I tried New Identity on a walk-in whim when the person I'd been going to for several years at a great boutique spa moved out of the area. I've been back several times and recommend this place. It's much more clean and pleasant than other nails places I've been to for similar prices, the staff is courteous. Nice massage chairs during the pedicures and I'm always surprised to get a nice long foot, leg and hand massage that rival those of higher priced boutique spas. I've been able to get in right away on several occasions as a walk-in and once they stayed past closing to give me an appointment. The only con is they don't spend much time on rough heels, but the nice atmosphere, concientious service, price and cleanliness make up for it.
Pros: price, cleanliness, foot/hand massages, pleasant staff