Our Story
The ROTH ID TAG was created after tragedy struck our own family.
On December 23, 2022, Julie Roth, beloved wife and mother, was traveling with her two small children when they were caught up in a 47+ vehicle pile-up on the Ohio Turnpike. Julie and Edna Rose, the baby she was carrying, did not survive, but her two other children did.
Injured and afraid, Julie’s two toddlers waited many hours to see a familiar face while emergency responders worked to identify them and contact their father, who was at work. Thankfully, Ayla and Rory Roth are alive and well today. They are the true reason for the ROTH ID TAG™ creation.
Julie Roth was a beloved wife, dedicated mother, daughter, sister, friend, and so much more.
She dedicated her life to helping others through her nursing career. When not working, her husband Tony and she lived a life of adventure before having their two children, Rory and Ayla. After which they dedicated their time to their children and family.
Along with her full-time career in nursing, Julie was the owner of The Chocolate Affair. She made gourmet truffles and other sweets for events and gifting. In her free time, Julie loved gardening, painting, writing, and gaming.
Julie was Ohio-born and raised. She traveled a lot throughout her life, but was living in Toledo, Ohio with her husband, children, and dog when she passed away.
Friends and family remember Julie’s beautiful smile, quick wit, and sense of humor. She was always there with a helping hand, and full of love for others.
Lauren Crafton
Founder & CEO
Lauren Crafton is the Founder & CEO of ROTH ID TAG™, a Child Passenger Safety Technician. As the sister of Julie Roth, and a mother herself, Lauren is deeply passionate about keeping families connected in emergency situations. Lauren and ROTH ID TAG have been featured on many media outlets from local news papers, state-wide news spotlights, and nationwide podcasts.
It was the loss of her sister Julie Roth that fueled the fire for Lauren and her family to come up with the ROTH ID TAG, the first universally accepted emergency contact identification system for car seats and booster seats. In less than 12 months, they had come up with a concept, filed for a patent, and sourced a manufacturer for the unique tag. All the while guided by expertise from the very first responders that saved Julie’s children from the wrecked vehicle. Within the first 8 months of distributing ROTH ID TAGS, almost 200,000 car seats have been tagged!
In addition to the invention of the ROTH ID TAG™, Lauren and her family also co-founded the Julie Roth Memorial Foundation, a 501(c)(3) tax deductible nonprofit foundation dedicated to Keeping Families Safe and Connected. Their first initiative will be to promote accessibility of emergency contacts and education about emergency contact identification for children and adults alike.
Before founding these two businesses, Lauren gained almost 2 decades of experience in marketing, graphic design, web development, and business management. Founding her own web development agency, SharpFinn, in 2016 after years as a corporate designer, developer, and marketing expert. Since graduating from The Art Institute of Pittsburgh Lauren has worked in a variety of industries ranging from pyrotechnics, full-service truck stops, NASCAR racing, youth dance competitions, and many more.
Lauren now travels throughout the United States educating first responders and parents alike about emergency contact accessibility in emergency situations. Meanwhile ROTH ID TAG has grown to 15+ full-time employees with a focus on hiring parents who need a career path that allows them to balance work and family without compromising their job, children, or mental health.
First Responder Approved
Patent-Pending Design
Made in the United States
Family Owned
& Operated
