Georgia Steel, formerly a property manager, launched her Southampton nail salon, Georgia Does Nails, in 2022 after qualifying in gel manicures. She designed the garden outbuilding salon with a bohemian, beach club aesthetic, featuring rattan furniture and plants.
Steel notes a specific gap in her local market: bridal nail services. While makeup, hair, and photography receive significant attention for weddings, she observed that hands and fingernails were often overlooked. This insight drove her specialisation in bridal manicures, offering pre-wedding trials to perfect designs and colours.
Steel's approach highlights a potential business strategy for other salon and barbershop owners. Identifying and catering to underserved niches, particularly within the lucrative bridal market, can create a distinct competitive advantage. The success of Georgia Does Nails suggests that specialised services, coupled with a strong personal brand and appealing salon environment, can lead to a booked and busy schedule.
