Jewelry That Saves Lives: How Trelawear is Reinventing Medical Alerts | The AgeTech Podcast S5E17 with Mara Perlmutter

So I think we were both aligned in our goals. So fall call is now my app provider. We run on his enterprise system and we are able to, again, because of his technology and my technology, we, we bring all the partners to, to together and we work together on developing the tech that is inside Trelawear devices.

Keren Etkin: Amazing. And are there

Mara Perlmutter: And are there any.

Keren Etkin: specific restrictions when you Put an emergency button inside a piece of jewelry because it’s typically made, like you said, of plastic.

Mara Perlmutter: So I think that was the biggest challenge that we found is we were the first metal-based solution that was developed. And with that definitely comes some connectivity issues. The first noting, and, and you can see, you know, when you look at our device closely that it is not. All over 360 degree metal.

There are breaks in what we call the form factor or the, or the pendant itself. And the reason there are breaks very similar to your iPhone is that is where your radioactive waves actually get distributed, and that’s how we were able to overcome having number one. A solution that was smaller than these unattractive large devices because we are always looking for smaller, more attractive, thinner devices to put out there for consumers.

So the first thing we had to, you know, share with our designers. And again, all of the designers that design our collections, our jewelry designers, fashion designers, they have nothing to do with tech. How we work is we get the tech specs from each respective company we work with, and we design around their tech and their specs.

So the, the initial issue was, was. Having to put together two piece castings in order to form a device. Once that happened, you know, I, I would share with you, we are evolving.

About

The other big issue was battery. And the issue, you know, with all wires, devices of course, is battery and battery life. So we chose a path, and I’m not saying that we won’t, you know, as we continue to evolve, change that path.

But currently we use a non-chargeable and non replaceable battery. Our battery life though, does last a year and a half. We guarantee it for a year in all our findings. Thus far, it lasts at least a year and a half. Occasionally it does last longer. That being said, you know, yes, there is a cost to that.

There is a challenge to that. We know we are a niche product. We also are not water resistant. We are splash resistant. Meaning if you, if you’re at your sink and you’re wearing it and you, and you get water on it. No issue. We do not recommend it. You wearing it in the shower though. So that of course is also, you know, a bit of a drawback.

These are things that we will evolve. We understand it is a niche product, but it is a product that does fit the needs of independent, you know, senior. And it is a product that has a, a very wide, in our opinion, age demographic, that that can benefit from wearing it. So, you know, drawbacks, pros and cons to every device.

Keren Etkin: the first generation always has some room for improvement.

Mara Perlmutter: Correct.

Keren Etkin: So

Mara Perlmutter: So.

Keren Etkin: can we talk a little bit about your funding journey? I, if I understand correctly, you were initially bootstrapped, which sounds, really challenging for not just for a a hardware product, but for a jewelry product, which has to be expensive to make.

Mara Perlmutter: Yeah, so you know, it pays to and, and this is just a good business advice. Never burn your bridges. No. No matter throughout my career, I’ve always prided myself on developing, you know, strength in relationships. Up and down the supply chain. And that has really benefited me, particularly at the beginning of this journey where, you know, jewelry manufacturers overseas who I had extensive contacts with, most of them turned me down.

Most of them did not want to, you know, kind of venture into the tech business. But there were two in particular. That saw of vision of what could be a new growth opportunity for them. And yes, there was a lot of ups and downs, trials and tribulations, but the support at the end of the day between, and, and this, you know, in, in today’s world might even be more of a phenomenon.

The support I received from my Chinese manufacturer to work with my T Taiwanese tech manufacturer. Was incredible and I think they all, you know, kind of got behind developing this unique, like best in class first to market type of jewelry inspired product that, you know, I was able to negotiate, you know, a lot of very inexpensive, cost effective product development.

I, I was able, just because, you know, I do have a jewelry team, I was able to have designs created at, at a pretty easy, not, not too expensive. Versus other design products I’ve worked on Design pro projects I’ve worked on. Because again, the team knew we had a vision for what we wanted to look like.

We had the tech specs to, you know develop around. We knew, you know, some of the features and benefits, which I can go through later of our product that we wanted to put into it. So we were able to streamline some of that design and development product process, which allowed it to be a little more affordable.

But at the end of the day, you know, I always say my husband was my banker originally. He’s no longer my banker, but he’s the one who again, believed in me, believed in what we were doing, and and believed that there was a white space in the market where we could fulfill this void.

Keren Etkin: Wonderful. And I also wanted to talk a little bit about. Sort of distribution I know that you’re selling mostly direct to consumer

Mara Perlmutter: Correct.

Keren Etkin: recently got into QVC,

Mara Perlmutter: Yes.

Keren Etkin: on your website that you’re H-S-A-F-S-A eligible. So I’d love to

Mara Perlmutter: Love to hear about.

Keren Etkin: how you,

Mara Perlmutter: Yeah.

