ASA Shop Is New York’s Loss,
Florida’s Gain

Posted 3/15/2012
By Levy Joffrion

Brilliant of Hollywood is a family-owned-and-operated paint and auto body shop in Hollywood, Fla., that has been part of that city since 1974.

It might have started in New York, except the founders – Gladys and Everardo Fonseca – decided the schools in Florida would be better for their children than those in New York.

Everardo was a young man in 1967 when someone suggested he enroll in Roberts Technical School in New York and learn a trade that would stand him in good stead the rest of his life. Everardo did just that, earning a technical degree in 1972. He was all set to enter the world of automotive body work, and he might have settled in New York had he and his wife not decided Florida offered a better way of life.

So off to Hollywood, Fla., they went and they opened their shop in a warehouse. They soon had nine or 10 employees helping them, serving customers not only in Hollywood – a city that in 2010 had 140,768 people – but also in nearby Hallandale, Fort Lauderdale, Adventura and North Miami.

They purchased the shop they are in now in 1983. They bought an existing company that’s name was “Brilliant,” so they just retained the name. It has about 15,000 square feet of floor space, so it’s significantly bigger than their first facility.

Everado Fonseca (back to camera) discusses job with a longtime employee, Joaquin Alcazar.

And now they have 15 employees.

The Fonsecas have two daughters and a son. Their daughters aren’t active in the business, but their son – Jose – is. Jose’s daughter, Lissette Hadley, also works in the shop. “We don’t have titles,” says Lissette, “we just do what’s necessary. My father helps my grandfather manage outside activities, and I assist my grandmother in the office. She and I do all the bookkeeping and office work.”

Everardo thinks being a family-owned-and-operatedbusiness is definitely an asset. “Our customers love it when they find out we are all related. I think that is one of the reasons they keep coming back.”

He also thinks another thing that makes them stand out is that they are extremely honest with their customers. “They know they can trust us,” says Everardo.

“Our business philosophy is one of total customer satisfaction,” he says. “Almost 70 percent of our business comes from repeat customers and referrals from satisfied clients. We understand that in south Florida you need your vehicle to get around, therefore we focus on giving our customers a quality repair in a timely manner.”

The best part of his job, says Everardo, “is when the customer picks up his or her vehicle and their eyes light up because they cannot believe how great it has turned out.”
As a young man and student at Roberts Technical School, Everardo learned the importance of education. And he stresses continuing education in his business. “We continue employee education through ASE [certification] and I-CAR,” he says. “We currently have I-CAR Platinum individuals employed at our shop and we are working on a return to I-CAR Gold Class status.”

Obviously, Brilliant of Hollywood has grown and done well in Florida, but it hasn’t always been easy. Everardo says insurance companies are his biggest challenge. “I feel they definitely try to steer customers when it comes time to fix their vehicles. It’s a real problem, but we try to combat this by telling customers in person and on our website that they can select the auto body repair shop of their choice. An insurance company cannot require that the repairs be done at a specific shop. By law you get to choose.”

To ensure continued success and expansion, Brilliant of Hollywood is looking to update some of its equipment and to purchase a property across the street.

Also part of its plans, of course, is the continuance of its business philosophy and its dedication to honesty and trustworthiness. But dedication to those traits is no problem; it’s just part of being in the family.