By Krystle J Bailey
Hammer and Nails Luxury Grooming is opening a new location at 3105 Boardwalk in Atlantic City this December. The high-end grooming experience for men offers top-quality services, including haircuts, shaves, manicures, pedicures, and massages. The membership-based barbershop model began in 2013 as a means to offer males an unparalleled haircut experience equivalent to that of a beauty spa for a woman. Complete with complimentary beverages, luxury leather chairs, and personal TVs, Hammer and Nails is a place where men are encouraged to think bigger and bolder when it comes to their grooming.
Franchisee Dr. Avi Boodram, originally from Trinidad and Tobago, told Shore Local, “It’s unique; it’s different. It’s a very niche market for men.”
With brightly colored and uniquely cut hair of his own, the investment banker of twenty years went on to say, “It’s hard for me to find the services I need, so I am excited to be able to provide that for other men.”
Three different membership options are available beginning at $107 per month. Memberships including The Classic, The VIP, and Club Luxe, which includes unlimited services and a free guest pass. All memberships come with a list of benefits including 20-40% off retail and services as well as complimentary upgrade days. Walk-ins, combo experiences, and a variety of other options are available as well.
Since Hammer and Nails introduced its franchise opportunity in 2015, the brand has been awarded licenses for over 200 locations and growing. With an MBA from Penn State University and DBA in Finance from Wilmington University, Dr. Avi Boodram made the decision to expand his business ventures with something that catered to his personal lifestyle. The investment banker is also an actor, model, and chef with a recently recorded show on The Food Networking being released this January.
Dr. Avi and Director of Operations Andrei Gurnham worked together in real estate prior to joining forces to open Hammer and Nails. Adopted from a Russian orphanage and brought to the United States, Gurnham met Avi while living in Philadelphia. With a business degree from West Chester University, Gurnham began to work with Avi as a project manager for his real estate investment properties.
When given the opportunity to go into business with Boodram to open Hammer and Nails, Gurnham said, “We shared interest in great hair so when the idea came up, it made sense.”
With their shared diverse cultures, both Boodram and Gurnham expressed their interest in immersing themselves into the local community. They look forward to supporting local Scouts troops and fundraisers once open for business.
Hammer and Nails is scheduled to open its doors on Dec. 16. Membership spots are still available and walk-ins are welcome. Visit Hammer and Nails on social media @HammerandNails_AtlanticCity for grand opening and membership information.
Krystle J Bailey is a published author, multimedia journalist, copywriter, and content creator. She is a regular Shore Local columnist and digital contributor as well as the booking agent and co-host of the radio show Joe’s Table for Two on WOND. Krystle can be reached at KrystleJBailey@gmail.com
