In 2019, he opened a Frenchies Modern Nail Care in Pittsburgh and now owns five across three states. With Shah’s analytical background and the hands-on salon and cosmetology experience of his partner, Toni Careccia, the duo has built the brand’s top-performing locations.
Toni Careccia is the cosmetologist partner, with an understanding of how beauty professionals operate.
Here’s a snapshot of their recipe for success:
Treat franchise ownership like an investment portfolio by forecasting aggressively, reinvesting strategically and planning growth with long-term scalability in mind.
Pair financial strategy with operational expertise by bringing in partners or leaders who understand the day-to-day realities of the industry.
Make employee retention a core growth metric by offering structured schedules, clear career paths and workplace stability that keeps skilled staff long term.
Shah is candid about franchising realities: “Upside is limited. Downside is nearly unlimited. Know your risks and be prepared to execute.”
Amit had explored entrepreneurial opportunities for years and initially looked at acquiring businesses, but those deals didn’t work out. Franchising became a faster path to ownership.
He focused on the beauty space because it’s recession-resistant, with steady demand and affordable services.
The front desk at Frenchies, a new nail salon franchise.
When Amit looked deeper into nail salons, he saw a chance to improve the traditional model by creating a more professional experience for both clients and employees. Frenchies stood out for its clean, non-toxic approach, strong guest experience, simple operations, and focus on talent development.
As a cosmetologist, and someone with an insiders view into the world of beauty, Careccia said she is building culture by with investing in people and building strong relationships.
"I prioritize regular check-ins with technicians to understand their goals and create a collaborative environment where they feel valued."
Through mentorship, clear communication, and consistent scheduling, Amit and Toni maintain a stable business operation while reinforcing a culture focused on guest experience, professional growth, and education.
