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Idea Overview:
Independant is personal safety jewelry line designed to innovate the women’s personal safety industry. Independant necklaces are non-violent deterrents, different from other self defense technologies on the market such as pepper spray and tasers. The necklace’s pendant functions as a high decibel alarm activated with a simple press. The unnerving sound of the alarm shocks the attacker and draws attention to the user’s situation. Independant utilizes fashion and practicality to disguise safety into a trendy, wearable device.
Who might use it/where it might be used?:
Women and girls are constantly vulnerable whether traveling, attending parties, concerts or clubs, professional sports games, staying in hotels and dorm rooms and various other events. Bringing pepper spray, tasers, or pocket knives with you to any of these places is commonly prohibited. However, as a non-violent, wearable device, the Independant necklace can protect the wearer in commonly dangerous situations.
The Market (B2B, B2C or Both):
Business to Consumers (B2C)
Sector the idea belongs to:
Retail
Is there a similar idea to be found?:
Similar ideas can be found in the Siren Ring, a ring that emits an alarm sound and invisaWear by ADT, a necklace that sends your location to loved ones and 911 upon pressing the pendant.
I believe that Independant still has advantages over both of these products. The Siren Ring is very bulky and while wearing a ring it is easy to bump your hand or accidentally set off the alarm. With invisaWear, there is no immediate deterrent for a possibly life threatening situation, and the necklace requires charging and wifi/service. Independant’s design aligns with Occam’s razor, a simple product that delivers the most effective results.
Why you think there is a demand for your idea?:
26.4% of undergraduate women have been sexually assaulted on campus. Many assaults go unreported so this number is likely significantly higher. Independant’s primary market is college women and their parents. In 2020, 11.4 million female students attended college. Even if only 10% of college women got an Independant necklace, that would result in the sale of 1.4 million units.
1 out of every 6 American women has been the victim of an attempted or completed rape in her lifetime. 36% of these women are between 18 and 30 years old creating a large secondary market for Independant.
Who would be the ideal customers?:
College aged women.
What ideas do you have to reach these customers?:
To target the college aged female audience, social media advertising is critical. TikTok and Instagram would serve as the main platforms for advertising.
How far have you developed this idea?:
I have only spoken with family members about this idea.
What – if any – feedback have you had for this idea so far?:
I have not developed this idea very much but in conversing with other women between the ages of 18 and 25 as well as the parents of women between 18 and 25, I have received positive feedback.
What supporting material – if any - would you like to add to your proposal?:
N/A