Meet Susie Ems

We had the good fortune of connecting with Susie Ems and we’ve shared our conversation below.

Hi Susie, what was your thought process behind starting your own business?
The thought process behind starting my business came from wanting to create an environment where clients could feel genuinely cared for, not just serviced. I’ve always believed nail care should be both beautiful and healthy, so I built Nails by Susie LLC around education, cleanliness, and luxury self-care. After working in a salon, I realized I could offer a more elevated, one-on-one experience by opening my own suite. That’s how the Soft Girl Club was born— it represents softness, confidence, and taking care of yourself inside and out, from head to heels. To me, being a “soft girl” isn’t just about aesthetics; it’s about giving yourself permission to slow down, be pampered, and feel beautiful in your own skin. Every client who walks into my space becomes part of that experience — relaxed, confident, and cared for when they leave.

What makes my business even more special to me is the personal connection I get to build with each client. It’s not just about doing their nails it’s about creating a safe space where they can unwind, talk, and feel heard. I truly value those relationships, and I think that’s what makes the experience feel so genuine and memorable.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I moved to Arizona in 2023, so I’m still discovering new places, but I’ve really fallen in love with the family-friendly side of the Valley. I enjoy taking my two-year-old and my stepson to parks. Freestone Park in Gilbert is one of our favorites, and Fountain Park in Fountain Hills is always a beautiful spot for a walk or picnic. We also love Superplay in Mesa, which is a great place for the kids to have fun and burn some energy.

Outside of my nail suite, I’m a full-time mom, so I appreciate places that let me slow down, connect with my family, and enjoy the outdoors. Arizona has such peaceful scenery and so many hidden gems, and I’m excited to keep exploring more as I continue to build my life and business here.

Who else deserves some credit and recognition?
I want to give a huge shoutout to all of my amazing clients who have supported me from the very beginning. My Cali clients who believed in me when I was just starting out, my Las Vegas clients who continued to trust my work, and all of my Arizona clients who have helped me build and grow Nails by Susie and the Soft Girl Club into what it is today.

I also want to thank my parents and my sister for paving the way for me. Their love, guidance, and example have shaped who I am both personally and professionally.

A special shoutout goes to Karen, owner of Kairlus Beauty Bar, who was a mentor to me when I transitioned into full-time entrepreneurship and to two incredible nail techs, Marie Nailz and Jackie (Real Queen Tips). I had the honor of training one-on-one with both of them, and they’ve inspired me to keep going, believe in myself, and never stop learning. I’m so grateful for every person who’s been part of my story.

Instagram: https://www.instagram.com/nailsbysusieaz?igsh=cnMycmd1cnh2dDRi&utm_source=qr

Facebook: https://www.facebook.com/share/1MTKKYMZNp/?mibextid=wwXIfr

Other: Booking Site: https://nailsbysusie.glossgenius.com/