Are you a freshman acclimating to life in the inner city? Maybe you’re a young woman living alone for the first time? Or maybe, you appreciate the small things in life that bring you peace of mind?
For me, all these things ring true. So, three months ago I bought myself a Birdie, the best-selling product from the company She’s Birdie. Chances are you have heard of this handheld personal safety device. They are common among city dwellers, hikers, and students alike. They can also be seen all over social media platforms, styled to match trendy purses and outfits.
Here is my honest review.
I bought my Birdie 3.0 (the latest version) for $30 on Amazon; the company offers direct to consumer through their own website at $35. It is more expensive than your average safety alarm, but personally, I think it’s worth it. She’s Birdie is a brand made by women, for women. They offer money back guarantees, clear how-to-use videos, and transparency in brand identity. The brand encourages having conversations about gender violence, especially with young girls. They also openly give a percentage of the profits to women’s shelters and safety organizations. I would rather support such a brand than a faceless drop-shipped site.
She’s Birdie as a brand is culturally aware, their website shows the statistic “Over half of woman have experienced sexual violence involving physical contact during their lifetimes” which comes for the Center for Disease Control. The use of statistics in their marketing works well. It relates the consumer to the brand, both having a strong opinion against gender crimes. It sets up a friendly and intentional relationship for buyers.
I think She’s Birdie should expand this friend-like brand relationship model over to pricing. $30 is steep for a personal safety device, and college students are notoriously, well, broke. Their price point is disconnected from a target consumer, which traditionally hinders sales. I wish they had a transparent price breakdown on their website, so that potential customers could see exactly where their money is going. Mindful consumers don’t mind paying more for equity in wages, sustainable materials, and favorable labor conditions. Consumers are far more likely to splurge on brands they love and an increase on openness in the cost-to-produce may help with Birdie sales.
My Birdie arrived swiftly. Unboxing and setup were both very simple. It came with a charging cord (USB-C), instructions, and a chic gold toned key chain. Recommendations were clear, that it is important to test you’re Birdie. This way, in an emergency you are ready to activate the alarm. To activate, flick the on switch (found on the side) and then pull down on the pull pin. The pin will detach from the siren, triggering a sound and strobe light.
Helpful Tip: In particularly scary environments, I keep my Birdie switched on, ready to go.
The alarm is 130db, which is like hearing a jet take off from 100 meters back, or going up close to an ambulance alarm. Additionally, the strobe light is unexpected, not a stimulus that eyes are used to seeing. During my initial test, it definitely made me jump more than expected. This personal reaction reassured me that a personal alarm was the right choice for me. I had initially considered more active options, like pepper spray, but non-violence is an important value for me. Additionally, the Birdie is TSA friendly and allowed on campuses and venues worldwide, making it better for my lifestyle.
Additional features of the Birdie 3.0 are a flashlight, battery indicator, and sleek design. The flashlight works even when the device is off, so I find myself using it for trivial tasks like finding my phone under my bed. In theory, it would be most useful in situations I am without my phone. The battery indicator ensures that I will know when to recharge my Birdie, so it is never unable to activate. This is a commendable new feature of Birdie, and it adds to the “peace of mind” of the product.
The Birdie works effectively because it’s cute. The sleek design and nice keychain make me want to take it everywhere. Putting it on my dorm key has saved me from being locked out many times. Overall, the peace Birdie provides is worth it. As a young female, nighttime walks in the city are daunting. With Birdie in my hand, it makes me feel safer, and that has made all the difference during this transition to school. I say “yes” to nights out, meeting new people, and walk confidently. I would definitely recommend Birdie to my best friends, and they make great gifts too!