Award winner: clare durtnell-holland
A PASSION TO
INSPIRE
Award-winning nail professional Clare Durtnall-Holland tells Annette Hanford about her passion for nails
Nails are Clare Durtnall-Holland's passion. A three-times winner of the Nail Professional of the Year category at The British Beauty & Spa Awards, she now enters the hall of fame. But rather than sitting back and basking in the glory, she intends to continue heightening the nail industry's profile, as well as inspiring and enthusing others.
Clare didn't become a successful nail artist overnight. After leaving college in 1992, and with only two nail enhancement attempts under her belt (all that was needed at the time), she wisely sought further education and training to hone her skills.
Since then, she has established and run her own East Sussex-based business Perfect Elegance (formerly Fantastic Fingertips), developing the business over 10 years.
"Initially working alone, I now have a team of five who, over the last two years, have exceeded all expectations," she says, adding that she plans to develop more staff during the next few months.
Clare has a three-stage skill level and price structure for her nail professionals:
* Nail artist: manicures, pedicures and nail enhancements on 'normal' nails to a good standard, demonstrating basic knowledge of nail technology
* Specialist nail artist: as above, but beginning to take on more challenging nails, ie, bitten, and demonstrating extensive knowledge
* Consultant nail artist: can work on all types of nails to a high standard and demonstrate thorough knowledge of all aspects of nail technology.
"After a month, I can gauge at which level their skills are, before mutually setting goals and targets to help move them onto the next level. I continually monitor and check practical skills, client care and theory knowledge," she says.
"I want to inspire and enthuse others to be bigger, better and different."
READ ON...
TECHNOLOGICAL TECH
Understanding that the internet has marketing as well as revenue-generating benefits, Clare plans to develop a website to help inform consumers as well as sell products. "For far too long, nails have been the poor relative of the beauty industry," she says. "It's time the world was shown just how fantastic the nail industry is, and when done properly - with knowledge, artistic flair and skill - how the natural nail is left unscathed, and beautiful, natural-looking enhancements can be created.
"I want to show the consumer just how professional nail artists can be; that we strive to be the best; and we continue to learn and grow all the time to provide the most stunning enhancements possible."
PRODUCT PERFORMANCE
Having used many product ranges, Clare has a wealth of knowledge on how different products perform. Three years ago she attended the first Entity Nail Studio in Chicago, led by nail gurus Tom Holcomb and Tom Bachik, and was hooked.
"I have been addicted to the brand since, as it allows me to enhance my creativity and flair," she says.
In fact, she is so taken with Entity that she has become an educator. "Teaching beginners, intermediate and advanced courses, I already have my D32/33 assessors' awards and will be adding NVQ assessing soon.
"To become an educator, I spent a gruelling two-days with its top educator Lee-Anne Smith. Myself and 11 other UK nail artists were put through our paces, ensuring we had what it takes to be the best. We were all assessed on our demonstration and presentation techniques and all passed with flying colours."
"I am currently writing articles and answering questions about nails for a website called In2Town and am a 'featured expert' in a local magazine called Wellbeing," she says.
But as her empire grows, taking a back seat or reducing her client list just doesn't seem to be an option for someone so passionate about nails.
"I will always be hands-on as nails are my craft. I get lost in the art of applying them and I love my clients. I have built such a bond with some of them over the years that I now socialise with them. Holding someone's hand for an hour, you can't help but connect on a deeper level. It is such a transformational service. I am introducing a loyalty rewards scheme to thank my clients for their custom.
"I want to truly inspire others to be the best they can and I will continue to strive to be a unique, market leader."
