Peva Project
Our Vision
→ From Physician-Centered to Patient-Centered Care
The Peva Project is a feminist, research-driven initiative working toward greater equity in healthcare.
Our mission is to rethink medical products and processes through a lens that prioritizes patient autonomy, comfort, and sustainability. We believe healthcare should be as stress-free as possible, especially in areas where examinations are physically and emotionally sensitive. In gynecology, it is no coincidence that many people perceive examinations as uncomfortable or intimidating. Outdated instruments and examination routines remain common practice, despite the fact that their fundamental design has rarely been questioned.
There are many reasons why gynecological examinations can be stressful: loss of control, shame, previous negative experiences, or a lack of consideration for diverse bodies and lived realities. Increasingly, patients no longer want to surrender control during routine examinations involving intimate medical instruments such as the vaginal speculum.
This is where the Peva Project begins.
We develop solutions that rebalance power dynamics, strengthen autonomy, and create more dignified healthcare experiences. Our goal is not only to improve medical instruments, but to contribute to a more inclusive and patient-centered future for healthcare.
Our Story
When Victoria Juretko began exploring the experience of gynecological examinations as part of her Master's thesis, it quickly became apparent how little attention had been paid to the patient's perspective and how strongly the examination experience was shaped by the conventional speculum. This insight led to the development of the PEA Speculum: a redesigned vaginal speculum created to combine patient comfort, autonomy, and clinical practicality.
Today, our team is working to bring the PEA Speculum to as many people as possible. For us, the PEA Speculum is only the beginning. Our long-term vision is to develop a new generation of gynecological instruments that consistently place patients at the center and contribute to a more equitable and inclusive healthcare system.
The Team
from left Madeline Harlow, Victoria Juretko, Anna-Lena Keller
Victoria Juretko — Product & Design Lead
Juretko is a product designer working at the intersection of design, healthcare, and social change. Drawing on a research-driven design approach, she founded the Peva Project and initiated the development of the PEA Speculum. Her work challenges established medical norms and places patient experiences at the center of innovation. Her focus lies in feminist design, gender-sensitive medicine, and the development of dignified and inclusive healthcare solutions.
Madeline Harlow — Regulatory & Operations Lead
Harlow is a biotechnology engineer and product specialist dedicated to developing medical technologies that put people first. Her work focuses on practical, evidence-based solutions that support more inclusive, accessible, and dignified healthcare systems.
Anna-Lena Keller — Policy, Partnerships & Growth Lead
Keller combines experience in project management and advocacy with a talent for translating complex challenges into practical and impactful solutions. Passionate about gender medicine, she leads stakeholder engagement, strategic partnerships, and growth initiatives, helping to create the foundation for market access and long-term impact.
The core team is supported by advisors with expertise in gynecology, product development, fundraising and financial planning, business development, marketing, sales, and scaling.