Anything in dull, scuffed boots looksgrim. Think about going to a wedding ina brand new outfit and wearing muddywork boots. It’s the same thing. The verysame maxim applies to cars. A scuffed orgrazed set of alloys makes the car lookscruffy. That’s a simple fact. You canspend £50K on a car and if the wheelslook dowdy or rubbish then the car willlook rubbish.I never tire (no pun intended) of

meeting fellow car enthusiasts. There’s aseam of high-octane passion that bondsus all in a common pursuit and theowner at Reinventing the Wheel is, I’mhappy to report, a car aficionado.Jeremy Shackleton just loves cars and

any form of motorsport. This zeal veryneatly places him to be the ideal ownerspearheading a business that re-furbishesalloys wheels.“It’s more about passion for cars than

just work,” says Jeremy who waspreviously the boss at Broughtons inCheltenham prior to forming the wheelrepair business.Now that does smack of a grinding

commitment to quality. This is no‘modified Malcolm’ sporting a ‘souped-up Saxo’. This business is aboutsupplying a quality service that’s reallytuned into customers’ needs.Although a Cheltenham boy, Jeremy’s

early years were spent at University inLondon studying French and Spanishwhich led him firstly to Peugeot beforerealising a personal dream and landingthe top job at Broughtons. It’s clearly along love affair with the automotiveindustry. Jeremy comments, “wheels aremore aesthetic now than purelyfunctional. Over the past years they’veonly got bigger and better.”He’s bang spot on. All the car

manufacturers go to great lengths indesigning and specifying the originalwheels to match the car and providingcustomers with a choice of up grades atthe point of purchase. The business isideally situated just off the M5 atTewkesbury with heaps of parking. I wasamazed at the tidiness of the workshop

which I guess is in keeping with Jeremy’smodus operandi.He further comments, “I started the

business in 2005 and wanted to makesure we were situated somewhereeverybody could get to easily.”I’m intrigued to find out more about

his evident commitment to service.“Our customers want excellence, not

just a ‘bob the bodger’ bargain job. Wehave some very discerning customerswho quite rightly want things doneperfectly and to a very high standard.Nothing leaves this workshop unless I’msatisfied,” says Jeremy.I’m refreshed to hear this kind of talk.

There’s a malaise sometimes thatshrouds the car trade, which is inisolation, caused by a few ‘bargainbasement bobs’ and that can bedamaging to the whole trade. It lookslike Jeremy Shackelton is flying the flagfor quality.“The business is growing at a steady

rate and I’m making a commitment toinvesting in new state-of-the-artequipment and processes,” he says.“Fifty per cent of this business is

private customers and a large proportionof our work comes from personalrecommendations.”

There’s also a sense that they’ll tackleany job. In fact I’m told… anythingfrom a Fiesta to a Ferrari.Jeremy Shackleton, like any good

businessman, keeps his finger on thepulse of the UK economy and quips,“these days it’s more about repair ratherthan replacement.”On a personal note Jeremy goes on to

say, “I also have an abounding passionfor Spain and France, their cultures andcuisine. I just love travelling to thesecountries to soak up the atmosphere andvisit whenever I can.”This year he’s also due to participate in

the Prescott Hill Climb and issponsoring a young 17-year-old driver inthe Porsche Carrera Cup which is onITV 4.So if your alloy boots are a bit scruffy

and you’re in need of a brush up andrepair, then perhaps give Jeremy and histeam the once over.As I’ve already intimated, what’s the

point in having a really nice car withhorrible alloys? It’s like having caviarwith chips and home brew.

For more information:Tel: 01684 291900;www.reinventingthewheel.co.uk

APRIL 2012 COTSWOLD STYLE � 157

motoring

SHINY BOOTSEric Barton meets up with Jeremy Shackleton from Alloy Wheel Repair Specialists

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