Imagine yourself on a run or in a meeting. Your cell phone buzzes with messages and social media updates, but reaching inside your pocket is troublesome, or in some cases, rude.

Two Seattle friends want to fix that problem with a geeked-out wristband.

It’s called Embrace+ and the month-long Kickstarter project just launched Wednesday. The idea is simple: a fashion accessory that wirelessly connects to your smartphone and notifies you of incoming calls, texts, email, social media messages, calendar updates, etc.

It even works in the shower.

“Embrace+ is really something special because it is so simple and looks like a fashion accessory, but has the functionality of a device,” said co-founder Rudi Beijnen.

Beijnen and Paul Hornikx are the men behind this. Hornikx was a product engineer at Microsoft for eight years and now works at VentureTech, while Beijnen trades and sources consumer electronics.

Back in 2011, Beijnen first thought of the idea to make a bracelet with an optical fiber in the band to make a glowing effect. Then he started talking to Nornikx about it, and Embrace+ was born.

The wristband allows you to customize notifications with glowing colors. For example, a message from your significant other could be blue and a message from your boss could be red. 

There are a lot of other neat features. You can further customize a notification with one color or two different colors and set the number of blinks, the duration of each blink, the speed interval, the lighting brightness, and vibration depending on the type of notification.

The app, made for iOS and Android, connects to the wristband via bluetooth and features an RGB color wheel that allows for unlimited color options. Embrace+ also has a profile scheduler, so you can change profiles depending on what you’re doing: work, lecture, nightlife, workout, etc.  

Paul Hornikx and Rudi Beijnen are the guys behind Embrace+.

There are three different designs of the Embrace+ with three sizes for each. The wristband material is customizable and the battery inside the wristband lasts 10 days based on an average of 100 notifications per day. It only takes 10 minutes to recharge the battery. 

High-tech wristbands have made headlines for a while now, and just today we wrote about a potential iWatch from Apple. There are also internet-connected smartwatches like Pebble and CooKoo out there. Embrace+ will differentiate itself with simplicity and a lower price point.

They’ve set a funding goal of $220,000 to cover the costs of tooling, molding, app design, licensing and certification.

“If we achieve the funding goal, we will bring a product that will be amazing and looks beautiful,” promises Beijnen.

For those who want to always stay connected, this might be your fashionable answer.

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  • awakeinwa

    bluetooth speakerphone next, then will consider.

  • Mike Blaszczak

    The user is in the shower, and the band blinks because they’re getting a call or a text. Then what? What’s the usage scenario that this enables?

  • Giti Shorish

    This is awesome!

  • Luis Antezana (luckylou)

    To pick on a minor point, the headline is wrong—It doesn’t currently work in the shower. Waterproofing is one of the features the team are hoping to investigate, according to their video. Funny how many people have tweeted this erroneously.

  • BuzPerry

    It’s a cool idea, but at its present size, and design it looks like a Nylobone® (dog toy). it’s a bit cartoonish. It needs to be tooled some for a broader, more styling appeal.

  • ChetCrunch

    I’m late on this, but I’m not sure how this product helps. My phone has this handy setting that allows for it to vibrate or make noise when I get a call. That’s usually a pretty good indicator that someone is trying to contact me. What am I missing?

  • Bigcatrc

    This idea sounds good but who wants a blinking band in the middle of a meeting, movie or event?

  • Offbeatmammal

    Hey Taylor … you might want to revisit this story…. 2 years later and not only have they failed to deliver, but now they’re telling backers that it’s gone from 3 designs in multiple sizes to one design in one size “medium” no matter what size your wrist… that after a litany of mistakes and updates that go to demonstrate their incompetence. Sad for a team apparently based in Seattle and claiming years of industry experience.

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