Lucky Charms Medical ID tags have become high fashion thanks to this creative entrepreneur.
By Kim Orr
Opinions expressed by Entrepreneur contributors are their own.
What: Fashionable medical ID tags
Who: Julia van Hees-Aidner and James Martin of Jewels et Jim
Where: New York City
When: Started in 2006
Startup Costs: About $100,000
Everything changed for Julia van Hees-Aidner the day Zoe Potkin was diagnosed with epilepsy.
In 2003, van Hees-Aidner was working in PR for several high-end jewelry companies when she received a call from her friend, Ralph Potkin, who was concerned about his daughter's refusal to wear the medical ID tag notifying doctors that she was epileptic. Van Hees-Aidner scoured lists of jewelers, searching for someone who could make a fashionable ID tag to fit Zoe's lifestyle. But she found no one.
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