Why the first 10 clients are the hardest
The first 10 clients are hard because you're trying to solve a chicken-and-egg problem: clients want to see your work before booking, but you need clients to build your portfolio. Without photos, you can't attract clients. Without clients, you can't take photos.
The solution is to break the cycle with model sets — intentionally, not indefinitely. This guide shows you how to move through that phase quickly and start charging properly.
A step-by-step approach
- 1
Set up your Instagram and booking page first
Before you tell anyone, create a dedicated nail Instagram account and set up a basic booking page. Even if it's empty, having these ready means you can point people somewhere the moment they express interest. - 2
Do 5–10 model sets to build your portfolio
Ask friends, family, or post in local Facebook groups for nail models. Be clear: you're a new nail tech building your portfolio, the set will be free or heavily discounted, and you'd like permission to photograph and post the results. Most people are happy with this. - 3
Photograph every set carefully
Clean the nails, find good light (natural is best), and take multiple shots. Close-ups of individual nails, full hand shots, and if possible, a photo while you're working. These photos are your entire marketing at this stage. - 4
Post consistently to Instagram
Post your portfolio photos. Use location tags (your city, local areas). Write captions that describe the set and include keywords clients might search for. Start building the habit of posting at least 3x per week. - 5
Ask models to refer and post
After every model set, ask: "Would you mind posting a photo and tagging me? And if anyone you know is looking for a nail tech, I'd love a referral." This is the fastest route to your first paying clients. - 6
Start charging with client 11
Once you have a solid portfolio of 10–15 photos, start charging. Start below your full target price if you want to keep growing quickly, but charge from this point — even a small fee trains clients to see your work as valuable.
How to price for first clients
A common mistake is charging too low for too long. Discounted pricing attracts bargain clients — people who are loyal to prices, not to you. When you eventually raise prices, they leave.
A better approach:
- Model sets (first 5–10): free or £10–15 materials cost only
- Early clients (clients 11–25): 20–30% below your target price
- Once established: full target price
Instagram basics for new nail techs
You don't need thousands of followers to get local nail clients from Instagram. What you need:
- A clear bio: who you are, where you're based, how to book
- A booking link in your bio (even if you're not charging yet)
- Location tags on every post and reel
- Regular posting — 3x per week minimum while you're building
- Reply to every comment and DM promptly
For a full guide to Instagram growth: How to grow your nail tech Instagram.
Making word of mouth work
Word of mouth is your most powerful early marketing channel, but it doesn't happen automatically. You have to ask for it:
- At the end of every appointment: "I'm taking on new clients — if you know anyone looking for a nail tech, I'd love a referral."
- After posting a set: "If you're looking for a nail tech in [area], I have availability this week."
- In your Instagram bio: "Taking new clients — link below to book."
Being explicit is more effective than being subtle. Clients genuinely want to help you if they like your work — but they won't act unless you ask.
Converting first clients to regulars
Your first 10 clients are valuable not just for income but for the referrals and reviews they generate. Make sure they leave wanting to rebook:
- At the end of each appointment, suggest when they should come back ("Infill in 3 weeks?")
- Make rebooking easy — have your booking page ready to show them on your phone
- Follow up after 2 weeks: "How are your nails holding up? Booking for an infill yet?"
A client who books three times is a regular. Regulars are the foundation of a stable nail business. See: How to fill your nail appointment book.
Ready to run your nail business more professionally?
Manage bookings, deposits and payments from one customisable Nelsy booking page.
Start free →Frequently asked questions
How long does it take to get your first nail clients?
With a focused approach, most new nail techs get their first paying clients within 2–4 weeks. The key is being willing to do model sets initially, asking those models to post and refer, and having a booking mechanism ready before you start marketing.
Should I charge for my first nail clients?
Model sets (free or heavily discounted) are useful for building your portfolio before you have photos to show. Once you have 10–15 good portfolio photos, start charging — even if it's below your eventual target price. Charging from the start trains clients to value your work.
Do I need a website to get my first nail clients?
No. Instagram + a booking link is enough to get started. A website can come later. Focus on getting photos, getting clients, and getting reviews — those matter more than a website at the start.
