In May, partners Dr. Avi Boodram and Andrei Gurnham opened the first beachfront iteration of Hammer & Nails on the Atlantic City Boardwalk. The franchised concept, introduced on Shark Tank by founder Michael Elliot, features male-centered, spa-inspired services, including haircuts, manicures, pedicures and shaves in a private-club-like atmosphere with cushy seating and adult beverages.
How does Hammer & Nails differ from other wellness establishments?
Boodram: We focus on the experience more so than increasing our store traffic. Each service is carefully thought out by our corporate partners, and products and processes are then added to truly create an experience.
What specialized experiences are offered?
Boodram: We have many unique services—for example, the Luxe 24k Haircut Experience. Get sharp with a razor outline, after shave neck massage, lavender steam towels, a cooling CBD scalp massage, and a 24k gold mask for glowing skin. Total reset!
Gurnham: Another is the Jack Hammer Foot Treatment, best described as liquid gold from fingers to toes. It’s the ultimate premium manicure and pedicure combo for whiskey fanatics. The Jack Daniels whiskey-infused service includes a warm soak, callus resurfacing, sugar scrub, massage, nail care (clip, file, nip and buff), warm paraffin and our hot-towel wrap.
Hammer & Nails offers memberships. How does that work?
Boodram: We offer membership-based services with three grooming clubs. Our monthly memberships include a customizable set of services. While not required, members enjoy the most savings on services and products, priority booking, and the ability to share services with friends and family. Walk-ins are welcome, but we recommend calling ahead or scheduling online or via our app.
Can members visit any location?
Gurnham: That’s right! Once you become a member, you receive the same benefits and privileges across our many locations.
What led you to open Hammer & Nails?
Boodram: When I was exiting my previous business venture, we brainstormed various ideas before landing on this one. We often admit it was for selfish reasons: We both have a lot of hair, and it’s difficult for us to find a good, reputable salon that works for us—so we figured, why not build our own? During the pandemic, we cut each other’s hair. I think everyone was doing it, but we never stopped. Sometimes you go to a salon for a trim, and they end up cutting too much. We wanted services in peace, and preferably in low lighting, where no one can see us through the front window. Here, the whole idea is to escape and be pampered in a quiet atmosphere with an oversized leather sofa, a stiff drink in hand, noise-cancelling headphones and a big-screen TV—just because we can!
Hammer & Nails: 3105 Boardwalk; 609-363-3420.
