Where it's at: Plush Beauty Bar, West Hollywood, California

Owners: Kathryn Grady and Jennifer Paige

Description: As featured in the New York Times! The latest in nail technology! Fashionistas everywhere are raving about Shellac and other soft gel manicures that do not damage the nailbed, emit no harmful fumes or chemicals, last up to two weeks without chipping, and have a beautiful, natural, smooth, glassy, thin texture.

Price: $35 for manicure, $45 for pedicure

Length of service: 35 minutes for gel manicure. If soak-off of a prior gel manicure is required add 10 minutes to the service.

Who performs it: Licensed manicurist. 

Products/tools needed: UV Lamp, polish.

How it’s marketed: “We market the service to moms through Google ad words and strategic cross-promotions with other businesses that serve moms, such as the local ‘Mommy & Me’ movies at The Grove, the Pump Station, mom-centric newsletters, and groups like Peachhead and Jen’s List. We also donate a number of gift certificates to the local elementary schools, which use them for fundraisers.”

Average sold per month: Gel nail services make up 90 percent of our manicure clientele.

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