In March of 2013, our founder Michael Elliot visited a nail salon. He looked at the female magazines, the pastel colors and the television blasting Real Housewives of Atlanta. As Michael observed his surroundings, he felt discomfort. He wanted hand and foot grooming but he also wanted to feel at home, content with his surroundings. Knowing full well that he wasn’t alone in his thinking, Elliot envisioned a decidedly more male-centric environment for hand and foot grooming. A man cave, if you will, complete with all the accouterments of comfort and luxury: Oversized leather chairs. Dark wood and low lighting that would offer solace at any time of day. Personal 32” flat-screen televisions positioned above each chair. Each client would have their own remote and set of headphones. There would not be any manicure tables or pedicure spa chairs. Hammer & Nails wouldn’t look or feel like a nail salon; its focus would be on wellness. Clients would leave this unique hand and foot grooming shop with more than just well groomed hands and feet; they would leave with healthy hands and feet.
Plans to create Hammer & Nails soon followed and the first Hammer & Nails shop opened in Los Angeles on November 9, 2013.
Michael Elliot is the founder and owner of Hammer & Nails and President & CEO of Hammer & Nails Salons, Inc. Elliot has an eye for identifying untapped market niches and in 2013 he discovered that while there was a need for a business that provided hand and foot grooming exclusively to men, no such business existed. Elliot’s vast and successful entertainment career allowed him to see the shift in attitude regarding male hygiene and self-care, creating a long-term potential for a salon such as Hammer & Nails.
Prior to launching Hammer & Nails, Elliot worked in the movie business. He is one of the most accomplished African-American screenwriters in Hollywood, having written films that have generated over $115 million in box office revenue and having won the 2011 NAACP Image Award for Outstanding Writing in a Motion Picture. Elliot’s film credits include: “Like Mike” (2002), “Brown Sugar” (2002), “Just Wright”, and “Aaliyah: Princess of R&B” for Lifetime Television.