B2B Breakthrough Podcast: How Brittany Built a Successful Nail Business – Lessons from an Inclusive Beauty Brand
Podcast Information:
- Title: B2B Breakthrough Podcast
- Host/Author: Alibaba.com
- Episode: How Brittany Built a Successful Nail Business: Lessons from an Inclusive Beauty Brand
- Release Date: December 19, 2024
Introduction
In this engaging episode of the B2B Breakthrough Podcast, hosted by Sierra Christo, listeners are introduced to Brittany Golden, the dynamic founder and CEO of IGL Nails. Brittany shares her inspiring journey of building a successful, inclusive beauty brand amidst the challenges of the COVID-19 pandemic. The conversation delves deep into her strategies, insights, and the resilience required to thrive as a solo mompreneur in the competitive beauty industry.
Brittany’s Journey: From Side-Hustle to Thriving Business
Brittany Golden’s entrepreneurial journey began in the midst of the COVID-19 pandemic. Initially, press-on nails served as a therapeutic hobby during a tumultuous time, especially after the passing of her father and the lockdowns that closed nail salons:
[00:02] Brittany Golden: "Now I have a legacy to build and I want my daughter to be able to have something and someone to look up to in this world to show her that, like women, we can be strong and we can be moms and wives and students and business owners all at the same time."
What started as a personal coping mechanism evolved into a business as Brittany began custom designing press-on nails for family and friends. Recognizing the demand, she transitioned from offering free sets to charging for her meticulously crafted designs, dedicating two to three hours per set.
The Unique Niche: Size-Inclusive Press-On Nails
IGL Nails stands out in the beauty industry by addressing a significant gap: the lack of size inclusivity in press-on nails. Brittany identified that existing products did not cater to the diverse range of nail bed sizes, which often left customers feeling dissatisfied and lacking confidence. This realization led to the creation of a brand that offers press-on nails suitable for wide, petite, and standard nail beds.
[01:29] Brittany Golden: "IGL nails became a nail bed size inclusive press on nail brand. And that means that our nails fit wide nail beds, petite nail beds, and standard nail beds."
Brittany emphasized the importance of customer feedback in refining her products. For instance, addressing longer and curved nail beds, IGL Nails introduced new molds and additional tools in their packaging to ensure a flawless application, enhancing the natural look of press-on nails.
Manufacturing Partnerships and Supply Chain Strategies
Building and maintaining strong relationships with manufacturers has been pivotal for IGL Nails. Brittany highlights the significance of communication and flexibility, especially regarding Minimum Order Quantities (MOQs), which can be a hurdle for small businesses.
[05:56] Brittany Golden: "Maintaining a really good relationship with my manufacturers and remain transparent about what's coming up in the future because now they're like, okay, we can cut some slack on pricing because we know throughout the year of 2025 she may not do 10,000 in one order, but she's going to do 10 to 20,000 sets of nails over a period of a year."
After facing challenges with her initial manufacturer—where service quality declined despite product excellence—Brittany diversified her supply chain by partnering with multiple manufacturers through Alibaba. This strategy ensures reliability and continuity in production, safeguarding her business against potential disruptions.
[07:46] Podcast Host: "Yeah, I mean, it sounds like a really collaborative relationship that you've built with them."
[09:07] Brittany Golden: "I definitely have multiple manufacturers. I would suggest that for anyone to have backups and build relationships with other manufacturers, because you never know."
Overcoming Challenges: Funding and Personal Struggles
As a black, woman-owned business, Brittany faced significant challenges in securing funding. The disparity in funding opportunities between large corporations and small businesses like hers underscored the importance of diversity, equity, and inclusion (DEI) efforts in the corporate world.
[16:08] Brittany Golden: "Maintaining funding is really hard. And I am just, I'm learning the more and more I go, these companies that are just like these billion dollar companies, they have funding like nobody's business. ... it's so important that these companies continue their DEI efforts because it really is harder for us just to get our foot in the door."
To navigate funding obstacles, Brittany relied on grants, pitch competitions, and reinvested profits back into the business. This approach, while resulting in slower growth, ensured financial sustainability and steady progress.
Another profound challenge Brittany faced was a significant revenue drop during her high-risk pregnancy in 2023, where her business revenue decreased by 113%. Balancing the demands of motherhood and entrepreneurship took a toll on her drive and energy.
