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

Hi Everette, thanks for joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

Before I knew anything about business, I seem to have understood branding. Our company was born in my driveway of the house I lived in when I was in college. Lookin’ Good Car Wash was the name I landed on. All I could think of was something that would speak to the level of service I knew I wanted to offer my customers. Fast forward almost 9 years later and I don’t think I could have came up with a better name. You simply don’t look at a vehicle when we’re done with it without saying “lookin’ good”. It wasn’t until I seen local competitors changing the way they expressed how a vehicle look that I realize this was much bigger than just the company’s name but a staple in the industry. Lookin’ Good Auto Detailing & Ceramic Coating is our area’s preferred service provider for all things auto detailing and ceramic coating. The name tells you everything you would want to know about the level and quality of service we provide here. The name “Lookin’ Good” will some day change how people see the auto detailing industry.

Everette, 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?

The Introduction
My name is Everette Mitchum, and I’m the proud owner of Lookin’ Good Auto Detailing & Ceramic Coating. If I were to describe myself in a few words, I’d say I’m adaptable, motivated, eager to learn, and above all, someone who values integrity. These traits have been the backbone of my journey into the auto detailing world—a journey that began long before I even realized it. Growing up, I didn’t know I was “detailing” cars; I thought I was just washing them. But spending hours perfecting every nook and cranny of a vehicle wasn’t your average car wash. I loved the process, and as it turned out, I was good at it. From cleaning my neighbors’ and family members’ cars to earning a few extra dollars as a kid, the satisfaction of transforming vehicles became a passion that stuck with me.

The Journey to Entrepreneurship
The seeds of my business were planted in my college driveway, where I detailed cars between classes as a way to earn extra money. At the time, I was pursuing a Sociology degree and dreaming of a career as a juvenile probation officer. But life had other plans. When I found out I was going to be a father, something shifted. I realized I needed to dream bigger, to build something lasting not just for myself, but for my growing family. Without formal training or a mentor to guide me, I relied on trial and error to navigate the world of auto detailing and business ownership. My process became my teacher, and I quickly learned that having a strong network wasn’t enough; I needed systems and strategies to turn my dream into reality. While I was fortunate to gain insights from an older gentleman in the industry, my vision extended far beyond the traditional car wash. I wanted to redefine what people thought auto detailing could be, focusing on precision, quality, and long-term care.

Excellence in Every Detail
Today, Lookin’ Good Auto Detailing & Ceramic Coating offers a full range of services, including interior and exterior detailing, paint correction, wax, and ceramic coating. Whether we’re restoring a vehicle’s original beauty, protecting it for the future, or helping clients fall back in love with their cars, our mission is the same: to deliver excellence. What sets us apart is not just our services but how we deliver them. With over 340 five star Google reviews, we’ve earned a reputation for exceptional customer service and attention to detail. We dedicate our time to one vehicle at a time, ensuring every client gets the personalized care they deserve. Our highly trained team goes above and beyond to exceed expectations, making us the trusted choice for auto detailing in our community.

Milestones and Moments That Matter
One of my proudest achievements is knowing that our clients value our work enough to recommend us to others. Referrals are the lifeblood of our business, and hearing our name in rooms we aren’t even in is incredibly rewarding. A moment that stands out to me is a mother who brought in her son’s car for a detail before he left for college. Beyond the transformation of the vehicle, we surprised her with all-weather mats, a card, and a ribbon. Her emotional reaction and heartfelt gratitude reminded me why I do what I do, it’s about creating experiences and memories, not just making cars shiny.

A Message to Readers
At Lookin’ Good Auto Detailing, we pride ourselves on getting it right the first time. We may not be perfect, but we strive for it every day. Our values, excellence in craftsmanship, customer focus, professionalism, community connection, and innovation guide everything we do. We’re not just here to clean cars; we’re here to build relationships, protect investments, and create lasting impressions. Whether through our mobile services, ceramic coatings, or community events, our goal is simple: to leave every vehicle and every client better than we found them. As we look to the future, we’re committed to growing as a referral based business, expanding our reach, and continuing to give back to the community that’s supported us. If you’re looking for a team that combines expertise with heart, we’d love to welcome you to the Lookin’ Good family.

