Yasmine Mustafa aims to change the world with her company, which manufactures wearable self-defense technology jewelry designed for women
BBA ’06 | CEO and co-founder, ROAR for Good
Hometown: Royersford, Pa.
MotivaTED: In May, Mustafa was one of 14 speakers at TEDx Philadelphia, an independent and not-for-profit one-day conference that builds dialogue on topics of scientific, social awareness, and cultural significance. Mustafa’s talk covered the birth lottery, the concept of being born into a set of traits and circumstances that shape life’s opportunities and challenges.
A formative moment in Yasmine Mustafa’s professional life occurred by happenstance. A fellow Fox School of Business student couldn’t finish his internship and Mustafa, who already had an internship, decided to tackle another simultaneously. In this new opportunity, she worked closely with early-stage entrepreneurs, helping to craft their business plans, marketing strategies, and funding pitches.
Mustafa knew she’d wanted to become an entrepreneur, but it was then that her interest in the technology sector had been sparked.
“I remember being in awe of these makers, I’d call them, and I’d think, ‘Man, I want to be one of these one day,’” she said.
Mustafa, BBA ’06, is the CEO and co-founder of ROAR for Good, LLC, a developer of wearable self defense technology jewelry designed for women that acts as a fashionable high-tech alarm which also messages loved ones and calls the authorities. Manufacturing of the flagship device began in September, and Mustafa expects it to be available to consumers in February.
She’s raised more than $200,000 in funding from Philadelphia-based investors for the product, called “Athena,” after the Greek goddess of power and freedom. Athena, which Mustafa designed to replicate fashionable jewelry, will sync with the user’s smartphone to alert a designated emergency contact, as well as the appropriate authorities, to criminal activity with one-touch technology. It also emits an alarm and a flashing light when activated.
“I see a long-term vision of changing the world, and ROAR having a profound impact,” said Mustafa, 33. “A key component is that we’ll be investing part of our proceeds into nonprofits that teach children about empathy and healthy relationships. … I get excited by the potential. In reality, our goal is to have a world where technology like ROAR’s doesn’t need to exist.”
The Kuwaiti-born Mustafa worked under-the-table jobs to support her education, which includes her Bachelor’s degree in Entrepreneurship from the Fox School. The two-time winner of the Be Your Own Boss Bowl®, a Temple University-wide business plan competition, is a self-described “serial entrepreneur,” with numerous smaller ventures prior to her work with ROAR.
“I see a much bigger reach with ROAR,” she said. “I’m a person who thrives on making a difference, so I’m excited about what the future holds.”