New About Us 3-25
Black Umbrella: Our Story
Born from the Storm
For me, it all started at the age of seven, growing up as a sailor. Out on the open sea, hundreds of miles from shore, you are 911. If there’s an equipment failure, bad weather, or a medical emergency, no one is coming to save you. You solve the problem—or you don’t make it home. Those early experiences taught a powerful truth: in moments of crisis, you must be prepared to act. This mindset became core to Black Umbrella.
But life on land brought its own challenges. As a single person living in New York City, preparedness wasn’t exactly top of mind. Like many, I thought that as long as there was a six-pack in the fridge and a bottle of mustard, they were ready for anything. That all changed when I got married and had kids. Suddenly, the stakes were higher. The realization hit like a ton of bricks: I am now responsible for ensuring my family never goes hungry, thirsty, or unsafe—no matter what. That moment sparked a journey that would grow into Black Umbrella’s Mission.
Becoming the First Responder
Faced with this new sense of responsibility, I made a choice: to stop being vulnerable and start being prepared. I sought out training to become my family’s first responder—not just surviving emergencies but thriving through them. I learned emergency response from the NYPD, wilderness first aid from NOLS, survival and tracking from Tom Brown Jr., and self-defense and firearms techniques from many Special Forces instructors. These weren’t just skills—they were lifelines.
But training wasn’t enough. The next step was gathering the right supplies to handle any crisis that might come our way. Hundreds of hours were spent researching and sourcing the best tools: water storage systems, medical supplies, self-defense equipment, months’ worth of canned food, backup communication devices, and more. Every item was chosen with one goal in mind: to protect my family with the best when everything else failed.
Reality Hits Home
This preparation wasn’t theoretical—it was tested time and again in real emergencies. The first major test came during the East Coast blackout of 2003, when millions were left without power for days. Next came Superstorm Sandy in 2012, which plunged downtown Manhattan into darkness for six days—no power, no water, no internet. Even after moving out of New York City to Greenwich, CT, hurricanes and blackouts continued to strike. Each time, our preparations paid off: my family was safe, secure, and equipped to handle whatever came next.
These experiences reinforced an undeniable truth: emergencies don’t wait for you to be ready. They strike without warning—and when they do, it’s too late to prepare.
The Black Umbrella Mission
Black Umbrella is forged in decades of training, countless hours of research, and real-world testing under crisis conditions. Our mission is simple but vital: to empower families to face life’s uncertainties with confidence and resilience. We don’t just sell the world’s best emergency kits; we provide peace of mind.
Our kits are meticulously designed with everything you need to weather life’s storms—food, water storage systems, medical supplies, communication tools, self-defense gear, etc—all curated by someone who has lived through disasters and knows what works when it matters most.
At Black Umbrella, we believe preparedness isn’t paranoia; it’s power. It’s about turning fear into action and uncertainty into confidence. Whether it’s a blackout or 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