Portuguese chef José Avillez backs Barcelona safety startup FlamAid
What's the deal? José Avillez, one of Portugal's most celebrated chefs, has joined Barcelona-based personal safety startup FlamAid as a founding investor. The company was founded by Portuguese entrepreneur Julieta Rueff and makes a "peaceful grenade" — a device that, when activated, triggers a loud alarm and shares the user's real-time location with trusted contacts and local security forces.
The announcement comes shortly after FlamAid secured an investment from Ilia Topuria, a professional mixed martial arts fighter.
"Everything I do, in the kitchen and beyond, starts from the same principle: caring for people," Avillez said. "Investing in FlamAid takes that idea further." He added that he plans to distribute the device among women on his restaurant teams.
Why now? FlamAid was born from Rueff's personal experience of being followed home by a stranger — a moment that made her realise she needed a way to feel safe. The startup is building momentum with high-profile backers who bring visibility beyond typical venture circles.
What could go wrong? Celebrity-backed startups often generate buzz but can struggle to convert attention into sustained growth. FlamAid will need to prove its product works at scale and navigate the regulatory patchwork of personal safety devices across European markets.
The signal: The investment reflects two broader trends. First, personal safety tech — especially products designed for women — is attracting growing interest from investors. Second, consumer hardware startups are increasingly turning to celebrity founding investors for both capital and credibility, bypassing the traditional VC route in early stages.
"Welcoming José Avillez as a founding investor is a very special validation for FlamAid in Portugal," Rueff said. "That he sees the same principle in FlamAid confirms we're building something with real impact."
Read more: forbespt.com
