I love a good spa day. And, if you know me well, you know I get pedicures. And, to my male friends’ delight, I also get my toes painted crazy colors. They find it amusing. There, I said it. And I am not embarrassed by it.
Why? Because it’s awesome. (And I hate cutting my toenails.)
I love a good spa day. But sometimes I feel spas and salons cater to females way more than men.
That changed in Atlantic City when Hammer & Nails, a luxury grooming salon for guys, debuted on the Atlantic City Boardwalk earlier this summer.
Finally, South Jersey offers a place where guys can go and be pampered like nowhere else. The place is literally built for the discerning gentleman looking for a barber-style cut, the most luxe shave they have ever encountered, manicures, pedicures, facial treatments … you get the idea.
A brand is born
If Hammer & Nails sounds familiar to you, you probably saw it first on the ABC hit reality series “Shark Tank” in 2014.
Founder Michael Elliot sought a $200,000 investment for a 20-percent stake in the company that looked to provide a comfortable “man cave” environment for men to get salon-style services. Elliot didn’t walk away with a deal, but his idea generated significant interest, leading to investors providing necessary funding and eventually a successful franchising model for these man cave nirvanas.
And nirvanas they are. The Atlantic City location, as well as others, feature oversized leather chairs, personal televisions at the barber chair or in the services room, your own noise-canceling BOSE headphones, complimentary beverages — treat yourself to a soda, beer, cocktail — and a focus on masculine aesthetics and services designed specifically for men.
Now, there are more than 200 Hammer & Nails franchises in existence.
The Atlantic City location is the bold investment by Dr. Avi Boodram, a successful Wall Street investor who was looking for a new business and saw opportunity in opening his own Hammer & Nails on the boardwalk in the Ocean Club Condominiums building. Boodram said Hammer & Nails fills a need Atlantic City was looking for. It’s not just a grooming shop, it’s the “ideal destination for a guy’s getaway, preparing for a special occasion, or hosting exclusive events for friends or clients.”
“We’re excited to offer more than just a haircut or manicure; we bring an experience tailored to the discerning tastes of men looking for high-end grooming experiences,” Boodram said. “Here, on this world-famous boardwalk, we blend the timeless art of grooming with the allure of luxury, inviting every guest to escape from the world outside and indulge. Every visit promises to be a journey of refinement and rejuvenation in a relaxed environment, designed with the privacy and comfort of a man cave in mind.”
The services
Hammer & Nails isn’t a place to go get a 10-minute haircut and shave. It’s a place where men are treated like kings. It’s a place to retreat when you have some downtime and love to be pampered with awesome aromas and over-the-top treatment.
Your first job is to relax and let the Hammer & Nails team do their thing. Meet Director of Operations Andrei Gurnham and let him craft you an unforgettable experience.
Let them get you a drink, show you around, give you some BOSE headphones and settle into an hour or two of relaxation.
Your second job is to figure out what you want. That’s the difficult part because there are so many great options.
There are categories including Haircuts and Skincare, Shaves & Beards, Hand & Foot Care and Luxe Treatments. Services — prices differ whether you are a member or not — range from $22 for an eyebrow, nose or ear wax to $44 for a classic hair cut or beard grooming to $249 for a Luxe 24K hand or foot experience or haircut experience. More on memberships later.
On my amazing visit, I chose a Classic Face Treatment plus a Jackhammer Experience pedicure, both expertly crafted and executed by Lauren, a fantastic technician whose past experience includes working at the acclaimed Elizabeth Arden Red Door Spa at Seaview in Galloway.
The face treatment was glorious, leaving me feeling revived yet relaxed thanks to Lauren’s smooth technique. The treatment cleanses, exfoliates and purifies the skin and features aromatherapy hot towels, a mash treatment and a massage for your face, scalp and hands. It took about 30 minutes but seemed like 5.
The Jack Hammer Experience offers “rich, liquid gold from fingers to toes.” The ultimate manicure and pedicure combination for whiskey fanatics, this Jack Daniels-infused service includes warm soak, callus resurfacing, sugar scrub, massage, nail care, warm paraffin and hot towel wrap. Again, this was 90 minutes and flew by as I sat back in my leather chair and watched the Yankees unfortunately lose right in front of my eyes on the giant LED TV nicely mounted above my head with my BOSE headphones drowning out all distractions.
I have other services on my hit list to return for:
- The Sports Pedicure alternates between a series of hot and cold treatments to promote circulation and ease sore muscles with a warm soak, callus resurfacing, tea tree oil-infused sugar scrub, nail care, hot stone massage, mint clay mask, hot towel wrap and cooling foot balm massage
- The 24K Haircut Experience includes a razor outline with warm foam, aftershave neck massage, lavender-infused steamed towels and an extensive cool-tingling CBD-infused scalp massage, 24K gold mask and more.
The membership model
Although Hammer & Nails provides a la carte services for those looking to enjoy a day away for that one-time experience, its model is based on enticing monthly membership options that make it more affordable to enjoy multiple services throughout the month.
Classic Club members ($88 monthly) can select two classic services each month, while VIP members ($189 monthly) receive three premium services. The Club Luxe membership ($549 monthly) offers unlimited services and an added complimentary monthly guest pass. The memberships are flexible with no long-term contracts and offer the ability to roll over unused services, the option to share services with family and friends, even if they’re not members, complimentary non-alcoholic and alcoholic beverages, substantial discounts of 20 to 40 percent on retail and services, exclusive complimentary upgrade days, access to private members-only events and usability of memberships at any Hammer & Nails location.
“We do have the capacity to have walk-ins. If you just want to stop on in, you can stop in and if there’s availability, you can get a service,” Gurnham said. “But having a membership basically guarantees you a spot whenever you want, it streamlines the process, and it’s booked out to as long as you want, as well And the price is significantly less than what the walk-in price is. It makes better sense for everyone.
Nail it down
The investment Boodram made in this shop is incredible. All of the furniture and entire buildout of this salon are equally impressive in scope and outcome. The place is gorgeous.
“I felt like we needed something new and fresh and different,” Boodram said. “It was a need and a niche market because men don’t really have too many options when you’re trying to go get these types of services. I was a bit selfish in choosing this, as well, because I could have utilized it.”
Whether you’re a man looking for that escape or someone who wants to treat the man in your life to an amazing experience, check out Hammer & Nails in Atlantic City. It’s one of those places that you have to see and experience to truly appreciate.
I highly recommend to go with someone and hang out while watching football, or bring a group there for a bachelor party experience. It’s a very cool space.
Hammer & Nails is located on the Boardwalk in the Ocean Club Condominium, 3105 Boardwalk, Atlantic City. Hours change seasonally, but the shop is open Wednesdays to Sundays in the peak of summer. Call 609-363-3420 or go to HammerAndNailsGrooming.com
Scott Cronick is an award-winning journalist who has written about entertainment, food, news and more in South Jersey for nearly three decades. He hosts a daily radio show – “Off The Press with Scott Cronick” – 4 to 6 p.m. weekdays on Newstalk WOND 1400-AM, 92.3-FM, and WONDRadio.com. He can be reached at scronick@comcast.net.
