Damsel in Defense is an empowering business that teaches women how to feel safer and more prepared when facing an emergency or dangerous situation. The business was founded in September 2011 by Mindy Lin and Bethany Hughes, two friends and mothers who had a passion for safety. Lin and Hughes knew they needed to make their products available to other safety-conscious women.
The two women knew the safety of themselves, other women and their children was crucial and decided to develop a method that was non-lethal, meaning firearms were not an option. Damsel in Defense emphasizes a line of products that allow women to be fashionable while being Equipped, Empowered and Educated.
The three pillars of The Damsel Mission, Equip, Empower and Educate are strictly enforced in Damsel in Defense. Women are equipped with products that will protect them. Though most women have never held a stun gun and would not be able to tell you where to find one, Damsel in Defense is changing that, teaching women how to use the tools they are given.
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To Empower means that women protect themselves and are not dependent on others. Customers confess that having a Damsel in Defense item in their hand while walking to their car in a dark parking lot makes them feel a lot safer. Knowing they are carrying a deterrent rather than being empty handed gives a true sense of security.
Women are encouraged to Educate by backing up their purchases with self-defense training. This allows women to continue their fight to lower the national statistics of assaults against women.
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With the overwhelming response in their home state of Idaho and their busy lifestyles as mothers of young children, the two friends knew they needed help to expand their business into the rest of the country. In October 2011 Damsel in Defense signed its first Independent Damsel Pro, aiming for 100 nationwide Damsel Pros within a year.
The expectations were quickly exceeded, reaching 1,000 Independent Damsel Pros within one year and nearly 8,000 nationwide within the next three years. Damsel in Defense aims to equip women with tools that keep them safe while giving women the confidence to know they can defend themselves in threatening situations.