How ‘Cure Studios and Saunders & James are redefining success in the nail industry through personalization, empowerment, and seamless technology.

When you look at the most successful nail businesses in today’s beauty industry, you’ll notice they have more in common than chic interiors and flawless polish. They share a relentless focus on client experience, and their talented teams combined with powerful technology makes it all possible.

Two prime examples? ‘Cure Studios in Austin, founded by Rachel Daily and Kristin Owen, and Saunders & James in Oakland, created by Michelle Saunders James. Both have become industry standouts by blending artistry, personalization, and smart business systems.

So, what can other nail salon owners learn from these powerhouse businesses? Let’s break it down.

Why Client Experience is the Ultimate Differentiator

For ‘Cure Studios and Saunders & James, nails are only part of the story. The real magic happens in the details that surround the appointment:

• Asking clients about their favorite music before they arrive.

• Offering a drink of choice to set the mood.

• Building seamless check-in processes that don’t leave clients waiting.

• Training staff to deliver consistent, thoughtful service at every visit.

These are just a few of the small details these businesses take into account. By prioritizing personalization, they make clients feel seen, heard, and cared for—transforming a nail appointment into a memorable experience clients keep coming back for.

How ‘Cure Studios Does It

Rachel and Kristin wanted a salon that was as sustainable as it was stylish. Their mission was simple: deliver exceptional manicures and pedicures while creating a one-of-a-kind atmosphere.

With Boulevard, ‘Cure Studios has been able to:

• Personalize at scale: Pre-booking questionnaires capture client preferences before they arrive.

• Automate communication: Text messaging and reminders reduce no-shows and drive repeat visits.

• Run lean operations: From self-check-in to internal notes, their team operates smoothly without heavy front-desk overhead.

The result? A nail salon where clients feel like every detail was designed just for them.

How Saunders & James Does It

Michelle Saunders James, known as the creative force behind Saunders & James, has redefined what career growth can look like in the nail industry. At her appointment-only salon and its sister space Duo, she’s designed a hybrid model that supports both employee mentorship and independent contractor growth.

Here’s how Boulevard helps Michelle’s vision come to life:

• Clear career pathways: New manicurists start as employees and are mentored through structured levels of training.

• Seamless transitions: As they grow, team members can shift into contractor roles with Boulevard handling the client experience continuity. Manicurists can start with commission and eventually step out on their own and rent space using multi-merchant accounts.

• Client loyalty: From scheduling to payment, everything feels effortless, so clients stick with the brand regardless of location. This also has an incredible impact on revenue—50% increase on services sales.

Her philosophy? Retention starts with experience, not upselling. By putting people first—clients and staff alike—Michelle has built a loyal following and an enduring brand. 

Common Themes that Drive Nail Salon Success

Though their models differ, ‘Cure Studios and Saunders & James share powerful lessons for every nail business:

1. Personalization Wins Loyalty

Clients want to feel known. Whether it’s asking about their favorite drink or greeting them by name, small touches build trust.

2. Technology Should Be Invisible

Both salons use Boulevard to handle the background work—scheduling, reminders, notes—so the artistry and human connection can shine.

3. Empowered Teams Create Better Experiences

Investing in staff growth, from mentorship to autonomy, ensures clients get consistent, high-quality service.

4. Consistency Builds Reputation

Every client interaction, from booking to checkout, reflects the brand. Boulevard helps these businesses keep that experience polished every time.

Nail Salon Owners Key Takeaways

If you’re running or scaling a nail business, the blueprint is clear:

• Lead with client experience. Make every interaction—from booking to goodbye—feel thoughtful and intentional.

• Give your team the tools to thrive. A strong, supported team equals happier clients and stronger client relationships.

• Let technology work quietly in the background. Don’t let clunky systems get in the way of artistry and connection.

The Bottom Line

‘Cure Studios and Saunders & James prove that when client experience comes first, everything else follows—loyalty, retention, revenue, and reputation.

Both businesses run differently, but they share one thing in common: they trust Boulevard to power the systems that keep their salons running smoothly while they focus on what matters most: the humans sitting in their chairs.

Want to see how Boulevard can help your nail business deliver the same next-level experiences? Book a demo today