Lily Grey

Lily Grey, which previously operated under the name Luma Legacy, was a venture in the wearable technology market. The company was founded in 2014 and positioned itself as a provider of digital fashion accessories.

The core of its business was the development of smart charm jewelry aimed at the millennial demographic. The product consisted of a Bluetooth-connected bracelet and a series of charms. Each charm featured a unique scannable code that linked to a private digital application. This allowed the owner to curate and store personal media, such as photos, videos, and audio files, effectively creating a modern interpretation of a locket. The business model was centered on the direct-to-consumer sale of the primary bracelet and an extensive, rotating collection of charms. The strategy included planned collaborations with fashion designers and celebrities to drive sales and market penetration.

The founding team included Alina Balean, whose background was in Interaction Design and who had been a partner at First Round Capital's Dorm Room Fund, and Karol Munoz, who served as CEO. The team's hardware lead, Brigid Walsh, brought experience from a role as the Director of Computational Fashion at Eyebeam. The company secured initial funding from an accelerator in March 2014 to develop its product. Despite its early-stage financing and a clear product concept aimed at merging physical jewelry with digital sentiment, Lily Grey is now designated as out of business.

Keywords: Luma Legacy, digital jewelry, smart bracelet, wearable technology, fashion tech, digital locket, scannable jewelry, connected accessories, Alina Balean, Karol Munoz, charm bracelet, private media sharing, digital content storage, millennial jewelry, fashion accessories, interactive jewelry, Bluetooth jewelry, smart charms, personalized media