Spokane entrepreneur’s smart bracelets connect faith, mental health communities in Spokane
News Story by Cassy Benefield | FāVS News
In rural Missouri, young Gary Rakes found refuge in his computer. While cows grazed outside his window in the early 2000s, he taught himself to code — and gradually came to terms with being gay in a town where that wasn’t an option. His experience of isolation and depression as a result would later shape his mission: using technology to help others find meaningful connection.
Since May, he has fused these goals together by making motivational and uplifting bracelets with a technological flare through his newest e-commerce company, Free Luma, with the motto “Live Bright Live Free.”
“I was in a small town … in a dark place,” Rakes said, referring to his childhood.
He took a chance in his early twenties to move out of his town to California. That decision brought him to his now “chosen family” that loved and accepted him for who he is. Many of whom work with him today on Free Luma’s team.
“That’s why we wanted to do the motivation/positivity line … people who may be struggling, not necessarily with the same stuff I went through, but struggling, to give them an outlet and something they have a constant reminder on their wrist every day or on their phone just saying it’s going to be OK,” he said.
He grew up exposed to several religions, too. Baptized and raised partially Lutheran, Rakes had family members who were Jehovah’s Witnesses, Pentacostals and Greek Orthodox. He went to a Catholic high school and attended a non-denominational church.
So, it made sense to add to the positivity (formerly motivational) line a faith-based inspiration brand.
“I am very well-versed on religion,” Rakes said. “That’s why I know how important it is, and it’s still important to me. I know what that gives people, and that’s why we really wanted to start our faith-based line.”
Making bracelets in Spokane
While the business is online, the bracelets are handmade in Spokane. Each bracelet displays a canvas-like webbing material of a mix of colors and short sayings, which stretch to fit the wearer’s wrist. They come in three sizes.
The technology works like this. For the positivity line of bracelets, customers buy one with a saying they like best, such as “Shine,” “Stay Grounded” or “Tomorrow Needs You.” The Christian ones have sayings like “God Vibes Only,” “Trust in God” or “Be Still.”
Each bracelet uses a wireless technology that allows devices to communicate when they are close, known as near field communication. When users place their phones on or near that part of the bracelet, they are able to connect to a Christian or positivity community website for their daily inspiration. Think tapping a credit card to a payment console or tapping an iPhone on a device to use Apple Pay.
Once on the site, the customer reads a positive message or a Bible verse. Free Luma creates and maintains the bracelet website, offering a new message every day. In addition, users listen to a two to three-minute guided meditation or the Bible being read and watch a LumaShort video of someone sharing their thoughts on the message or verse.
All this is done in community, but one outside other popular social media sites like TikTok, Instagram and Facebook. Those “can be flooded with a bunch of random noise and things that can distract you,” Rakes said.
“It’s really that safe place that our wearers know they can go to,” he said. “They can get that positive uplift, that daily faith boost and just really have that centralized platform to use each day.”
While Rakes has created a number of e-commerce companies, he thinks Free Luma is different.
“This one sets itself apart because it’s something that really means something to me,” he said. “[It] does something to benefit people rather than just out there to make … a profit.”
Adding creators to the team
The company website, lists five LumaShorts creators. This part of the team records the videos for the daily messages. Rakes and his team are open to adding more.
Case in point: formerly-incarcerated author and entrepreneur Noah Asher, who wrote award-winning “Chaos: Overcoming the Overwhelming.” The book shares his story of struggling through life, which began when he was 13 and inappropriately touched by a leader in his church.
Then his life took a downward spiral toward alcohol, then pills and before he knew it, jail at 22. He thought that was it. He could not go up from there and attempted suicide.
“So, I remember sitting there going, OK, I can’t change where I am physically, but I can change where I am mentally and spiritually,” Asher said.
That’s when he leaned into reading God’s word and other books. His book is about this story and his way up and where he landed.
Asher connects with Rakes
On one of his book tour stops, someone gave Asher a Free Luma bracelet. He liked the bracelet-to-phone-to-Bible-verse feature. More than that, he thought the videos were best part of the bracelet.
“To also have the video that coincides [with the verse] so it gives you someone’s perspective on it in a different way I thought was pretty brilliant,” he said.
Eventually, Rakes and Asher connected and appreciated and valued one another’s work. They decided to partner — with Rakes inviting Asher to come on board as a LumaShort creator.
“His story is phenomenal, and all the proceeds from his book go to getting libraries and more books inside prison systems,” Rakes said.
Paying it forward
Giving back to the community is a value both of them share. With the proceeds Free Luma makes on their bracelets, they support the American Foundation for Suicide Prevention, the JED Foundation (dedicated to the emotional health of youth and young adults) and World Vision.
Asher is also collaborating with Free Luma on a custom bracelet, which says “Not Dead, Not Done” in the design style of his book. Once in production, the proceeds from his bracelet will go toward providing more copies of his book to prisons. “Chaos” published February 2024 and 1.2 million people behind bars already received their copies.
“There is purpose in your pain and in your past. There’s a way forward,” he said.
That way forward for both Rakes and Asher now includes helping others rediscover their purpose and reframe their struggles — their chaos — one connection at a time.
Appreciated this story! Thanks for sharing, Cassy. Cool concept to a daily faith connection.