Ironwood Automotive first opened in 2019, following Aaron Williams working for 14 years as a technician doing his own side work. During that time, he met Kayla Williams, his wife and co-owner of Ironwood Automotive. After establishing a solid clientele, the two decided to pursue shop ownership, and bought their first building.
The initial shop was small, but since 2022, the business has operated out of a larger, 7,000-square-foot facility. The building was a custom renovation, requiring a seven-figure investment, with significant changes made to the structure and layout.
The black exterior and glass windows create a sleek, modern aesthetic while an outdoor waiting area and patio complete with seating, plants, and seasonal decorations invite customers to pull up a seat and take a breath of fresh air. The business’ sign is made of aluminum and wood, with a laser-cut design that helps it to shine at night.
Relaxed the Moment You Walk In
The inside of the building features concrete floors with a refreshment station that greets customers as soon as they enter placed strategically beneath a high-contract display of the brand’s logo. There are also plants throughout the shop, accompanied by an essential oil diffuser.
“I’m really big on green and natural influences,” tells Kayla. “I really wanted it to feel like a little spa when you enter the building. I worked in the spa industry, so I kind of pulled from my experiences there, and wanted people to feel really relaxed the minute they walk in.”
The waiting room also features a sprawling mural which depicts illustrations of various automotive components. The Williams got the idea from architects they worked with when opening the shop, who showed them concept art that sparked the idea.
“They had shown us some concept images, and we loved the engine cutaways, but they were a lot of domestic, focused parts,” explains Kayla. “We specialize in Honda, Toyota; basically Asian vehicles. So I was like, ‘We need to do something a little bit different that makes more sense for our brand’.”
Kayla found an artist online who compiled a couple of different engine schematics and make a brand new design; it was then painted by a local artist who had previously painted the logo on both of Ironwood’s buildings. He used a projector on the wall to outline the design.
Back inside, a glass door opens to a platform that offers customers a bird’s-eye view of what’s going on inside the shop. Raised about two feet off the ground, customers are sometimes taken out to the platform for a closer look.
“We call it our catwalk, and it really gives a great overview to walk out and show a customer—or maybe those customers have young children, and they think it’s fascinating to see a shop. We will often let people go out there and just take a look,” says Aaron.
Stylish Efficiency
Out in the shop, the spotless, white floor helps to reflect light and create a bright space while also helping workers to quickly identify oil spills and other hazards that need to cleaned.
It’s not always easy to maintain a color scheme when it comes to shop equipment—but the Williams don’t play around with branding. Whenever possible, Aaron opts for black equipment to maintain their facility’s color scheme. Ultimately, the shop prioritizes efficiency overall, with no lifts in front of each other so technicians can work independently. The shop is also equipped with an in-ground alignment rack, modular cabinet systems for organizing parts, and an oil distribution bar for convenience.
“We just laid the shop out to be as efficient as possible with the space that we had,” says Aaron. “I wanted the techs to be able to independently pull things out as much as they could and not affect workflow. So we really thought about that.”