Why Bold Was Never a Bad Word

I never really planned to start a nail polish brand.

It all started during the pandemic, when painting my nails became one of the few things that made me feel human. It was a little ritual that brought me peace when everything else felt completely out of control. But then came the allergic reaction to gel polish (yep—self-induced, and I definitely learned my lesson), and I had to rethink everything I was using.

At first, it was just about finding something that didn’t make my skin freak out. But that one moment kicked off years of research, testing, and trial-and-error—trying to figure out what worked for me. And spoiler: a lot of it didn’t. I spent a long time bouncing between formulas, ingredients, and products that just didn’t feel quite right or safe enough. I kept thinking, “If I’m struggling this much to find something that works, I can’t be the only one.”

That’s where Boldly Lacquer started to take shape. Not in a big, dramatic moment—but in the quiet frustration of not being able to find what I needed. And eventually, deciding I’d make it myself.

I wanted polish that felt good—like, actually good—to use. Something I could feel confident using on myself and on my daughter when she asks to paint her nails with me. But more than that, I wanted a brand that was about more than just the endless color options. I wanted something that gave you an experience—something you’d remember. I wanted every bottle to tell a story, to feel like a little piece of magic you could hold in your hand.

The word bold has always stuck with me. People throw it around like it’s a compliment, but not always in a kind way.

“She’s bold.”

“That’s a bold choice.”

“You’re a little bold, aren’t you?”

For a long time, I felt like I had to tone that down. Like bold was too much. But somewhere along the way, I stopped believing that. I started to feel proud of it.

To me, being bold means standing fully in who you are. It means taking up space, speaking honestly, and not watering yourself down. It means doing things differently—and unapologetically.

That’s what Boldly Lacquer is here for.

It’s for everyone who’s been told they’re too much or not enough. It’s for the folks looking for polish that feels like armor, or a spell, or a memory. It’s for the people who want something a little strange, a little powerful, and a whole lot of them.

And as I sit here writing this, I honestly feel so excited (and emotional) about what’s ahead. The idea of building something alongside people who feel the same way—people who are passionate, creative, and wildly different in all the best ways—means everything to me. I already see a community forming, and it’s one that’s full of heart, joy, magic, and care.

So thank you for being here. For supporting this little dream that grew from a rough patch and years of figuring it out.

Thank you for being bold with me.

– Ellie

Founder, Boldly Lacquer