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Sweet Squared – Serving the Pro in Ireland

17 May 2013

On Monday April 22nd, Sweet Squared officially opened its doors to ‘Serve the Pro’ in Ireland.

Sweet Squared, CND’s number one international distributor partner, is born from the pure desire to do great things for people with the belief that focusing on making professionals more successful is the basis of a good business.

Co-Founded by Samuel & Samantha Sweet and Jim Nordstrom, Sweet Squared has served as CND’S exclusive distributor partner for the UK since autumn 2007.  CND then granted them the exclusive distribution rights for Ireland in 2013.   James Banville (CND VP of International Sales) said "We feel long term that Sweet Squared and their award winning business model is in the best position to grow the CND market for us in Ireland and we're excited about those opportunities and possibilities."

S2’s (Sweet Squared’s) collective work ethic is - the customer, the customer, the customer and with that in mind, they have already seen a shift in mindset from their Irish professionals who want and expect great service, great products and greater value.  Samuel Sweet (S2 MD) claims “If our award winning business model better serves the Irish customer then we can make them far more successful.”

The Irish market is a direct extension of what we do so well here in the UK.  We have a dedicated shop with the lovely Jenny Rochford on hand for help and advice, a Creative Academy on site for education and training plus dedicated CND Education Ambassadors plus a distribution ‘Square-House’ premises run by Daniel Jones.  Based right around the corner from The Red Cow Hotel in Dublin, Sweet Squared is also easy to locate!  Judging from the comments, orders and phones ringing off the hook, we are moving in the right direction!  

We have much planned in the way of education, events and shows!  The bottom line is that whether or not someone "buys products" from us, we want to be a part of helping them succeed. Success for us as a company is not a destination; it is a by-product of partnering and helping others reach their goals. 

Some Quotes


THE Event 2013 - Susan McGirl – Rinn Neimhe Salon – Leitrim

For me the Event was a chance to meet likeminded professionals; I knew THE Event was going to be educational and I was looking forward to meeting top tier nail professionals and hearing about the new CND releases like Vinylux and Brisa Lite.  What I got was so much more... I was inspired and motivated to be the best nail professional I can be and to push myself to raise my own standards even higher. 

The support and team spirit offered by Sweet Squared and backed up by CND is second to none.  I have no doubt that I will attend the next Event and would suggest that any Irish Nail techs who are interested in upping their game so to speak should seriously consider it too.

THE Event 2013 – Jenny Rochford – JenBella from Salon Geek & newest Sweet Squared Ireland employee.

I attended THE Event for the very first time this year and can honestly say it was the most inspiring, motivating and amazing thing I have ever done for my career. From the first moment we arrived the energy was palpable and this carried throughout the whole weekend. It was a huge amount of fun to spend 2 days with fellow pro's who love nails as much as I do and I gained some great new friends!

We were treated to education from the world’s finest and got to learn from some true legends in our industry including Jan Arnold, Marian Newman and Holly Schippers to name but a few.
Attending THE Event has given me such a major boost, both in technical skills and in confidence that I really believe every nail pro should take the chance to attend the next one and see just how beneficial the entire thing is.

Education is such a key part of our careers and it is so important to continue this to ensure skills and techniques are current...where better to do this and who better to learn from than the industry leaders.

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