I have been a loyal Nails Inc customer for as long as I can remember, saving every penny, so sitting down with founder Thea Green felt like a full-circle moment.

Thea brought branded nail bars to the UK after seeing gritty, unbranded salons in the US and asking what they'd look like if they were beautiful, which is premium positioning at its most practical. Now she leads business innovation on her second brand, at a time when you can launch in days and research anything in seconds. That speed has a cost, and Thea is honest about the rabbit holes she's fallen down herself.

We talk about what it really takes to build a brand when everyone is looking at the same numbers, the brand differentiation strategy that sometimes means doing the opposite of the data, and the one thing about leadership that took her until 50 to feel.

1. How Thea spotted the gap in the market that became Nails Inc, using skills from her magazine days
2. Turning a commodity product into a luxury brand women queue up for
3. What has changed in brand building since 1999, and what never will
4. When to do the opposite of the data, and how Thea predicted the body care boom

1. Come say hi on Instagram│LinkedIn│Website
2. The Debrief Telegram Group

1. IG: @theanailsinc AND @nailsinc
2. Website: https://nailsinc.com/blogs/articles/meet-the-founder
3. LinkedIn: https://www.linkedin.com/in/thea-green-mbe-511a2424/

1. SSTS Series

Mentioned in this episode:

She Sets The Standard

The room where women who are already extraordinary stop pretending you're available for anything less. Friday 13th November 2026 | Central London

She Sets The Standard