Seeing a lack of affordable, but higher-end salons in their city of Corona in Southern California, business owners Thomas Irwin and Alex Hanshaw opened Orchard Nails in October 2007. With no previous knowledge of the beauty industry, the two have learned about services, brands, and customer service, and worked through cultural differences to survive. Voted Best Nail Salon in the Inland Empire by MyFoxLA’s HotList, Orchard Nails is thriving while neighboring salons slash prices and offer discounts, says Irwin.

A DIFFERENT INDUSTRY

Thomas Irwin and Alex Hanshaw own a dry cleaning business, and when an opportunity to open another business across the street arose, they chose to focus on nails.

According to Irwin, inspiration came from a neighboring discount salon that was always busy. With Orchard Nails, however, they wanted to raise the bar in cleanliness, atmosphere, and customer service. “We ended up creating a neat spa environment that a lot of people were hungry for,” Irwin says.

Hanshaw’s design for the salon is framed around pressed-glass bamboo sheets and earthy colors with splashes of orange. To create privacy for clients, the salon is separated into three sections divided by bamboo partitions: the reception area, a service room that houses four spa chairs and three manicure stations, and a second room that has five spa chairs, two manicure stations, and a drying station.

A state-of-the-art ventilation system neutralizes the smell of acrylics and the salon offers a “Squeaky Clean Promise” that all instruments used are autoclaved.

Orchard Nails offers rechargeable gift cards that have been a huge hit. According to Irwin, “If there’s a Mother’s Day, or Valentine’s Day, or Christmas gift to be purchased, this is the place to come.”

“Addicted to Orchard Nails” rewards cards are also available for loyal clients, offering a 4% credit for every service that can go toward future services or gift cards.

LEARNING THE ROPES

While the salon is now flourishing, Irwin says they had a lot to learn about the nail industry, from figuring out the big brands to creating the salon’s service menu, which started out small and has since expanded.

Services range from the basic spa-style manicure and pedicure, which uses a generic label product, to more comprehensive packages such as the Orchard signature manicure and pedicure. “Our menu has expanded over the last two years because I’ve learned about CND and OPI, and we’re trying to change over everything to better quality pedicure and manicure systems,” Irwin says.

Irwin thinks demand for acrylics probably won’t go away, even though the introduction of OPI’s Axxium soak-off gels into the salon has clients calling in from up to 35 miles away. In addition, Orchard began using CND’s Shellac in early May.

One of the challenges they still face is keeping on schedule. Irwin emphasizes that salon policy is never to rush nail techs working with clients. Clients deciding to upgrade their service last-minute to one that takes longer also results in time crunches.

Another challenge was finding the right nail technicians for the salon. “Because the industry is dominated by a different culture, the relationship between me and my employees was definitely a challenge. It’s not anymore, but it was at the beginning,” he says.

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SOMETHING FOR EVERYONE

“We’re not known as the less-expensive guys,” Irwin says. Pedicures start at $19 but run up to $58, allowing for a wide range of clients, although Irwin adds that most are upper-middle-class women. Because of the salon’s design, it also gets its fair share of male clients.

Orchard employs a full-time manager, but Irwin is the “face of the salon,” to the point where if he goes out for lunch, he often gets stopped by clients who want to chat. (Hanshaw focuses more on their dry cleaning business.)

 Irwin says he wanted to make sure that clients who were paying for a relaxing service felt comfortable at the salon. Finding the right technicians who fit his specifications was tough at first, but hiring slowly ensured that he only employs the best.

Most of Orchard’s nail technicians are Vietnamese, but Irwin asks that they speak only in English in front of clients. Other rules include no cell phones in front of clients, clean uniforms with hair pulled back, and excellent hygiene.

Most techs at the salon have been with them for two years, almost since the salon’s opening. “They don’t want to leave, and that says a lot,” says Irwin, adding that the staff last year chipped in to get him expensive Louis Vuitton sunglasses he’d been eyeing.

He encourages techs to build a relationship with their clients. “If people feel like they can come into the salon and not only get good service, but talk to you about the things that are going on in their lives — that is huge for business,” he explains. 

QUICK LOOK

Salon Name: Orchard Nails

Location: Corona, Calif.

Owners: Thomas Irwin, Alex Hanshaw

Square Footage: 1,400

Opened: October 2007

Number of Nail Techs/Total Staff : 16/20

Specialties: Aromatherapy nail treatments

Compensation: Commission

Website: www.orchardnails.com