Keren Etkin: to, to

Mara Perlmutter: Yeah.

Keren Etkin: both of these because they sounds like significant distribution channels.

Mara Perlmutter: So I, I think that, again, resilience and belief in what you’re doing. Passion is, is really what drives it. So again, I have spent my entire career prior to becoming a a baby boomer entrepreneur. In the corporate world, you know, whether it be first at Saks Fifth Avenue, as as a buyer, a merchant, and leading on to lead several jewelry companies.

As, as president, I have always developed retail distribution strategies for each of these selective brands. So. I have always believed and have worked with QVC quite a bit over the years, that it was a wonderful channel for storytelling, for introducing smaller, new, unique products for giving, you know, the founders and or, and or the leaders an opportunity.

To not only share your story, but to showcase your product to spend a little more time selling on the features and benefits. So QVC was always a goal, and also, let’s face it, they cater to the 50 and over female audience, which was directly aligned with who our products were developed for. So that being said it took me two years.

With all the testing, all the roadblocks, even for myself who have contacts at QVC who had once been on QVC. To navigate as a solo entrepreneur, you know how to get through that. This was a product that should be showcased, that we had an opportunity to, you know, really do something great for their audience and, and showcase a unique product that not only was beautiful and we all know the QVC customers love jewelry, but actually served a higher purpose.

So we, we got our, our, you know, seven minutes and you know, we’re still on qvc.com. I, I think we wish we all would’ve sold more units and, and we are fine tuning that as well. But I think the opportunity to even showcase it in a hundred million households in the US I think was a, a positive for us. You know, it validated that, number one, they believed this was a good product.

They tested it. I, I can’t express to you how many hours of QC they do on products before they go on air and they thought the product was great. So that being said, it gave us as a company validation and trust, so, so that part was good. But at the end of the day, there are plenty of people who don’t shop QVC who didn’t get the opportunity to see us on air.

So of course we are on qvc.com, but we also believe that, you know, there is good messaging and storytelling on our own trela wear dot com. So, you know, we, we, again, with our limited marketing funds, we are now using more and more influencers in our marketing strategy to try to get. Build our awareness to create, you know, a broader target, target audience than just that, you know, 75 and over senior, because we do believe there is tremendous benefit to that 55 and older female.

And the other thing is that when. I actually read in the New York Times about the expansion of FSA and HSA benefits. I immediately called all three of the companies that were cited in the New York Times Sunday article and you know, picked out the one that I thought was most aligned with the products that we were offering.

And to be honest with you, when you’re on Shopify, which is what our platform runs for Trela wear.com, it was pretty easy to implement. F-S-A-H-S-A today, our products are immediately covered. You don’t need any, any kind of a additional, additional verification letter and, you know, it’s been, it’s been a nice additional.

Add to another way to, you know, fund it, pay for it, justify that it is a little bit of a higher price, et cetera. So it’s been well received. I, it, it’s brand new to be honest with you. We, we went live about a month ago, but the, the feedback is people are happy that it’s an option that we’re offering.

Keren Etkin: For sure. And did, did you have to qualify to sort of go down that route?

Mara Perlmutter: Yes. So the company we’re using is is called with Flex and they actually are a terrific organization and they have pre verified that emergency response pendants in our category. Are immediately covered. So we do not need, even though these companies will provide that extra step, that verification letter if needed, we did not need the additional verification letter.

So anytime you go on our site, you purchase the pendant, it will, you will immediately have a pop-up option to purchase with F-S-A-H-S-A with your, with your account.

Keren Etkin: Awesome. One other, one other question that I wanted to ask you is, you mentioned that it took you two years to get into QVC

Mara Perlmutter: Two years?

Keren Etkin: a previous connection.

Mara Perlmutter: Yes.

Keren Etkin: what is that process like? ’cause I assume

Mara Perlmutter: Oh

Keren Etkin: are founders watching us right now who desperately want to get into QVC.

Mara Perlmutter: I am happy to share, you know, my experience and journey. It is, the, the, the goods and bads The good is I understood the process. The bad is, you know, when you come from corporate and, and me as a senior leader, when I first was on QVC, we went through all those steps that I went through as a solo entrepreneur.

But those steps were managed by many other people who, who reported it to me versus me managing the whole process. And, and the first thing is, number one, being able to connect with the, the appropriate merchant and get a cheerleader. Behind you at Q or HSN who believes in your product? You know, the, the first thing is that I was very fortunate through one of my industry contacts and a, and organizations woman in retail leadership circle that I been a member now for several years.

There was a woman there from QVC who was also in, in the same organization who saw my product, loved it. And said, you know what? We need to get this on Q. So she started the journey for me, so then connected me to the right merchants. Then it’s the qv, it’s the qc. And QC at QVC is very intense there. And we had many different QC components.

