Today we’d like to introduce you to Riiko Martinez.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I was born and raised in Japan and moved to Hawaii when I was 21. That’s where my journey in the nail industry began.
I had the privilege of learning under Koko, the founder of Nail Salon KOKO, where I spent over 10 years working as a nail artist and salon manager. During that time, I specialized in Japanese gel nails and 3D nail art, long before they became popular in the United States.
When I was 38, my family and I moved to San Antonio so our daughters could grow up surrounded by grandparents and extended family.
Starting over in a new city wasn’t easy, but I was excited to introduce Japanese gel nails to San Antonio. At the time, acrylic nails were much more common, so clients who were looking for Japanese-style gel nails quickly found me.
As my business grew, we opened a larger salon, which also became the first home of KOKOIST USA. (Japanese gel nail brand) While Ricardo(my husband) and Koko focused on growing the company, I supported the brand through product testing, creating nail samples, trade shows, education, and sharing Japanese gel techniques with other nail professionals.
Today, after more than 25 years in the nail industry, I still love creating beautiful nails, but what I treasure most are the relationships I’ve built with my clients and the opportunity to continue sharing Japanese nail artistry with others.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Not at all.
Every stage of my career has brought different challenges, but the biggest one has been learning how to lead people.
When our salon grew, we built a wonderful team and became very busy. From the outside, it looked successful, but behind the scenes I was learning that managing people is much harder than doing nails.
Every person has a different personality, different priorities, and a different way of working.
One of the biggest lessons I learned was that not everyone is motivated the same way I am. I had to learn how to listen more, communicate better, and create an environment where people felt supported instead of simply expecting everyone to work the way I did.
When COVID changed everything, it also gave us the opportunity to rethink our business. We transformed our salon, expanded KOKOIST USA, and built a healthier, more sustainable business together.
Looking back, I don’t regret any of the challenges. Every mistake taught me something, and every experience helped me become a better business owner, leader, and person. Most importantly, I learned that great businesses are built by great people, and I’m grateful for everyone who has been part of our journey.
As you know, we’re big fans of La salon Riiko /kokoistusa . For our readers who might not be as familiar what can you tell them about the brand?
Today, I continue to work as a nail artist specializing in Japanese gel nails, while also supporting KOKOIST USA through product testing, sample creation, education, and industry events.
One thing I’m especially proud of is introducing not only Japanese gel nail techniques, but also the Japanese spirit of omotenashi—genuine hospitality, attention to detail, and treating every client with care and respect.
I believe my success has come not only from technical skill, but from making every client feel truly valued. Even something as simple as walking a client to the door and thanking them personally has always been important to me.
After more than 25 years in the industry, I still love creating beautiful nails, but what means the most to me are the relationships I’ve built and the opportunity to continue sharing Japanese craftsmanship and hospitality with others.
Do you have any memories from childhood that you can share with us?
One of my favorite memories growing up in Japan was the freedom I had as a child. Looking back now as a parent, I realize how special it was.
From a young age, I walked to school by myself, ran errands for my family, and learned to be independent. By middle school, my friends and I would take the train to Tokyo on our own, spend the day shopping in Harajuku, and make our way home without our parents worrying. In high school, we all rode our bikes everywhere. After school, friends from different schools would gather at the same park or along the river just to talk, laugh, and spend time together.
Those moments may have seemed ordinary at the time, but now I realize how much they shaped me. Growing up in a safe environment gave me confidence, independence, and a sense of responsibility from an early age.
As a mother now raising my own daughters in the United States, I appreciate those memories even more. I hope every child has the opportunity to experience that same sense of freedom, trust, and independence.
Contact Info:
- Website: https://lit.link/en/kokoistusa
- Instagram: @KokoistUSA @Lasalonriiko
