Ask the expert: How can I create a special experience for bridal nail treatments?
Recommend that brides have weekly professional manicures in the lead up to the big day. This will allow you to prescribe treatment products, give advice on the nail shape best suited to the bride-to-be (we recommend a squoval shape as it is much stronger and less likely to break) and ensure hands and nails are in perfect condition. If your bride is concerned about a last-minute nail break nightmare, suggest a gel polish manicure (and matching pedicure) the day before her wedding. This will also give her beautiful nails throughout her honeymoon.
In the run-up to the wedding, encourage your bride to have a trial run and book in regular maintenance. The more adventurous brides can also have a chance to experiment with nail art or statement nails with crystals. When considering their final colour choice, it is worth recommending that brides purchase a mini nail polish to see whether it complements the tone of their dress or the rest of the wedding colour scheme, before choosing their final shade for their wedding manicure.
Don’t just think about the bride; consider the whole bridal party as they will all benefit from your treatments and products. As an incentive, offer the bride a complimentary manicure if she refers her bridal party. If the bridal party is large, open up the salon out of hours. Invite the bride’s family and bridesmaids to host a party where everyone can be pampered with manicures and pedicures. Create a calendar of manicures and pedicures so that the bridal party will know when to start their treatments and by the time the big day arrives, everyone will have nails to be proud of.
Mandy Cook is sales director at Gerrard International, UK distributor of Jessica and Geleration and manufacturer of make-up brand Mii. She has worked for the company for 22 years and has over 30 years’ experience in nails and beauty.