Nail Tech Spotlight Ruby Davies
This month’s Nail Tech Spotlight is shining on Ruby @rrdnailz, a HONA creator who’s nailed the balance between busy-season chaos and quiet-month strategy.
When the salon is buzzing, Ruby’s in what she calls “data collection mode,” clocking which shades clients are obsessed with, the designs that get the “OMG I need that” reaction, and the trends with real staying power. She batches content, stocks up on her ride-or-die products and makes notes on what she wants to perfect next so that when things slow down, “I’m not stressed, I’m in my element… it’s like my glow up season behind the scenes!!”
Ruby’s approach to content is refreshingly real. “DON’T overthink it!!! You are the magic, consistency beats perfection every single time.” It’s advice she leans on especially in the quieter months, when there’s finally time to “show up with intention instead of rushing posts between appointments.” And when it comes to influencing bookings, she keeps it soft: “It’s less ‘selling’ and more ‘soft influencing.’ People book what they see, so if I want more chrome moments or a certain shape, I make sure it’s living rent free on their feed :)”
From celestial January nails and shimmery blues to her love of day-in-the-life content and talking openly about burnout and seasonal dips, Ruby is all about making slower seasons feel purposeful, creative and calm. Keep reading to get to know Ruby, dive into her January mindset, and steal some of her best tips for turning quieter months into your most powerful planning season.
Q: How do you use the busier months to prepare for the quieter ones?
A: When the salon’s buzzing I’m basically in data collection mode without even trying! I’m seeing what shades people are obsessed with, which designs get the ‘OMG I need that’ reaction, and what trends have real staying power. I shoot loads of content, stock up on my ride or die products, and make notes on what I want to perfect next. So when the quieter months hit I’m not stressed, I’m in my element. I’ve got a whole library of inspo, new techniques to play with, and time to just reset and get creative. It’s like my glow up season behind the scenes!!
Shop The Look:
Q: What advice would you give to nail techs who struggle with staying visible online during quieter months?
A: When you’re not rammed with clients, you finally have the space to show up with intention instead of rushing posts between appointments, I actually secretly love it. My biggest advice is to batch a little content while you’re busy so you’ve always got something cute ready to go. And DONT overthink it!!! You are the magic, consistency beats perfection every single time, and the quieter months are the perfect time to build that rhythm!
Shop The Look:
Q: Do you ever tailor your posts specifically to encourage clients to book certain looks during busy seasons?
A: Oh absolutely, If there’s a look I know photographs well or I’m obsessed with for the season, I’ll post it a little more often so clients catch the vibe. It’s less ‘selling’ and more ‘soft influencing.’ I just showcase the looks I’m loving and the bookings usually follow! People book what they see, so if I want more chrome moments or a certain shape in my chair, I make sure it’s living rent free on their feed :)
Shop The Look:
Q: What January trends or themes are you most excited to create content around, especially since it’s a month without big seasonal moments?
A: January is such a fabulous blank canvas I feel. I love leaning into celestial nails and all the blue, shimmery and metallic tones that come with our rubbish weather. But also just the general reset vibe ! I’m a sucker for a day in the life and I love to see what the girlies are doing to combat burnout and seasonal depression post Christmas rush ! Me personally I will be at the spa when I’m not at the salon.
Shop The Look:
Q: What’s your number one tip for planning ahead and avoiding last-minute content stress?
A: My number one tip is to build a little content bank before you actually need it. Anytime I’m having a good nail day or a set turns out extra pretty, I grab a few quick clips and save them for later. Future me is always grateful. It keeps everything feeling effortless because even on the days when my brain is blank, I’ve still got something fabulous and Ruby-ified ready to go !
Shop The Look:
Summary
Ruby’s story is a brilliant example of how strategy and creativity can work together behind the scenes. Her intentional approach to busy and quiet seasons, alongside her honesty, warmth and “soft influencing” mindset, continues to inspire nail techs across the HONA community and beyond.