Having a niche as a nail tech: is it important?
By Lilly Delmage | 24 May 2025 | Business, Expert Advice, Feature, Tech Talk
Whether your skills focus is natural nailcare, premium pedis or portrait painting, Scratch investigates the importance of identifying and capitalising on your expertise…
What is a niche?
‘Niche’ is a business term used to describe a focused approach to offering goods and services, and tailoring them to a specific consumer group, rather than a broad market. Finding a niche is often suggested as a strategy for standing out, but how important is it for a nail professional to find and promote their niche?
4 benefits of having a niche:
1. Standing out
Offering tailored services can help you excel in a competitive market and gain a unique selling point – a benefit shared by Dorset-based natural nail specialist, Esther McGraddie. “Having a niche is like putting a spotlight on your unique skills. It helps you stand out, attract your ideal clients and highlights you as an expert in your skill area.”
2. Marketing with ease
“Having a niche simplifies marketing efforts,” says Lancashire nail artist, Olivia Marie. “It allows you to note a clear direction and specific target audience, making it easier for the right clients to find you. While your potential client pool may be smaller, those who book with you are likely to be loyal and willing to invest in your work.”
Vegan tech, Coral Kendall of Oh Lush Nails, emphasises the importance of clear marketing: “I have the word ‘vegan’ positioned prominently across my social media and booking sites. This makes it easier for clients seeking vegan-friendly services to find my studio.”
3. Honing your skills
“By focusing on natural nailcare, I’ve been able to refine my knowledge of nail health, perfect my application techniques and stay updated on the best products for strengthening and lengthening nails,” shares Esther McGraddie. “Instead of trying to master every service, I’ve honed my craft, to consistently deliver high-quality results in my area of expertise.”
4. Pricing power
Having a niche can offer greater monetary opportunities, adds Olivia Marie: “If you offer a unique style or service that few others provide, you can often charge higher prices because your work is specialised and in demand.”
The importance of having a niche
While many nail professionals advocate for the benefits of a niche, others argue that it can limit nail pros. Olivia Marie explains: “I don’t have a niche and feel that if I did, it would be restrictive. As a nail artist, I love exploring my creativity in different ways, and I don’t want to limit that to a specific style or technique.”
Esther McGraddie adds: “Some nail techs succeed by keeping their services versatile, while others find that specialising helps them stand out. Ultimately, you need to find what works for you.”
Though, for those who do want to find a niche, Olivia Marie shares her advice: “Let it happen naturally. Explore different styles and techniques and allow yourself to enjoy the process. Remember – your niche doesn’t have to be a particular art style, technique or content type; it can simply be you.”
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