CEO Nikiya “Cali” West found the idea for her entrepreneurial endeavor, For Men Only Fine Grooming, while working on her business degree in Los Angeles more than a decade ago.
“What happens when a man walks through a regular mom-and-pop nail salon?” West said. “The first thing the women do is get quiet … trying to figure out, like, ‘What is he doing here?’ Men come in and get the same treatment we get. Why can’t they come and enjoy it?”
Stereotypes and taboos often keep most men away from salons. Going in for a manicure, with two dozen sets of eyes glued to a male customer and a symphony of whispers, rarely encourages return visits either.
FMO Sandy Springs offers pedicures and manicures, barbering of all styles, massages, straight-razor shaves, facials, and a complimentary drink. Clients are encouraged to book appointments, but walk-ins are accepted. Monthly memberships start at $100.
An entrepreneurial leap
West said quitting her retail job at Perimeter Mall’s Nordstrom on Memorial Day weekend in 2016 was like “jumping off a cliff butt-naked.”
“I was working for Nordstrom and at the Ritz Carlton simultaneously because I was putting my daughter through school,” West said. “I started getting more phone calls at Nordstrom’s from prospective clients than I was getting from Nordstrom customers. I was going to start losing customers before I could even get them.”
FMO outgrew its first brick-and-mortar location off Abernathy Road at Salons by JC. It eventually moved to Buckhead in a suite along Piedmont Road near the Lindberg MARTA station for a few years. The Fine Grooming Den for Men is now at 5801 Roswell Road, just north of I-285, with parking lot access along Carpenter Drive.
“Then COVID hit right when I came back [to the current Sandy Springs location],” West said. “I was scared, but what I found is that men are always looking for something just for themselves.”
A decade after launching the concept, West’s success and loyal following have allowed her to open a second location in Lithia Springs, bringing FMO’s men-focused grooming and community experience to metro Atlanta’s west side and Douglas County.
Curated experience
The clientele at the men-only salon includes white-collar professionals, blue-collar workers, and young men stopping by for a special occasion. There are also first-timers trying to find out what all the buzz is about.
“The colors are warm, it’s not pink and girly,” West said. “Men feel comfortable. They’re not being judged. And we also can educate them on what we’re doing, why we’re doing it, and why it’s important: self-care, wellness, and mental health.”
West said spending time with her C-suite clients has led her to partner with local cigar shops and the golf industry to find complementary businesses and reach new customers. She said FMO is just getting started and looking to have more men walk out of the salon as kings.
“Our motto is ‘hard-working men deserve to be pampered,'” West said. “As a man, you can’t just dump all your gas out into the household, and then you don’t get filled back up. It’s more like we’re a sanctuary for them.”
Twist on mani-pedis
Since 2016, West said FMO has more than 500 five-star reviews across multiple platforms. Patrons cite the professionalism of technicians, a relaxing atmosphere, and attention to detail.
West has transitioned from a solo operator to having a small, growing team of certified hair and nail specialists.
The lead technician of FMO Sandy Springs, Kee Russell, is a Mississippi native who was certified at a nail program at the Prado and started working for West in 2023.
West said she has not spent a penny on marketing, instead running her own social media page and growing her team.
Because its clients are so diverse, FMO technicians adapt to their patrons’ personalities.
“We also want to elevate it from just a typical barber shop,” West said. “You’re coming into a grooming lounge … It’s one-on-one with your technician, and we can have a friendly conversation. We can talk about different things, or it can just be quiet.”
“I really just fell in love with the concept of FMO being a community for men, to provide a service that’s based on quality and not quantity, and just really take it to the next level,” West said. “We’re like the man cave away from home.”
