What is Safe & Shine®?

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

How did the idea for reflective products originate?

My idea for Safe & Shine originated 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 Swiss kindergarten, called Chindsgi in Swiss German. On the first day, the children receive a "Chindsgi-Bändel" (kindergarten ribbon). This is a mandatory orange reflective band worn over clothing, making kindergarten children easily recognizable in traffic. I thought it was fantastic to see how proudly Frida and her friend Leonie walked to kindergarten with their reflective bands on. Over time, I became aware of how exposed and invisible pedestrians and cyclists are in traffic – especially when it gets dark.

I missed having a reflective band for myself and for everyone else, so we could light up in the dark and be seen, thereby increasing our safety in traffic.

Reflectors for everyone

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

I wanted to create a reflective band and other reflective products for both children and adults, which should be both functional and easy to wear. My goal became to make reflectors for everyone, for children, teenagers, adults, and grandparents, for dogs - so everyone can move safely and light up in the dark.

How Safe & Shine became a family project

The idea had only existed in my thoughts until the autumn holiday of 2020. In October 2020, Frida, Dan, and I were on our way home to Switzerland from a pleasant client visit in Würzburg, Germany. We decided 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 evening at Lindley Lindenberg, I mentioned my thoughts about reflective products for both children and adults to Dan. He was on board with the idea faster than I could finish my train of thought.
He said: "That's really good. Action needs to be taken."
That evening, it became a family project.

Once we started with the reflectors, we saw opportunities everywhere.
In the following days, we went into entrepreneur mode. Magazines were scrutinized, and there was a lot of cutting and pasting. We found inspiration from all sorts of places. We started telling friends and acquaintances about the reflector project and received lots of inspiration from near and far.

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

After this, we had many balls in the air. Our beautiful house by the Rhine was sold in record time. We planned our move 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 a fluctuating low and high flame.

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

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

Jane Vanting Davidsen

Hear Jane talk about the idea behind Safe & Shine here:

Safe & Shine designs functional reflective products that combine safety and style for everyday life.