Words by: Sarah Louise 
Photography by: Alyssa Maggio
Nails by: Grace Bell 

Grace sits on the train, headphones on, eyes glued to her screen.

She flicks quickly between the Pinterest and Notes apps on her phone. Soon, these images will be printed off, placed next to photos of her models, and a mood board of organised chaos will start to form. Next, she’ll write a creative short story, which will unfold into an editorial photoshoot. Finally, she will translate an abundance of ideas, research and metaphors — all into a set of picture-perfect press-on nails.

It would be an injustice to call Grace a nail technician. She is an innovator, creative director, and storyteller.

It all started when she was about 10 years old, and her Nana, who was also a nail technician, gave her a nail kit to play around with.

“My nana was the biggest inspiration behind this brand. She wears the longest acrylics and she just turned 90,” said Grace. “She really shaped me to be a beauty queen.”

It was in the 2020 lockdowns when Grace realised she could turn her hobby into a business. In frustration of not being able to get her nails done professionally, she decided to take on the task herself. After selling her press-on designs on Etsy for a while, Grace decided she wanted more.

‘Grace Bell Nails’ evolved into a ‘made to order’ editorial-level nail business.

“It’s a bit of a level up rather than just being an e-commerce store. It’s more interactive and the client is directly involved in the process,” said Grace. “It’s not your everyday natural nails. It’s more for clients with an event on, or a photoshoot.”

A core value of the band is inclusivity, and Grace refuses to fit into society’s rigid beauty standards. “In this beauty industry, I’ve found that a lot of the time, businesses profit off insecurities,” she said. “Nails are one part of beauty that anyone can wear.”

“I just want people to look at their fingertips, see a little bit of artwork and smile. Everyone can have that.”

Grace looks beyond Instagram trends, taking inspiration from the world around her; iconic fashion designers, surrealism, and nature.

Her philosophy: “Don’t look at other nail artists, look at the universe around you and create your own thing from that. Otherwise we are going to be copying and pasting each other forever.”

Not only does Grace design and produce the nails, she creatively directs the photoshoots in which her work features.

“I think you have to tell a story, otherwise it’s just a photo,” said Grace.

‘Esperanto’s’ Creative Director, Alyssa, and I, had the pleasure of working with Grace for our own campaign. After ideas, clothes and Pinterest boards were thrown around, we developed the theme of the shoot. The message would be ‘beauty doesn’t have to be so serious’.

A ridiculously fun day in the city, girls just being girls, turned into the photoshoot you see proudly sitting in this magazine.

Grace went about everything with a “if we don’t try it, we won’t know” attitude, as we climbed staircases of car parks in Melbourne’s CBD. In our Y2K inspired, clashing patterned outfits, we celebrated ‘just having fun’ as if we were playing dress-ups like little girls.

Whilst we struggled to open doors and carry our stuff with our outrageously long nails, they shimmered in the sunshine and turned heads. There’s no better feeling.

Grace has had quite a bit of experience with creative directing now. However, for the brand’s first ever campaign, Grace admitted she didn’t really know what she was doing.

All she knew was that her photographer wanted to include a male model in the photoshoot. “How can I work with three girls and one guy?” Grace asked herself.

Then it clicked. Grace and the two female models — who are her best friends — had all experienced turbulent relationships with men recently. So, the campaign’s narrative started developing around the theme of heartache. However, it was to be done with utmost finesse. The shoot became a ritual of reclaiming power — women joining forces over a shared experience.

Grace designed three sets of nails that come together to form one unified gradient of colour — each nail set blends into the next model’s. As all three women grab onto the male model, their nails blatantly reject the narrative that society tiresomely craves; women being pitted against women.

“It was to represent us all uniting together. We aren’t going to let bad relationships come in and destroy our togetherness as women,” said Grace.

Grace’s younger sister and family friend were the make-up artists for the photoshoot — making it even more special. What was a new experience for Grace, is now the focal point of her website.

So, where to now? Editorial campaigns are the future for ‘Grace Bells Nails’.

Think fashion week runway, print Vogue magazine, billboard on highways. “I want to be involved in the whole process beyond nails,” said Grace.

“It’s next level, rather than just beauty.”