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Clients can now use the HellaBella app for salons in Bryant Park, N.Y. The startup is rolling out in NYC with the goal to change the way salons book clients. For the salon, this would mean no software at all.

HellaBella’s experience for nail salons is simple. When a customer books an appointment, the nail salon manager receives a text message with the date, time, and services the customer ordered. The manager then replies to the text to confirm. Texts can be in English, Chinese, Korean, Spanish, or Vietnamese. Customers pay before their information is sent to the nail salon, so all services are paid to the nail salon upfront. “Salons love that they are paid right away,” said Layne Cox, an advisor to HellaBella. “The HellaBella technology automatically routes customer payment to the salon via ACH, debit card, or Venmo so it’s a seamless transaction. HellaBella sends real, paid bookings right to the nail salon.” Unlike services like Yelp and Groupon, there are no trade-offs with HellaBella. HellaBella customers pay full price, and all customer service issues are handled by HellaBella so nail salons can be sure their online reputation is in good hands.

The founders and advisors of HellaBella are uniquely qualified to create a great digital experience for customers and nail salons. Between them, their experience spans GrubHub, Seamless, Turner, Slice, Vayner Media, L’Oréal, SuperDooper, and actual nail salon owners — a mix of technology, beauty, and nail care-specific experts.

HellaBella is focused on expanding its salon network nationwide, and nail salons can sign up for free on the HellaBella website at https://hellabella.com, then click on “Add My Nail Salon.” Nail salons can also email their menus to menus@hellabella.com to be automatically listed as a part of the service.