NAILCON: How Jazmin Gresham Gave the Nail Industry a Platform
Gresham’s goal is not only to showcase unique nails but also to acknowledge social issues and the cultural impacts of nail art, care, and wellness.
Photography by JD Barnes
For years, Jazmin Gresham has always had a love for nails and getting hers done. However, when she realized there was a lack of community amongst nail artists and nail lovers, she knew something had to change. So, in 2019, she created NAILCON, a media and events lifestyle platform that highlights nails, nail art, nail artists, care, and wellness.
Since she started NAILCON, she has never looked back. So far, she’s had four issues with cover stars featuring Jenny Bui, Lady London, and, most recently, Jodie Woods. Gresham’s goal is not only to showcase unique nails but also to acknowledge social issues and the cultural impacts of nail art, artists, the industry, and its culture.
Gresham spoke with 1202 MAGAZINE on the origins of NAILCON after leaving the corporate world, her passion for nail art and nail artists, and how she has dedicated her career to documenting global nail experiences.
Photography by JD Barnes
How did you turn the vision of NAILCON into a reality?
Being a nail girl, originally from Chicago, I’ve lived in New York for about 15 years now. Everyone always knew me for my nails. NAILCON came along in about 2016 or 2017. I spent two years traveling to different cities and countries every month to get my nails done. This was when Instagram Stories first started. I would pretty much put my nail process on my Stories because everybody always asked how I could do anything with my nails.
I worked in luxury corporate at the time, but I always wore my nails, especially around 2015, when wearing long, crazy nails was completely unheard of. I didn’t care, though. The traveling started right before graduate school, and once graduate school didn’t work out, I went to BeautyCon to get away. I remember saying, ‘I wish there was something like this for nails.’ Then, it popped into my head while I was sitting at the kitchen table: NAILCON. Soon after, I knew I had to figure out what the ecosystem would look like.
When did you first get into loving and wearing nails?
It was my freshman year of high school when I was about 14. Growing up as a woman of color, getting nails done was a big part of my hygiene routine. It was like taking a shower and doing your hair every day—it’s just what we do. I always went to the nail salon with my mom, but I was finally the age where I could wear extensions, and my mom was fine with it. We found a nail salon on the Westside; it was where all the girls went—girls from the Southside or Westside—it didn’t matter.
It was a really big deal because coming from the Northside, it was night and day. It was an embracing process. From there, it was a great way to show my character and put myself out there. It really stuck with me. Nails became my thing. I always knew I had to have all of the craziest nails.
Photography by JD Barnes
Have you ever faced stigma for having unique nails?
People, more so, thought my nails were cool. It didn’t hold me back. I’m very grateful that people saw my style within my corporate career. My nails were crazy, but my look was very polished. It was more embraced than anything. You’re going to experience prejudice and BS no matter what, but I knew I was so cool, so it didn’t even matter to me.
What was the process of NAILCON once the idea became a real concept?
Fast forward to 2019, we had a couple of events and fun parties in Brooklyn. Then, we did an event at Art Basel. Soon after, in 2020, I knew I had to figure it out and pivot. I was a new business owner, figuring out how everything was going to work. It was time to get into editorial content. I wanted to create this brand to pay homage to nail artists, the nail industry, the trends, and culture. There are so many cultures within this. I started posting like crazy on social media, highlighting artists. From there, we went outside more.
We hosted our first dinner in September 2021. It was a big deal because, in general, brands weren’t doing much for nail artists. They weren’t doing much to show love and celebrate them. It was well-received. We ended up getting into talent management as well. One of our main talents is Jenny Bui, Cardi B’s nail artist, who runs Nails on 7th. We believe in paying attention to our audience and hearing out the girls, whether they are professionals or consumers. It’s been a cool experience to see everybody come together and be excited about it. NAILCON is one of the first direct-to-consumer nail experiences.
Photography by JD Barnes
Do you run everything yourself, or do you have a team?
I’ve had a team for a good number of years. I learned to do a little bit of everything, but after a while, I needed a team. I’m so grateful for all the partnerships and sponsorships that have let me capitalize on what I need to do on top of my 9-to-5.
Who are some nail artists who stick out to you?
Julie K. I love her; she’s always so supportive. I also love Yukie Natori. Everybody knows the Yukie Natori New York Salon & Spa. We also have great relationships with agencies, like See Management. Pika is one of my favorites; I love watching him grow in the nail game. Blayke Jacque is also one of my absolute favorites. CustomT Nails is also holding it down!
What’s in the works for upcoming NAILCON projects?
I really just want to tap into the NAILCON bag by spreading to more cities. We’ve hosted events where we offer cocktails and gel nail bottles. That’s something everybody loves. Who knows…we may be coming to your city.
