What do you buy the person who possibly has everything?
Essex entrepreneur Avi Lasarow may have the solution the world's first gift which enables the recipient to have a sample of their DNA stored in a high security underground safe deposit at London's Harrods.
Mr Lasarow is director of Chelmsford-based company DNA Bioscience which manufactures home paternity testing kits.
To mark the 50th anniversary of the discovery of DNA the new gift, DNA4Life, is set to be launched in two weeks time when they will go on sale at the Knightsbridge store and through the company.
Mr Lasarow has spent six months developing the idea with help from Motivark, a company which specialises in creating gift experiences which can include hot-air balloon rides and flying lessons.
He said: "Storing a sample of your DNA is as valuable as storing your most expensive piece of jewellery because you are storing a part of you and with that part of you we have the ability to do a number of exciting things in both the medical and commercial world.
"We want to educate people in what you can do with DNA and make it readily available to a mass market."
The kits will cost about £30, which includes four years storage.
"We're making it accessible to the everyday man on the street," added Mr Lasarow
Published Wednesday November 26, 2003
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