Toe-bama

Las Vegas resident and Spring Valley business owner Jamilla Fowler doesn't have a degree in advertising but struck marketing gold in 2008 when she decided to offer a specialized pedicure featuring the face of then-presidential hopeful Barack Obama at her salon, Spa 1.

"It wasn't something that I really planned out extensively or anything," she said. "Our Obama pedicure has become more popular than I could have imagined it would."

Fowler, who opened the spa at 4406 W. Charleston Blvd. more than six years ago, said she began the specialty service during the last presidential election as a means of encouraging residents in West Las Vegas to register and vote.

"My goddaughter was volunteering for the Obama campaign at that time, and while reaching out to people in the Ward 5 community, she discovered at least half of those she was meeting were reluctant to even try to register," she said.

According to Fowler, many of those people had felony offens es on their records and weren't aware of the possible avenues of having issues cleared up.

"It wouldn't work for everyone, but there is paperwork to help get some of that nonsense expunged so people can vote, and I took it upon myself to show them how," she said.

Fowler said she began inviting people to the salon to explain the paperwork.

"That's when we put up a sign advertising Obama pedicures," she said.

The salon also offers manicures and colonics.

So, what is an Obama pedicure? According to Fowler, the pedicure is traditional with one twist.

"You have the face of the president on your big toes," she said.

Fowler said she has the decals custom- made by a printing service.

"I think, probably, we could do any celebrity," she said. "I would be willing to take requests on something like that."

The pedicure costs $10, which is cheaper than the going rate for such a service.

"A pedicure any place else will run you about $30," she said. "We call this our recession pedicure price. I'm just trying to make sure that people who are struggling see that we understand. We are standing with you."

Two years after the election, Fowler said she still offers the service because it has been so popular.

"People have read about it on the Internet, and we get tourists who come in," she said. "We've also had celebrities like Holly Madison."

According to Fowler, she never expected her idea to be so successful.

"It's been a little overwhelming," she said. "But I'm thankful for the idea. I'm a Christian woman, and I think God gave it to me."

Fowler said she believes people have embraced the service because it's a novelty, and people are eager to do something that makes them feel like they are a part of something big and historic.

"I love it when young people come in and I can talk to them about where we've been and where we are going."

owler said she plans to offer Obama-themed pedicures for as long as customers request them.

According to Fowler, during the height of pedicure season (summer), she attaches the image of President Obama's head to the toes of at least eight women a day.

"During the flip-flop weather, that's when we see women coming out of the woodwork to have it done," she said.

Fowler said there have been people online who see the sign outside the shop featuring a picture of the President and wonder on message boards if it's a joke.

"We get a lot of calls for clarification," she said. "When we explain, people get really excited."

Las Vegas resident Valencia Turner comes to the salon for occasional pampering sessions and said she'd yet to have the Obama pedicure done.

"That don't mean I wouldn't," she said. "Just waiting for it to warm up."

Fowler said she hopes people take the service as a reminder of this country's history and that while things may be hard right now, there is always hope.

"That's the message here," she said, "j ust like Obama preached during the election. There's always hope."

Contact Southwest and Spring Valley View reporter Amanda Llewellyn at allewellyn@viewnews.com or 380-4535.