Enterprise: Gellae
What is their raison d’etre? To save people time and money through innovative nail stickers and help those who suffer from anxiety break the cycle of nail-biting.
Witnessing the challenges family and friends faced running small businesses made Serene Lim sceptical about following such a path herself. She initially pursued a nutrition science degree at Monash University with the intention of becoming a nutritionist. However, just before graduation, her lecturers enlightened Serene and her peers about the limited job prospects in Australia, prompting her to delve into business development and procurement for a Japanese food importer and distributor.
“With experience in procuring goods, creating processes, and assisting clients with business development, I had an epiphany to start my own business and offer innovative problem-solving products,” Serene enthuses. “Shortly after, my first business, Cup 49, which provides DIY bubble tea kits, was born in 2019.”
“Gellaes spare you the strong odours and hygiene concerns associated with traditional nail salons.”
Serene then progressed to founding Gellae, a business that provides a more affordable, convenient alternative to the nail salon experience. “Gellae gel nail stickers (gellaes) are real salon-grade gel polish but semi-cured in sticker form, offering several key advantages over the traditional salon experience,” Serene explains. “They’re significantly more affordable and save you time as well as money – there’s no need to make appointments, drive to the salon, or sit in a chair for hours. The application is quick and easy, taking 20 minutes or less, and no curing time between coats is needed. Another plus is that there’s no nail damage, as there’s no need for harsh chemical soaking or extensive filing. Furthermore, Gellaes spare you the strong odours and hygiene concerns associated with traditional nail salons.”
Serene’s innovative Gellae solution is very practical; the sticker form makes it flexible and easy to apply. The gel hardens to fit the shape of your nails and lasts for over two weeks. An adhesive back allows for gentle removal that’s a breeze.
Gellaes also help combat the age-old issue of nail-biting, as the resilient gel layer forms a protective barrier. “This practical solution enables users to break the cycle of nail-biting and allows their natural nails to grow intact,” Serene explains. “We’ve witnessed countless success stories in our Facebook group, with customers sharing their transformation photos and newfound confidence. One of my customers, who suffers with anxiety, had always had short nails and chewed skin around them, told me that having gel on her nails gave her a barrier to stop her from biting them. She said that after two months of using Gellae, she now has long and healthy nails!”
TikTok has played a pivotal role in Serene’s marketing strategy and business revenue – her TikTok videos have collectively garnered over 100 million views, propelling her to reach seven figures in her first year of business. “TikTok has enabled us to build a community of over 350,000 people across various social media platforms,” Serene says. “Content creation has become an essential skill for small businesses, allowing us to promote our product organically and engage with a broad audience.”
Serene, who recently received two nominations as a finalist at the Melbourne Young Entrepreneur Awards – one for each of her businesses – has ambitious plans for Gellae’s future. “To reach even more people, we’re planning to expand into retail, making Gellaes more accessible,” she says. “We’re also exploring opportunities to expand to new countries and are open to partnerships that can help us achieve this. Our commitment to continuous innovation and community support will remain at the core of our brand, as we strive to enhance our products and listen to the needs of our community.”
This article first appeared in issue 43 of the Inside Small Business quarterly magazine
