‘Smart Safety Jewelry’ Summons Help and Sounds an 85-Decibel Alarm When Wearer Feels Threatened

A Philadelphia startup has invented a discreet jewelry device that’s designed to protect women from physical assault at the touch of a button. When activated, the “smart safety jewelry” — called Athena — can text loved ones with the wearer’s location while emitting a deafening 85-decibel alarm.

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Yasmine Mustafa developed the concept for Athena after returning from an unsettling trip to South America two years ago.

“In each of the six countries I visited, I kept meeting women who told me stories about assault,” Mustafa told Fortune.com. “It was this repetitive theme throughout my trip.”

So Mustafa started working with technologists, self-defense experts and public safety officers to engineer a device that would be safe, effective and easy to use. Mustafa maintains that women shouldn’t have to alter their lifestyles, modify their behaviors or carry self-defense devices to protect themselves.

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Named after the Greek goddess of wisdom and military victory, Athena can be worn on a necklace, blouse, on a keychain, attached to a purse, or clipped on a belt. It’s the size of a half-dollar and weighs about an ounce.

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It has a single activation button and basically does two functions. When a user senses danger, she simply holds down the button on the face of the jewelry for three seconds.

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The front face is made of silicone to allow for non-slip contact and the raised texture of the bumps are configured to quickly guide the user’s fingers to the activation button.

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The jewelry is paired with the user’s smartphone, which automatically sends an alert message and her location to loved ones on her contact list. The button can also activate a blaring 85-decibel alarm that’s likely to ward off an attacker. The decibel level is equal to that of a jackhammer or train whistle.

The developers told Fortune.com that they’re testing various alarm sounds, including police sirens and nails on a chalkboard. In instances when sounding an alarm is not prudent, the user may choose to keep the device in a silent mode. They’re also mulling a function that automatically calls 911 emergency services.

Mustafa noted that the device is a safer substitute for other methods of self-defense, such as weapons or pepper spray that can sometimes be turned against the victim.

“We found that women don’t like self-defense tools to begin with because they’re afraid of being overpowered,” Mustafa said.

According to Fortune.com, Mustafa’s company, ROAR, raised $250,000 from local investors to design and manufacture Athena. The company also kicked off an Indiegogo crowdsourcing campaign, which generated more than $52,000 from 438 donors in six days (the goal for the month-long campaign was $40,000).

Mustafa claims that Athena is not just a product, but part of a movement called ROAR for Good. For each device sold, a portion of proceeds will be invested in educational programs that have been shown to increase empathy and decrease violence.

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Athena, which is still in development and is expected to release in May of 2016, will be available in three metal colors — Antique Silver, Timeless Black and Rose Gold. Prices will start at about $99.

Learn more about Athena via the video below… Or click this link…

Images via Indiegogo.com

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