Secrets of Starting a Beauty Business from Tenoverten Nail Spa's Adair Ilyinsky
Photo: courtesy of tenoverten1/5What should people look for in their local nail salon?
Again, on the hygiene front, you should always ask how the tools are disinfected. They probably aren't using an autoclave, but they should be knowledgeable about what the state's laws are regarding disinfection—whether it's UV sterilization, soaking in a hospital grade disinfectant, etc. If they are, that's a pretty good sign. And if it looks like they're reusing a buffer or nail file on you, just ask for a new one!
What was the process like of starting tenoverten?
It was exciting! In this case, ignorance really was bliss. Because we didn't know very much about owning a nail salon, we just took each step as it came and learned as we went along. We relied on industry veterans whom we reached out to for advice and our own employees, many of whom have been nail technicians for upwards of 20 years. They are truly experts at what they do.
Photo: courtesy of tenoverten2/5How did you come up with the concept for tenoverten?
I used to live right around the corner from my business partner Nadine Ferber's clothing store in the West Village, Mick Margo, and we always got our nails done together after work. We had a laundry list of things that we thought were lacking at typical nail salons (hygiene being a big one!) and we would casually joke that we should open a better one ourselves. One night, we decided 'why not?' We went about creating a place that could improve upon that list of grievances.
What makes tenoverten different from your typical nail salon?
There are so many things, but the big one is hygiene. We use an autoclave (a sterilizer that's typically used at the dentist's office) to disinfect metal tools and anything that isn't metal, like buffers, files, orange woodsticks, we throw away after one use. The decor is also very different than typical nail salons—we built the space to feel more like a beautiful apartment. We have custom-made club chairs rather than the big vibrating pedicure chairs and have incorporated a lot of found and vintage objects. Lastly, customer service improvements like online booking and paperless receipts really set tenoverten apart. Oh, and I can't forget our polish selection! We have Chanel, Nars, RGB, and our own tenoverten polish line.
Photo: courtesy of tenoverten3/5You've recently expanded to an uptown location beneath Le Parker Meridian hotel. What made you decide to expand?
We have so many loyal customers who travel a long way to come see us downtown, so we thought it would be nice to have a location that was more convenient for them. We're also so excited about what's going on underground at Le Parker Meridian—we're next to drybar, one of our other favorite beauty businesses—that we just couldn't pass up the opportunity.
How did the tenoverten nail polish line begin?
We work on the nail polish line with Jaclyn Ferber, Nadine's sister, who lives in Los Angeles. She's a product guru, so it was great to partner with her. It just seemed like the natural next step for us.
Photo: courtesy of tenoverten4/5How did you choose the colors for the collection?
We're very fortunate because, as we like to say, we have our very own laboratory at the salon where we can experiment with everything—colors, the size of the bottle, and the length and consistency of the brush. Even though we're known for having a huge (albeit edited) selection of polishes, there are still times our customers will say, 'Oh, I wish you had a blue that's a little darker than this, but not as dark as that.' Or, 'I wish you had a light pink similar to this color, but offered more coverage.' We think a lot about all of that feedback when creating our own colors, and, of course, we couple that with the more creative approach of trying to replicate a fabulous color we've seen in a garden or on the runway. It's a marriage between quantitative and qualitative information.
What are your current favorite polishes?
Right now, my favorites are tenoverten Hudson, which is a coral, and tenoverten Parker Meridian, which is an orange that we did in collaboration with the Parker Meridian hotel. It's their signature color! I like to wear Parker Meridian on my fingernails and Hudson on my toenails for a pairing that goes well together without being too matchy-matchy. Chanel polish in Tentation has been so popular at the salon and RGB did a color for spring called Dew that's out of this world.
Photo: courtesy of tenoverten5/5What's the hardest part about running a business?
For me, the hardest part is to know when to put pencils down and stop working. There's always a lot to do and so many things I'm excited about, so sometimes I'll work too late into the night and I know Nadine does that same thing. It's important to remember that life and success are all about balance and everyone needs sleep and to spend quality time with family and friends. Nadine and I make it a point to go out to girls dinners like we did before we opened the business and not talk shop—or at least not talk about it too much!
What has surprised you the most about running a business?
How satisfying it can feel. It's a totally new feeling for me since I've always worked for larger companies. I actually really enjoyed my past jobs too, but it's a whole new level of fulfillment when it's something you've created.
**What message do you want to give to girls who would like to be entrepreneurs? **
Go for it! Nadine and I both come from corporate backgrounds and I think that solid foundation has really helped us. It's nice to get that experience first and then forge out on your own. Once you do, don't be intimated by what you don't know! Be eager to learn and take on one obstacle at a time.
