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April 8, 2014

Company helps share positive messages with colorful ID bracelets

NEWBURY — In an era known for individuals making interpersonal connections from a distance, a start-up company has developed a new product that promotes the value of connecting through color and ID bracelets.

KonectIDY is a nascent operation that has begun marketing wristwear that can be used to bring attention to people who are loved or causes that are espoused.

If a runner enters a race with the memory of a late brother and the desire to raise money to fight cancer, a bracelet created for the moment can be purchased and worn.

An athlete expressing support for the college golf team for which she played might wear her “feelings on her wrist” — as might others from the school who feel the same way.

The marketing push is reminiscent of Live Strong, the affinity program promoted by onetime bicycle champion Lance Armstrong.

“KonectIDY is a customizable language of color unique to each cause,” said Peter Ettenborough, co-founder of the operation, “but it can be shared with as many people as you want.

“We offer the ability for people to choose a bracelet design, connect to your charity and ultimately share your positive message with the world.”

A bracelet costs $9.95, and each sale can serve as a fundraiser for a given cause. About $2 per sale would be realized by the sponsoring group.

Items can be purchased at the KonectIDY website:

The website acts as a clearing house for users, and affinity groups can explain their stories on this website.

The young company also communicates through a Facebook page, and recently about 223 people “like” KonectIDY.

Company founders are Ettenborough of Newburyport and Tony Peluso of Fairport, N.Y. About six are employed on the launch.

The team started the business as an outgrowth of an company Ettenborough and Peluso have operated since 1999 called Valid Marketing, which does Internet marketing for large corporations.

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