[17:52] Podcast Host: "Especially when you have no one to spread the burden to and you're literally building a person, you're creating a human in your body and that it's just so wild to me."
However, Brittany's resilient spirit saw her through these tough times. By taking necessary breaks and focusing on personal well-being, she regained her drive, leading to a remarkable business resurgence in the following year.
[20:00] Brittany Golden: "As we got out of the newborn stage, the drive started coming back and I started feeling like, okay, this is actually a different kind of drive that I have here. ... it's more so now that like now I have a legacy to build and I want something and I want my daughter to be able to have something and someone to look up to in this world."
Strategies for Business Growth: Retail and Accelerator Programs
Brittany’s strategic participation in various accelerator programs played a crucial role in IGL Nails’ expansion. Programs like the Goldman Sachs Black in Business accelerator, Target accelerator, and USC’s 10-week growth program provided her with invaluable resources and knowledge tailored to different aspects of her business.
[11:26] Brittany Golden: "Each program has taught me something different about my business. ... Target accelerator... helped me get into some big box retail stores."
Through these programs, Brittany honed her retail strategies, enabling her to secure partnerships with major retailers such as Hot Topic, TJ Maxx, and Marshalls. Additionally, attending conventions and trade shows became a cornerstone of her growth strategy, allowing her to network directly with buyers and industry professionals.
[13:45] Brittany Golden: "I would suggest that people try and hit these conventions and trade shows because that's where the buyers are. ... meeting one of the buyers at Licensing Expo."
Her proactive approach extended to winning pitch competitions, which provided both financial support and increased visibility, further fueling her marketing and influencer collaborations.
Future Plans and Vision for IGL Nails
Looking ahead, Brittany has ambitious plans for IGL Nails. She aims to launch new product lines, secure licensing deals, and collaborate with emerging artists, all while expanding her retail footprint.
[25:12] Brittany Golden: "I have a planned my next collection coming out. It's our gel X collection, which is a new material press on nail... my big manifestation goal with this collection is to really get to the 2028 Olympics."
Brittany envisions IGL Nails being present at the upcoming 2028 Los Angeles Olympics, targeting athletes and active individuals who require durable and versatile nail solutions. Furthermore, her goal to collaborate with major sports leagues like the NFL and WNBA highlights her innovative approach to integrating fashion with athletic lifestyles.
[26:27] Brittany Golden: "I want to be able to target the athletes, maybe even do some sponsorship on the Olympic side. ... just makes sense to me. If we're wearing on our hats, why are you not wearing them on our nails?"
Additionally, Brittany is passionate about supporting emerging artists through collaborative designs, offering them a platform to showcase their work while enriching IGL Nails’ product offerings.
Key Takeaways and Insights
Brittany Golden’s story with IGL Nails is a testament to resilience, innovation, and the power of niche marketing in the beauty industry. Key insights from her journey include:
- Identifying and Filling Market Gaps: Recognizing the lack of size inclusivity in press-on nails and addressing it effectively.
- Building Strong Manufacturer Relationships: Ensuring reliability and quality through transparent and flexible partnerships.
- Leveraging Accelerator Programs: Utilizing specialized programs to gain targeted knowledge and resources for business growth.
- Overcoming Funding Challenges: Navigating financial obstacles through grants, competitions, and reinvestment strategies.
- Balancing Personal and Professional Life: Demonstrating that resilience and self-care are crucial for sustained entrepreneurial success.
- Strategic Networking: Actively participating in trade shows and conventions to build valuable industry connections.
Brittany’s forward-thinking vision and unwavering dedication position IGL Nails for continued growth and success, inspiring other entrepreneurs to pursue their passions with determination and inclusivity.
Conclusion
Brittany Golden’s journey with IGL Nails, as highlighted in this episode of the B2B Breakthrough Podcast, offers invaluable lessons for small business owners and aspiring entrepreneurs. Her commitment to inclusivity, strategic growth, and personal resilience exemplifies the qualities necessary to achieve and sustain business success in today’s competitive landscape.
Find Brittany and IGL Nails:
- Website: iglnails.com
- Social Media: TikTok, YouTube, Instagram, Threads, Facebook (@iglnels)
- Newsletter: Available on the website for updates and exclusive content.
This summary encapsulates the key discussions and insights from the podcast episode, providing a comprehensive overview for those who haven't had the chance to listen.