Black Umbrella: Our Story

Born from the Storm

My journey began at age seven as a sailor. Hundreds of miles from shore, you are 911. If something breaks or someone gets hurt, help isn’t coming—you either solve the problem or you don’t make it home. That reality hardwired a simple truth: in a crisis, preparedness is everything. That mindset became the foundation of Black Umbrella.

Life on land brought its own wake-up call. As a single New Yorker, “prepared” meant having a six-pack and mustard in the fridge. Marriage and kids changed everything. The responsibility to keep my family safe—fed, hydrated, and protected—no matter what, hit hard. That moment sparked the mission that would grow into Black Umbrella's mission.

Becoming the First Responder

I committed to becoming my family’s first responder. I trained with the NYPD, earned wilderness first aid skills from NOLS, studied survival and tracking with Tom Brown Jr., and learned self-defense and firearms techniques from special operations forces instructors. These weren’t hobbies—they were essential capabilities.

Training led naturally to equipping our home. I spent hundreds of hours researching and sourcing the safest, most reliable gear: water storage systems, medical kits, self-defense tools, long-term food, communication backups, and more. Every item served one purpose: protecting my family when everything else failed.

Reality Hits Home

Those preparations were tested repeatedly. The 2003 East Coast blackout. Superstorm Sandy in 2012, leaving Manhattan without power or water for six days. Later, hurricanes and blackouts in Greenwich, CT. Each time, our planning paid off—my family stayed safe, supplied, and steady through every disruption.

These experiences reinforced a hard truth: emergencies don’t wait for you to be ready. When they hit, it’s too late to start preparing.

The Black Umbrella Mission

Black Umbrella is built on decades of training, rigorous research, and real-world crisis experience.

Our mission is to empower families to face uncertainty with confidence. We don’t just build elite emergency kits—we deliver peace of mind. Each kit is meticulously curated with food, water storage, medical supplies, communication tools, and protective gear, chosen by someone who has lived through disasters and knows what works when stakes are highest.

Preparedness isn’t paranoia. It’s power. It’s how families turn fear into action and chaos into control. Whether it’s a blackout, a hurricane, or something far worse, we’re here to ensure that when disaster strikes, you’re ready.

Protect what matters most,

-Joel Smernoff, CEO