Clear Vision, Brave Mission: Flaum Optician’s Dual Callings
When Brooke Coburn left home for work on the morning of Sept. 11, 2025, she didn’t expect to arrive late. But as she drove through the Town of Sparta, she saw thick gray smoke rising in the distance. Moments later, she came upon a devastating accident: two dump trucks had collided, one careening into a home and sparking a fire that claimed the life of a resident.
Coburn, an assistant managing optician at Flaum Eye Institute, is also in her first year of training as a volunteer firefighter with the Sparta Center Volunteer Fire Department. Without hesitation, she pulled over, grabbed her turnout gear from the trunk, and rushed to help.
“I saw the smoke and I knew I couldn’t just keep driving,” she said. “It was instinct at that point; you don’t think about yourself, you just think about what needs to be done.”
Coburn says the call to serve runs in the family. She serves alongside her husband, Joseph Coburn, and mother-in-law, Bobbi Jo Coburn (pictured at right with Brooke), who are also part of the fire department. “It’s something my husband’s family has been connected to for years,” she explained. “Being able to learn and grow in that same tradition is really meaningful to me.”
Her other professional calling began at URMC, where she started as an outpatient access representative and advanced into optical services. Today, she leads the optical teams in Geneseo and Webster.
“The University has given me a career path I didn’t even know was possible,” she said. “My supervisors saw potential in me and guided me forward. That support has given me confidence not just at work, but in every part of my life.”
“The University has given me a career path I didn’t even know was possible,” she said. “My supervisors saw potential in me and guided me forward. That support has given me confidence not just at work, but in every part of my life.”
On her 45-minute commutes between the two Flaum offices, Coburn fills the time with audiobooks, which she says are her way of continually learning and broadening her perspective.
“I love books,” she said. “Listening on the road gives me the chance to better understand the world and other people’s experiences. It helps me grow and hopefully makes me a more well-rounded and supportive human being for my patients, my coworkers, my family, and my community.”
Naturally shy Coburn says firefighting has pushed her beyond her comfort zone. “It’s not about being the loudest or the boldest; instead, it’s about showing up when and where you’re needed,” she said.
The day of the accident, she called her boss, Michelle Johnson, director of Retail Operations at Flaum, to explain she’d be late to work. “It wasn’t exactly the typical call,” Coburn said with a quiet laugh. “But that’s the balance I live.”
While many of her coworkers were surprised to learn she is a volunteer firefighter, Johnson—who has worked with Coburn for a decade—wasn’t. “Her actions during the recent incident did not surprise me,” Johnson said. “While I was certainly nervous about the severity of what she faced, I knew she would do whatever was necessary to protect others, even at personal risk. That speaks volumes about her character.”
Outside of work and firefighting, Coburn is devoted to her family, her husband and two sons, Carter, 12, and Theodore, 5, who inspire her to serve. “I want my boys to see what it looks like to give back,” she said. “It doesn’t have to be firefighting. It can be anything—volunteering, coaching, just showing up for your community. Life is short. Take a chance by stepping in and making the most of it.”
Coburn hopes her story encourages others to support their local fire departments, whether by volunteering or simply cheering on those who do. “Even if you can’t put on the gear, there are ways to help—through fundraising, events, or just lending your support. Every bit matters.”
Johnson agreed, noting that Coburn’s sense of service extends far beyond the firehouse. “Brooke has consistently demonstrated professionalism, emotional intelligence, and a strong moral compass,” she said. “She is calm, level-headed, and reliable, which makes her invaluable. I am truly grateful she is part of our team.”
That same steadiness, Coburn says, is what guides her in both of her callings. “Helping people is what drives me,” she said. “That’s why I love what I do at Flaum, and it’s why I put on my fire gear. Showing up for my community—it’s all connected.”
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