Vinaya is in trouble as smart jewellery startup goes into administration

No details yet on whether its Zenta emotion sensing wearable will still ship
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After Pebble's demise, it looks like we could have another wearable casualty on our hands as London-based startup Vinaya has gone into administration.

Vinaya's CEO Kate Unsworth confirmed the news to Business Insider, explaining that it was going through a restructuring process and that it was splitting into two companies, Vinaya Limited and Vinaya Technologies Limited.

Read this: The best smart jewellery with hidden tech talents

What Unsworth doesn't mention is what this means for its Zenta biometric bracelet, which raised over $200,000 on Indiegogo in July this year and was scheduled to ship in January 2017. The piece of smart jewellery, which works just like a fitness tracker, also tracks emotions to improve overall wellbeing. The last update on its crowdfunding page was four months ago and promised to update backers every month until launch.

If this does signal the end of Vinaya's dream, it will come as disappointing news. We've been big fans of the startup's approach to adding smarts to devices like the Altruis and Altruis X, which look like normal pieces of jewellery, but offer fitness tracking and filter smartphone notifications in a discreet fashion.

It made the ambitious move to build the AI and machine learning for its Zenta bracelet in-house and looked set to help mark the rise of emotion sensing wearables.

Despite raising $3 million in funding as recently as November and having a host of high profile investors on board including the cofounder of Net-a-Porter, it appears it's not been enough to save this smart jewellery maker.

Vinaya is in trouble as smart jewellery startup goes into administration

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Michael Sawh


Michael Sawh has been covering the wearable tech industry since the very first Fitbit landed back in 2011. Previously the resident wearable tech expert at Trusted Reviews, he also marshaled the features section of

He also regularly contributed to T3 magazine when they needed someone to talk about fitness trackers, running watches, headphones, tablets, and phones.

Michael writes for GQ, Wired, Coach Mag, Metro, MSN, BBC Focus, Stuff, TechRadar and has made several appearances on the BBC Travel Show to talk all things tech. 

Michael is a lover of all things sports and fitness-tech related, clocking up over 15 marathons and has put in serious hours in the pool all in the name of testing every fitness wearable going. Expect to see him with a minimum of two wearables at any given time.

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