charge a lower price since it removes the fixed costs of running a store. Additionally, Helijia’s manicurists have to pay for their own transportation. Like other apps of its kind, Helijia works on a user-generated, merit-based rating system – the better a manicurist performs, the higher his or her customer rating, and the more appointments he or she likely gets.

The name Helijia -- which sounds similar to the Chinese phrase for "a good price” -- translates to "beaver's home," which brings out the startup’s mission to provide services done by hand.