Safe & Shine history

What is Safe & Shine®?

Safe & Shine are reflective products that all generations put on when we go outside. Safe & Shine significantly increases our safety by making us visible in the dark.

How did the idea for reflective products come about?

My idea for Safe & Shine was born in 2018 in Switzerland, where I lived with my husband Dan and our daughter Frida until mid-2021. When Frida was four years old, she started at the Swiss kindergarten, called Chindsgi in Swiss German. Here, children are given a so-called Chindsgi-Bändel on their first day. This is a mandatory orange reflective tape that is worn on the outside of clothing so that kindergarten children are easily recognizable in traffic. I thought it was great to see how proud Frida and her friend Leonie walked off to kindergarten wearing their reflective tape. Over time, I've become aware of how vulnerable and invisible pedestrians and cyclists are in traffic - especially after dark.

I missed a reflective tape for myself and really for everyone else, so that we could light up in the dark and be seen and thus increase our safety in traffic.

Reflectors for everyone

The reflective products I saw around were good, but they were more intended and designed as safety equipment for workplaces or sports equipment and less useful for people who want to light up their everyday lives but don't want to wear a reflective vest over their clothes.

I wanted to create a reflective tape and other reflective products for both children and adults that were both functional and easy to wear. My goal was to make reflectors for everyone, for children, for teenagers, for adults and for grandparents, for the dog - so everyone can move around safely and light up in the dark.

How Safe & Shine became a family project

The idea had only existed in my mind until the fall break 2020. In October 2020, Frida, Dan and I were on our way back to Switzerland from a lovely customer visit in Würzburg, Germany. We agreed to revisit our old city Frankfurt am Main, where we lived when Frida was a baby. We checked into the lovely Lindley Lindenberg Hotel, which is a stone's throw from the river.

That night at Lindley Lindenberg, I mentioned my thoughts on reflective products for both kids and adults to Dan. He was on board with the idea faster than I could finish the thought process.
He said: "That's really good. We need to take action on that".
That night it became a family project.

 Once we started with the reflectors, we saw opportunities everywhere
In the following days we went into entrepreneurial mode. Magazines were looked through, and we cut and pasted. We found inspiration from everywhere. We started telling friends and acquaintances about the reflex project and received lots of inspiration from near and far.

 Frida started designing at school with her friends.
Not everything was realizable, but the ideas and drawings were great.

 After that, we had many balls in the air. Our beautiful house on the Rhine was sold in record time. We planned our move back home to Denmark.
The Corona pandemic raged and the borders around us closed down.
We worked on several fronts and throughout the process, the family project has been on alternating low and high speed.

Now we are ready with reflective products - also for you
When we settled into our new home "NORDLY" in Denmark, the final pieces fell into place.

Safe & Shine finally became a reality.
Welcome to Safe & Shine🙏

Jane Vanting Davidsen

Listen to Jane talk about the idea behind Safe & Shine here: