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Wearable Tech: CUFF Is a Jewelry Line That Might Just Save Your Life



We’re all about cool wearable technology—vests that can update our Facebook, smart watches that can keep our schedule handy, and heat-enabled color changing fabric à la Alexander Wang, are all at the top of our wish lists this year. But what about a piece of jewelry that can save your life? What if you could wear a chic bracelet that will actually alert friends and family that you’re in danger? Cuff, a new jewelry line, is premiering a collection of baubles and accessories embedded with CuffLinc, a tiny, wireless transmitter to let you and your loved ones know where you are and if you need help. Coming in an assortment of designs and styles, Cuff is available in necklaces, bracelets and key chains that are not only fashionable, but could potentially save your life. 


Designer and founder Deepa Sood, former Vice President of product development at Restoration Hardware, started Cuff to make sure that wearable technology would not only be useful but also beautiful—pieces that women (and men) would truly enjoy wearing. “The new Cuff collection wearables are more chic than geek, wrapping smart technology into elegant, fashionable pieces that we all WANT to wear," said Sood. “We don’t believe that we should be forced to choose between smarts and beauty when it comes to wearable accessories.”


The CuffLinc transmitter is interchangeable between different pieces of Cuff jewelry so that way no matter which piece you choose to wear that day, you’ll be protected. Pearl jewelry that looks like heirloom pieces are excellent for mom’s or grandparents, while some of the simple rubber bracelets are great for men and workouts. Simple chains or bold cuffs work for women of all ages and the fun leather banded bracelets are super trendy for teens and kids. “What we wear is a very personal choice—you need options and you want what you wear to reflect your style and fit into your life,” Sood said. “That is what we are providing with Cuff—options in wearable tech. We’re introducing an entire collection because everyone is different and we want Cuff to fit into many lifestyles and situations. We’re also going to bring our CuffLinc technology to the entire fashion ecosystem so all retailers and designers can create fashionable and wearable options.”


The CuffLinc connects to your phone to send alerts to anyone on your pre-chosen network which can include family, friends and neighbors. Pressing down on the piece for three seconds sends a signal to your Cuff app which in turn alerts people that you need help. The piece will vibrate silently and discretely to let only you know that your trusted network has received your alarm. The device not only alerts family and friends but will also instantly send them coordinates to your location so they can send help as fast as possible. 


“We think Cuff offers the most streamlined personal security solution on the market, but it’s not just for emergencies,” Sood said. “It’s also a great way to just let people know you are trying to reach them and you need a response. Because you’re wearing Cuff, it’s easy to send and receive notices without digging out your phone – which, if you’re like me, is often at the bottom of a huge handbag.” And while using it just to let your boyfriend know you’re been trying to reach him about dinner plans may be a little boy-who-cried-wolf, we can’t exactly argue that it’s a bad idea—but maybe keep it to a minimum. 


While Cuff is currently only available for the iPhone and other Apple devices because of Bluetooth consistencies, Sood is looking for a way to make it compatible with the Android as soon as possible. Cuff will also be licensing their idea to retailers and designers so that the line can become a true fashion collection. As they grow the line will expand, and while it is currently only available in North America and Europe, they will undoubtedly be looking at the Asian markets sometime within the next year or so. Pieces are available for preorder online to be shipped early this fall and are currently priced from $50-$150; and while that’s not exactly a luxurious price point, per se, we have to say—you can’t really put a price on your life.

Marissa Stempien

Marissa Stempien graduated with a degree in English Literature and a minor in Asian Studies from San Francisco State University. Previously a beauty editor, Marissa now utilizes her love and passion of luxurious fashion everyday as Fashion Editor of JustLuxe. Originally from Santa Barbara, CA, Marissa has traveled to various cities across the globe, most recently returning from living abroad...(Read More)

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