Liberate Your Mood With Color

Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Staci Morris, Founder of Liberation Nails, Inc., located in Larkspur, CA, USA.

What's your business, and who are your customers?

Liberation Nails is a uniquely curated collection of toxic-free nail polish colors and best-in-class nail treatments. Our vibrant, nourishing colors offer small indulgences for everyone who wears them. We're a woman-owned brand that values inclusivity, and we celebrate the diversity and uniqueness of every one of our joyful customers.

Tell us about yourself

I'm a mom, spouse, daughter, and entrepreneur inspired to share the transformative power that color has on all of us. I've had a fulfilling 15-year career in the fashion industry as a designer and stylist, creating seasonal color palettes and choosing the most flattering clothing colors for customers. I'm a student of color theory, having been fascinated by scientific studies on how color affects people differently. My mom was my inspiration. Liberation Nails is the silver lining from her valiant battle with ovarian cancer. Chemo was hard, and the cancer was very aggressive, and it was a simple act of me painting her nails that brought her joy. We made a ritual of sitting in bed and adding color to her nails. It was in those moments together that I loved seeing her mood turn from sadness to hope.

That profound experience with my mom continues to motivate me, even though she is not with us. She reminded me how powerful and transformative colors are, and everyone deserves to have a joyful moment like that. Everyone I've talked to has experienced some kind of hardship over the last few years and could use a small, affordable luxury to bring them joy. I thoughtfully formulated my treatments and colors to not only be uplifting but ultra-nourishing, with luxe oils to protect and strengthen nails.

What's your biggest accomplishment as a business owner?

My biggest accomplishment so far is turning my dream into a business launched over 3 months ago. I can't imagine a more rewarding feeling than knowing people lift their mood with my products every day. From developing the brand to sourcing toxic-free products to personally signing each order, this is my labor of love. I'm also very proud to have recently won my first industry award! Our In Good Hands Cuticle Recovery Oil won for best nail product at the 2022 Beauty Innovations Award. We donate 1% of our sales to Project Color Corps, and another very exciting accomplishment was being able to write our first donation check!

What's one of the hardest things that come with being a business owner?

The hardest thing by far, but also the most rewarding, is that nothing gets accomplished unless I motivate it. Bringing every idea to life, paying every bill, servicing every wholesale account, and finding the right people to help me grow and scale the brand. It's a lot and feels overwhelming some days, but I feel so lucky to be doing it and love being my own boss.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Be passionate about what you are selling. Building a company from scratch can be a grind, and it feels less so when you feel inspired by your passion for your product or service.
It takes a village. It sounds cliche, but in my experience, having a network of friends, relatives, and business partners lifts me up and makes every day fulfilling. Without a tight-knit network, building a company will be harder.
Money matters. No matter how frugal you are, it'll always cost more than you think. You may assume that if you build it, they will come. I don't think that's true for the vast majority. It takes a well-thought-out business plan and a budget to build a brand that sounds out in the crowd and that people will be loyal to.

Where can people find you and your business?

Website: https://www.liberation-nails.com/
Facebook: https://www.facebook.com/liberationcolor/
Instagram: https://www.instagram.com/liberation_color/
LinkedIn: https://www.linkedin.com/company/liberation-nails-inc/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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