Entrepreneur Succeeds with Frenchies Modern Nail Care

Top-Performing Nail Salon Franchisee Chose Frenchies for its Focus on ‘Clean Beauty’

Opening a nail salon franchise seemed an unlikely venture for someone with Amit Shah’s background and education, which included an MBA in strategy and finance, and more than 20 years in manufacturing, turnaround consulting, financial services and health care. But Shah was drawn to franchising, and was particularly interested in the beauty space because of its economic resilience. As illustrated by the so-called lipstick index, small luxuries such as manicures and haircuts survive economic storms even when big ticket items don’t – not only because of the relative cost, but also because a bit of self-care helps you get through hard times.

After extensive study, Shah chose Frenchies Modern Nail Care. He opened his first salon in 2019 in Pittsburgh and now owns five locations in four states.

‘Nail Care, Elevated’

Shah liked Frenchies’ clear branding and message, “Nail care, Elevated.” And the very nature of the company counters the biggest pressure on the industry: increasing regulatory scrutiny about chemical exposure and sanitation. “Clean beauty” is more than a marketing term for Frenchies. Instead of hitting a wall of fumes as soon as clients open the door, they encounter an environment that Frenchies describes as “clean squared.”

“The brand’s commitment to cleaner, non-toxic products, strong ethical standards and elevated guest experience sets it apart from competitors,” Shah says. “I was also drawn to the simplicity of the concept and the opportunity to create a business where guests consistently leave feeling better than when they walked in.”

Frenchies Modern Nail Care, founded by husband-and-wife team Guy and Stephanie Coffey, opened its first studio in 2014 in Littleton, Colo., with a clear mission: Deliver non-toxic, high-quality services in a space that cares about both clients and workers. Not only are the studios clean, light and airy, but Frenchies uses autoclave sterilization, doesn’t reuse tools such as nail files, bans difficult-to-clean jet foot baths, and provides air purification.

Shah says his connection with the founders and their leadership team also attracted him to the nail salon franchise. “I value a people-first approach and believe strongly that leaders are responsible for setting the culture within their businesses. That philosophy aligned closely with Frenchies’ values and vision.”

A Strategic Partnership

Shah landed on a partner with a beauty industry background, Toni Carrecia, when he was merely looking to replace the manager at his first salon. Carrecia’s resume caught his attention for an unlikely reason. “She stated that she was the mother of a disabled child. It stood out because I’ve reviewed thousands of resumes and had never seen that before. Where some might view her role as a caregiver as a negative, I saw directly transferrable attributes – patience, perspective and resilience. She also had an impressive educational background having trained in the Aveda business system and studied at NYU as an undergraduate,” Shah says.

Carrecia says what attracted her to Frenchies Modern Nail Care was Shah himself. “He simplifies life and business. He absorbs the heavy stuff for the people he loves. People’s dreams are important to him. That does not mean he will simply handle everything, but he will never leave you stranded without a path or the ability to find your own way,” Carrecia says. 

The partners bring different, but complementary skills to the nail salon franchise, she says. “Amit brings incredible strategies, and I focus heavily on the vision for the people side of the business – our teams, our culture and the day-to-day operations that make everything work.”

A Booming Industry

Shah is clear-eyed about the realities of franchising. “Upside is limited. Downside is nearly unlimited. Know your risks and be prepared to execute,” he says.

While figures differ, the nail salon market has grown into an estimated $12 to $25 billion industry in 2025, with annual growth projected at 2.45 to 8.3 percent, according to market research by IBISworld and Kentley Insights, with annual growth projected at 8% in a 2022 report by the U.S. Bureau of Labor Statistics. Yet the industry is highly fragmented with the top four major players only holding 0.06% of the nail salon market.

Today, a manicure is budget friendly and considered required self-care by many. Frenchies Modern Nail Care accommodates client demand, offering “affordable luxury” in a posh experience without the steep prices of high-end spas, as well as memberships and scheduling apps for retention and convenience.

Reinvesting in Team and Operations

Franchising is not merely a business to Shah but an investment portfolio, and he’s all in, not even taking a paycheck. He is forecasting aggressively, reinvesting strategically and planning growth with long-term scalability in mind. “I have prioritized reinvesting in my team and operations while growing to five locations, underscoring my commitment to building a strong, sustainable business,” he says.

Shah acknowledges challenges along the way, especially through the COVID-19 pandemic. “We overcame them by engaging with fellow franchisees and the franchisor to learn faster and improve our processes,” he says.

But the nail salon franchise has brought pleasant surprises, as well. “At the end of the year, we count wins by the number of people we helped move their families to a better school district, purchase their first car or home, or get their child a much-needed medical device.”

To learn about franchising opportunities, visit the Frenchies Modern Nail Care website.