Alright – so today we’ve got the honor of introducing you to Angela Fairhurst. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Angela thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Our mission at Geri-Gadgets® is deeply personal and profoundly meaningful to me. It’s rooted in my experience as a daughter watching my mother battle Lewy Body Dementia. This journey transformed me from a successful TV producer into an advocate and innovator in dementia care.
Witnessing my mother’s struggle was heart-wrenching. I saw her cognitive abilities decline, leaving her with seemingly nothing to do but diminish quicker. The lack of suitable engagement tools in the market was glaring, and it became my mission to fill this void.
What makes this mission so meaningful is the direct impact it has on people’s lives. I vividly remember the joy on my mother’s face when I finally found something that provided safe durable sensory stimulation after years of her being over-medicated from a mis-diagnosis of Alzheimer’s and then serious behavioral issues. These moments of engagement were precious, not just for her, but for me as a caregiver. This transformed our visits from painful experiences into moments of connection and joy.
The mission isn’t just about creating products; it’s about preserving dignity, fostering connections, improving quality of life, and providing peace of mind for both those with dementia and their caregivers. With the growing prevalence of dementia in our aging population and no cure in sight, the need for innovative care solutions is more critical than ever.
Geri-Gadgets® is my way of turning a personal tragedy into a force for positive change. Every product we develop is a tribute to my mother and a lifeline to countless others facing similar challenges. Our mission goes beyond business success; it’s about making a tangible difference in people’s lives during some of their most vulnerable moments.
By combining my background in product development with firsthand experience in dementia care, I’m not just running a company – I’m fulfilling a deeply personal mission to enhance the lives of those affected by dementia, one gadget at a time. This mission drives every decision we make and fuels our commitment to innovation in senior care.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Angela Fairhurst, CEO and Founder of Geri-Gadgets®. My journey to this role has been anything but conventional, and it’s this unique path that has shaped our company’s mission and approach.

For over 25 years, I worked as a non-fiction television producer and journalist through Fairhurst Productions, Inc. My work focused on creating content that not only entertained but also informed and inspired. As a journalist specializing in sustainability, I always strived to make a positive impact through storytelling. This experience honed my skills in research, narrative crafting, and understanding human needs – all of which proved invaluable in my future endeavors.

My entry into senior care and product development was deeply personal. When my mother was misdiagnosed with Alzheimer’s, later correctly identified as Lewy Body Dementia, I found myself thrust into a new role as a caregiver. It was a challenging and often heartbreaking experience, particularly when I saw how few engaging and suitable products were available for individuals with dementia.

My mom’s journey was harrowing. She endured seven hospitalizations and near-death experiences before being properly diagnosed. Once correctly diagnosed with Lewy Body Dementia, she struggled to communicate and would sometimes bite and kick. I often left our visits in tears.

The turning point came when I noticed her need for sensory stimulation while touching glossy magazine paper. I began bringing toys from the store, but many were unsuitable – putty fidgets were messy and could be ingested. The aha moment arrived with a silicone potholder with a honeycomb texture that I cut down to size. Its texture and sound engaged her senses, and we could stretch it and toss it back and forth. The change was remarkable. She could interact safely without constant supervision, and our visits transformed from moments of sadness to joy. This experience sparked the creation of Geri-Gadgets®.

Geri-Gadgets® is more than just a product line – it’s a mission to enhance the lives of those affected by dementia and support their caregivers. We create interactive, safe, easy-to-clean, and virtually indestructible products designed to improve quality of life for seniors, particularly those with cognitive impairments.

We’ve grown to offer three distinct products:
The Fidget Gidget Bucket, with five tested safe manipulatives.
The Shapes Bucket, featuring ten bright Tetris-inspired silicone shapes for building.
The Flower Bucket, containing brightly colored silicone tulips with bendable leaves.

Each bucket contains gadgets that are non-toxic, durable, and designed with sensory properties for touch and sound stimulation.
What sets us apart is our deep understanding of the needs of both individuals with dementia and their caregivers. Every product we develop is born from real-world experience and extensive research. We’re not just creating gadgets; we’re providing tools for connection, engagement, and dignity.

I’m most proud of the impact we’re making in people’s lives. Hearing from caregivers about how our products have brought moments of joy and connection with their loved ones reinforces the importance of our mission. With the growing prevalence of dementia in our aging population and no cure in sight, the need for innovative care solutions is more critical than ever.

For potential clients, followers, and fans, I want them to know that Geri-Gadgets® is more than a business – it’s a commitment to improving lives. We understand the challenges of dementia care because we’ve lived them. Our products are designed with empathy, backed by research, and continuously improved based on feedback from our community.
We’re also deeply committed to sustainability, carrying forward my background in environmental journalism.
Our products are built to last, reducing waste and providing long-term value.

In essence, Geri-Gadgets® is the culmination of my professional journey – from entertaining and informing through television, to advocating for sustainability through journalism, and now to directly improving lives through innovative products. It’s about making a tangible difference, one gadget at a time, in the spirit of the impactful storytelling I’ve pursued throughout my career.

