PWWWS [Emily Brooke]

April 27, 2021
Written by: Leslie Copeland

Emily Brooke is cool – that’s a fact. More importantly, the products she helped developed are critical to the post-car world cities are trying to build. She is a British inventor, industrial designer and entrepreneur known for having developed the Beryl Laserlights – now just known as Beryl – used for the London bike rental scheme. She developed the laser as part of a project in her final year at the University of Brighton and was entered into an entrepreneurship programme in Boston.

After graduating in 2011 she developed the project further by listing the concept on Kickstarter, gaining attention from Transport for London as well as securing funding from the family of Richard Branson. Her firm – at that point called Blaze – was successful in securing support from Santander who now use the lights on all the bikes within the global Santander Cycles scheme. In May 2018, following a lawsuit from a US registered company also with the name Blaze, Brooke changed her company name to Beryl. The name change is largely irrelevant. Her lights are great and Beryl has moved into the bike rental game in a variety of cities in the UK.

We wish her well. The world beckons.

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