Starbucks approach to nail salons

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The United States has approximately 58,000 nail salons, most of which are “mom and pop” stores owned by Vietnamese and Korean immigrants. Claiming to be the first branded nail chain in the United States, Dashing Diva hopes to become the Starbucks of nail salons, creating a strong brand and offering customers an experience that’s different from other nail salons. While most nail places sport a hygienic but basic look, Dashing Diva has invested heavily in design, making it a marketable venue for bridal showers and Sweet Sixteen and birthday parties. Customers are treated to girls’ night every Thursday and Friday evening, sipping free cocktails in the “Pink Pedicure Lounge” while having their toes done, and weekend morning treatments come with complimentary bagels and coffee. Men and young girls are catered to with Racer and Little Diva manicures. The chain also has an advantage on the supply-side: Dashing Diva is an affiliate company of KMC-Exim, the world’s largest manufacturer of artificial nails.

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