By Lynne Beverly Strang, Late Blooming Entrepreneurs

Mara Perlmutter launched Trelawear in 2019 to offer good-looking emergency alert wearables for women like her mother.
Mara Perlmutter’s entrepreneurial journey began seven years ago in a very ordinary place: the living room of her parents, Bernie and Sally.
Concerned that Sally’s declining health put her at risk for a fall, Bernie ordered five different emergency alert devices and had them delivered to his home in Bergen County, NJ. He asked Mara, who lived nearby, to come over and convince Sally to wear one of the devices.
A long-time merchandising and licensing executive in the jewelry industry, Mara had sat through her share of tough negotiations. They paled in comparison to the one she faced at that moment.
As Mara presented the clunky devices, the fashion-conscious Sally rejected them one by one. “There’s no way I’d wear one of those plastic, ugly things,” she said.
Then she looked at her daughter.
“Mara, you have been in the jewelry business for over 25 years. Can’t you make me something beautiful to wear in case of an emergency?”
“Sure,” replied Mara, who knew nothing about medical emergency alert devices.
What she did know, however, was the jewelry business. She also had a large professional network, persistence—and a strong motive. “Having a personal cause was the catalyst,” said Mara.
Fueled by a desire to help her mother, Mara went to work. Her first step was to research personal emergency response system (PERS) wearables already in the marketplace. “I was shocked by the findings,” she said. “I found no attractive, discreet devices that would appeal to women like my mom.”
In 2019, she launched Trelawear (Trela is “alert” spelled backward), whose product is a tastefully designed personal emergency alert pendant. Each one features a hand-cut resin stone (available in five colors) encased in gold-tone or rhodium-like finishes. The Sally collection is named after Mara’s mother. The Bella collection’s namesake is a favorite aunt.
Three years ago, Southampton, NY-based Trelawear partnered with FallCall Solutions to incorporate Bluetooth into its designs. After purchasing a pendant, wearers download a free smartphone app and subscribe to a monthly monitoring service plan, ensuring they can get help when an emergency arises.
Mara, who launched Trelawear when she was in her late 50s, had no previous experience as a business owner. Her story offers these takeaways for people thinking about starting a business later in life.
Have a strong “why.” Entrepreneurship’s long hours and setbacks can be wearying, especially for older business owners. Having a compelling purpose is critical to endure the ups and downs inherent in startups.
Do your homework. Just as you wouldn’t (or shouldn’t) buy a house without thorough research, the same thing is true about starting a business. Read trade publications and attend trade shows within your prospective industry to learn about current trends and your competition.
Play to your strengths. In Mara’s case, those strengths included networking. This skill enabled her to cultivate important contacts in the technology field, an unfamiliar area that was critical for the development of her product.
Involve your family. Use your pre-launch research to determine what level and type of family support will benefit your business. Stay flexible as your entrepreneurial endeavor unfolds. “Initially, my husband was my banker but he cut me off,” Mara laughed. She now uses income from consulting work to help fund her business.
The road has not been easy for Trelawear but good things are beginning to happen. TVSN, a home shopping network in Australia and New Zealand, will feature Trelawear’s pendants on October 8. The company has been asked to develop a waterproof fall-detection product expected to be introduced in 2025.
Mara’s networking skills will be key as she takes Trelawear to the next level. “I see a path forward,” she said. “But not as a solopreneur.”
In the meantime, she is giving her all to Trelawear, which she describes as “my passion project.”
“Like my mom, I believe women of all ages can look and feel beautiful,” said Mara. “When they wear our pendants, they feel good.”
“With help just a push of a button away, they also have peace of mind,” she added. “And so do their families.”
Want to see what Trelawear’s pendants look like? Check out the video below.