Posh Nails wins 'Entrepreneur' mag's franchise awards

MANILA, Philippines - One gauge of a successful enterprise comes in the form of recognition but success becomes doubly sweet if one does not expect it. So when leading nail care specialist Posh Nails was named Most Promising Franchise and Best Homegrown Franchise in the Wellness Industry by the prestigious magazine Entrepreneur Philippines, its 32-year-old founder and CEO, Catherine Ilacad, was ecstatic. The awards honor companies offering the most viable franchise investments in the Philippines today.

The awards couldn’t have come at a better time for Posh Nails, which will mark its 10th anniversary in the industry next year. While recognized for their luxurious pampering services, Posh Nails would not be the brand it is today without the management style of Cat, which she describes as innovative and “very hands-on.” At present, the nail salon has expanded to 17 outlets (including four branches opening this year), 16 of which are franchises and one, company-owned.

Vanity Begets Business

Posh Nails was conceived as a result of Cat’s unfortunate experience with a spa salon that led to toenail surgery. She eventually put up Posh Nails mainly as a go-to destination for women offering a different kind of pampering for the hands and feet amid homey surroundings.

With the company’s initial success came challenges for the young entrepreneur, who was only 20-something back then. She was struggling to prove herself while carving a niche in the market when she launched Posh Nails in 2002. The growing interest in nail pampering led to the opening of other salons, with some going as far as imitating the brand’s overall concept.

“It was frustrating but my dad always said to look at it as a compliment. Competition was cutthroat, so we had to be always on our toes and innovate,” recalls Cat, whose father is OctoArts Films head honcho Orly Ilacad. 

Instead of losing heart, she heeded the advice of her dad and capitalized on the growth of the beauty and wellness industry, fine-tuned her services, hired and trained more staff as well as introduced new services.

Cat attributes Posh Nails’ success to a large extent to popular celebrities like Anne Curtis, Valerie Concepcion (who has a franchise at the Venice Mall, McKinley Hill Piazza), Cristine Reyes, Toni Gonzaga, Carla Abellana, Sam Pinto, Kris Bernal, Isabel Oli, Nikki Valdez, Say Alonzo, Francine Prieto, Gretchen Fullido, Barbie Forteza, Bea Binene and Rica Peralejo.

Quality and Consistency

Posh Nails’ personal approach to the individual needs of its customers has always been the defining quality of the nail salon. This, Cat says, is complemented by her skilled, efficient and hardworking staff who undergo rigorous training.

Cat also deems it important to be updated on the latest nail trends, products and techniques to stay relevant. For this, she comes up with promotions and quarterly themed pedicure/manicure services. She also has been regularly attending and training at nail conventions abroad, entertaining new suppliers and doing research and development to be ahead of competition. This October, Posh Nails introduces its own slippers by Banana Peel, which are available in all their branches.

Included in its array of treatments are a hand spa, hand and arm scrub, foot scrub, foot and leg mask, foot spa, reflexology, paraffin treatment, dermabrasion, nail art, waxing and the Posh Spoiling package. Its basic treatments range from P300 to P500, while more specialized services start at P700. Posh Nails was also the first to introduce nail specialists, themed manicure/pedicures and semi-permanent gel polish. They also have pampering services for men.

Expansion Plans

“These are exciting times for Posh Nails as we look forward to our 10th year in 2012,” Cat says. “We will open more outlets in the provinces where there is tremendous potential for our business. These include branches in Cebu, Pampanga, Davao, Batangas and other provinces.” Expansion through franchising will be pursued.

The company is also looking into licensing abroad, specifically in the United States. Locally, Cat believes it’s about time she put up a full-service spa. Posh’s own line of nail polish, lotions and scrubs, among others, will be launched sometime next year.

“I never expected this business to grow this big. But now that we’ve attained this status, we always strive to stay ahead by continuously innovating and improving on our products as well as identifying opportunities for growth,” Cat explains. “My experiences as an entrepreneur have given so much personal and professional fulfillment. Through franchising, I will be able to share the rewards of this business, which I believe will continue to grow through time.”

Posh Nails branches are located on Tomas Morato, Quezon City; Greenhills, San Juan; SM Megamall; Mckinley Hill, Taguig City; SM Fairview; Ali Mall, Cubao; BF Homes, Parañaque; Robinsons Galleria; Binondo, Manila; SM Marikina; Commonwealth, QC; SM Iloilo; San Fernando, Pampanga. Soon to open are branches in Banawe, QC; Davao; Cebu and Batangas.

For more information about Posh Nails, call 373-8766 or visit www.poshnails.com.ph.