But that odd fact didn’t really matter. The device, called Livia,   has created a buzz worldwide and has garnered more than $300, 000 from supporters so far in an Indiegogo crowdfunding campaign  launched with a $50, 000 goal.

iPulse Medical, the company behind Livia, was founded in April 2015 and is headed by Chen Nachum, a 36-year-old bachelor.
“The technology is my father’s, ” Nachum tells ISRAEL21c.

Zvi Nachum, a medical patents developer, was experimenting with pain solutions for a different project and discovered how to fine-tune the frequency and wave shape of an existing technology called TENS (transcutaneous electrical nerve stimulation) to block specific types of pain.

“But that wasn’t his original project, so he put it aside and I took over, ” says Nachum.

Nachum gathered a mostly female group of Israeli experts to birth Livia: industrial designers from Tenenbaum Hazan Design Studio in Herzliya, marketing and branding gurus from Tross Creative in Tel Aviv, and publicists from Blonde 2.0 in Tel Aviv. It was the publicists who had the idea of 3D-printing 20 prototypes to send to influential women journalists.

 

Livia’s-product-design-was-handled-by-a-mostly-female-team-at-Tenenbaum-Hazan-Design-Studio-Herzliya.-Photo-courtesy-of-Livia

The result is a small patent-pending wearable (available in a variety of fun colors) that claims to provide nearly instant relief from cramps in three easy steps: attach the electrodes via gel pads to the spot where pain is worst, clip the device onto a waistband or pocket, and switch it on.