Trigg created elegant smart jewelry: bracelets and necklaces that looked like regular accessories but contained a hidden button that, when pressed, would send the wearer's location and an alert to pre-set emergency contacts. The product was marketed primarily for women's safety—discreet, beautiful, functional. The company raised seed funding and received positive press.
Company Data
- Founded: ~2015
- Failed: ~2017
The market was simply too narrow. Women who wanted safety devices typically bought pepper spray or used phone-based safety apps. Women who wanted jewelry bought jewelry—the "smart" feature added cost without adding daily value. The intersection of "fashion jewelry" and "personal safety device" was vanishingly small. Manufacturing costs for small batches were high.
Key Lesson
The intersection of two markets (jewelry + safety) is smaller than either market alone. A product that serves two purposes often satisfies neither audience well.