If you think sponsors are only for race cars and recovering alcoholics, think again. Bellacures Nail Salons, a small Southern California-based chain, had more than a dozen companies lined up as sponsors for the grand opening of its Pasadena store in June — including OPI and SpaRitual. How did they do it? “We approached the PR firms of a few handpicked, like-minded brands that we felt would complement the Bellacures brand,” says Bellacures founder Samira Asemanfar. Generally, the sponsors either donated products to a gift bag or donated their services at the event. “This allows them the chance to publicize their brand to our audience while leveraging the Bellacures name to elevate their own brand into the spotlight,” she says. It’s a win-win that requires little arm-twisting: “The brands we approached were all extremely excited to have the chance to be in front of our high-end clientele,” she says.