Inside The Growing Popularity of Bluejay e-bikes

by Eddie Roche

The popularity of electric bikes is unmistakable, but Jennifer Cohen Bogan saw a gap in the market for wheels with serious style. She created Bluejay e-bikes, and they’ve taken off like gangbusters with Meghan and Harry, the Kardashians, and Melissa McCarthy riding the wave. Bogan tells  The Daily Summer how she’s reinventing the wheel.

How was Bluejay Electric Bikes born?
It all started when I rode an electric bike for the first time—that feeling of freedom, of pure joy. A light bulb went off everybody should be enjoying this experience. I felt compelled to bring this to a broader audience. I started one step at a time, did a ton of research, checked out bikes in various stores, test-rode a ton of them, and what I discovered was that there was a huge disconnect with what the e-bike market offered, especially in terms of the aesthetic and what you would see as a traditional Dutch cruiser. I kept thinking that this is truly a relevant product, and that it’s a lifestyle. I started imagining it, executing it, and then I brought it to life!

Why is the brand called Bluejay?
The name came to me when I was thinking about something beautiful that flies, which is the essence of a Bluejay electric bicycle.

How did the pandemic impact your growth?
The pandemic increased demand for all bicycles when people were unable to travel and looking for ways to enjoy their own neighborhoods. It created a resurgence in bike-riding interest, which was great! The downside of this was increased lead times and supply challenges, so we were out of stock for a long time. It’s exciting to actually have bikes to sell that we can ship to you within a week this season.

Are you marketing Bluejay as an e-bike for the fashion crowd?
It’s for anyone with a sense of nostalgic style and quality who doesn’t want the same basic options as everyone else. I notice we have a lot of interior designer clients, too!

What are some accessories that people can add?
We have so many fun accessories and will continue to add more—kid seats, kid and pet trailers, Nantucket wicker baskets, cell phone holders, drink holders, locks, helmets, and speakers. We are launching some new Baba Tree African hand-woven pannier baskets. Bluejay is all about the accessories. I mean, I wouldn’t want people to choose driving their car over riding a Bluejay just to have a place to put their coffee. We can do that, too!

Sophie Sumner

You’ve been getting some great press for the bikes. What have you been the highlights?
Wow, it’s hard to choose as the reaction has been incredible. I have to say I wasn’t expecting to land goop or Vogue in our first season, and Forbes has been an incredible supporter. Seeing our bikes ridden by everyone from the Duke and Duchess of Sussex [Meghan and Harry] to the Kardashians, Melissa McCarthy, and many more have been real pinch-me-moments.

Tell us about the Sport model.
The Sport model is our ultra powerful, 28 mph version with an all-road tire. While the Premiere Edition model gets oohs and ahhs for its cruiser style, smooth-ride feel, and accessible step-through frame for all riding levels, the Sport was designed specifically for those who want to take their adventures up a notch. My husband and all his friends are obsessed, and so are many of my female friends who like to ride. It has all the same practical features as the Premiere, racks that hold a ton, lights and bells included, along with vintage good looks.

Where can people test-drive the bikes?
We are sold at Rotations Bicycle Center in Southampton. We’re also expanding our locations and can ship anywhere in the country. You can check out the retailers page on our website at

What are the health perks from going on a bike ride?
There are so many studies that demonstrate long-term health data for those who ride bikes. People often wonder if they’ll get the health benefits from an e-bike and I tell them, absolutely. You will ride it much more than a regular bike, and you always have options on how much of the pedal-assist you use. What you won’t have is any excuses, like that one hill!

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1 comment

Mark Hendricks September 5, 2022 - 9:11 AM

There is so mich more here though than meets the eye. Generally, e-bikes in all price ranges are built with heavy, dull and buzzy straight gsuge aluminum. Often they use even worse square tubing. You have not seen this on traditional bikes since the 90’s. Bluejay’s tubimg is butted (thinner in the middle, thicker at the ends). This not only makes the bike lighter, but reduces harmonic vibration and gives the bike a more nimble, responsive feel.

Too many have tried to offset the short comings of low end components and godawful frames with a battery eating larger motor (often, technically illegal most places). It just isn’t working. Cycling enthusiasts, who would like to add a commuting e-bike to their stable won’t buy it. As anecdotal proof, I point to my tiny shop where 85% of my business is torque sensing mid-drive conversions (not cheap when added to multi-thousand dollar bikes).

Sadly, too many getting e-bikes have never ridden quality components. They don’t know the difference and other mfg’s are taking advantage (including all the major names in cycling). There is no substitute for buttery smooth shifting, a quiet belt drive or quality hubs and their attendant lower maintenance as well as efficiency. I have more than a dozen deraileur equipped bikes in my personal collection and commuted on them for 30 years, but there is nothing quite as nice as being able to pedal up to a light and down shift while standing still.

Bluejay isn’t proprietary in their components either. My shop is unaffiliated and located in a craft brew taproom, but even I have had these motors apart. Parts are readily available from a number of affordable sources. Schematics and wiring diagrams are available to anyone (hello Right To Repair). This just isn’t the case with nearly all higher end e-bikes ($2.5k-$10k). It is not uncommon for those bikes to be out of service for a MONTH while motors or batteries have to be sent back to a certified service facility.

There is even more, but you get the point. I am not sure how this brand can survive without e-bike boutiques where the very real differences can be pointed out by cycling experts. I hope I am wrong. We need someone to push quality.


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