NAILS has had its eye on MiniLuxe for some time. This salon chain started in Massachusetts nine years ago and has since grown to house locations in Texas and Rhode Island. At long last, this salon franchise has reached the West Coast. Brentwood marked the first L.A. location and last night’s grand opening was a testament to the salon’s clean and chic vision.
With a mission to be the “Starbucks of nail salons,” MiniLuxe has known that California needed to be a market. The company wisely set its sights on upscale L.A. neighborhoods such as Brentwood and Beverly Hills. The Brentwood location opened a month ago but had its official launch party last night. Since opening, the salon, which staffs 18 nail technicians, has been busy. Clients can choose between manis, pedis, gel, lacquer, brow, and waxing services. The L.A. location also marks the launch of the salon’s first nail art offerings. A curated menu of art options features negative space nails.
MiniLuxe worked with several industry insiders to create the most appealing salon experience for clients. Editorial manicurist Debbie Leavitt helped give the brand insight into the nail tech’s perspective. Marc Jacobs’ illustrator created the custom nail-themed artwork around the salon and on the aprons of the staff. Christine Mastrangelo, Chief of Staff of Cue Ball (MiniLuxe’s founding firm), describes the brand’s design choice as “Fashion-forward” and “highly editorial.” “When thinking about polish we think of brushstrokes, which influences the type of illustrations we have decorating the salon. The look is very clean and open, almost Scandinavian in style,” she says. Rose gold accents add a touch of luxe to the MiniLuxe name as well.
When it comes to brands offered in the salon, MiniLuxe has their name on everything from polish bottles to lotions. Dazzle Dry, however, stands out on the runway of color (MiniLuxe’s long table that is their version of a polish wall). Dr. Vivian Valenty, president of VB Cosmetics, Inc. (which includes Dazzle Dry) was on hand to introduce partygoers to the brand. A preview of Dazzle Dry’s collaboration with MiniLuxe was available at the launch, featuring bottles that resembled the brand’s logo. Valenty and MiniLuxe president Leslie Brunner are currently working on a video to show to technicians about educating clients on polish choice. “We want them to start asking for Dazzle Dry by name,” says Brunner. Client education is one of the immediate goals MiniLuxe has for continued success in California.
At first, MiniLuxe attributed its success in Mass., to cleanliness and salon sanitation. Now though, the company believes it’s all about the experience. Just like Starbucks, MiniLuxe is convenient, affordable enough for an occasional indulgence, has a cool menu of offerings, and offers clients a relaxing atmosphere that’s just upscale enough.
For reprint and licensing requests for this article, Click here.