January 30th 2025.
The beauty industry is experiencing a steady rise in inflation, mirroring the growth of the overall economy. As a result, many people are seeking alternatives to the expensive services offered by traditional cosmetic treatments. This trend is evident across various demographics, as more and more individuals are turning to do-it-yourself approaches for their lashes, hairstyles, and nails.
One woman who recognized this shift in the industry is Jordan Williams, the founder of High Voltage Nails. She saw an opportunity to capitalize on the growing demand for self-maintenance and decided to offer press-on nails with a wide variety of designs at affordable prices. In an interview with BLACK ENTERPRISE, Williams shared her journey of launching the press-on nail line and her plans for scaling up.
Williams initially started out in the traditional face-to-face nail application business, but she found the environment to be inhibiting her creativity and productivity. "I felt a bit defeated; the high-pressure atmosphere and long wait times for clients were hindering my ability to perform at my best," she explained. However, the pandemic turned out to be a blessing in disguise for the self-proclaimed "beauty school dropout."
Using her talent for creating unique designs and her passion for entrepreneurship, Williams launched High Voltage Nails in 2019. With more people staying at home during quarantine, there was a surge in the number of individuals looking to learn how to maintain their own beauty rituals. Williams saw this as an opportunity to provide her customers with convenience and affordability through her press-on nails, all while promoting her brand's slogan of "stay pressed but never pressed."
"I truly believe that when we look good, we feel good. That's why this business venture comes from the heart," Williams shared. With nearly 50 one-of-a-kind nail designs, she currently runs the business all on her own. But she has plans to expand by training other design technicians and implementing concrete strategies for growth.
When asked about what sets her brand apart, Williams emphasized the diversity of her products. "We offer a wide range of nail shapes, sizes, colors, and designs. We have short nails, long nails, extra-long nails, and even custom sets. Sometimes, I'm amazed by the inspirational photos that customers send me, and I wonder, 'Who can create this?' The answer is me and High Voltage Nails."
In addition to press-on nails, High Voltage Nails now offers jewelry as well. This was a strategic marketing decision made by Williams, who noticed that her nail art photos received the most interactions when models wore jewelry, especially rings. Seizing the opportunity, she expanded her product line to include anklets, earrings, and bracelets, which have become popular among customers.
Williams continues to network and strategize to keep her brand at the forefront of the industry. In 2024, she launched the Manicure and Mimosas event in Washington, D.C., to connect with other influencers and business owners in the beauty industry. The success of this event has prompted Williams to expand it to New York in the summer of 2025.
As she approaches her 31st birthday, Williams is now focusing on creating branded events and products that celebrate life. High Voltage Nails has a robust inventory, and Williams plans to add manicure tools, lashes, an expanded jewelry selection, and even more unique and diverse nail sets to her offerings. With her dedication and drive, it's no surprise that Williams and High Voltage Nails are making a name for themselves in the beauty industry.
But Williams isn't the only entrepreneur making headlines in the beauty world. The recent news of Teyana Taylor being sued for non-payment of rent for her Harlem nail salon, Junie Bee Nails, has raised questions about the financial stability of some businesses in the industry. However, with her strategic approach and unwavering determination, Williams is proving that High Voltage Nails is here to stay and will continue to thrive in the years to come.
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