SHOP Profile: Car-risma Has the Charisma For Lifelong Customers

Customization, family values, and lifelong comradery. If you had to use three words to describe Car-risma, Inc. in Lowell, MA, these might be the best three. Though, when you talk to co-owners like Paul Breton or Ron Joyal, it’s a little harder to find just the right words. Being in business since 1978, it’s no surprise to find two partners behind Car-risma who really know a thing or two about what’s truly important in the world we live in. Sure, Breton and Joyal are successful and proud of what they have built together, yet they modestly acknowledge the many people along the way who have helped get them to where they are today.

Focus and Family

From humble beginnings to a 3,000 sq ft showroom.Car-risma has been in action for 40 years. As a self-declared automotive toy store, “We sell everything in the Keystone book, which is a 1,000-page catalog,” says Breton. The store also provides tint work, remote-starter installs, and services for all sorts of modern creature comforts. Located in Lowell, Massachusetts, this is the go-to place for our New England brothers and sisters for all things automotive.

So, how did Car-risma get to this point? “We started out in North Chelmsford,” says Breton. “There were some commercial bays and that’s where we started. Right when the gas rations were closing in ’78. Not the best time to start a business, but that’s when we did.” Joyal’s parents were gearing up for retirement at the time when his father, Roger Joyal, decided to help get the business off the ground. After a few years, they moved to their current location in Lowell.

“We started at the low end; there was only one way to go,” says Breton. Car-risma has battled a few odds over the years, but the business proved its worth straight out the gate by launching during a rough time in America’s history. The kind of guy to give credit where credit is due, Breton makes it clear that the contributions of his partner’s parents were instrumental in those early years. Today, the company boasts a 3,000 sq. ft. showroom, including a state-of-the-art sound room nicknamed the “Temple of Boom,” and, thanks to Keystone, a warehouse of over 300,000 parts.

“I get by with a little help from my friends.”

Car-risma, like many other shops, also had to battle the Great Recession, an event that proved to be a test of will and skill for even the shrewdest business people. More so, though, it brought to light what kind of support system the business had behind it. Determination to succeed was surely a big part of making it through the hard times, but Breton makes a point of showing appreciation for his Keystone sales rep turned friend. “Without Timmy, we wouldn’t be here today.”

Timmy is the Tim Space, who has been one of only two Keystone sales reps Car-risma has ever had. Dedicated to his customer, Space helped generate business and keep the staff at Car-risma motivated when things looked dim. Breton shares that during one particularly rough winter, Space went through the ringer to take care of him. “I was ready to close the doors, and Timmy literally saved Christmas,” says Breton.

This shop does everything from speed parts to Jeeps.

People forget how important it is to foster the relationship between business owner and sales rep. Not only is he or she a viable source for parts and product information but in times of need, that’s the one who looks out for you. Tim Space has touched the lives of many shop owners throughout his decades at Keystone, and his customers recognize that. The loyalty, care, and dedication he shows in his work is evident in the way that customers like Car-risma speak about him.

No “I” in TEAM

Let's take a walk down memory lane with Car-risma.In an effort to find Car-risma’s secret for success, we asked Breton what their tricks of the trade are. He simply said, “The loyalty of my wife of 47 years and my business partner, Ron, of 40 years.” They have surely weathered many storms together. And while they clearly contribute to the business in their own talented ways, it’s clear from Breton’s tone of voice that having the support of his wife and the dedication and skill of Joyal means the world to him and Car-risma.

When you go to customize your vehicle, you don’t want someone who’s just going to take your money and tell you what mods to make, or how to do them. You want someone who’s going to take care of you. Someone who shares the same automotive passion and is excited to learn more about you and your project. Car-risma is run by a tight-knit group comprised of Breton’s family and friends who have combated the odds to come out on top every time. Sure, a well-stocked showroom and track record of beautifully-done work say a lot, but the personality and character of the people who make up the business are the real indicator that Car-risma is the kind of auto shop from which to take a cue.

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