Shelly Estrada has always been captivated by transformation. As a child, she spent hours experimenting with makeup, art, and anything that could turn the ordinary into something extraordinary.
By 13, nails had stolen her heart. She practiced tirelessly, leaving traces of polish, glitter, and rhinestones all over the house. Her mother, Iris Suazo, recalls those early days fondly and with a chuckle. “Lo tiene en la sangre,” she says— it’s in her blood.
Before Shelly had her first client, she practiced with her mother. Every set of nails became a lesson in precision, patience, and creativity. Iris, who once owned a beauty supply store in Puerto Rico and now co-owns Purple Touch Beauty, guided her daughter in understanding not just artistry, but the business side of beauty.
When asked what trait of Shelly inspires her most, Iris responded immediately: “Su perseverancia. When she wants to do something, she does it.” She laughed as she added, “Ay, organizada… more than me.”
Shelly teased back, “I wake my mom up in the morning.” Their lighthearted connection sets the tone for the friendly, inviting atmosphere present in the salon.
By 16, Shelly’s commitment to her craft was unwavering. With Iris’s encouragement, Shelly enrolled in Adonais Beauty School to perfect her craft while still attending Melbourne High School, leaving daytime classes to attend evening sessions.
She earned her nail license at 18 and later became a licensed aesthetician, expanding her skills to include lashes and brows.
The beginnings of her business were humble. In the first months, Shelly earned only $200 to $300 a month, but her determination never wavered. She continued honing her skills, growing her reputation, and gaining confidence with every client.
Today, she says she nets approximately $5000 a month and has over 11.7k followers on Instagram, managing bookings, social media, finances, and operations on her own while still recalling her mother’s lessons.
In 2019, when the COVID-19 pandemic forced salons to close, Shelly made the decision to continue working out of her apartment, doing her best to abide by safety protocols, even recalling working with the windows open.
“It was actually good for business,” she explains. “Salons were closed, but people still wanted their nails done.”
Her home setup quickly became overcrowded, and she realized it was time to find a professional space. A short stint at a salon in Hollywood taught her that she valued independence and a positive work environment more than anything.
Shelly’s artistry sets her apart. She loves intricate designs, from character nails to elaborately themed sets like her Hard Rock Guitar Hotel collection. Complex designs usually take two to two and a half hours, with her longest, what she calls a “5XL set,” taking three.
Not everything has been easy. Shelly remembers one of her first difficult clients vividly:
“When I first started doing nails, I had kind of a bad experience,” she recalls. “She just wanted a plain black stiletto set. The next day, her mom showed up. She was hiding in the corner, and she had ripped off all her nails. I was like, you know what? I’ll just refund you. I don’t want you to come back.”
That moment taught her the importance of professionalism, patience, and setting boundaries. She now carries those lessons into every client interaction.
Today, NailsByShelly operates out of Purple Touch Beauty in downtown Hollywood, which opened in 2022. The salon is a family affair: Iris manages the space and does hair, her father handles maintenance, and her brother provides barber services. The team dynamic is creative, and even occasionally chaotic, but Shelly thrives in it.
“We all have different styles, but it’s fun,” she says. “Our customers have become like friends and family, too.”
The salon has also become a nurturing space for other artists. One former client, Maria Gonzalez, joined Shelly as a nail tech in September. Gonzalez had started at home but found it too crowded and unstructured.
“It’s amazing,” she said. “I love everyone here. Shelly’s super sweet, and there’s so much motivation and creativity. It feels like family.”
Through it all, Shelly’s focus on building meaningful relationships has shaped her path. She left Broward College after a year, where she was majoring in marine biology, to focus on her business. She recalls that, sometimes, when her college-aged clients share stories about campus life and new friendships, she feels a twinge of what she missed.
Still, she has found peace with her choice, realizing that many of those same connections and memorable experiences have come through her bonds with clients and her team. “Everybody has their own path,” she says. “I just took a different one.”
Looking ahead, Shelly hopes to renovate her salon space and eventually open a second location.
Her mother dreams even bigger, imagining a full NailsByShelly franchise one day. She says her daughter has created a space where clients feel welcome, inspired, and confident with every set of nails she paints.
