Awe London set to open luxury nail salon at 8 Harbord Square

Kamden Monplaisir is set to bring her business to Canary Wharf, the realisation of a dream to launch a branch of her beauty brand on the estate

Awe London founder Kamden Monplaisir - image Jon Massey — Awe London founder Kamden Monplaisir – image Jon Massey

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“When I was a lot younger, I had an obsession with Canary Wharf,” said Kamden Monplaisir.

“Aged nine, my mum brought me to the estate, because she’d noticed I had a major interest in numbers, money and counting – maths was always my strongest subject in school.

“I was inspired by the suits and the culture – it felt like a different world when you stepped into it.

“As a child, I’d never seen anything like it.

“Later, I only applied for jobs I could get here”

Kamden, who grew up not far away in Bow, founded creative nail bar business Awe London in 2019.

Soon she’s set to expand her operation to 8 Harbord Square in Wood Wharf as one of a cohort of independent business launching in its commercial units over the coming weeks and months.

“When I was starting out, I used to work at Aquascutum in Canary Wharf, but the company went into administration,” she said.

“That’s when I moved on to Burberry.

I have a degree in international finance and I was working for their corporate finance division.

“After pursuing that for about five years, I decided I wanted to start my own business – The Esther Academy – an organisation working with young women to support, inspire and nurture them in their future endeavours.

“That continued until the pandemic hit and business died down. I already had other things going on creativity-wise and I started Awe London in 2019.

“I’m also a mum and about to be again, which is a big pride and joy of mine and just as important as my entrepreneurial life.”

The business Kamden’s running now was born out of need – a desire to offer a better service than what she’d experienced.

Nail art by Awe London - image by Awe London / @awelondon on Insta — Nail art by Awe London – image by Awe London / @awelondon on Insta

founding the brand

“I’ve always been obsessed with getting my nails done,” she said.

“But I felt disappointed by the salons I was going to compared with my expectations.

“I’d visited businesses in the West End – the prices were three times as much, but it was a different atmosphere and I wondered why that couldn’t be available in other places.

“When you go to a spa, you want to experience that ‘wow’ moment, but many nails salons in the UK were just about getting in and getting out – I wanted to change that.

“Our first branch was in South Woodford and we were there for about four years.

“It was a beautiful community to work in as a residential area.

“Then my ambitious side set me wondering how I was going to grow this business more, which had been quite difficult in such a small area.

“We were popular on social media and I noticed that a lot of my clients were coming from London for our services, so I packed up and moved to Shoreditch.

“It was a tough decision because I knew we’d lose some clients but it was a great move and many of our customers travel in to see us there.

“The new location gave us more exposure and we were able to cater for tourists, commuters and residents.

“There was a much bigger footfall and more of a lively vibe and we’ve achieved what we wanted to, which is amazing.”

As thoughts of further expansion emerged, the stars aligned to bring Kamden’s twin obsessions – Canary Wharf and creative nails – together.

It made the decision to say yes to Canary Wharf Group’s team an easy one.

“I was contacted by them while they were looking out for small east London businesses that might be interested in a second location,” she said.

“It came at the perfect time.

“I’d built the team and the infrastructure and I had just started thinking about growth and that suggestion really tapped into my love for the Wharf.

“When I was considering areas, Canary Wharf had always seemed like a dream – when I walked through the malls, I always thought it would be great to be here.

“Then, this new opportunity at 8 Harbord Square made that a bit more attainable so I pursued the opportunity and around seven months later we had the keys.”

8 Harbord Square is set to be home to a collection of independent businesses including Awe London – image by Jon Massey

the difference at Awe London

For Kamden and her team, success is all built on the customers experience – the key reason her clients keep coming back to indulge in Awe London’s extensive range of services.

“It’s about the care you get from our people,” said Kamden.

“If you come to us we’ll always aim to brighten up your day.

“At Canary Wharf, clients will come to Awe London, feel relaxed and enjoy lovely beverages – getting your nails done should never feel like a chore.

“Some customers get a treatment because they need to look their best for an event or to maintain their appearance, but here we also want them to enjoy the process.

“It is a luxury and we want people to feel they are having a good time while they are with us.

“One of the things I’ve fallen in love with about Canary Wharf as it has changed is the community aspect to the estate.

“There are opportunities to network and to meet loads of people. We’re offering a service, of course, but we also want to build our client base.

“In our businesses, we have the opportunity to build a rapport with our customers and learn about their lives.

“In some cases we see them going from their first job, the next step in their career, marriage, a new house and beyond.

“That’s really lovely.

“I’m so excited for the future and what can come from this opening.

“The exposure we got from Shoreditch was good, but this will be a new level of opportunity for us.

“This kind of project to support small businesses is unusual.

“It’s tough for small companies to break through but being in an area alongside big brands and having the chance is great and I’m so grateful for it.

“We’re really looking forward to opening.”

While Awe London’s Canary Wharf branch will be an extension of Kamden’s brand, she said the new nail salon had been designed to have its own personality to reflect the area it would be operating in.

“I like each salon to look like and represent a bit of the place it’s in, so none of them are exactly the same,” she said.

“You’ll know it’s an Awe London salon, but I wanted the contemporary feel of Harbord Square to be present when people walk in.

“I saw the brickwork, the appearance of the apartments upstairs and thought: ‘this is me – modern, contemporary, with an industrial feel, but also with a bit of plush velvet, beautiful smells, flowers and the feminine touch.”

looking to the future

As for further expansion, Kamden has big plans and a model she feels is ready to grow.

“There can be a bit of apprehension when you expand – we’ll have double the number of staff with this opening, but I’m not afraid,” she said.

“We’ve built really strong infrastructure in the business and I’m excited to work with new people.

“Running businesses isn’t how I thought it would be at all.

“I hoped I’d become rich, go on holiday every other month – all glitz and glamour.

“I didn’t understand the magnitude of it or the hard work you need to do.

“But I’ve got a great support system in place, a great family and I’m a woman of faith.

“That all helps manage the stress.

“I take time out for myself – you have to believe in balance if you don’t want it to completely take over your life.

“If I could go back with some advice I’d tell myself to relax – to remember that I was built to do this and that I can get over any hurdle that comes my way and to have faith that the plans I’ve made will work out.

“In the future, I’d love to expand Awe London globally and partner up with people all over the world. You have to have passion to grow a boutique nail salon.