At the height of NYFW, Janine Just Inc. presents TechStyle NYC, a day-to-night leisure of experiences at the nexus of fashion & technology, drawing influential media, bloggers, & celebrities into one fashion-forward event. Set above the bustle of fashion week, the lounge offers a welcome reprieve to VIPs to discover, the new, next and now among the emerging brands curated into the showcase. The event had a wonderful turnout and attendees enjoyed the chance to celebrate NYC’s fashion week in techsy style!
But just who are the brands that attended the event? What’s their take on the event industry? And what did they think of TechStyleNYC? We took the opportunity to interview a few of the attendees and over the next few days will be featuring their interviews, read on for a peek inside the experience:
We talked to Jaleesa van Beek, Founder/Designer of Neo Nail Tech
First of all, please tell our readers about you – what is the company all about?
With upcoming applications of 3D printing in fashion, and the rise in the popularity of nail art, the company NEO NAIL TECH was founded to bridge these two trends.
NEO NAIL TECH produces Neo Nails, exclusive 3D Printed Nail Jewelry, which is a new futuristic and fashionable product. Neo Nails are Press On Nails with 3D structures on top of the nails. They are ready-to-wear and can be worn multiple times. Neo Nails are 3D Printed, which is an innovative production method that enables NEO NAIL TECH to create nail design that is state of the art.
NEO NAIL TECH is stimulating creativity and flexibility by allowing the wearer to choose when to stand out with eye-catching nails. This by introducing nail art as a fashion accessory that can be
taken on and off whenever desired and can be matched with any outfit.
NEO NAIL TECH is taking the nail art industry to the next level.
What were the 3 keys to getting the company off the ground – where did you invest your time?
Firstly, we have invested a lot of time in product development. Developing something from idea to prototype to final product is quite challenging but also very rewarding when you succeed.
Secondly, we invest time in developing and continuously improving our strategy. We improve our strategy on a day-to basis, based on the input we get from our customers, partners and mentors. Because of our production method, which is 3D printing, we have the huge advantage to react fast on customer demands. We can easily adjust sizes and switch colors and materials of designs.
Lastly, we also focus on building a brand. We would like to deliver an all-round experience to our customers that purchase our products. An experience that is characterized by futurism and innovativeness and an experience in which we make the customer feel part of the 3D printing revolution in a trendy and fashionable way.
Just having participated in TechStyle NYC, what role do live events play in your branding and marketing initiatives?
Live events are very important for our company. It gives us the opportunity to interact directly with our customers and fans and it provide us with valuable feedback. Events also give us a platform to demonstrate our product, which is very important for a new product. All in all, live events increase online sales and exposure.
What was a successful social media campaign you hosted that showed great engagement and traction?
Last October NEO NAIL TECH participated in the Vogue Online Shopping Night. The promotion of this online event was based on social media (Instagram, Facebook, Twitter). We noticed a lot of engagement of both returning customers as new customers. Partnering up with Vogue attributed to this campaign.
Finally, what is your favorite app?
Instagram is definitely our favorite app, because of its versatility. We use it as our canvas to share creativity and inspire innovators. We also share our business activities and we let our customers engage. We gain a lot of inspiration through Instagram and we keep an eye on the trends that we translate in new designs. Lastly we meet new brands that are open for collaborating.
Photo credit: Martika de Sanders