The San Francisco Bay start-up company, Cuff, is hoping to blur the line between fashion and technology. This company is taking an alternative route to the typical technological in-your-face gadgets, like Google Glass or UP Bands. Instead, this company is trying to conceal the bold techie gadgets by using fashion designs and jewelry pieces to do so.

The founder of Cuff, Deepa Sood, is the mastermind behind the fashion line that would double as a pop-out Bluetooth device. Customers can choose between a range of accessories including pendants, bracelets, and key chains that range anywhere from $50-$150 that double as a tech gadget.

So what does it do? These accessories aren’t as techy savvy as other devices; rather they work more as a “safety device.” By squeezing the Cuff you will automatically send out a ping to everyone else who also has a Cuff, their Cuff will then vibrate, and then your location will be sent to their phone.

The key difference between Cuff and other techie, wearable jewelry lines is that Cuff has an interchangeable module called, CuffLinc. This CuffLink works as Bluetooth, is waterproof, and has a battery life of over a year. This also allows users to change between Cuff accessories and therefore does not wed them to a particular style or design.

The wearable technology niche is one that hasn’t proved to have much success. Yet, Cuff’s concept and versatility is fascinating. Looking at how the Cuff works, I would recommend that they look to expand their target audience to a younger crowd. Younger teenagers and children could use these pieces as a check in system. Parents are always badgering their children to check-in periodically, specifically when they first begin to go out without parent supervision. The Cuff could be used for kids to report their location with their parents without feeling embarrassed. It seems to be a win-win-win for everyone: Cuff, parents, and children.

Wearable tech is a field that hasn’t had much success so far, but that doesn’t mean there isn’t room for improvement. If Cuff can expand their target audience to include a younger crowd and focus more on using it as a safety device, they have the potential to be a huge winner in the wearable tech niche.