Alright – so today we’ve got the honor of introducing you to Rocio Ruiz. We think you’ll enjoy our conversation, we’ve shared it below.

Rocio , thanks for joining us, excited to have you contributing your stories and insights. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

I started out working for a paintless dent repair company, mostly in sales. I was good at it, and I even brought my father into the company. Over time, he got trained and certified as a PDR technician. Eventually, I left that company, but I found myself struggling financially and asking, “What am I going to do to change my life?”

While working a leasing job at an apartment complex, I couldn’t stop daydreaming about opening my own PDR shop. I knew it was a solid business to be in. That’s when I reached out to a seasoned PDR technician named Dave—God bless his soul. With decades of experience, he took me under his wing. For about three weeks, he taught me everything he knew: estimating damage, pricing systems, legalities, and the business side of things. I knew I had to learn fast—and I did.

Once I decided in my mind that I was going for it, I wrote down my plan and started executing. I saved up money from my leasing job, and when a hailstorm hit our state, I quit my job that same day. I found a shop on Craigslist, rented it, bought the estimating software, came up with my business name, registered it, got my EIN, licenses, and a bank account. I was officially ready to go.

The only thing missing was a technician—but my father had already earned his certification and fixed many hail cars. I asked him to join me, and he said yes. Sales came naturally to me, so I hit the ground running—posting on Facebook, knocking on doors, and even walking through parking lots to spot hail-damaged cars. Clients came quickly, and our first year had a couple of very busy months.

Then came our second year—and COVID hit. Business slowed, and we struggled. I had to pivot. I learned car wrapping from a friend, offering him space in my garage in exchange for teaching me. That brought in some business, but my heart was always with PDR. Thankfully, my brother Carlos was working at AutoNation at the time. He spoke with his GM, and it turned out they needed PDR work. Thanks to his hard work, he helped us build a relationship with the dealership. That opened the door, and soon we were busy again.

Fast forward to today, our company repairs hundreds of hail-damaged cars for multiple dealerships across Denver. Looking back, the journey from idea to execution wasn’t about having everything figured out—it was about taking action, adapting when things got tough, and never losing sight of the bigger vision.

Rocio , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Rocio Ruiz, but most people know me as Rose. I got into this field as a sales professional, and while I was good at it, I quickly realized I didn’t just want to make sales — I wanted to own the entire business. That vision led me to create what is now known as All Auto Hail.

What sets me and my team apart is that we are not your typical PDR shop. We call our shop the “War Zone” because there isn’t a vehicle we won’t take on. Many of the cars we repair are considered total losses by insurance companies or turned away by other shops. But we thrive on those challenges. When I say we push the extra mile, I mean it — and our results speak for themselves.

Our motto is simple: all auto hail goes to war with these cars until they’re brought back to life. What keeps us going is the reaction from our clients — the shock and gratitude they feel when they see what seemed impossible made possible.

At the heart of it all, we love cars. We know what vehicles mean to people, and that’s why our standard is always to restore them to their original state as much as we possibly can. We don’t just fix dents — we give people back their pride, their confidence, and their trust in their vehicles.

Let’s talk about resilience next – do you have a story you can share with us?

When I first started doing sales for the PDR company I worked for, I had no other source of income. I was broke — I remember not even having money for gas or rent. On top of that, I was a single mother with two young kids. I couldn’t afford a babysitter, so I would drive them around with me all day while I worked, going from place to place trying to get clients and close sales.

My situation was tough — I was nearly homeless, but I refused to let that stop me. Instead of focusing on what I didn’t have, I focused on what I could do. No babysitter? No problem. I brought my kids with me, and I kept going.

That period in my life taught me what it means to be truly resilient — to push forward every single day, no matter the circumstances. It gave me the strength and mindset that I still carry with me as a business owner today.

Can you talk to us about how you funded your business?

I funded my business with the little savings I had from working in apartment leasing. When a hailstorm hit our state, I quit my job and used that money to rent a shop, buy estimating software, and register my business. My father was already certified as a PDR technician, and with his skill and my sales ability, we built the foundation from scratch. No investors, no loans — just resourcefulness, discipline, and the determination to make it work.

Contact Info:

• Instagram: Rozzio_ruizz