“The name Base Coat was inspired by the philosophy of the business and brand:

A beautiful set of nails starts with a healthy base coat.

That is the foundation of our business and also the inspiration behind the two X’s in our logo:

10 fingers and 10 toes — XX.”


If that doesn’t say it all, I have even more awesome from Tran and Ali of Base Coat. I had the opportunity to get a few answers to my questions and more. Read on…

I asked what drew them to be a part of the Stanley Marketplace?

“The Stanley Marketplace was a no brainer for us! We love the welcoming family atmosphere The Stanley Marketplace has created for the community! Also, we have so many clients who already who live in Stapleton and drive to us in Lo-Hi so making it more convenient for our clients is a huge! We’re very excited to meet new faces too!”


The founders of this better-for-you business believe that wellness should not be compromised for beauty. Their products are vegan friendly! But, you can’t get everything there – they don’t offer acrylic nails, hard gels or the use of UV lights. Even the nail polish is better for you. Let’s meet the three ladies who decided to create a healthier option for us.

Stanley MarketplaceAfter years of researching non-toxic products, Tran Wills (center)  realized the need for a healthy salon environment that everyone could benefit from, especially pregnant and nursing moms and those with allergies. In 2013, Base Coat was founded in Denver as the first non-toxic nail spa in the city and was also one of just a few in the United States to be truly non-toxic.

Ali Elman (left) is a serial entrepreneur. In 2012, Ali opened Black Eye Coffee in Denver, a community-centric coffee shop located in the LoHi neighborhood. After that success, Ali’s next venture came about when she partnered with Tran Wills to launch Base Coat, which was founded on the need for the nail industry to change the way it provides services. It was not only important to create a safer environment for clients, but also for technicians to have fair living wages and working conditions.

Sarah Simon (right)  is the founder and creative director of The Simon Collective, a boutique venture capital firm within the Simon Private Equity Group, a subsidiary of the Simon Property Group. The Simon Collective has joined Base Coat as its main investing partner and a consultant on design and branding. With a focus on supporting innovation, Sarah leads The Simon Collective’s expansion in her continued pursuit of partnering with clients and collaborators that she is intrigued by and passionate about working with

I had to ask what is something you love about living in Colorado, or Stapleton? Base Coat Nails Stanley Marketplace

“Living in Colorado is such a special place for us and it will always be home base for Base Coat as we grow nationally.  Of course, all the obvious reasons the amazing and sometimes crazy weather, super family friendly, food, art and music scene is amazing but most important for us the outpouring of support from the community and everyone is always willing to help each other.” 

When will your location open at the Stanley Marketplace?

“Early May 2017 before Mother’s Day for sure. We will be pre-booking in April”


Is there anything specific you want your future customers to know?

“All our Base Coats we open will all be a little different. Base Coat at

The Stanley Marketplace will be in a beautiful, cozy, fun, clean, minimal and modern space.”

 Base Coat Nails Stanley Marketplace

Can you see yourself sitting there are being pampered? Oh, yes indeed. Check out all the great offerings at Base Coat on the web.


“Airy with tons of plants, light woods, lot’s of textures, beautiful art on the walls by local female artists but still have our signature style of black, white and gold mixed in. Our retail area will be a lot of indie small brands all women owned and of course a lot of non-toxic beauty products as well! If you have ever been to our Lo-Hi location, you know we always want it to be feel like you’re hanging with friends in a cozy and fun home!”


“We will officially be offering a Medical Grade Oxygenating 10-Free Gel that is cured with LED lights starting March 15th at all our locations alongside our 8-Free branded line of nail polish. We would never do anything we feel would comprise anyone’s health. We take that very seriously! It took us three years to research and test to find the least non-toxic gel that was aligned with our ethos as a company but as you know the industry is always evolving and something even better will come along and we will too evolve. Usually the damage is because of the improper gel removal by a nail tech that is not properly trained or people picking it off yourself that damage the nail bed.”


“We will be offering quality non-toxic manicure and pedicure services. For a retail, non-toxic apothecary, wellness and beauty products as well. We also love hosting fun Pop-Up shops featuring women owned businesses.”  


There is much more to learn about this great, local business. You can check them out on their Facebook and Twitter pages or look at the beautiful colors available on their Instagram and informational boards on Pinterest. Get ready to book your spot and I will see you there!


Stanley Marketplace is the home of many fun, unique and local businesses. Each one of them has their own story and they will impact the community in different ways. Keep checking back as we feature these local enterprises. These interviews and information is being brought to you by Lending Maven Mortgage another proud Stapleton business. Check out more on our blogs for Beeler Park and Bluff Lake.


Tricia HoustonTricia Houston

Owner, Lending Maven Mortgage

Colorado native and Stapleton resident