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Lucky Charms

Medical ID tags have become high fashion thanks to this creative entrepreneur.

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This story appears in the May 2007 issue of Entrepreneur. Subscribe »

What: Fashionable medical ID tags

Who: Julia van Hees-Aidner and James Martin of Jewels et Jim

Where: New York City

When: Started in 2006

Startup Costs: About $100,000

Everything changed for Julia van Hees-Aidner the day Zoe Potkin was diagnosed with epilepsy.

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