I’m Alicia Felix, founder of Wildside Nails, a nail artist since 2007 and salon owner since 2013, and I use nearly two decades of real-world experience building teams, developing systems, and navigating the challenges of salon ownership to help nail salon owners create stronger, more profitable businesses without sacrificing care, integrity, or personalized service.

Service Menu Development I help salon owners simplify and organize their menus so clients understand their options and book confidently. This includes service names, descriptions, packages, positioning, and identifying what should be added, removed, or improved. Pricing and Profitability I help salons price services based on labor, time, products, and overhead instead of copying competitors. I can also help identify underpriced services, create profitable add-ons, and communicate price increases confidently. Client Experience and Retention I help salons create a smoother, more personal client journey through better consultations, booking systems, communication, prebooking, follow-ups, and professional complaint handling. Marketing and Brand Positioning I help nail salon owners identify their ideal client, create stronger messaging and content, explain their value, and position their salon around quality, cleanliness, customization, education, and integrity. Hiring, Training, and Team Development I help salon owners create clearer job expectations, stronger onboarding and training, consistent service standards, accountability, and a more professional team culture. Salon Systems and Operations I help identify where the salon is losing time, money, clients, or consistency and create practical systems for scheduling, front-desk operations, communication, services, sales, and rebooking. Business Clarity and Growth I help overwhelmed salon owners identify what is keeping their business stuck and create a focused plan for a more organized, profitable, respected, and easier-to-manage salon.