Nicole Leo Graham Founder & CEO of Emergency ID Australia

The Story Behind Emergency ID Australia

“Nicole is an incredible entrepreneur with extensive management, business & personnel experience.  She is a straight shooter, transparently honest and with outstanding ethics. She has deservedly won many business awards. Her leadership skills are outstanding and her drive for positive change evident in many fields.  She has been everything from the President of the Board of The Australian Companies Institute (AUSBUY), to a Supervising Sergeant, Team Leader, Peer Support Officer, Field Training Officer and Regional Training Coordinator in an outstanding Policing Career, to an entrepreneur who makes things happen, with her “go for it” down to earth attitude.  She has experienced many hardships in life, yet stands strong with an incredible attitude of hope and drive for positive change.”  


Nicole Graham is the founder and owner of Emergency ID Australia and commenced this business 16 years ago after seeing firsthand a real need for vital information to be IMMEDIATELY accessible.

Nicole spent 13 years as a Police Officer, and attended many accidents and emergencies where Emergency ID could greatly benefit both the patients and emergency services.

Nicole also had an intellectually disabled Uncle, who she grew up very closely with, who was hit and killed as a pedestrian by a drink-driver. Unfortunately, he lay all night in the morgue as an unidentified person, as he had no ID to advise who he was, where he lived and who needed to be notified.

Then at just 34, and the Mum of 2 young children, Nicole had a serious heart condition causing her to require open-heart surgery, spending time on life-support and Intensive Care.

The doctor advised her to wear medical jewellery, yet the options were only from overseas organisations & very limited, especially for a young person.

So Nicole started Emergency ID Australia with just a laptop on her dining room table and 5 terrible products.

The business grew, improved and excelled, guided by the requests and demands of its customers.

Emergency ID Australia now has hundreds of quality products and has been independently judged, winning numerous business awards, including Business Woman of The Year, Excellence In Innovation and many more. Emergency ID is the world leader in this field, with the most diverse range available ANYWHERE and continually advancing to cater to a WORLDWIDE need.

In 2014 Nicole & her family went to Tasmania for a holiday and loved it so much they moved there!

However, after arriving in Tasmania Nicole was diagnosed with Breast Cancer. She underwent treatment for this and recovered well, and still very passionate about Emergency ID and its benefits to all.

She definitely understands Emergency ID customers and their needs as well as from the Emergency Services and patient’s point of view.

Nicole is a wife, mother of 3 and has been a Speaker for Beyond Blue for the past 7 years, where she attends events, fundraisers and companies/businesses to share her story of mental health to increase awareness and improve understanding.  She is a passionate advocate of improving mental health awareness.

Nicole has also assisted the NSW Police Force and Beyond Blue by being on working parties and advisory groups for her experience as a “lived experience” advisor, providing valuable input into the management of mental health within our Emergency Services throughout Australia.

Nicole also held the position of President of the Board of AUSBUY – The Australian Companies Institute, where she lead the board in promoting the need to support Australian Owned businesses throughout Australia.  She has also held other positions on Boards and Committees throughout the years.

Emergency ID rarely advertises outside of social media and thrives on “word of mouth” referrals.  Their major focus is on providing the best possible customer service, making customers the biggest advocates and supporters.

Emergency ID is always creating new products to cater to a HUGE variety of needs and to drive the importance of wearing or carrying Emergency ID well into the future.


Nicole Graham / Emergency ID Australia did not participate in Awards since moving to Tasmania a few years ago, due to concentrating on her Breast Cancer recovery and health in general. Emergency ID Australia has only just commenced being involved in 2021.

  • FINALIST: Australian Small Business Champion Awards
    • (Winners to be announced in Sydney 31st July 2021)
  • FINALIST: Tasplan Business Excellence Awards 2021
    • Excellence In Customer Service &
    • Retail Excellence
  • FINALIST: Greater Port Macquarie Business Awards 2015
    – Medical, Healthcare & Fitness
  • FINALIST: NSW Business Chamber State Awards – Excellence In Innovation 2014.
  • WINNER: NSW Business Chamber Regional Awards – Excellence In Innovation 2014.
  • FINALIST: NSW Business Chamber Regional Awards 2014
    – Excellence In Business Ethics 2014
    – Business Leader 2014
  • WINNER: Greater Port Macquarie Business Awards 2014 – Excellent In Innovation 2014
  • FINALIST: Greater Port Macquarie Business Awards 2014
    – Medical, Healthcare & Fitness
    – Excellence In Innovation
    – Excellence In Business Ethics
    – Woman In Business
  • FINALIST: Business Leader – NSW Business Chamber Regional Awards 2013
  • WINNER: Medical, Healthcare & Fitness Greater Port Macquarie Business Awards 2013
  • WINNER: Woman In Business Greater Port Macquarie Business Awards 2013
  • WINNER: HBWN Business Owner of The Year Award 2012
  • WINNER: Commonwealth Bank Greater Port Macquarie Business Awards 2012
  • Judges Commendation: Hastings Business Women’s Network Woman In Business Award 2012
  • FINALIST: Excellence in Service Awards 2012 Wauchope Chamber of Commerce
  • WINNER: Customer Care Service Excellence Awards 2011
  • Finalist: Commonwealth Bank Greater Port Macquarie Business Awards 2011
  • NSW Police Force:
    • Medal for Diligent & Ethical Service
    • Certificate of Recognition for excellent Police work & dedication to duties
    • Certificate from Assistant Commissioner for Ethical Standards
    • Selected to make a presentation to the Police Commissioner & Assistant Commissioners & Regional Commanders
    • Selected to make a presentation on behalf of the NSW Police to the International Police Conference in Darwin NT.
    • Director of NSW Blue Light Committee
    • President of Blue Light Program

Why choose us?

  • First-hand combined 30yrs emergency management experience & expertise in Police, Fire & Rescue
  • NO membership requirements
  • NO ongoing fees
  • FREE custom engraving
  • Australian Founded, Owned & Operated
  • National office located in Tasmania sending items worldwide
  • Highly rated customer reviews
  • High-quality products
  • Emergency ID suitable for ALL ages & needs
  • Largest & most diverse range worldwide
  • Warranties we stand by
  • NDIS Provider
  • Independently judged multi-award winners
  • Winner of Business Ethics award & Innovation
  • Award-winning customer service
  • Fast turnaround – all orders sent within 2 business days of receiving payment.
  • Order online 24/7

We are CONFIDENT in providing the BEST products that have information IMMEDIATELY available when it counts. We are so confident we encourage you to compare us to MedicAlert, MediBands and UniversalID (our competitors) so that you can ensure you have the BEST product at the BEST prices, with NO membership or yearly fees and FREE engraving on all your Emergency ID. Ensure your Medical Jewellery contains your MEDICAL CONDITION, ALLERGIES and IMPORTANTLY who you want called in an EMERGENCY if you or your loved ones are taken to hospital or involved in an accident or medical incident.

Enquiries: (03) 63811223 (9am to 5pm AEST Mon-Fri).

  • The Emergency ID Australia logo is Trade Mark Registered ® with the Australian Government – IP Australia. This distinct and genuine logo is easily recognisable to alert medical and emergency personnel to your ID products.
  • We are registered with the NSW Office of Fair Trading Business Registration No: BN98356011.
  • We are also registered and certified with Ausbuy and licensed to use their logo on products. We trade Australia-wide.
  • Emergency ID Australia’s written material on products, training materials, brochures, web site, and other media is protected by Copyright ©.
  • Emergency ID Australia is registered with the Australian Taxation Office and our Australian Business Number (ABN) is: 61 347 676 593.