A new company called Cuff has started pre-orders for a line of nine different metal and leather bracelets. But these aren’t just any bracelets: These are electronic jewelry devices. These bracelets, which look like jewelry, can receive messages. The leather bands are priced at $35, while the large metal bracelets will cost $125. The idea is to make the decorative part with the Bluetooth device inserted interchangeable with the device. At the moment, the bracelets’ main function is security. A long press on the small black insert sends an SOS message to a previously set number. “Why choose between smart and beautiful?” asked Cuff founder Deepa Sood. The entrepreneur works at Cuff with her husband, Sandeep Sood, who runs a software development shop and creates apps like the Basis fitness watch. Cuff has raised funding from Tandem Capital and hopes to add more practical features, like sleep tracking and the ability to turn your piece of jewelry into an emergency phone if a meeting goes badly.
