Durazno Claro, a local nail salon in Ciudad Juárez, México, has been booming for the past eight months with constant booking requests through Instagram. The business is run by young women who had a minimalistic aesthetic in mind for it.
Marla Briceño, Priscila Briceño, Natalia Briceño and Daniela Alonso are the four cousins responsible for opening Durazno Claro, which means “Light Peach” in Spanish, a business dedicated to women, along with the help of their aunt Patricia Alonso.
The girls all collaborated to make their vision a reality.
Marla, a graphic designer and photographer who also works at two different churches, is the one in charge of social media for Durazno Claro. Priscila, an interior designer who works independently, designed the business’ interior. Natalia is a visual arts student specializing in sculptures and Daniela studies accounting and is passionate about the visual arts.
“My cousin Daniela and I have always had little businesses since we were younger,” Marla said. “One day she told me to open a nail salon and, with the help of our aunt, Priscila and Natalia, we started to create the logo and (decide) what we wanted to do differently from other nail salons.”
The name Durazno Claro comes from a childhood experience they all share.
“When we were little girls, we had a peach tree, and that was something that marked our childhoods,” Priscila said. “That’s why we decided to choose that name.”
One of the goals of the business is to transmit and make the customer feel welcome by receiving them as if they were old friends, alongside with professional service that will keep customers coming back.
“Durazno is a place where we want to make the customer feel warm and welcomed,” Marla said. “Durazno is not a factory — one client after the other — we like to ask about the day of the customer, their life — it’s a very personal service. It’s quality in all the aspects, from the customer service to the designs we do. We care that the customers have a happy moment during the day.”
The cousins’ talent is displayed for customers to see on their Instagram page, where simple gel colors and intricate designs fight for attention.
“What differentiates us from other nail salons is the personal service we offer,” Natalia said. “We were able to establish a connection with the people not only as customers, but as human beings. None of us thought that it would have the impact that it has today, but we mainly want to expand the services of Durazno, not staying only as a nail salon, but a beauty salon, and give this special identity for women of our city.”
Another thing that defines the business is that it mainly books clients through Instagram’s direct messages. Due to the high demand from their more than 4,600 followers, the business does not even have a sign outside because they cannot take unexpected walk-ins. To find them, however, one needs to simply find the colorful designs along the bottom of their building.
One of their short-term goals is to open Durazno Claro in Monterrey, Mexico. This is the ideal city for them because they have family there and they want to maintain the business within their family.
People can find Durazno Claro on Instagram as @DuraznoClaro.
Maria Salette Ontiveros may be reached at [email protected]
