Which makes nail salon MiniLuxe more unusual: The fact that it was founded by two men at a Boston venture capital firm or that it offers its nail technicians medical, a 401k plan and paid vacation? Well, actually both.
Sue Thirlwall, MiniLuxe CEO
The company, which has its eighth "beauty lounge" under construction in the greater Boston area, wants to be the Starbucks of nail salons, according to CEO Sue Thirlwall, a convert from the restaurant industry, where she held high-level jobs at Yum! and Baskin Robbins. Their nail technicians aren’t employees, they’re "brand ambassadors," who only converse in the primary language of the clientele, she says. The beauty business, believe it or not, is actually similar to running a restaurant. Über-cleanliness and customer service have to be spot on. Just as you wouldn’t expect a server to drop your salad on the floor and then serve it to you, you don’t want a pedicurist using the same tools on your feet that were just used on the previous customer.
The recently relaunched franchise occupies what Thirlwall refers to as the sweet spot between high-end spa services and the neighborhood nail salon. MiniLuxe concentrates on healthy products—"our products are void of the three worst toxins," she says. They’re even gluten-free, since gluten can be absorbed through the skin. Waxing services were also added.
Nail polish has replaced lipstick as women’s No. 1 beauty product, she asserts. Even men are taking an interest in their nails, although most will pass on the color—for now. "I think men will start wearing more polish," she says. "You can take it off, unlike a tattoo."
