It's been 20 years since we began our brake
cylinder sleeving business
with a vision for success in a very technical niche. Well, we DID it
and now have retired. Even the "big boys" in the business took note
of Sierra Specialty Automotive! Joe has become THE expert in and out
of the country. Our business served the United States and many
countries outside the U.S. We worked on cylinders sent from other
parts of the world such as South Africa, England, Japan, Australia,
Germany, Canada, Austria, New Zealand, Sweden, Portugal and France.
The last box was shipped out March 29th, 2013. The business was officially
shut down as of January 1, 2013 but so many customers sent in work prior
to
the end of the year that it took three months to complete it all. Not bad
for a one man shop and a wife that did all the "running around" for the
business.
Joe worked 20 years with Sierra Specialty Automotive and 21 years before
that with Western Pacific RR and Union Pacific RR. Prior to hiring on with
the railroad as a brakeman and conductor, he spent 4 years in the U.S. Air
Force and 2 years at Feather River College to earn an AA degree. During
his period of railroad employment, he also operated a successful part-time
locksmith business for 9 years.
Now perhaps he can get to those "fun" projects. Joe is
looking forward to catching up on lots of projects that include working on
his '29 Model A, two Nash Metropolitans ('55, '56) and even cleaning up
the office and his favorite place in all the world--his shop.
During the period from 1993 through 1998 we advertised
the business by setting up our booth--often twice a month--through the
spring, summer, and fall at Goodguys Car Shows and at automotive swap
meets in Reno, Pleasanton, Sacramento, Chico, Dixon, Sonoma Raceway,
Portland, L.A., Redding, San Diego, Turlock, Stockton, Napa, Galt, and
Mountain View.
Early on we decided on a big goal after a conversation
with our customer Booster Dewey. Joe spoke with Dewey, who lives and works
in Portland, OR, to find out if he would be setting up a booth at the big
Portland Swap Meet in 1994. His reply was, "No, I can barely keep up with
the business I already have. I don't have time to go to swap meets." Our
mantra then became, "We want to be like Booster Dewey!" We want to have so
much work in the shop that we don't have time to travel and set up our
booth at car shows and swap meets. Well, we DID it! During the past 15
years Joe has been so busy that he was often 4 to 6 weeks behind in work
that came from all over the country and the world. Not bad for starting at
zero!
I was Joe's business partner even though the first ten
years of the business I was still teaching elementary school full time. I
always had school papers with me and my lesson plan book in my bag while
we were on the road
during
vacation breaks and on weekends. Other support came from our two wonderful
daughters, who encouraged us to go for it and start our own business. Both
girls were in college in 1993 so it wasn't the best time to give up a
good-paying job with the railroad and spend large amounts of money on
tooling and equipment for a specialized shop along with travel expenses.
It all worked out and our business thrived. Our girls helped whenever possible, including
building our simple but useful web site, and joining us at some of the
swap meets.
Here are some photos that tell a little about our business advertising
history and how we went about building a successful enterprise from
the ground up.
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