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Serious Readers

From Sewing Machines to Spacecraft… the Serious story

Friday 13 January 2017

Serious Reading Lights have become a byword for reading comfort, but there’s more to the brand than meets the eye, as we discover in 60 seconds with Founder Alex Pratt OBE

Q. How did it all begin?

A. In 1986 I designed a specialist sewing light for Singer sewing machines. Singer loved the unique design, and this enabled me to set up the company.

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Q. How did the company grow?

A. Others found out about our unique technology, and we became the global choice for productivity enhancing sewing lights across the World. We then expanded into building lights for machine tools and for specialist applications such as surgery, forensic science and fine art restoration.  We have also been called on to produce lighting solutions for special purpose vehicles like Space Shuttles, Global Ballooning Attempts and Lifeboats.

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Q. Why did you get into reading lights?

A. Improving performance through the application of better light has always been in our DNA. So when my mum couldn’t find a great reading light in the shops, I thought I’d have a go myself.  She loved it, so we decided to develop the technology. We combined our experience and extensive user feedback in an initially limited annual programme in building a reading light that could justly be called a Tool for Serious Readers. The lights were an instant success.

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Q. Who buys Serious lights?

A. Everyone who is serious about reading. Our individual customers include doctors, surgeons, MPs, opticians, judges, academics and royalty. We now have over 250,000 fans in over 60 countries across the world.

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Q. What makes Serious Readers tick?

A. Our small dedicated team of 50 people enjoy the fact that our lights have travelled into space and deep under the oceans in nuclear submarines. Our mission is to save and improve lives by building lights that are brighter by design.

To see the video of Alex interviewed on TV, Click here

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