We’re not just selling products; we’re providing hope, fostering connections, and enhancing quality of life for those affected by dementia. Whether you’re a caregiver looking for solutions, a healthcare professional seeking innovative tools, or someone passionate about improving senior care, we invite you to join us in our mission to make a difference in the lives of those affected by dementia.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Yes, we manufacture our products, and the journey to get here has been a learning experience filled with challenges and rewards.
As a former television producer, specifically an Executive in Charge of Production, I came into product manufacturing with a unique skill set. While I didn’t have direct experience in manufacturing, my background taught me invaluable lessons that translated well into this new venture:
The ability to find answers and resources, even when I don’t know everything myself.
Tenacity and persistence in solving problems.
Strong organizational skills and an aptitude for solving complex puzzles.
The importance of asking questions and seeking advice.
The courage to admit when I don’t know something and the drive to learn.
Trusting my instincts while remaining open to new ideas.
Maintaining honesty and transparency throughout the process.
These skills proved crucial as I navigated the world of product manufacturing.
We manufacture our products in China, a decision that came after extensive research and consideration. Finding the right manufacturing partner was a process of due diligence, networking, and sometimes, trial and error. I reached out to industry contacts, attended trade shows, and conducted thorough vetting processes to find a manufacturer that aligned with our quality standards, ethical practices, and production needs.
Some key lessons I’ve learned along the way about manufacturing a product include:
Quality Control is Paramount: Consistent quality checks and clear communication with the manufacturer are essential to maintain product standards.
Relationships Matter: Building a strong, trust-based relationship with your manufacturer can lead to better outcomes and smoother problem-solving.
Understand the Supply Chain: Knowledge of the entire supply chain, from raw materials to delivery, helps in managing costs and potential disruptions.
Be Prepared for Challenges: Issues like production delays, shipping complications, or changes in regulations are part of the process. Flexibility and problem-solving skills are crucial.
Intellectual Property Protection: Ensuring proper protection of your designs and innovations is critical, especially when manufacturing overseas.
Cultural Understanding: When working with international manufacturers, understanding cultural differences in communication and business practices is important.
Continuous Learning: The manufacturing landscape is always evolving. Staying informed about new technologies, materials, and processes is key to staying competitive.
Sustainability Considerations: As someone with a background in environmental journalism, I’ve made it a priority to understand and implement sustainable manufacturing practices where possible.
My journey into product manufacturing has been a testament to the transferability of skills across different industries. While the specifics of manufacturing were new to me, the core competencies of problem-solving, communication, and project management that I honed in my television career have been invaluable.
The process has reinforced my belief in the power of asking questions, seeking advice, and being open to learning. It’s also highlighted the importance of trusting one’s instincts while remaining adaptable to new information and changing circumstances.
Manufacturing Geri-Gadgets® has been a challenging but rewarding process, allowing us to bring innovative, high-quality products to those who need them most. It’s a journey of continuous learning and improvement, driven by our commitment to enhancing the lives of individuals affected by dementia and their caregivers.

Can you talk to us about how your side-hustle turned into something more.

My journey with Geri-Gadgets® is a testament to perseverance and the power of a mission-driven idea. What started as a side project born out of personal experience has now become my main focus and full-time business.
The transition from side hustle to full-time venture was a gradual process that spanned over eight years. During this time, I continued my work as a television producer, which was crucial for funding the development of Geri-Gadgets®. The road to market was long and challenging, but the belief in the potential impact of our products kept me going.
Key milestones in this journey include:
Conceptualization and Initial Development: This phase was sparked by my personal experience with my mother’s dementia and the realization of the need for better engagement tools.
Securing Initial Investment: Two small investors provided the funds for creating product samples, which was a crucial step in moving from idea to tangible product.
Building a Team: I brought on sweat equity partners and formed a strong advisory board, leveraging their expertise and support to move the project forward.
COVID-19 Impact: Surprisingly, the pandemic played a positive role in our journey. The increased work in my production job allowed me to save substantial funds, which ultimately financed our first production run.
Product Launch: In January 2024, we officially launched our products. This marked the transition point where Geri-Gadgets® had to become my main focus.
The decision to make Geri-Gadgets® my full-time pursuit was both exciting and daunting. It meant leaving the security of my established career in television production. However, the potential to make a significant impact in the lives of those affected by dementia made the decision clear.
Currently, we’re still in the startup phase, focusing on scaling and growing our sales and marketing efforts. This involves:
Continuous Networking: I’ve been leveraging LinkedIn Premium extensively to connect with potential partners, customers, and industry experts.
Seeking Additional Funding: We’re exploring various funding avenues, including investors and grants, to support our growth.
Marketing and Awareness: Building brand recognition and educating our target market about the benefits of our products is an ongoing priority.
Product Development: We’re continuously gathering feedback and exploring new ideas to expand and improve our product line.
The transition from side hustle to full-time business has been challenging but incredibly rewarding. It’s required a significant shift in mindset, from balancing two careers to fully immersing myself in the world of product development and dementia care.
Looking back, the long development period allowed us to refine our products and build a strong foundation for the business. The skills I honed in my production career – problem-solving, project management, and storytelling – have been invaluable in this new venture.
As we continue to grow, our focus remains on our core mission: improving the lives of those affected by dementia and supporting their caregivers. Every step forward, whether it’s a new partnership, a product improvement, or positive feedback from a user, reinforces the importance of this work and fuels our drive to succeed and make a difference.

Contact Info:

• Website: https://www.geri-gadgets.com/
• Instagram: https://www.instagram.com/gerigadgets/
• Facebook: https://www.facebook.com/GeriGadgets
• Linkedin: https://www.linkedin.com/in/angela-fairhurst-5a69737/
• Youtube: https://www.youtube.com/channel/UCm8y-EylgP-rEmmBQZ6UvLw
• Other: https://www.ssww.com/geri-gadgets-for-dementia/

Image Credits

Hugo Pallete