How BlackBerry helped Zoya Nail Polish survive New York Fashion Week

By Michelle Haag on 24 Feb 2014 03:41 pm EST

We love to see big names partnering with BlackBerry to show how to efficiently get things done when it really counts. Earlier this month was New York Fashion Week, the biannual series of events when international fashion collections are shown to buyers, the press and the general public. It's a big deal, being one of 4 fashion weeks held around the world each year. Zoya Nail Polish had the task of working with top designers creating custom nail colors and providing all the behind-the-scenes nail care that comes with a week long, multi venue production such as New York Fashion Week. As you can imagine, keeping connected to not only your clients but also your co-workers and social media networks during this kind of event is of utmost importance. That is exactly why the Zoya Nail Polish team decided to collaborate with BlackBerry on a solution!

All Zoya team members, including their VP of Marketing, Creative Director, Public Relations, and Social Media leads, used BlackBerry Q10 and Z30 smartphones to cover the shows both backstage and on the runway. Utilizing these BlackBerry smartphones, the team was able to keep up with the fast-paced flow of show schedule juggling, social media updates, high resolution image/video capture and important data transmissions all without losing battery power or precious time. And on top of the regular social networks like Twitter and Facebook, Zoya made a BBM Channel to further extend their reach into international markets that use BBM extensively for both business and personal use. In less than a month, the Zoya BBM Channel has grown to over 7500 subscribers!

Leo Reyzis, Vice President of Global Marketing, explained to us how they used the BlackBerry platform during the week.

Using our BlackBerry Z30 and Q10 smartphones during New York Fashion Week made all the difference in enabling a split team of 12 people, working concurrently in multiple show locations, to communicate, collaborate and keep everyone in the company on the same page.

Events like Fashion Week pose an organizational challenge because during Fashion Week the teams typically split up and work backstage at two shows at any point and time. Keeping everyone on the same page is challenging.  To streamline the process we  created a BBM Group for the Zoya Fashion Week Team.

Members of this Group included all the “On Location” Zoya Team as well as the “Home Office” Staff. All communication was done through our BBM Group, this way everyone was on the same page without a flurry of emails and attachments.  BBM was also a better solution than email or texting for this event because in many older buildings there is a challenge with phone reception however they always have a WIFI signal so BBM kept our teams buzzing in any location..

The amazing battery life of our devices kept our team constantly posting to all of our social media platforms, browsing the web for coverage and uploading and downloading images.  After what I would call HEAVY usage, we managed to have on average of 20% of our battery life left at the end of the day.

Participating in an event like Fashion Week is not possible without a great team of creative, hardworking people and the right tools.  Luckily we have the best team and our Blackberrys are the best tool!

It's fascinating to see how teams can really pull together to get a big job done when they have the right tools. Make sure you check out the Zoya Nail Polish BBM channel (C00223312), follow them on social media sites (@ZoyaNailPolish – everywhere), and check out the blog at There's a fun post on their blog today that gives a sneak peek inside the bag of Rebecca Isa, Zoya Nail Polish Creative Director. (Hint: There's a BlackBerry in there!)

Press Release

Surviving Fashion Week: Zoya deploys staff and devices that deliver beautifully.

Fashion Week can deplete the energy of staffers and devices like nothing else...
For the Fall/Winter 14 show season, the Zoya Nail Polish Beauty Team is powered positive for a bevy of fashion shows, related events and the non-stop go-go-go that fills all the in between with top notch manicurists, behind the scenes creatives, marketing superstars and powerful technology.

To succeed in this flurry of backstage beauty and runway madness, the Zoya team leads the beauty beat with social updates and insight that keeps front row Fashionistas wondering... "What is ZOYA doing now” and “How do THEY do it?”

Zoya likes to stay a step (or two) ahead of the pack. This season, not only is Zoya is working with the most in-demand fashion designers and stylists to create custom colors and nail looks, they have also teamed up with BlackBerry!

Thrilled to be provided with the latest carbon fiber, BlackBerry Smart Phone Q10's and the amazing five inch screen, Z30’s (AKA, the digital music wonder) to assist with the fast-paced flow of show schedule juggling, social media updates, high resolution image/video capture and important data transmissions all without losing battery power or precious time; the Zoya team is confident and destined to provide the ultimate Backstage Pass to beauty fans this season!

Now if they could just find a way to move fashion week to a tropical location (enough with this snow already)!

Topics: News & Rumors

Michelle Haag Michelle Haag "@_Miche11e_ and C0001B3B5" 1214 (articles) 1695 (forum posts)

Reader comments

How BlackBerry helped Zoya Nail Polish survive New York Fashion Week


Well done BlackBerry, nice release. Great way to establish the brand not just for stuffy corporates, but also for the young and hip.


Posted by the Crackberry Pirate

Yep, it's definitely good to have non-corporate publicity for BlackBerry, even though this article does kind of capitalize on the "productivity" of this phone which can be seen as "corporate" if you want to look at it that way.

I looooooooooove Zoya!!!! Admiring my Cosmos Pixie Dust as I type this on my z10.

