Cecelia Diorio “Cici” has entrepreneurial blood in her veins. Inspired at a young age by her father who owned his own business, Cici wanted to blaze her own trail. She always had a passion for nails and has many fond memories of her mother and grandmother gifting her nail decorating kits for birthdays and Christmases, spending hours together designing and decorating them.
When she was born, her great-grandmother had opened a savings account for her. Once Cici turned 16, her mother allowed her access to the account and set up her first debit card. Her account had a modest $600, which Cici would put to work building her business: Cici’s Nails.
Cici wanted to create a way for people to have stylish nails without the price tag and maintenance that comes with acrylic nails and began offering custom press-on nails. Starting her own business at a young age, Cici built a steady client base made up mainly of friends and family in her hometown of Pittsburgh. From there, her business continued to grow, and word spread about a girl on a mission, spreading joy in small ways.
Right before the COVID-19 pandemic, Cici transitioned her business from an in-person storefront to an online one. Given that most of her marketing and advertising was done on Instagram, her method of communicating with clients remained the same. This proved to be fortuitous timing as the way of the world changed drastically, digitizing nearly every industry along the way. When nail salons across the country closed their doors, sales skyrocketed for Cici’s Nails as it was a means for people to have custom nails delivered to their doorstep.
During the height of quarantine, Cici continued to use Instagram, along with TikTok, to promote her brand and build a steady client base. After consistently posting on both social media platforms – nail-related and personal content – she received a small business check from TikTok in May 2020. At this point, her following had grown substantially. Knowing that people enjoyed her content and the services she offered encouraged her to continue practicing her craft.
Cici aims to create not only small business-related content but also posts about her personal life on her Instagram Stories. As she explains, this is one of the ways she builds relationships with clients. Despite the many challenges that came with the COVID-19 pandemic, Cici’s Nails was able to not only continue “business as usual” but thrive.
There May Be Such Thing as “Bad Publicity”
Many who follow Cici’s story know about her connection to the shooter at the Trump rally on July 13, 2024, in Pennsylvania. Authorities targeted known family, friends, and classmates first. The young man was a classmate of Cici’s and someone she had known since childhood. Given that the two attended the same high school, she received a phone call from CNN the following morning at 4:00 AM asking for a statement. Startled by the news, she questioned the reporter on how they obtained her personal contact information. They told her that after doing a quick internet search, associated classmates populated, including Cecilia Diorio as one of the top results, given the large social media presence of her business.
Her website was immediately flooded by global news outlets requesting statements. With the overwhelming amount of activity, not to mention the infringement of personal privacy, she shut down the website. Many of her friends were also contacted by news outlets looking for comments on the recent event. Local and global news agencies continued to swarm her neighborhood and place of work even weeks after the shooting. Taking down her website and discontinuing her social media content was the best way she saw to limit media access to friends, family, and personal contact information.
Once the dust had settled, Cici released her official statement on Instagram, explaining why she was temporarily taking down her page. Many clients rushed to her side and were understanding of the gravity of the situation. Her website remained closed for roughly two weeks. She gradually began creating content and accepting orders over the course of the next month.
After operations resumed, the site swarmed with eager customers ready to place their orders. Since this event, Cici’s Nails has had no trouble bouncing back. Running one’s own online business comes with many challenges, especially in a world of unlimited access to the internet. While Cici’s Nails online presence does positively affect sales, it also means that personal information must be shared and can potentially compromise the privacy of the business owner. On a positive note, one of her videos going viral on social media is what truly launched her business into success.
While Cici primarily uses Instagram, TikTok, and her email list to advertise and promote her business, that’s not the only way she convinces people to buy her nails. She said, “I think my biggest and best-selling product is my story.” When Cici’s Nails blew up during the COVID-19 pandemic, customers had no idea that a 17-year-old girl was running the show. Her entrepreneurial spirit inspired many customers who would message her, impressed with how professionally she ran her business. She said, “I think that it’s honestly my biggest connecting point…people can see themselves in me.”
Creating Custom Nails
Cici draws inspiration from many facets, including Pinterest, fellow nail artists, and designs her customers bring her. A new trend in the industry is “copy & paste nail techs.” Cici defines this as, “Someone who can basically just look at a photo and recreate it exactly.” While she does accept these requests, it can be tricky navigating how to credit artists who copyright their work. Similarly, clients will often send Cici a picture and ask her to create a design inspired by the image.
A typical set of press-on nails (medium size, basic design) ranges from $30-40, but prices vary based on design, size, and shape. Nails usually last two and a half to three weeks, but duration does depend on the person and their daily tasks. However, the sets are reusable and can be glued on even months later.
When asked what advice she would give to other young aspiring entrepreneurs, Cici said, “If there’s anything you’re really passionate about as far as art and craft goes, make something of it. There’s no harm in trying.”
This doesn’t guarantee that the work will be easy, but Cici encourages artists that, “Creating something that is authentic to you will put the power behind it.”
You can find Cici’s Nails online at her website, Cici’s Nails, or on Instagram at cicis.nails
