Why We Choose to Be in the Room — Especially When It’s Not Easy
Luminated was founded out of a frustration with the current juvenile consumer experience. As a grandparent of 2 grandchildren, my wife and I understandably buy a lot of stuff for them. We’ve had countless discussions with our kids on how tough it is to bring kids into this world in the right way. From breastfeeding to screentime and even the topic of vaccinations.
I come from a career of building companies that solve difficult problems, where the solution is usually not that obvious. Having spent the past 7 years operating in a highly fragmented and regulated industry that tracks EVERY item and every gram, I’m here to tell you that a solution exists to meet the demands of today's parents and provide them with the confidence in knowing that they can trust the products they are purchasing on behalf of their most precious family members. Not by taking the governments or anyone’s word for it, but to be able to see the test results and product certificates for themselves, allowing them to make an informed decision on what to buy and frankly, what not to buy.
At Luminated.io, our mission is simple: to bring transparency, trust, and truth to the juvenile products industry. Parents and caregivers deserve to know what’s inside the products they use, how to use them safely, and what to do if something goes wrong. That shouldn’t be revolutionary—but in today’s environment, it mostly is.
As I spend more time in this industry, I’m surprised at how outdated, fragmented, and opaque the system still is. Test results are withheld. Product recalls often go unnoticed and in a number of cases, have to be repeated a few years later because children are still being harmed. Product instructions are hard to understand or have to be augmented by serious on-line research. Ingredient transparency is limited or non-existent. It feels like the decisions that affect families happen behind closed doors - without their input.
So when I hear debates about whether innovators should “be in the room” with regulators or legacy manufacturers, I get the discomfort. But I also believe this:
You can’t fix the system from the sidelines.
These questions of brand integrity and trust aren’t hypothetical - they’re happening now.
A recent article in The New York Times profiled Laura Modi, founder of Bobbie, who sparked backlash for participating in a photo op with government leaders - despite the fact that the meeting was about improving infant nutrition standards. Some applauded her courage. Others called it a betrayal.
But as Laura said: “What’s the potential outcome of not being in that room?”
We TOTALLY AGREE! At Luminated.io, we’re showing up - not to play politics, but to push for better safety, better transparency, and a better brand experience for families.
That’s what we do at Luminated.io.
We work alongside manufacturers, retailers, and policymakers - not to protect the status quo, but to elevate the standard. Through our platform and LumiID, we’re giving caregivers direct access to the information they deserve.
This isn’t about politics. It’s about people. And families deserve more than marketing claims or the bare minimum compliance labels. They deserve the truth. They deserve clarity. And they deserve trust—delivered, not just promised.
That’s why we’re choosing to be in the room. Because, like Laura, if we’re not—who will be?
What is LumiID?
LumiID is a smart product identifier that lives on every item and delivers a plethora of rich product information that allows consumers to have a safe, consistent and enjoyable experience.
…and more:
✅ Certified test results & CPCs
✅ Usage videos & safety guidance
✅ Recall alerts in real-time
✅ Product registration in one tap
✅ Ingredient & material transparency
✅ Educational content & rewards
We’re not just raising the standard—we’re making it visible.
Want to bring LumiID to your products?
Contact us at sales@luminated.io to schedule a personalized demo or learn more about how we can support your brand’s commitment to safety and transparency.
