Michelle Saunders James | Co-Founder, Saunders & James
Nailed It. A Sales Pitch Opens Doors for a Pioneering Salon
To win their ideal storefront, Saunders & James needed more than a business plan. We turned their passion into a persuasive pitch deck and polished brand identity — securing their dream location and launching a salon that’s become an Oakland favorite.
Michelle Saunders is a nailist’s nailist. We’re talking: A-list celebrities fly her to wherever they are on location to get their nails did by a consummate pro and ascended master. That's how good she is. Obsessed with the craft, she wanted to take it further — and do it her way.
Michelle and her partner, Kerry James, himself an accomplished musician and born entrepreneur, aligned behind a vision. They wanted to open a boutique salon. Nails done the Saunders way. Mentoring and developing aspiring nailists while giving back to the local community.
And they wanted to return to Oakland, their hometown. They even knew exactly where: a storefront up for grabs on College Avenue, in the heart of Oakland’s hoppin’ Rockridge district.
The Pitch
Michelle knew her craft inside out. But pitching a business idea to a commercial-storefront landlord was a new thing. And if you Google “pitch decks,” what typically comes up for the “tech bro” set was not her thing.
To make that dream real, they would also need “all the things” that would make their brand come alive: Unique logo, design system, signage, and collateral.
But first things first. They needed to nail this pitch and secure the ideal location to build their empire. They felt a little daunted at the task before them, but excited at the possibilities.
“Working with Matt and Alison has been a transformative experience. Their ability to draw out the deepest ideas from both the heart and mind is remarkable as they don’t just shape a deck, they help uncover your true vision..”
– Michelle Saunders James
Our Work
We’ve known and loved Kerry and Michelle since the way-way back. So when we heard of their vision, we knew we needed to help them succeed. We could immediately see how it would translate to a business pitch. We also loved their vision: For the space, the community, and the connection to our Town. (Alison also grew up in Oakland, so we have a special affinity.)
After reviewing all their material, we got Michelle talking about her passion and vision.
Though the salon’s ultimate customers would be the clients who walk in the door, the audience for the pitch was the potential storefront landlord. Why choose Saunders & James over any other business? We started with the “why now” — where trends and consumer desires are going, and how S&J will answer those trends. We stressed Michelle’s incredible savvy and industry connections. We detailed the business ROI with high-end clientele at the right price point.
And we made the vision real. We created a mood board showing how the salon would create a high-end experience, differentiating itself from other shops. We even inserted some vision JuJu and took the exact storefront they wanted, photoshopping their signage on the front.
Below are some key frames from the pitch deck
Nailed It.
Michelle landed a meeting with the owner. He was part of a family business of property owners, deeply invested in the thriving ecosystem along Rockridge.
He loved the pitch. So much so that he asked, “Would you mind if I took this deck with me, and showed it to my whole family over dinner?” Um, yes please!
They landed it — the exact storefront they wanted. We love that!
The Brand
With the home location secured, we got to work on the Saunders & James identity.
We looked at local competitors as well as national brands. We wanted a sense of style and color that reflected Michelle's upscale vision. One that could stand the test of time and potentially branch off into other subcategories like nail care and product lines.
As a nailist Michelle is a keen student of color trends, so we chose a color palette that had some staying power as well as reflecting her personal sensibilities. Light, sophisticated, not too saturated but memorable and soothing to the eye.
The January 2020 opening party was packed with local fans, new clients, and media. The mood was lit and everything came together. The pandemic hit them hard, as it did all storefronts. But they made it through, largely because of the loyalty and generosity of their customers as well as a community-minded landlord who helped see them through. (A positive dynamic that began with that first pitch.)
Saunders & James is now a fixture on the street, with stellar reviews and multiple “Best of Oakland” nominations. And the sweetest staff. Vision: Realized.
“Working with Matt and Alison on my pitch deck has been a transformative experience. Their ability to draw out the deepest ideas from both the heart and mind is remarkable as they don’t just shape a deck, they help uncover your true vision. Thanks to their guidance, I feel more grounded, confident, and inspired to pursue my biggest dreams and goals.”
– Michelle Saunders James
Co-Founder, Saunders & James
