Kim D'Amato of Priti Nails

22 November, 2009. Brand: Priti NYC

Ex-model, Kim D'Amato now calls New York City home, but originally hails from Australia's Whitsunday Islands. Kim has followed up a career on the catwalk with the launch of a high-fashion, low-toxin range of nail polishes that have taken the global runways by storm. Designers including Tommy Hilfiger and Isaac Mizrahi love the eye-popping, mouth-watering range of Priti nail colours.

Kim answers our questions...

How did Priti NYC come into being – what inspired you?

Kim D'Amato, Priti Nails: The idea of the Priti Organic Spa came about when I was pregnant. I had started to eat organically and there I was, sitting in a conventional nail salon and breathing in that toxic smell. I thought to myself, why I can't I beautify myself organically too?

A lot of hard work later, I launched my own organic spa in NYC, and from that I built the product line out of necessity. As the first all-organic spa in NYC it was very difficult to find organic products that I thought were good enough to justify the price.

What has been your proudest moment so far during the growth of Priti Nails?

Kim D'Amato, Priti Nails: My proudest moment I think was when I walked into my spa and it was full of wonderful women all sitting with their organic teas enjoying their conversations with each other feeling at home. Knowing that somehow I made a difference in their lives by giving them the space and opportunity to be able to beautify themselves without any toxins was a great feeling.

That is what I wanted for myself and all women in NYC. This city is a hard place to meet people and make friends. I got to know the women who came to my spa, and I shared moments of their lives with them. We educated each other. I am still very proud that what started as an idea actually turned into reality.

If you could wave a magic eco-wand and fix just one environmental problem, what would it be?

Kim D'Amato, Priti Nails: There are so many things that make me worry as a mother and a woman. There are so many environmental problems, but if I had to pick one, I'd say water issues bother me most. We need water to live and to survive and yet we seem to be incapable of keeping it unpolluted!

I come from the Whitsundays, so perhaps clean water has a special significance for me. The fact that farmers' toxic runoffs are leaking into the water does not make me happy. The reef is one of the wonders of the world and it saddens me to see what is happening to it.

What eco-friendly things do you do in daily life?

Kim D'Amato, Priti Nails: I eat organically, my home is cleaned using green cleaning products, I use green power in my home and I ride a bike. In fact, everyone who knows me makes fun of the fact that I don’t even know how to drive!

I use organic beauty products and I donate my family's clothes to charity rather than throwing them out to a landfill. I use green light bulbs and biodegradable garbage bags... shall I go on?

If you could recommend just one change to our readers looking to make their life a little greener, what would you suggest?

Kim D'Amato, Priti Nails: There a lots of things in your everyday life you can do. It's unfortunately true that the price of organic or greener products is higher. But I'm confident that as the demand grows, the pricing will get more reasonable.

I tell people, going green doesn't have to be done all at once. When something runs out, replace it with a green alternative. One small change at a time can add up to a big difference! Soon your cupboards will be filled with green products, and whilst it may be a dollar or so more expensive, you will be feeling a lot better without all those toxins in your home. Think how much happier you'll be to know you are not polluting the air that you and your family are breathing every day.

When it comes to choosing a healthier beauty product what are the most important pitfalls to avoid?

Kim D'Amato, Priti Nails: I stay away with anything with parabens in it and I try to choose products containing organic essential oils because I love them! But remember, essential oils are chemicals too and they are not for everyone, they can be very powerful. I do love the idea that nearly everything we need comes from plants, though.

Do you have a nail care tip to share with readers?

Kim D'Amato, Priti Nails: Right now, it's winter here in New York, which means hands and nails get dry and brittle. I make most of my own nail and hand care products from my kitchen cupboards. I use olive oil for a hand soak, and I always carry an organic lip balm for dry cuticle care. To slough off dead skin I just use some sugar and olive oil mixed together. Grandma's remedies have me intrigued! They are almost always the best way to look after yourself.

Thanks to lovely Kim D'Amato, the founder of Priti NYC! Check out the Priti range of beautiful, low-toxin, high-fashion nail colours.