“Events are a major part of our business.” “We are still heavily involved in the event and pop-up scene,” she says. A big part of I Scream Nails’ business comes from events with major brands like Westfield, Nike, Lululemon Athletica, and many more. “At the moment we have an exhibition with over 250 My Little Ponys on display,” says Cecchi. They’ve also started having pop-up exhibitions. In keeping with the salon’s theme, the bottle caps look like cones and the bottles resemble a scoop of ice cream. In December of that same year, I Scream Nails launched its line of lacquers.
ISCREAM NAILS PORTABLE
In February 2014, I Scream Nails launched the first “nail art bike,” a portable nail-painting station that can be seen wheeling around the streets of Melbourne during the summertime. “The maximum spend on a custom or super-detailed design at I Scream Nails is $90 Australian dollars,” says Cecchi.Īpart from receiving nail art services in the salon, locals can also get their nails painted on the street.
Pricing for embellishments and custom designs are available upon request.
ISCREAM NAILS FREE
Clients are free to bring in their own ideas for custom designs. Diamante-encrusted nails run $20 per nail. Off the standard menu, I Scream Nails offers embellishments and diamante-encrusted nails. Included free with all salon services is a dry manicure consisting of filing, cuticle care, and a light buff. “We’re all about the all-around experience,” she says.Ĭlients can mix and match designs to create unique manicure looks. “I am constantly telling him to channel his inner 14-year-old girl.”Īlthough the salon is small, I Scream Nails is big on lively ambiance. “The theme of the salon was created by Ben,” says Cecchi. Benjamin Johnson, the creative director and co-owner of I Scream Nails, has adorned the walls with everything from giant pink hands to smiling popsicle stickers. “Our theme is pretty much just fun and colorful,” says Cecchi. I Scream Nails is a small, cozy space with a big, bright personality highlighted by the pink hands and jewels painted on the wall. “Our trainings have five levels and start from basics and work up towards more difficult designs,” says Cecchi. “They can dress as loud and outrageous as they desire,” says Cecchi. For that reason, there is no set uniform for employees. Due to the size of the salon, a maximum of four techs can work at a time.Ĭecchi believes in allowing the freedom and creativity of her nail artists to flow at I Scream Nails. As a perk, I Scream Nails offers its nail artists “mate’s rates” (discounted prices) for friends and family. “At the moment, the most popular designs are unicorns, mermaids, eyes, and fruit,” she says.Ĭecchi employs a grand total of 30 nail artists across Australia each is paid an hourly rate. They are influenced by fashion and pop culture. The Mix & Match 10 lets clients pick up to 10 different designs for artists to recreate on their nails.Ĭecchi and her staff don’t miss a beat when it comes to staying attuned to what’s hot in the nail industry. The cost for services at I Scream Nails ranges from AU$15 (around US$11) for the plain polish to AU$80 (US$57) for the 90-minute Mix & Match 10. There are four services offered: Plain Polish, Feature Nails, Mix & Match 5, and Mix & Match 10. The price list breaks things down, even approximating the time it will take to complete the service. From polka dots to intricately designed Disney princesses, the extensive, graphics-filled menu displays a wide selection of designs to choose from. The salon offers nothing but polish and nail art on the hands. Pedicure thrones and spa rooms are nowhere to be found at I Scream Nails.
We are a two-minute walk from the main shopping strip, which is known for being artistic and unconventional,” says Cecchi.Ī client is getting hues of blue by nail artist, Zinta. The demand to open a salon in Sydney prompted Cecchi to open a second location in Newtown, a Sydney suburb, in October 2014. In this niche, she found the perfect place to make I Scream Nails a busy hidden gem. “Surrounding our salon are lots of wholesale clothing dealers.” Cecchi also notes that the small streets around the salon lead to hidden cafes, bars, and restaurants. “We are located in an almost hidden location with no street frontage,” says Cecchi. Ever present is its rich history and cultural diversity. The small suburb is big on the arts and known for its lively ambiance. Collingwood is one of Melbourne’s oldest suburbs and it’s notable for its 19th-century buildings. The original I Scream Nails is located in Collingwood, a suburb of Melbourne.
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