Personal safety technology company FlamAid is introducing a compact connected safety device in travel retail.
FlamAid combines a 110dB alarm with live GPS location sharing and emergency contact notification capabilities in a portable, keychain-sized format. According to the company, the product was developed to meet growing consumer demand for personal security solutions that can be carried discreetly while travelling.
The FlamAid device is activated by pulling a safety ring, triggering an audible alarm and automatically alerting emergency contacts through the FlamAid mobile application.
The user’s real-time location is shared with designated contacts, while the alarm can only be deactivated using facial recognition, fingerprint authentication or a password. {Main story continues after panel below.}
How a personal experience inspired the creation of FlamAid The origins of FlamAid can be traced back to a personal experience that Founder Julieta Rueff encountered while studying in Barcelona in 2022. At the age of 21, Rueff found herself being repeatedly followed by a man in her neighbourhood, an experience that persisted for several months and left her increasingly fearful about her daily routine. Although her mother provided her with pepper spray for protection, Rueff realised that many traditional self-defence tools are difficult to access in moments of genuine panic. Reflecting on the experience, she said: “After a night of sheer terror, this idea was born: I want us all to make it home safely.” Conversations with friends revealed that many had experienced similar situations. Rueff identified what she believed was a gap in the market for a solution that could be activated quickly in an emergency while remaining intuitive, non-violent and legally compliant. At the time, she was studying Marketing and International Business and had no plans to become an entrepreneur. However, she left her studies and began working with engineers to develop the concept that would eventually become FlamAid. “Entrepreneurship found me,” she said. Rueff describes the product not as a technological breakthrough but as a combination of existing technologies brought together in a new format, blending an emergency pull-ring activation mechanism, a high-decibel alarm and smartphone-enabled geolocation services. “I came across a purpose greater than myself, and I felt the need to do something,” she said.  Her entrepreneurial journey has since gained wider recognition. At the age of 23, Rueff was named to the Forbes Europe 30 Under 30 list and today leads the Barcelona company as Chief Executive Officer. Central to the FlamAid proposition is a mission focused on empowerment rather than fear. The company positions the device as a tool designed to help users maintain their independence and confidence while travelling or going about everyday life. “The market sells fear. We sell the end of fear. That’s why we have no competition,” Rueff said. Looking to the future, she added: “In the long term, the aim would be to declare ourselves bankrupt. That would mean we are no longer needed.” |
According to FlamAid, the device addresses concerns around personal safety, particularly among travellers exploring unfamiliar destinations. The company cites research indicating that one in three women in Europe has experienced physical or sexual violence, while many consumers alter their daily routines due to safety concerns.
FlamAid offers USB-C charging, bluetooth connectivity and compatibility with iOS and Android devices. The rechargable battery lasts up to 15 days on standby mode. It is non-violent, free from harmful substances and compliant with European Union health, safety and environmental regulations, including CE certification and is fully RoHS compliant.
It is available in eight colours: Base White, Flame Red, Jet Black, Spark Pink, Hunter Green, Power Purple, Signal Grey and Cargo Brown.
FlamAid has developed dedicated travel retail point-of-sale displays that can accommodate up to 20 units. ✈
