About Us

In today’s world, personal safety is more important than ever, especially for young women navigating daily life. The unfortunate reality is that incidents of harassment and unsafe encounters are becoming increasingly common, leaving many women feeling vulnerable and unsure of how to protect themselves. In fact, over 63% of young women in Aotearoa New Zealand say they feel unsafe in public spaces.

As young women ourselves, we deeply understand these fears. We've personally experienced and witnessed uncomfortable and frightening moments such as watching young girls get verbally harassed at a bus stop, or being approached by an older man in a supermarket, asked invasive questions, and looked at in ways that made us feel unsafe. These are experiences no woman should have to endure.

At Pretty Protected, we believe every woman deserves to move through the world with confidence, peace of mind, and a sense of security. That’s why we’ve created keychains equipped with practical safety tools, designed to help women feel safer and be better prepared in unexpected situations. Each keychain features essential tools such as a powerful alarm button, torch, a window breaker, seatbelt cutter, and an Apple-compatible tracking device if you're feeling Pretty Extra. These tools ensure that whether you're walking home late at night, waiting at a bus stop, or simply out running errands, Pretty Protected is always within reach offering support and confidence when you need it most. 

We are a Year 13 YES (Young Enterprise Scheme) business based in Aotearoa New Zealand, and our mission is to create a world where women of all ages feel safer and more empowered. We believe that confidence comes from knowing you have the tools to protect yourself, and we’re committed to help make that a reality. 

But Pretty Protected is more than just a product. It’s a movement, one that’s raising awareness, encouraging conversation around personal safety, and supporting initiatives that advocate for women’s security. That’s why we’re donating 10% of our profits to Women’s Refuge New Zealand to help protect and support those in need. We also care deeply about the environment, which is why we use 100% recycled packaging to reduce waste and support a more sustainable future.

Pretty Protected isn't just a keychain, it’s confidence you can carry, and a step towards real cultural change for young women in Aotearoa New Zealand.