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Meet Keaton & Jacob of The Cherry Garage

Today we’d like to introduce you to Keaton & Jacob. 

Hi Keaton & Jacob, we’d love for you to start by introducing yourself
Since we met in middle school, we both dreamed of one day designing our own cars. This love for cars eventually evolved into the idea of creating a business where we could do exactly that. We both loved performance, efficiency, and engineering which led us both into engineering career paths through our higher education; Keaton in mechanical engineering and Jacob in electrical engineering. We figured that our combined knowledge would allow us to not only design exactly what we had in mind, but also contribute to the growing technology within current automotive engineering. Two years ago, we conceived the idea of creating a space that we could design and build cars that we could now design, but we had to start somewhere. Our first venture began in our parent’s garages and driveways repairing and modifying our personal vehicles like many people do. Along this time, we took the opportunity to learn about starting a business and what it takes to create a successful one. Just over a year ago, we were fortunate enough to have the opportunity to begin our business dream by renting a building space that allowed us to not only do exactly what we had dreamed but even more! To make things even better, this building sits in Historic Automotive Row; a section of Midtown St. Louis with rich automotive roots. With an original showroom and automotive workspace in the rear, we are making quick work of utilizing the building to its full potential. Over the past 16 months, we have personally renovated the entire building, improving the workspace with modern lighting and tools, while we are still in the process of improving the showroom to not only showcase our vehicles but to hold another aspect of our business. The showroom will contain a cafe in which customers will be able to view the workspace and see what we have going on. We have a lot in mind for the public aspect of our business, which we keep people updated frequently on our YouTube channel (TheCherryGarage). 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
We have our fair share of struggles, which we are still enduring. With Jacob fresh out of school and Keaton nearly finished, we don’t have the expenditure of capital that is necessary to get a business up and running quickly. As we have mentioned, we are doing as much of the work that we can in order to not only save money but gain experience as well. Between building projects, we will do automotive work to get the funds necessary for our materials required for our next project. With our time being limited between the two of us, we spend our entire weekends outside of work and school to get as much done as possible. Some say we work too much, but we truly love what we are doing and every day we get closer to doing exactly what we want. 

Appreciate you sharing that. What should we know about The Cherry Garage?
The Cherry Garage is an encapsulation of our dreams put together into an idea that (we hope) will not only allow us to build and design cars that we love but also grow the community around us that we can share our knowledge and passion with as well. We love the idea of converting classic and enthusiast cars into electric vehicles and are leaning more into that path the further we venture into our business. On the other aspect of our business, our cafe will definitely be something that you need to check out once we open up. This space will allow us to host events involving the community, such as cars & coffee, or educational forums focused around automotive technology and our city’s infrastructure. 

So far, we are most proud of the space we are creating, with each aspect of it being designed and constructed by the both of us. We are also proud of our social media, we love sharing knowledge and helping others, especially in our area of expertise. We have tried to spread our business brand across as many platforms as possible; we sell merchandise on our website, we offer how-to videos and, on our YouTube, (as well as many other videos such as vlogs and reviews), and our future plans of our cafe as well as bar and restaurant. Once we are fully up and running, we plan to offer electric vehicle conversions for specific cars, as well as general “restomods”, restorations, and modifications. 

We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
This is a peculiar question; we don’t believe in luck. When good things happen, we are grateful, but when bad things happen, we take it as an opportunity to learn and grow. Although we have said we have been lucky enough to begin our business, it’s true hard work that really gets you to where you want to be, and we are extremely fortunate for what we have and where we are today. Some may consider it luck, but we consider it perseverance. “The harder I work, the luckier I get” – Henry Ford. 


  • YouTube – FREE
  • Merchandise ~$5-$45

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The Cherry Garage

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1 Comment

  1. Lisa

    October 13, 2021 at 2:17 am

    Keaton and Jacob are visionaries and hard workers. I have personally experienced their work on my own vehicle and know their attention to detail is spot-on! When the Cherry Garage is ready for cafe customers, it will be unlike any other experience in St Louis and I feel certain it will achieve national acclaim (ahem, Diners, Drive-Ins and Dives). Kudos to these young men for their hard work and following their dreams!!!

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