By: Courtney Yeager
New York, NY — March 3036 — The Shade, the luxury dry nail care studio concept founded by Courtney Yeager and Ryan Yeager, has officially awarded its first franchise locations in Scottsdale, Arizona, marking a major milestone in the brand’s early expansion.
The Scottsdale territory will be developed by franchise partners Sherri Plotke and Tony Cerullo, who have committed to opening two Shade studio locations with plans to grow and scale the concept within the market.
Plotke and Cerullo are existing franchise partners in the founders’ first brand, The Tox, and currently operate two Tox studio locations, with a third in development. Their commitment to developing two Shade studios will expand their portfolio to five locations across both brands, including three Tox studios and two Shade studios.
The announcement holds special significance for the founders, as Scottsdale was also home to the first Tox franchise studio, making the market an important part of the brand’s early growth story.
“Scottsdale has always held a special place for us,” said Courtney Yeager, Founder and CEO. “It’s where we launched the very first Tox franchise location, and now it’s where The Shade begins its franchise journey as well.”
“Sherri and Tony have been incredible partners,” Yeager continued. “Watching them grow within The Tox system and now expand into The Shade is incredibly meaningful. The fact that they believe in both brands enough to build a five-location portfolio is something I’m deeply grateful for.”
The Shade is a modern nail studio concept centered around dry nail care and a “skin care meets nail care” philosophy, designed to elevate the traditional nail salon experience.
Unlike conventional nail salons that rely heavily on soaking bowls and water-based services, The Shade focuses on precision dry nail care techniques that prioritize hygiene, nail health, and the overall appearance of the hands and feet.
The brand also embraces a no-water, no-waste philosophy, eliminating traditional soaking bowls and reducing unnecessary water use while creating a more controlled and hygienic service environment.
Ryan Yeager, who has overseen the development and buildout of dozens of Tox studios across the country, has been closely involved in designing The Shade’s studio concept and operational framework.
“Our experience building Tox studios nationwide gave us a clear understanding of what it takes to scale a studio concept successfully,” said Ryan Yeager. “With The Shade, we’re applying those lessons to create a brand that feels modern, efficient, and highly scalable.”
The Shade is being developed for national expansion through franchising, allowing entrepreneurs to enter the growing nail services industry through a system supported by the founders’ experience building a national franchise brand.
With the first franchise now awarded in Scottsdale, the company plans to continue awarding select territories to qualified operators interested in bringing the brand’s elevated nail care experience to new markets.
“For us, this is a full circle moment,” Yeager said. “Seeing franchise partners who have grown with The Tox now step forward to help launch The Shade is incredibly special.”
Entrepreneurs interested in learning more about The Shade franchise opportunity can visit
www.theshadefranchisinggroup.com
About The Shade
The Shade is a luxury dry-nail-care studio concept founded by Courtney and Ryan Yeager, the founders of The Tox. Built around a philosophy of dry nail care and skin care meets nail care, The Shade offers elevated nail services in a modern studio environment designed to prioritize hygiene, precision, and nail health. The brand is being developed for national expansion through franchising.