Posted via CB10

It is pretty damn sexy. I have the white Z10, but the white Z30 looks more spectacular..I am a male, but still, the white phones just look better lol

I'm thinking about purchasing a Z30, I think I'd have to stick with the Black one simply because I imagine the white phone getting quite dirty over time. Not sure though. Does the White Z30 have the same back cover as the Black Z30?

The more BlackBerry identifies with the non corporates, people will start to build associations. Good associations.

Even some of my work colleagues still think it's still only a business phone.

Posted by the Crackberry Pirate

:) you friends need a shot of Jamaican rum to wake them up. Can't business phones do ordinary things for ordinary people? Lol.

Yeah. But like anything. It's the image that's presented

look at Samsung, a phone is a phone. But the association, the association that people have is different.

Posted by the Crackberry Pirate

They ask for a tropical location to host?

CAIRNS - Tropical North Queensland is open for business!

iPhone for me? Scr... ahem Q that! (posted from the latter) ok i had to i had to … this is awesome.. but blackberry needs to have a more public voice so non blackberry people see this

The monetizing opportunities of BBM Channels as a large virtual mall are pretty exciting to say the least.

Posted via CB10

T mobile, pull the circuit boards outta your asses and get the devices in your stores.

Identify those pig thick staff of yours to handle a BlackBerry device so they understand how smooth these devices are. So don't be a sheep, be the shepherd and take the lead.

Enough said

Posted by the Crackberry Pirate

usually all that artsy stuff is iPhone territory. But I think they needed more of a communication device this time ;)

I own a nail salon and have worked fashion week already with another top polish company. It is a zoo! I could see how BlackBerry channels would be a real asset to get the crew thru the week! Good job BB10!!!!!

BlackBerry need to get more of these 'use cases' out there, to raise public awareness of the possibilities of BlackBerry devices. They need to get people thinking "Hey, I could use THAT to do xyz"...

Posted via CB10

Really because if it wasn't for CB I would have never heard of this.

Keep The Faith  BlackBerry Q10 

I have seen Zola Nail featured on BBM Channels but never subscribed, but with this CB article I have now subscribed to Zola. :) I guess I will encourage my wife to look at their channel at her leisure times.

BlackBerry seems to be getting the word out in more effective ways lately. If they won't come to you, go to them. The z30 they sent to that dad website is a perfect example. Keep it up BlackBerry.

Posted via CB10

Sounds like a commercial. Oops forgot..... BlackBerry doesn't do marketing.

Posted via CB10

Of course it works! Everyone of my clients have touch phones and no problems tapping out their messages. And I keep showing them all the awesomeness of swiping on my Z.

Hey, I have the Z10, it's an amazing phone. Since the OS upgrade, and the ability to control the light levels, today I've had 13 hours straight run without charging.

Posted by the Crackberry Pirate

Lol I have one as well, but the battery isn't the best. Haven't updated to 10.2.1 yet hopefully that extends battery life. They wouldn't last a whole day with the kind of usage they mentioned.

Posted via CB10

Hey OJ, I have the Z10 also. It IS an amazing phone. Battery life, however, is not one of its best features. I can, occasionally, make it through the day on a charge. Sure. I can also kill the battery in less than 3 hours with constant-use web activity.

After having used the Z30, and hearing from friends on the Q10, those are the phones to recommend to people. The battery life is a serious asset on them, on top of all the sweet, sweet goodness of BB10. As we all know, it's hard to be productive when you're tethered to a charger. Someone at Zoya is obviously on the ball with their mobile device knowledge. The Z30 and Q10 are overall, and by far, the two best devices going right now.

Good news that keeps me loving my Z10 even more except the battery life isn't that good like the q10 or z30 keep on moving BlackBerry!!

Posted via CB10

The only thing nicer than this story would be if more than one U.S. carrier sold the Z30, or if BlackBerry sold it directly.

All of these make me want to have Z30 and keep the Z10 for my kids as a toy exclusively to play with.

Posted via CB10

What OS version were they running that has this amazing battery life? I would love to have a copy! Or maybe Zoya limited the apps allowed to run on the device to a certain set of apps known to not drain the battery. All I know is I often am out of battery midway through the day on my Z10.

Posted via CB10

If you notice...they were issued Q10's & Z30's, (good move BlackBerry) both having bigger batteries than the z= more battery life....Got It!!?!?!

Posted by my FABULOUS z10

More exposure in areas that are not BB territory (arts, fashion, etc.) and real-world use cases like this and the CNET blogging challenge need to happen!

Great story.

iPhone for me? Scr... ahem Q that! (posted from the latter)

The work involve in fashion might not be your typical corporate environment. It's still highly intense environment. It's a very fast pace industry and time sensitive. BlackBerry devices will serve the much needed tool. In the world of fashion people are always looking for the niche and the next trend. I think BlackBerry just fits right in.

Hey, Barbados is a tropical paradise , we sure could host a showbiz that magnitude...good work blackberry.....

Posted via CB10

Hmm...and all this could not have been done with any other smartphone? Just saying....

I'd image that if BBM offered PTT (push to talk), it would have been even more successful.

Hope BlackBerry offers this soon.

I'm no business woman, just an ordinary 24 year old lady loving my BlackBerry Q10. I just love how everything is organized and fast. Ditched my i4s after seeing this and reading reviews.

Posted via CB10