The Trelawear Story | Why We at Caire are Proud to Share Mara’s Mission

By Mara Perlmutter, Founder
Expanded & Introduced by Caire Beauty

At Caire, we spotlight women whose ideas make life better, safer, and more beautiful for other women. That’s why we’re proud to share the inspiring origin of Trelawear—a breakthrough in personal emergency response technology reimagined as stylish, discreet jewelry. Created by founder Mara Perlmutter in honor of her mother, Trelawear blends safety, dignity, and design in a way the category has never seen. And because Caire’s mission is built around supporting the individual woman—the “i” in Caire—we believe her story deserves to be amplified.

At Caire, we meet a lot of remarkable women. But every so often, someone crosses our path whose story isn’t just inspiring—it’s galvanizing. Mara Perlmutter, the founder of Trelawear, is one of those women.

Before we ever read her full story, we felt the force of her intention: a daughter wanting to preserve her mother’s dignity, independence, and sense of self. That’s the heartbeat behind Trelawear, and it’s the exact kind of woman-centered ingenuity we deeply believe in at Caire.

Here is Mara’s story, and why we stand proudly beside her.

“My beautiful fashionista mom Sally was my person,” Mara shares. “She loved and believed in me personally and professionally, and was the biggest influence in my life.”

So when Sally’s mobility began to decline, the family did what many families do: they looked for a personal emergency response device. Except the ones available were… well… what women over 70 have been forced to accept for decades:
Plastic.
Clinical.
Overtly medical.
And worst of all—identity-erasing.

When Mara presented the devices to her mother, Sally didn’t hesitate.
“Absolutely no way would I ever wear any of these,” she said. “They’re ugly, they’re plastic, and they make me feel old.”

Then she asked the question that changed everything:
Mara, you’ve been in the jewelry business over 25 years… can’t you make me something beautiful to wear, in case of an emergency?

From that single moment of maternal honesty and daughterly devotion, Trelawear—Trela being “alert” spelled backwards—was born.

Like any smart businesswoman, Mara dove into research. What she found was stunning:
Plenty of options existed for men. But not one attractive solution for women—even though women make up over 70% of all users.

So she did what women do best: She built what didn’t exist.

Five years of research, development, and partnership later, Trelawear launched its first collection of beautiful, discreet emergency-response pendants in April 2023. Since then, Trelawear has joined the AARP Rewards Program, gone live on QVC, and become a new standard in “Safety with Style.”

As a tribute to the women who sparked the idea, Mara named the cushion-shaped pendant “Sally” after her mother, and the round pendant “Bella” after her beloved aunt.

Their legacies are now woven into a mission serving millions of women who deserve safety that never compromises their sense of self.

At Caire, our work has always centered on the “i” in Caire: the individual woman.
Her science.
Her skin.
Her confidence.
Her lived reality.
Her autonomy.

Because women over 40 aren’t one story—they’re millions of stories.
And every one of them deserves to be supported, seen, and celebrated.

Trelawear embodies the same truth that Caire was built on:

When women’s needs aren’t met, women innovate.

When women’s dignity is overlooked, women redefine the category.
When women say, “There has to be a better way,” they’re usually right.**

Just as we rebuilt skincare around hormone science, Mara rebuilt personal safety around beauty, discretion, and respect.

These are parallel movements.
Deeply aligned.
Equally essential.

Because Supporting Women Means Supporting the Whole Woman

Our campaign at Caire is about more than skin—it’s about the woman living in it.

That’s why we elevate stories like Mara’s.
Because women deserve solutions that understand how they feel, not just how they function. Because aging should expand our independence, not shrink it. Because growing up means growing into more choices, not fewer.

And because, at our core, we believe in championing every part of a woman’s life:

Her safety.
Her confidence.
Her science.
Her joy.
Her style.
Her voice.

That is the soul of Caire—with the “i” in the middle, standing for her.

A Final Word to Our Community

We’re proud to feature Trelawear on our platform because their story reflects what we believe aging should look like: 

Smart.
Stylish.
Empowering.
Designed for women by women.

If you or someone you love is navigating independence, caregiving, or simply wants safety that feels like jewelry—not a stigma—Trelawear is worth knowing.

And if you’re a woman with a story, a creation, or a mission that uplifts other women… we want to hear from you. Send your writing to care@cairebeauty.com for future potential features.

Because together, we’re not just aging. We’re leading the grownup revolution.