Safes of the past are big and gray, maybe black. They hold social security cards, passports, and jewelry, and they get opened a handful of times per year.
But Scott Annan, whose family has been in the safe industry for nearly a century, is branching out on his own to build a newer, hipper safe for a different demographic: not the ridiculously rich, but the gadget lover.
Annan’s MyCubeSafe has two shelves, is designed to fit any laptop, and includes an electrical outlet inside. Selling for $399, it can protect a student’s laptop in his dorm or an employee’s iPhone in her office.
And you don’t need to hide it in a closet: since they don’t contain hundred-thousand-dollar jewels, the logic goes, MyCubes won’t attract the prying fingers of safe crackers. So Annan added color options: from neutral shades to gold, blue, pink, and orange.
“It’s something that can have a fashion appeal or a certain personal style to it,” says Annan, also the author of AIMbitious.
While many safes are just sold to hotels – “you very rarely see safe companies market in major media,” Annan explains – MyCubeSafe is also targeting customers directly. In fact, since MyCube made its way into the Tony Awards gift bag, Annan can now boast Sheryl Crowe and Hugh Jackman as owners. Hip, indeed.