A young brand based in Santa Monica, California, Brilliant Bicycle Co. is challenging the ways bicycles are sold. They are shaking up the industry by offering quality bikes direct-to-consumer, so customers can get a strong, steel-framed steed for $500 or less. Brilliant Bicycle Co.’s initial, limited-edition run includes two models: the Hudson and the Mayfair. The Hudson ($399) is a straight-laced, versatile commuter with single-, 3-, and 7-speed options. More stylized, the Mayfair $499 is a traditional city bike with a curved frame and is available only in a 3-speed model. Both designs are minimalist and explained in plain language so that even a casual cyclist can choose the right bike and learn how to take care of it quickly and pain-free. Each ride is handmade by fairly compensated workers in a clean, wind-powered facility in Taiwan. There, the raw, 1020 steel tubing is hand-welded and finished with matte Pantone and YS colors. The bikes are outfitted with Shimano Nexus gears, medium-wide tires, and leather seating and grips for durability and comfort. Once finished, the bicycles are flat-packed in recyclable cardboard and foam. Upon delivery, some assembly is required, but the process is supposed to take just 30 minutes to an hour, including safety tests, and concierge assembly is available in New York City and Los Angeles. Brilliant Bicycle Co. is now accepting orders for both the Hudson and the Mayfair, which are slotted to ship on Memorial Day and June 15, respectively.