Cuff builds fashion-forward wearable jewelry that embeds its CuffLinc Bluetooth low-energy technology into necklaces, bracelets, earrings and other fine jewelry. The tech enables functions such as turning off house lights, alerting security about a break-in, and health and fitness tracking. Cuff has implemented fitness tracking and is pursuing integrations with at least five fitness apps, including Apple Health. The company is expanding from lower-end fashion jewelry into fine jewelry through a partnership with Richline, a Berkshire Hathaway subsidiary, to supply its technology to major retailers such as Tiffany’s, QVC and Macy’s. Cuff is also pursuing licensing opportunities to let designers and retailers implement the technology across their own lines. Co-branded products from Richline retailers are expected to ship soon and will carry “Powered by Cuff.” Cuff sells bracelets, necklaces and key chains that house a removable rectangular module called the CuffLinc, which acts as an alert system. The CuffLinc connects to a phone via Bluetooth and the startup’s app; squeezing or tapping the Cuff sends alerts to a designated network. If contacts in the network wear a Cuff their device vibrates; others receive a push notification with the sender’s location. The app stores personal and medical information and allows users to program different tap patterns for different contacts. Cuff says the CuffLinc does not need to be charged and must be replaced once a year, and the company plans to license the CuffLinc to other fashion retailers and designers. The startup is positioning additional smart functions (including voice recording) beyond safety alerts, though it currently lacks fitness and sleep-tracking features. Founder Deepa Sood, previously VP of Product Development at Restoration Hardware, is leading the product and pre-order launch.

Total raised

$5M

Funding rounds

2

Latest round

Series A

Latest activity

Jan 2015