At the Case-Mate ShowCase 2013, a mobile fashion event that was held at the Best Buy Theater in Times Square, Gelish educator Rose Velez and her team of manicurists were tapped to apply Gelish manicures on the models backstage. Velez, a celebrity freelance manicurist who runs Doorbella, a creative concierge service in Philadelphia, hand-painted the custom Gelish nail tips, which took three days to create by Velez herself. Elaborating on the theme of “Art Deco”, which was the direction that fashion designer Cesar Galindo had chosen, Velez went with color blocking as the motif for the manicures. In total, Velez created 17 sets of custom tip designs that were applied interchangeably to the models according to what they were wearing and which case they would be holding throughout the event. Creative director Steven Gerstein and celebrity stylist Eric Archibald gave 100% creative direction to Velez. The result? An avant-garde and fun look that complemented both the CZAR line of fashions as well as the Case-Mate mobile device cases. The designs were a huge hit amongst the designer and his stylists, especially the nail tips that featured the Gelish Candy Land Collection.

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