Alex Fox
UPGRADE TO PREMIUM TO WATCH THIS VIDEO
video and so much more educational content.
From February 5, 2024, Sweet Squared, UK-based professional nail, hair and beauty distributor, is thrilled to embrace the addition of Footlogix, Artistic Nail Design, Famous Names, Belava, and Footsie to its esteemed brand portfolio. This strategic move follows Sweet Squared securing the distribution, education and support rights for these brands from its industry colleagues at Louella Belle. “Our unwavering commitment to providing best-in-class products, services, and education to professionals like yourself drives us,” enthuses Samantha Sweet. “Through this collaboration with these exceptional brands, we see an exciting opportunity to elevate the level of service we provide to salon professionals and their clients. “We extend heartfelt gratitude to Jamie and Darren Crook, alongside the entire Louella Belle family for their dedicated efforts in nurturing these brands in the UK and Ireland over the past few years. With gratitude, we receive these brands in excellent condition, and we convey our deepest love and respect to everyone at Louella Belle.”
Jamie and Darren Crook of Louella Belle, express, “It’s been a pleasure to partner with Footlogix, Artistic, Famous Names, Belava, and Footsie over the years. We are immensely proud of growing these brands and feel that now is the perfect time for our friends at Sweet Squared to take them to the next level while we focus on other new and exciting opportunities. “We’ve known Samantha and Samuel Sweet for over 20 years and the reputation they’ve built within the nail industry is second to none. We are confident that our customers will benefit from their outstanding service, product ranges and education for which Sweet Squared is so well known. “Finally, we would like to pay tribute to our late mother and founder of Louella Belle, Lisa Crook. We know that she will be looking down, excited to watch the brands continue to grow in their new home!”
Samuel and Samantha Sweet are equally excited, as Samuel states, “We are a company founded for and dedicated to the professional. We are beyond excited to start serving our patented ‘love and respect’ to the professionals devoted to these brands.”
With new opportunities on the horizon and a growing fulfilment business, the decision to entrust the brands to Sweet Squared, industry friend and competitor for over two decades, was a natural one for Jamie and Darren Crook. The team at Sweet Squared consistently seeks ways to enhance its service to professionals, and the inclusion of additional brands from Louella Belle presents an exciting chance for salons and clients to explore new and complementary systems and treatments. This acquisition also introduces Louella Belle’s professional customers to brands that Sweet Squared has already successfully embraced, creating a mutually beneficial situation – a true win-win.
For those in the nail industry that are still not sure if competing brings added content to a nail business, then listen to the 2023 story of one nail professional who has taken competing to a serious level and reaped the rewards. By investing time in travel and practice, effort and money, Katarzyna Kruszynska embraced the Nailympia 2023 circuit and followed it around the world. Here’s what happened… In the competitive realm of nail styling, Katarzyna (Kate) Kruszynska has attained the prestigious title of ‘Irish National Nail Champion,’ marking her as a multiple award-winner in nail styling championships across the globe. In the past year (2023), Kate showcased her skills internationally, representing Ireland in the UK, Mexico, Germany, USA (Orlando, Texas, and Ohio), clinching a remarkable total of 40 medals and trophies. Reflecting on her recent achievements, Kate shares, “Last year, I was honored to secure the Nailympia Americas Cup, The Nailympia Premiere Cup, Nailympia Art winner of winners, and Individual Top Scorer awards. Additionally, my business success was acknowledged with the ‘Best Established Business’ award from the Local Enterprise Office in 2019.”
Originally from Poland, Katarzyna Kruszynska initially served as a police officer in the Traffic Accident Department before following her passion and relocating to Ireland. In 2010, she transitioned to a full-time career in nails, starting from a humble nail table in her kitchen, overcoming self-doubt and tears and giving it her best shot. With the unwavering support of her family and friends, Kate not only persevered but also established a successful nail bar in 2015. Kate proudly manages Beauty Vision Ltd, an accredited training center, and is the visionary behind the Kohana Professional nail brand. The name ‘Kohana’ has profound personal significance, drawing inspiration from the Japanese term meaning ‘little flower’ and the notion of ‘ohana’, meaning ‘family’ from Disney’s Lilo & Stitch. The name uniquely combines ‘K’ for Kate and ‘Ohana’ for family, encapsulating the ethos that everyone is a part of Kate’s extended family. Explaining the Polish connection, Kate shares, “In Polish, ‘Kohana’ means ‘loved one,’ perfectly aligning with my brand’s ethos, where every individual is considered loved and part of the family.”
