Nails2Go Founder Jamie Ruan Takes Handcrafted Press-On Nails to Shoppers Nationwide Online

New York, USA, October 25th, 2026, FinanceWire

Icon Brands Inc. is growing its New York and New Jersey press-on nail brand through direct-to-consumer e-commerce as the category moves into the beauty mainstream.

Jamie Ruan, founder of Icon Brands Inc. and Director of DuJour Media, is expanding her press-on nail brand Nails2Go through direct-to-consumer e-commerce, bringing collections first sold in its New York and New Jersey stores to shoppers across the country. The online push runs alongside new private-label and wholesale channels as Icon Brands grows beyond physical retail.

For customers outside the brand’s home markets, it means the same handcrafted sets that built Nails2Go’s local following are now a few clicks away at the Nails2Go online store.

Nails2Go was designed around a common problem. People want their nails to look good, but few have the time for regular salon appointments, and fewer still want to sit through a full set every couple of weeks. Its stores answered that with a quick format. Pick a set, put it on and get on with the day.

That convenience never came at the expense of craft. Each set is handcrafted from quality materials, and the range covers everything from understated nudes and classic French tips to bolder 3D florals, pearl details and gold charms. Most sets sell for around $23 online, well below the cost of a typical salon visit, and they let wearers change their look as often as they like.

The brand has always been about more than appearance. Nails2Go describes its sets as a matter of confidence, self-expression and identity as much as style, and its collections are designed to give people that lift without the cost or commitment of a salon booking. It is a message that has resonated with customers who want their nails to say something about who they are.

From Local Stores to a National Audience

Moving into e-commerce lets Nails2Go reach the customers its stores never could. Shoppers can browse full collections, follow new arrivals as they drop and order designs for a special occasion, a holiday or simply a change of mood.

The online store also keeps the brand close to its community. Nails2Go builds its collections around customer feedback, and selling online widens the circle of people whose tastes shape what comes next. New designs are added regularly, so returning customers always have something fresh to try.

The stores remain at the heart of the brand. They are where Nails2Go built its reputation, and they continue to serve customers in New York and New Jersey every day. The online shop simply extends that experience to people who live far from them, with the same designs, the same handcrafted quality and the same easy approach to looking good.

Behind the online store, Icon Brands is building a wider business. The company is developing private-label products and wholesale distribution, so that retailers, salons and boutique brands can stock press-on collections too. It follows an earlier move to open Nails2Go to wholesale and franchise partners in the beauty and wellness industry beyond its New Jersey base.

Ruan has been clear about the ambition behind it. “We’ve seen incredible success in our three locations, and we believe that now is the perfect time to expand and share the Nails2Go experience with even more customers across the country,” she told DuJour.

A Founder Working Across Beauty and Luxury Media

Ruan founded Icon Brands as a company focused on beauty products, handcrafted press-on nails and fashion jewelry, and her work there centres on business growth, product development, retail expansion and strategic partnerships.

Her experience reaches well beyond beauty retail. As Director of DuJour Media, she works across marketing, advertising, business development and brand partnerships, developing marketing opportunities and commercial partnerships for brands in the luxury media sector.

That background shapes how she grows Nails2Go. She understands how brands earn attention and build loyalty, and she is applying the same thinking to a press-on nail brand that now sells in its own stores, online to shoppers nationwide and, increasingly, through partners who want to bring handcrafted nails to their own customers.

About Icon Brands Inc.

Icon Brands Inc. is a beauty and fashion company founded by Jamie Ruan, focused on beauty products, handcrafted press-on nails and fashion jewelry. Its brand Nails2Go sells handcrafted press-on nail sets through retail locations in New York and New Jersey and online, and is expanding into private-label products and wholesale distribution. More information is available at nails2gonow.com.

Contact