and subsequently get invited to MoMA PS1 for a three-month residency from January till March 2013. During this time, I conceived the concept for our artist in residency program, whereby we invite the world’s leading nail artists to our salons in both New York and Miami for a limited time and give our clients the opportunity to get their nails done by the best of the best.
In June 2013, we opened our brick-and-mortar salon in Manhattan’s lower east side, and in 2015, we opened our second salon in Miami. In 2017, we relocated to The Miami Design District, an exclusive neighborhood dedicated to art, culture and luxury shopping. Core to our mission and vision is a contemporary video art program, whereby we screen contemporary art videos on the walls of the salon to maintain my passion for art and the medium of moving images.
The Look
We have a very pared-down and chic aesthetic. I prefer a bespoke experience instead of a generic manicure and pedicure salon setup. I have never had any financial backers, so many of the bells and whistles you see at some bigger salon chains were not an option nor, in my opinion, needed. As long as the nail artists had ergonomic seats, I was happy.
Signature Services
We offer anything the clients want to do. Our clients come to us with a myriad of ideas and inspirations, and we convert them into nail art designs. This can range from textiles, anime, abstract designs, Sanrio characters, etc. We also replicate ideas and trends we see on Instagram or when clients bring things from Pinterest. A lot of the manicures might not be exclusive to our salon, but historically, we have been a leader in the marketplace for technically high standards of line work and embellishments.
The Goods
We use ALL Japanese potted gel products due to their exceptional quality and durability in addition to their unique ability to perform the kind of line work we specialize in. We offer a range of brands: Presto, Ricca, Leaf Gel, Kokoist and Vetro; we use American brands in Miami due to the humidity and Young Nails and IBD hard gels to enhance and give durability to the nails and extend the life of the manicure.
Sanitation and Safety
Our nail artists have always worn masks to perform their services due to dust inhalation. After we reopened in the pandemic, we created very strict salon policies, which have instilled a sense of protection for our nail artists and the confidence for our clients to return to the thing they love the most: their impeccable nails.
Social Butterflies
Our handle is @vanityprojects with nearly 130,000 followers. We believe Instagram is the heartbeat of our salon and brand experience. We use it to champion our talent and to convert our availabilities; additionally, we use it to add layers to our brand through what we find and repost from other artists we admire or inspiration at large. [Our second location in Miami] can be followed @vanityprojectsmia.
What Is Next?
In June 2021, we launched Vanity Projects Institute, a hybrid online education platform dedicated to teaching potted Japanese gel with one of our master educators, Kanae Yagi (@mee_kanae). Our goals here are to build talent to improve the industry at large so nail techs across the United States and internationally can build their skills and earn significant incomes to benefit their lives.
Also, we have plans to expand internationally, and I am currently in the research and development process of that next step.
Details
Owner: Rita Pinto
Est.: June 2013
Staff: 30 employees
Benefits: We offer medical benefits to full-time employees as well as two weeks’ paid vacation for upper management. We believe in a healthy work-life balance, so our artists are encouraged to take the time off they need to revitalize and come back to work inspired and invigorated.
Come Visit Us…
Website: vanityprojectsnyc.com | vanityprojectsinstute.com
@vanityprojects | @vanityprojectsmia | @vanityprojectsinstitute
Up Close With Rita Pinto
What inspires you?
“Art, music, high/low culture, travel and my daughter, Maia Leigh, who is my impetus for everything I do.”
What was the most challenging thing that happened while opening your salon?
“Finding the right team to fit the vision and execute at the levels we required.”
What piece of advice would you give to a new salon owner?
“Be prepared to not make any money at first. It took a long time for us to get it right, and with our large commission structure aimed at securing the best talent, there is very little margin left for profit after expenses. BUT, in time, when systems are created and exercised properly by a strong front-of-house team, the rewards are great!
I can’t discuss Vanity Projects without…“including my amazing team of nail artists who work tirelessly to execute the most beautiful and exquisite nail art designs and perfect enhancements. Additionally, I would be remiss to not include my amazing front-of-house teams who drive the ships daily.”