So there was the tech component, there was the jewelry component, there is the subscription and app component. So there were many different testing levels that we had to go through. And then it’s the talking points, what you’re allowed to say on air, what you’re not allowed to say on air. You go through media training, you go through a lot of, you know, remote training through like again.

You, I was fortunate enough to be on air in the studio. Sometimes you are remote, so you have to go through testing and what’s allowed and what’s not allowed, et cetera. So it was a lot of learning. It was a lot of stops and starts. It was a lot of, you know, continuing to make people interested in our product.

And then of course it’s also the delivery and it’s also, you know, you internally being prepared, you know, setting up, you know, Rium, which is the platform that you know is like an EDI platform that you receive orders and you invoice orders from. You know, it’s also making sure that you are managing the relationship in terms of inventory.

We chose to do a dropship model. Some people choose to do an asset model where they send products, you know, to the QVC warehouse. You know, we personally, and I believed this, that I wanted to control the inventory and I also am very fortunate that. My partners who do fulfillment, I am able to keep on my shelf unassembled inventory.

So as soon as I get an order, they will input the stone and then ship the order. So for me, a drop ship model was, was much, much more desirable. That being said, it takes time to, you know, get inventory and get enough inventory to support the projection, et cetera. So. You know, it’s, it’s unusual that it took two years.

I, I will say that, but it is not unusual for it to take six months to a year. You need to plan that. And again, I’m, I’m happy to, you know, talk with any fellow founders and, and share my journey and, and any, you know, advice and particular contacts. But I, I still believe that it is a great platform for aged tech founders to pursue.

I do.

Keren Etkin: For sure. In terms of like the demographics, it makes a lot of sense.

Mara Perlmutter: and the storytelling.

Keren Etkin: Absolutely. And do you feel like. that you’ve been on QVC, do you get more like search search traffic or do you get more engagement on your social media assets because people have seen you on TV and now they’re looking you up online?

I.

Mara Perlmutter: So. Yes to all of that. I also was fortunate to get a few cover newspaper stories particularly locally. Some magazine stories podcasts. I think more, a few more influencers reached out to me. You know, I never focused. Again, our choice on building an Instagram, following, et cetera. I always focused on affiliates on, you know, aligning Trelawear with more established affiliates because I really felt I needed the validation by others.

Of a new product. Nobody knew TR aware. Nobody knew what this device was. They didn’t know Fall call. I felt like there was such a big leap in terms of asking people to believe and trust this device, which potentially could save your life, where there was no real valid validation by, you know. Any trusted, it wasn’t like we had the Good housekeeping seal of approval or anything.

So I think for us, that that’s what QVC has done is given us that validation. Yes, the traffic has been up. I, I would also say that. This is a thoughtful purchase. Emergency response is not by any means, you know, an impulse purchase. People have to see it over and over again. People have to believe that there is actually a use case for it.

And I think, you know, again. QVC allowed me to share those additional use cases, which are far beyond just that, you know, aging in place scenario, which they, they’re great for, but they’re also great if, if you are a solo ager. If you are a lone worker, if you are a real estate agent showing an open house, if you’re dating for the first time in 20 years, if you walk your dog alone at night, you know, we hope we make this an affordable option for you so that you know you, you don’t have to only wear it 24 7.

You can keep it by the door. And when you’re going out at night alone and you know you’re gonna walk through a dark parking lot, just throw it on just in case. You know, I think that there. Is, you know, a, a real void in having solutions for women, particularly as they age, that keep them safe, but with a sense of style and not, you know, with a, with a sense of stigmatizing them

Keren Etkin: So that was

Mara Perlmutter: that.

Keren Etkin: my last question. Is there anything that we didn’t talk about that you’d like to add? Any call to action to people in the audience?

Mara Perlmutter: So I, I, I think that the, if there is a message out there, it’s, I hope there’s other founders who will join me in this, you know, journey of ours. Because again, you know, we all know there are 10,000, you know, baby boomers turning 65, you know, in the US every day. And. They will demand solutions that are, are not just great tech.

But that look great. And it’s not just about the Apple Watch. You know, apple Watch is great and we love that and we actually pair to an Apple watch. Wonderful. But there are plenty of people who don’t want an Apple, apple watch, and there are plenty of people who want more simplified solutions that are just push a button and make it work.

So I, I think if there are other founders out there who would like to be aligned with Trelawear and be on this journey of supplying, you know, and offering, you know, attractive, discreet solutions for safety and security, I, I am all ears and would welcome hearing from them because I, I, I know the market is ripe.

For other founders to get into this and, and really us learning from one another. And if, if, if there’s any out there, that would be my call to action is, is to please reach out and contact me, ’cause I’d love to have a conversation.

Keren Etkin: Awesome. Mara, thank you so much for joining me on the show today. It was an absolute pleasure

Mara Perlmutter: Thank you. It was so nice to be here. I’ve enjoyed listening and I’m, I’m so thankful to be able to now be a participant. Thank you.

Keren Etkin: Thank you.