Diva started in 2000-2001 as
a nail salon franchise
business. We looked at all
the nail salons out there and
realised that they weren't
branded and the service they
offered was inconsistent. So
we decided to become more innovative
and went on to create a destination nail salon
that is all about fast beauty for all things nails.
We started with the concept and the name
`Dashing Diva' which means beautiful and
fast. We created this wonderfully branded nail
salon business. But it wasn't enough for us, all
other professionals wanted to have access to
our products. In 2006, we focused on making
our products available to all professionals
worldwide. We created nail stickers with designs
which are hard to create with nail polish and
we manufactured the products ourselves so
we could control and keep the high quality.
my qualifications and then
the first salon I worked in did
nails and I was absolutely
fascinated. I learnt how to
do acrylic nails and I used
to watch them putting
a lot of time into it and
I thought I can do this even quicker. So, I
developed my own style and before I knew it I
got busier. At the age of 21 I got an opportunity
to open my own salon, and within 3 years I had
a big salon with nails downstairs, two beauty
shades of pink that would work with the white
that created this natural clean classic look.
Originally, I called it the "Natural Nail Look" but
after introducing it to designers in Paris, where
models' nail color also changed depending upon
what they wore, I changed the name to the
French Manicure. It has since become an iconic
look not only in Hollywood, but in the world of
fashion and beauty. I like to think of it as the first
form of nail art, which is now wildly popular.
It all started with Pink
always be grateful. At first, I wasn't sure if
I was going in the right direction, but Jack
Sperling said, "Just give it 90 days" and I did.
to the professional market, I also provided
products to the movie industry....everything
from nail care, hair care to makeup. The only
products that were available at that time for the
professional and the consumer were nail color
bases and top coats. No nail strengtheners, no
ridgefillers, no quick dry, no French manicure,
no cuticle treatments, such as, removers, oil,
and crèmes and the list can go on and on.
These products were developed by ORLY.
customers who asked me, "Jeff, you have
to come up with something that will look
good with everything. If an actress has many
costume changes, she's in hair and make-up
longer than she would be on the set filming".
created. One of the products I sold in my beauty
supply store was a white pencil that women
would use under the free edge of the nail to
make it look clean and crisp. I started thinking,
instead of putting the white color underneath the
nail; why not try it on top. I called my supplier
and asked him to make a gallon of white nail
polish, he said to me "Jeff, what are you crazy?
No one will wear white nail polish." I told him
to trust me and I finally got the white nail polish
amazing ever since. The first time he showed
me, I was like, "OMG, this changes everything".
You see it was a tremendous shift in
the nail industry towards gel polish and
natural nail care. It has been an incredible
growth opportunity for the entire industry.
Especially when clients don't want to
use artificial nails, acrylics or hard gels.
It's been fabulous for the industry.