While a hammer and nails might evoke thoughts of a hardware store, it’s actually the name of a new men’s luxury grooming store in Leesburg.
Franchise owner Ilona Kirzhner, a mother of three boys, owned a management consulting firm for more than a decade. She was looking for the next phase in her career and began to consider franchises to own.
When a career consultant recommended Hammer and Nails, she thought at first it wasn’t the best option for her, but after exploring the company further, she said she realized its potential.
“I’m a giver and a pleaser, and I like taking care of people. So I decided it was a good fit. My motto is to go big or go home, and I bought 12 licenses in northern Virginia and Washington, D.C.,” Kirzhner said.
Her first shop is located in Village at Leesburg. So far it has been a huge success, she says. On opening day — Dec. 31 — they completely sold out of appointments.
“We broke the franchise record for the most revenue in the first month. I’m very proud of our team – we spent 12 weeks doing pre-sales before the store opened and signed 185 members. We would like to have 1,000 in the first year,” she said. “We are developing great relationships with people in Loudoun County. We hosted some of the Washington Football Team for an evening, which was so exciting to interact with them.”
Hammer and Nails is a membership-based model that gives a discount for services. The membership is fairly flexible flexible, with no fee to join or cancel, and points transfer so there is no risk, Kirzhner said. However, guests are able to make appointments without a membership.
She describes Hammer and Nails as a “one-stop shop man cave” where guests can enjoy oversized, comfortable chairs, a complimentary beverage, individual 55-inch televisions at each station and a male-friendly atmosphere.“You walk out feeling like a million bucks,” she said.
The company was founded in 2013 in Los Angeles to provide a place where men could get manicures and pedicures. The founder, Michael Elliot, appeared on Shark Tank in 2014. His proposal was rejected on the show, so he instead set up a franchise model for the business. There are now 13 locations around the country.
Services include haircuts, face/head shaves, beard grooming, facial waxing and hand and foot care. Popular services range from 30-minute, classic manicures and pedicures to the Hops & Cedar Experience, which includes a stout beer and cedarwood oil-infused soak, nail care, optional buff shine, callus resurfacing, an infused sugar scrub, massage, paraffin treatment and hot towel service.For area athletes, there is the Sports Pedicure, a series of hot and cold treatments to promote circulation and ease sore muscles with a hot-stone massage and tea tree infused sugar scrub.
Kirzhner is already exploring locations for her second shop, which will be opening in the Gainesville area.
More information can be found at hammerandnailsgrooming.com/locations/leesburg-va/ or by calling the shop at 571-520-2200.