Shiny Diamond Auto Detailing: More Than a Car Wash in Grand Rapids
For Adam Hoeksema, cars have always been more than transportation. They’re personal. They’re emotional. They’re tied to memories, identity, pride, and community.
That passion started early. Adam grew up on the Southeast side of Grand Rapids and began detailing cars when he was just 17 years old. What started as a skill eventually became a vision — one that combined his love for cars with his love for the neighborhood he calls home.
In 2019, Adam launched Shiny Diamond Auto Detailing and Hand Wash in Grand Rapids. Today, the business specializes in hand-washing and detailing cars, motorcycles, and boats with a level of care that keeps customers coming back year after year.
“We have a lot of people here that are regulars that come by not just to get a car washed, but just socialize,” Adam says. “It’s fun and it’s safe.”
That community atmosphere has become one of the defining features of Shiny Diamond. On Sundays, car enthusiasts gather for “Soul Sunday” meetups to show off their vehicles, swap stories, and connect with others who share their passion. During the summer, Adam hosts the Diamonds on the Avenue Car Show, featuring live music, food trucks, and awards for everything from Best Old School Buick to Loudest Audio and Best in Show.
For many customers, Shiny Diamond has become a destination as much as a business.
A Passion for Details
Adam built Shiny Diamond around a simple philosophy: treat every vehicle like it matter
That attention to detail shows up in everything from deep interior cleanings to careful hand washes for classic cars and restoration work on convertible vinyl tops. Customers trust Adam and his team with vehicles that hold sentimental value — and they notice the difference.
One customer, Jim Reminga, brought in his son’s handicap-accessible van for detailing after years of wear and tear.
“Shiny Diamond took a 200,000-mile van and made it look new again,” he says. “It’s a great way to drive a ‘new’ car without paying for a new car.”
Another customer, Alicia Czar Hagan, says the transformation of her family vehicle after years of road trips, beach days, kids, pets, and Michigan winters was almost hard to believe. “It really felt like new again,” she says. “I danced in my car as I drove away because it felt so good inside.”
But for Adam, the business has always been about more than clean cars. From the beginning, he wanted Shiny Diamond to bring energy and vibrancy to the Madison Square neighborhood while supporting other local businesses and creating a welcoming gathering place for the community.
Building a Business — and Balance
Like many entrepreneurs, Adam says stepping out on his own came with challenges he never fully anticipated.
“It’s a lot of work,” he says. “You have to balance life. You have to balance health. Then you have to balance the business.”
Running a business required him to learn far more than detailing techniques. He had to navigate finances, operations, customer relationships, and the constant balancing act that comes with entrepreneurship.
“You have to know when it’s time to slow down and when it’s time to speed up,” he says. “Everything is a balance.”
Still, Adam stayed committed to building something lasting — not just for himself, but for the community around him.
How MWF Helped
When Adam first heard about Michigan Women Forward, he assumed the organization only worked with women entrepreneurs.
“I thought it was just for women,” he says with a laugh. “But it’s not.”
MWF provided the financial support Adam needed to help launch Shiny Diamond and get the business operational. Beyond funding, he says the organization continued checking in and offering resources for bookkeeping, accounting, and business support as the company grew.
“MWF gave me the opportunity to get out here and be present and operational,” Adam says. “To be Shiny Diamond Auto Detailing and Hand Wash.”
Today, Adam says Shiny Diamond has become exactly what he hoped it would be: a business rooted in craftsmanship, connection, and community pride.
“A lot of the community says thank you,” he says. “Thank you for giving us something to do. Thank you for giving us a place to go.”
Get the support you need to scale your business. Learn about MWF’s microloans for entrepreneurs.