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

As 2020 came to a close, I found myself at a crossroads. The weight of supporting my family pressed heavily on my shoulders, and my business was not meeting the expectations I had set for it. Despite feeling like I was putting in every ounce of effort, the return just wasn’t there.

Scrolling through social media, I couldn’t help but compare myself to other shops around the country. Their polished operations, shiny facilities, and apparent success left me feeling inadequate. I focused outward, comparing myself to others, instead of inward, finding gratitude for what I had accomplished. In those moments, I made a decision: I was going to walk away. After almost three years, I was ready to close the doors on what I thought was a “business” but, in hindsight, was more of a hustle.

I went as far as getting my CDL, thinking it would provide a stable and quick solution to support my family. But before I made the leap, I sat down with someone I considered a business advisor. He told me something I desperately needed to hear: “I can’t stand to see you walk away from something you’re so passionate about.” That conversation sparked a new plan, not a perfect one, but enough to give me a sense of direction and a glimmer of hope as I entered 2021.

Then, everything changed. Within three months, I got a call for my first ceramic coating job, a massive RV project. It was the largest ticket I had ever seen, totaling over $14,000 for the RV and two additional vehicles. Shortly after, that client’s son called to book his and his wife’s vehicles, adding another $5,000. In the span of weeks, I went from nearly giving up to realizing the potential of my business.

This experience taught me one of the most valuable lessons of my journey: not every client is my client, and that’s okay. I had struggled to connect the level of service I provided with pricing that reflected its true value. I’d seen skeptical looks when I quoted $300 for a full interior and exterior detail with wax on a heavily used minivan. But then came this family, willing to invest over $20,000 in my services and even sign up as maintenance clients. It was a revelation.

That pivotal moment in early 2021 was the beginning of a shift, not just in my business but in my mindset. I learned to stop comparing myself to others and to focus on finding the clients who value what I bring to the table. It’s not about being everything to everyone; it’s about finding the right fit, delivering excellence, and building relationships that last.

Looking back, I’m grateful for the challenges of that time. They forced me to reevaluate, to push through the doubt, and to rebuild with clarity and purpose. Resilience isn’t just about enduring hardship, it’s about finding the opportunity hidden within it.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Our reputation in the market has been built on a foundation of exceptional service, innovative marketing, and a strong connection to our community. I’ve always believed that delivering high-end auto detailing services, like ceramic coatings, sets us apart as a trusted provider of premium care. We back that up with professional credentials, including Gtechniq accredited training and involvement with the International Detailing Association (IDA), which demonstrates our commitment to excellence and staying at the forefront of our industry. At the same time, we’ve worked hard to make our brand memorable and approachable through creative marketing. Slogans like “Dirty Wife?” and “Bad Detailer” have sparked conversations and made people smile, which helps us engage with customers in a fun and unique way. We’re also deeply invested in our local community, hosting events like cruise-ins and staying active in the local car culture. That connection goes a long way in building trust and loyalty. We’ve always prioritized convenience for our customers as well. Offering mobile detailing and tailoring our services to meet the needs of busy professionals has made a big difference in how people perceive us. On social media, we share educational, motivational, and personable content, which not only shows our expertise but also lets people get to know us on a deeper level. Finally, our referral and rebate programs have been a huge part of encouraging word-of-mouth growth. It’s important to me that we reward our customers for their loyalty and trust in us. Ultimately, I think what’s helped us build our reputation is our ability to balance professionalism with creativity and relatability. We’re passionate about what we do, and I think that shines through in every aspect of our business.

Contact Info:

• Website: https://www.lookingoodauto.com
• Instagram: https://www.instagram.com/lookingoodautodetailing/profilecard/?igsh=MTltd2t4Z25zNXVlbA==
• Facebook: https://www.facebook.com/share/1FMyeTHnAq/?mibextid=wwXIfr
• Linkedin: https://www.linkedin.com/in/everette-mitchum-cd-sv-8010a3109?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Youtube: https://www.youtube.com/@lookingoodauto
• Other: Google:

  https://maps.app.goo.gl/nJ3DisUmxL2YSN8W8?g_st=com.google.maps.preview.copy

Image Credits

Ethan Felts
Justin Anton
Cole Smith