An outfit isn’t complete without accessories. Shoes and jewelry are de facto finishing touches, as well as the right bag, of course. But Sarah Gibson Tuttle, the founder of Los Angeles-based nail salon of Olive & June, would argue that polished nails are the most important detail to elevating a look—and legions of fans would agree.
In the decade prior to launching her Beverly Hills flagship in 2013, Tuttle was a successful equity sales trader at JP Morgan and Morgan Stanley in New York City. She loved her job, especially the hustle involved with pleasing clients, but was eager to try those same deal-making skills in talent management. She flew out to Los Angeles, wooed by the perpetual pedicure-ready weather, and noticed that there wasn’t a nail salon that felt like a luxurious hub with approachable prices. So, Tuttle opened Olive & June with the mindset that women deserved a space where they could easily complete an outfit with a durable and on-trend manicure and pedicure.
She expanded her brand with nail art stickers inspired by her salon’s most popular designs in 2018, making it so customers could keep their nails looking fresh between appointments. And the following year, she introduced products and how-tos for achieving professional-looking nails from the comfort of home. To Tuttle, a manicure and pedicure isn’t just about completing an outfit. It’s about making anyone feel cared for and confident, so that no matter what they’re wearing, they feel complete.
Before opening your first salon in Beverly Hills in 2013, you worked for 10 years as an equity sales trader at JP Morgan and Morgan Stanley in New York City. Take us back to the beginning!
Working on the equity trading desk at JP Morgan was a dream job for me. I loved learning something completely new. I thrive in a fast-paced environment and I live for client service. But after 10 years, a change of pace and year-round sunshine lured me out West.
(Cont’d…)
When I was first looking to move to Los Angeles, I realized it had everything I wanted—except for the perfect nail salon. I saw the opportunity to create a gorgeous space where women could expect and enjoy expert nail care on a regular basis, so I opened the first Olive & June salon.
Entrepreneurship is all about taking calculated risks. What’s the most pivotal risk you’ve taken, and how did it change your path?
After six years in the salon business, we introduced our at-home nail system in 2019. We wanted to make it easy to get a salon-perfect manicure at home, so we launched the Mani System.
The nail market was an anomaly, with 90% of sales done in salons and only 10% at home. That kind of environment allows for a lot of opportunity, but also a lot of risk! We had no way to be sure that people would change their habits. But it turned out that the majority of women across the country were interested in doing their nails at home, they just didn’t have the tools or know-how to execute it.
We were the first brand to launch a truly comprehensive yet intuitive at-home nail system. From the launch of the Mani System in 2019, consumer behavior shifted. We saw 88% of Olive & June customers doing their own manis at least every other week, versus only 23% before the at-home manicure system was introduced. Today, customers' behaviors have shifted from doing nails 12 times per year (once a month) to 38 times per year (once every 1.4 weeks). Off the back of that success, we most recently launched The Pedi System, an entirely new collection of tools designed feet-first to help customers achieve a salon-perfect pedicure at home. The Pedi System was our most anticipated and highest revenue launch in company history, already garnering rave reviews from our customers.
When our community had all the tools they needed to create a salon-perfect mani at home, they truly embraced it. They especially loved The Poppy, a patented tool we invented to go on top of any nail polish bottle. This makes it easier to paint with your non-dominant (and dominant) hand. The reaction was such a major moment for me.
2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?
The pandemic has certainly impacted our business. Our community, both existing and new, began to ask for so much more from us: tutorials, hacks, and answers to all of their at-home nail questions. We have been working around the clock ever since. When you have beautiful nails, you feel better about yourself, and that makes you feel better equipped to handle the state of the world. We want to always be the sunshine in your day.
A great example of this happened when we launched a “Mani Bootcamp” a week into California's Shelter In Place order. We know how it can seem challenging to paint your nails at home, so we wanted to create a series that made it easy for everyone, especially those who were new to the Olive & June community. I went on IG Live every day for seven weeks to share content across a multitude of topics: Mani 101, painting, shaping, nail art, and more. The response was incredible, and we currently host live sessions on our channel up to four times per week due to the demand. We host a week-long Mani Bootcamp the last week of every month, as well as offer Mani Masterclasses on Zoom. All of these classes and lives are open to anyone who wishes to join.
The key for us is listening to what the community is asking for and providing experiences which answer that need. All of our content is a direct response to what our community is asking for.
Going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams?
For me, confidence came with taking risks. I consistently had put myself out there since I was young, from running for student council, acting in plays, interviewing for jobs on Wall Street with a philosophy degree, and finally opening a nail salon. I pushed myself to do things that I was interested in but wasn’t completely prepared to do. Life is about really going for it and seeing what shakes out.
For those who haven’t started a business (or are about to), what advice do you have?
Don’t worry about what anyone else is doing. Be totally and completely focused on what you’re doing, what you’re delivering, who you’re serving—and make sure you are all in. Starting a company is all encompassing and can be very lonely as a sole founder. If you love it, you'll enjoy every moment and learn from the hard lessons. If you are not in love, then it'll be a grind every single day. Also, nothing is an overnight success. No matter what it seems like, everything takes work, really hard work, so put in the time.
What is your number one piece of financial advice for any new entrepreneur and why?
Be scrappier than what you’re comfortable with! It's easy to spend money, but it's harder to think through cheaper solutions. If you do, though, you'll save money, grow equity, and be financially smarter than you were before. Make sure to surround yourself with others who push you to grow in every way, too. One of our investors, Vanessa Wittman, is the former CFO of DropBox and now the CFO of Glossier. Vanessa is straightforward and direct, while still having a real enthusiasm for life. Her passion for business is contagious. She's my numbers crush.
It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?
It’s incredibly challenging for me. I’m an emotional person and can be very hard on myself, but I have learned that whatever doesn’t go my way pushes me to the path I’m meant to be on. I try to always learn something in every tough situation.
What's the one productivity tip or work hack that truly changed your life?
I've started taking CBD and going to bed by 10 p.m. When I stopped pulling all-nighters and taking these small self-care steps, it upped my productivity and lowered my anxiety. I find it hard to be super creative if I'm not fully rested. The shift has been incredible.
What is the #1 book you always recommend and why?
Danny Meyer's Setting the Table was a transformational book for me on client service. It goes way beyond “the customer is always right,” and details how to build real, meaningful connections with every person who walks into your business. I re-read it every year or so because it continually gives me insights and inspiration.
If you could go back to the beginning of your career journey—with the knowledge you have now—what advice would you give yourself?
Listen more, talk way less. I often tried to calm a situation down by talking through it. More often than not, listening to what someone else is feeling or thinking gives you the best solution.
Fill in the blanks:
I turn bad days around by…
Painting my nails—it’s genuinely my stress reliever.
If I wasn’t in my job now, I would be…
Trying to come up with a great idea for a business. I always wanted to be an entrepreneur, I was just waiting for the perfect idea to get started.
The three qualities that got me to where I am today are…
Hard work, curiosity, and enthusiasm. I also look for these qualities in the people that I surround myself with.
My perfect day begins with…
My daughter and my almond milk latte. I love them both so very much.
To be successful, you need to…
Put in the time. Success is a journey, it’s not a destination.
