About Us
About Us
In the aftermath of Hurricane Katrina, as we witnessed thousands of people struggling to find safety in New Orleans, one thought kept running through our minds: "Every person in America should have a reliable plan and emergency items for safety, shelter, and reuniting with loved ones."
As New York City residents and parents navigating blackouts, terrorism, and hurricanes ourselves, we realized something startling—we didn’t have proper plans or kits for our own households. This sparked a years-long research journey as we worked to develop effective Emergency/Safety Plans and the critical items needed for our families.
Since 2011, Black Umbrella has been dedicated to helping families prepare for the unexpected. We've synthesized our personal experiences, rigorous training, hundreds of expert resources, and invaluable survivor insights into a comprehensive method of creating bespoke plans to ensure your family is ready for anything.
Because your family deserves nothing but the best, especially in critical situations, we’ve meticulously curated our emergency kits with only the most trusted brands and highest-quality items. Each component is hand-selected to ensure your family has everything they need to stay safe, secure, and resilient during any emergency.
What began as a personal mission to protect our own families has evolved into something much larger. We believe that everyone deserves the same level of preparedness, and that's why we founded Black Umbrella. Our guiding principle, "Amat Victoria Curam"—Victory Loves Preparation—is at the heart of everything we do. It’s more than a motto; it’s a way of life.
Consider the reality: an extended blackout caused by a hurricane, earthquake, cyberattack, or solar flare will mean no phones, no internet, closed stores, non-operational gas stations, no lights, and no running water. If your family is prepared for this scenario, you're ready for 95% of the emergencies you might face.
For that, you need the World's Best Emergency Kits.
Meet Our CEO: Joel Smernoff
Joel Smernoff, our CEO, brings decades of experience in disaster preparedness and urban/wilderness survival. He was an early member of San Francisco's Community Emergency Response Teams (CERT) in 1991 following the Loma Prieta earthquake. His training includes certifications from NYC CERT and FEMA, advanced survival courses from the prestigious Tom Brown Jr. Tracker School.
He is a Brazilian Jiu Jitsu blue belt and has firearms training with leading experts like Haley Strategic Partners, AmTac Shooting, Costa Ludus, GoRuck Tactical, and Gunsite.
He is also certified in wilderness first aid by NOLS and the American Red Cross.
Just in the past 20 years, Joel has personally weathered three hurricanes, a major blackout, a terrorist event, tornados, and even an earthquake—all in New York City and Greenwich. As a father of two, his mission is clear: to make sure families are prepared for whatever comes next.
At Black Umbrella, we don’t just sell emergency kits—we live preparedness. Let us help you safeguard your family with the world's best solutions for any crisis.