Cuff, a new wearable start-up in the San Francisco Bay Area, is making products firmly in the latter category. Earlier this week, the company unveiled a line of accessories that look more like the jewelry featured in an issue of Vogue, than hardware from the pages of Wired. There are bracelets made of leather and metal with names like The Lena, The Carin and The Mia, necklaces (The Lisa, The Soleil) and keychains (The J and The G).

These are not, in short, Google Glass or Samsung’s Galaxy Gear, the high-tech eyewear and smart wristwatch that telegraph their nerd cachet as if they were screaming it through a megaphone.”