In the continuation of my series Creative Women in Business, I aim to focus on women-owned businesses in the creative spaces of St. Louis. The main purpose of my series is to highlight women, and to give them recognition for their art in the community. This second business is owned by Zoe, a talented nail tech.
Photo courtesy of Liz Santimaw
Zoe, also known as the nail fairy, is a licensed Gel-X/gel mani nail tech in University City. She is the founder and owner of lvlupnailz, a cozy private studio located at 6018 Delmar Blvd. This business is women-operated, and is by appointment only. Zoe is on Instagram @lvlupnailz, and the following is the link to her website to book: https://lvlupnailz.square.site/s/appointments. Her books are currently open for March.
Photo courtesy of Liz Santimaw
She specializes in gel, Gel-X, press-ons, charms, and texture. Zoe takes her time to meet client requests, while being very intentional with each nail appointment. Her business is relevant to St. Louis and the Maryville audience, because for those who want a beautiful manicure or creative set that lasts, Zoe is the person to go to!
Photo courtesy of lvlupnailz
The collage above showcases a mix of Zoe’s work. Her style focuses on funky abstract elements, Y2K, metals, cute character designs, and a mixture of art with nature in a biochemical way. She offers a range of services from intricate Gel-X sets to manicures and freestyles.
Photo courtesy of Liz Santimaw
“I was always getting my nails done religiously and then Covid happened. I couldn’t get them done so I ordered everything off Amazon and started doing my own nails just for fun. Over time I got better and better. My friends began to hit me up to do their nails, one thing led to the next, and then four years later here I am. It’s kind of crazy this started off as a hobby and then turned into my whole career…” (cont.)
Photo courtesy of Liz Santimaw
“With nails, I wanted to make art wearable where people can express themselves in a cool functional way. I like taking what you wouldn’t see in traditional nail art and pushing the limits by thinking outside the box. I love freestyles the most because I can create freely. A bunch of other nail techs inspire me as well. My biggest inspirations are southtxnails, realhotgurlnails, and luvletternails on Instagram. We all have a very similar abstract, chunky, and 3D style…” (cont.)
Photo courtesy of Liz Santimaw
“A lot of people have busy lives and sometimes this is the only time they take for themselves to sit down, turn off their brains for a second, and treat themselves. Seeing their reactions and smiles after they get their nails done is the best feeling ever! With your lashes, hair, or makeup, you don’t get to see them all the time, but with your hands you see 24/7. I love the happiness it gives me and seeing it in my clients too.” ~ Zoe
Photo courtesy of Keane Pearce Shaw, Joe Martinez, and @stlcitysc on Instagram
Last month, Zoe had a creative part in a commercial for the St. Louis City Soccer Team. She created a press-on set representing the team and their colors. This commercial aired on TV, and is posted on their Instagram and YouTube. For those who are interested, the following is the link to the video: https://youtu.be/ElgypnKLYiM?si=aS7VGh5XBpQd47gF.
Photo courtesy of lvlupnailz
The photo above shows the details on the set for stlcitysc. Zoe has expressed how cool it was to represent STL with her art through this experience.
Photo courtesy of Liz Santimaw
Zoe is exceptionally talented and wonderfully creative. She has a unique style that truly stands out as a nail tech. Her goal is to level up nails in the best way possible. I have personally enjoyed my experience at lvlupnailz, and you can too! Don’t forget to take some pictures of your new nails and show them off. <3>
