Innovation That Matters

Shift is both an app-connected item of jewellery and a community motivates men and boys the to be part of the solution | Photo source Shift Symbol

Connected jewellery doubles as a personal safety device

Fashion & Beauty

A brand calls attention to the role everyone has to play in reducing violence against women

Spotted: The World Health Organization calls sexual violence a ‘serious public health and human rights problem’. Such violence affects women and men, and sexual violence is not the only type of violence experienced by women. As a public health problem, solutions require contributions from all members of and communities within society. Danish company Shift is using a five-step violence prevention programme created by Right To Be (previously known as Hollaback) as the basis for its app-connected jewellery that doubles as a safety device.  

All pieces of Shift jewellery feature the letter S. Shift refers to the need to include men in the conversations about and programmes for education and violence prevention. The Shift app connects to each bluetooth-enabled piece of jewellery. If a wearer feels unsafe, they can use the jewellery to send an alert which will notify all nearby app users that they require ‘backup’. It is this concept of proximity—contacting people who are in a position to de-escalate the situation quickly—that differentiates Shift from other services.

The company is currently seeking design collaborations with individuals and brands to produce the first lines of jewellery. The bluetooth device is tiny, a diameter of 10 millimetres, and is meant to be incorporated into almost any type of accessory. The adaptability of the device allows it to be nearly invisible, helping wearers find a piece that suits their lifestyle and preferences.  

Springwise recently highlighted a number of ways in which innovators are supporting the UN’s sustainable development goal of gender equality. Many of the innovations focus on keeping women safe while pushing for continued awareness of the scale of the problem and calling on men, boys, and governments to do more to bring about lasting social change. 

Written by: Keely Khoury



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