A women's initiative from Ashdod: Sarit was afraid to walk alone at night, so she founded a personal safety brand for women
She turned fear into strength: Sarit from Ashdod found herself afraid to walk around alone at night in the alleys of East Jerusalem. When she discovered that Israel's personal safety market was outdated, masculine and intimidating, she decided to take women's safety into her own hands. The result: SafeGirl, a proudly Israeli brand that combines fashionable style with life-saving products that are a must-have in every bag.
Every woman knows that tight knot in the pit of her stomach. The moment you're walking alone down the street late at night, your footsteps echoing, the alley dark, and your heart starts pounding. You grip your keys tight in your pocket, glance over your shoulder and pick up the pace.
For Sarit from Ashdod, that feeling became an especially stressful everyday reality. Her partner moved to Jerusalem for his university studies, and his dorms were in East Jerusalem, an unwelcoming area of narrow, dark and intimidating alleys.
"Every single time, I was terrified to walk around there, especially at night," Sarit shares candidly. "The most unsettling part was that the fear didn't leave me even when I was right by my partner's side. I told myself: if I'm this scared to walk down the street when I'm with him, what will happen when I have to walk here completely alone? I realized this situation simply couldn't go on. I had to find a solution that would give me back my sense of safety and peace of mind."
Sarit started searching online for personal safety solutions, but was stunned to discover that in Israel in 2026 there was simply nothing made for women. "Everything on the market felt very 'masculine' and aggressive to me, and above all hard and complicated to use in the moment: outdated, clunky tools," Sarit recalls. "The truth is, I was genuinely afraid to use them myself. In a moment of stress, if I don't work the mechanism right, then instead of feeling protected I just panic even more. I was looking for a product made exactly for women, that looks good, fits in any clutch or jeans pocket, and actually works. And there simply wasn't one."
Instead of giving up or continuing to live in fear, Sarit chose to act. She took up the challenge and created the solution herself. She founded SafeGirl, a groundbreaking Israeli personal safety brand that proves you can have maximum safety without giving up aesthetics and feminine style.
Sarit developed a comprehensive personal safety kit, smart and especially stylish, all held together by a soft, fashionable pom-pom. It looks like the perfect accessory for your bag or keychain, but inside it holds advanced, practical safety and escape tools:
Safely: a powerful personal alarm with a flashing LED flashlight
This is the main product and the heart of the kit: a small portable alarm that reaches an incredible 130 dB, as loud as an ambulance siren. It has a flashing LED flashlight.
How does it work? In a moment of danger, one easy, intuitive pull of the pin sets off the booming alarm together with the flashing LED flashlight. This creates an element of surprise, deters and drives away any threatening presence, and instantly signals everyone nearby to come help.
Safety: an emergency car escape kit
A life-saving safety accessory you can hang on your keychain or mount on the dashboard (it comes with a dedicated stand and practice glass). It has a built-in seatbelt cutter and a powerful window breaker, so you can grab it fast and get out in case of an accident or if you're trapped in the car.
SafeKey: the aluminum safety keychain
Made of aluminum with a refined design, yet built from especially strong materials. It gives you a stable, ergonomic grip and an instant sense of control: a lifestyle accessory that attaches easily to your keys.
Scrunchie: the ultimate protective hair tie for a night at the bar
A community-minded stroke of genius for safe nights out: a fashionable, on-trend hair tie (a scrunchie) that hides a stretchy cover for your glass at bars and clubs. The cover fits tightly over the glass to keep dangerous substances from being slipped into your drink.
The success of SafeGirl and its official website (SafeGirl.co.il) proves that women in Israel are eager to take back control and their sense of safety. Sarit's solution doesn't just provide physical tools, it changes the mindset: from helpless, frightened women to strong, aware and prepared women.
"I wanted every woman, teenage girl, student or mom who goes out for a run or comes home from a night shift to know that she's protected," Sarit concludes proudly. "Our products are stylish and beautiful, they fit easily anywhere, and at the same time they keep you safe. We stopped being afraid. We started feeling safe."
Originally published in Hebrew on News 08 ยท By Liza Lalutashvili ยท May 26, 2026.