Beyond her business acumen, Kate is a devoted wife and mother to three children, an avid animal lover with two dogs and a cat at home. She has a passion for travel, diverse culinary experiences, and a commitment to a fit and healthy lifestyle. Kate actively shares her expertise and creative work on social media, amassing over 60,000 followers in three years. Her content revolves around nails, nail art, beauty, and insights into her business. “Sharing my creativity with a global audience is an amazing feeling,” expresses Kate, who also enjoys connecting with fellow nail enthusiasts through social media. She takes pride in Kohana being a welcoming space for individuals to learn new skills in a positive atmosphere. Expressing gratitude for the enriching journey her business has provided, Kate acknowledges, “Not everyone can say they love their job, but I’m one of the lucky few who can!” @beautyvision_ireland
The magical world of Annabel Maginnis, owner and creator of Nails by Annabel, now known as the UK-based Glitterbels nail brand, is to offically launch into the USA market on Monday 20th November 2023 from its new US HQ in Atlanta, Georgia. From its new premises in Atlanta, its head of education, award-winning nail professional, Charli Jepson, alongside a series of nail industry guests and influencers, will be offering discounts and giveaways to US nail artists via live feeds from its instagram account throughout the launch day. Having evolved and grown from Annabel’s mom’s kitchen table into a huge fairy-tale salon in Newcastle-Under-Lyme which houses its own state-of-the-art training academy, shop and full-size unicorn, this nail brand has grown beyond expectations into the nail giant we see today. Creating nail art masterpieces and running nail art masterclasses, Annabel wanted to create her own unique brand and led the way in nail technology to build up the Glitterbels brand in the UK. Now a worldwide professional salon, academy and nail brand, Glitterbels offers its unique brand of hema-free gel polishes, builder gels, acrylics, UV/LED gels and cutting-edge accessories all packaged up in pink. ‘Product innovation, trend-led colors and creating beauty must-haves’ is its driving force. With color its passion – from the catwalk to street-style, nature and lifestyle, Glitterbels inspires positivity and shares this love of nails with its customers. Find out more at glitterbels.com and keep an eye on its IG for more updated on its launch into the USA. @glitterbels @nails_by_annabel_m
Follow & Share!
Stepping into the world of nails at the tender age of 12, Michelle Soto was spoiled for a year as her aunty used her to hand model for practice purposes. Later, after moving to Puerto Rico, Michelle made a point of manicuring her nails, mimicking what she’d picked up from her aunt. “My nails became a talking point and people asked me to do theirs, but I always said, ‘No, I only do them for myself’,” Michelle reflects. “However, after some consideration, I accepted my father’s proposal of going to nail school. Getting certified before I would groom anyone’s nails was really important to me. At that time in my life, being certified yet still not thinking it would end up becoming my career, was my mindset.”
On deciding to train in nails, Michelle enrolled at the Pierrette Academy in Puerto Rico, which later changed its name to Ema’s Beauty Academy. “I was offered to work at a well-known salon from the owner of the academy herself,” smiles Michelle. “I agreed and worked in it for a year, then I made the bold move to open my own salon; I was just 16 at the time.” Michelle continued to run nail salons for a number of years before changing her path to work more recently full-time with V Beauty Pure LLC in the USA. “I’ve tried many products throughout the years and one of my favorites is V beauty Pure,” she asserts.
With the onset of the global pandemic changing Michelle’s career course, she highlights, “Not being able to work for some time pushed me in a different direction; I had so much time to think about what I was doing and if it was the right pathway for me. I then changed my life completely. I‘ve always wanted to dedicate myself to teaching full-time while helping others achieve their goals, but I was always too busy to commit. The pandemic gave me the opportunity to make the jump.”Living by the principle to always give any endeavor her best shot, no matter what the circumstances, Michelle instils, “One must always be reliable, consistent and never forget to be humble in this life. In these challenging times, take this opportunity to focus in on yourself and your craft. Get prepared with all the knowledge and tools that will help you grow for when you are able to start working again and most importantly, keep posting content on social media platforms, don’t give up!”
Citing her recipe for attaining great nail skills is to never stop practicing or getting educated, Michelle acknowledges that, “Consistency and knowledge are key!”
Appreciating that ‘Rome was not built in a day’, Michelle stays grounded and focused while optimistic about the future. “My advice to beginners is to keep an open mind, have lots of patience, make sure you practice and don’t give up! Always be reliable, consistent and never forget to be humble!” Moving onwards and upwards, Michelle is excited for a future with her goal being to coach students, “To hit the salon floor fully experienced and knowledgeable. Capable and ready to service!”
Follow Michelle & Share this article!
Want to see your salon featured in an episode of Salon Stopover? We are looking for fabulous salons & unique services to showcase from around the globe. Contact us for details.
Educator and award-winning nail artist, Lauren Wireman, demonstrates how to simply & quickly style what appears as a complicated free style rose design, using the ‘cinnamon swirl’ as her tool of inspiration.
Want to see your nail art featured on Tag That Trend? Our team is excited to see your work and get you published. Contact us for details.