Oakley shop focuses on custom motorcycles, accessories

By Roni Gehlke
For the Contra Costa Times

Name of business: Rockin Rebel Customs
Type of business: Motorcycles and accessories
Owner: Tony Ghiselli
Founded: May 2010
Address: 3100 Main St., Oakley
Phone number: 510-931-7625
Website: www.rockinrebelcustoms.com
Hours: Noon to 7 p.m. Thursday through Monday; Closed Tuesday and Wednesday.
Number of employees: three
Products and services: Rockin Rebel features a full line of motorcycle accessories and custom- built motorcycles. The accessories include vests, jackets, helmets, and apparel for men and women. Merchandise lines include Vega helmets, Rock House and Road House apparel. Rockin Rebel also offers some custom painting work.
How did you get into the business: "We aren't people who have been riding forever," Ghiselli said.
When Ghiselli and his wife started dating she was concerned that they had nothing in common and decided they needed to come up with something to do together.
"She decided she wanted to ride motorcycles together," he said, noting that he knew nothing whatso ever about motorcycles when he purchased his first two. "I was literally looking up how to ride a motorcycle on the Internet when the guys were dropping them off on my driveway."
A few years back, after suffering from job stress, Ghiselli took up an offer from a friend to work with him at a motorcycle shop. After working at the shop for awhile, Ghiselli decided to try his luck on fixing up a motorcycle in his own garage. After he had fixed up and sold a few, his wife suggested he open his own place.
"It was like when she gave me the green light to go with it and I went for it," he said.
His first shop was in San Leandro. When they moved to Oakley Ghiselli decided to open his store here. It also gave him a chance to expand the size of his shop, so he could increase his merchandise.
Best part about the business?: "People in the biking community are very nice and very supportive people," Ghiselli said. "I've really enjoyed getting to know them."
Ghiselli said he also likes to shop and having this business gives him a chance to buy what he likes and to see what is out there.
Worst part about the business?: So far he is happy with everything about this business. He loves working on motorcycles and being involved in the industry.
Key to success: "Keeping everything very affordable," Ghiselli said.
He knows that right now the tough economy means less money for everyone and that to be successful he has to keep his prices low. That means selling his custom motorcycles for under $4,000 and maybe offering non-logo but good quality apparel.
Biggest misperception about the business: "The motorcycle industry is expensive," Ghiselli said.
"Keeping the cost down, sometimes by half, helps everybody," he said.
The other misperception is that only motorcycle riders wear motorcycle-style clothing. "We have something for everyone here. A lot of people just like the clothes and don't ride. There is nothing wrong with that," he said.
Future plans: Ghiselli said that he is already getting ready for his first expansion at this shop. He has already put in an order to double the merchandise he carries. Because of that he will be hosting a big sale in the coming weeks to get rid of some of the old inventory.

-- Roni Gehlke