From Driveway Dreams to Detroit Success: How a Viral TikTok Turned One Man’s Car Detailing Hustle into a Family Business

He did it all with the help of his mom — and a little bit of viral magic.

A Detroit man who quit his steady job to start detailing cars in his driveway is now the proud owner of a full-fledged auto detailing business, all thanks to a TikTok video that captured the internet’s heart (Detroit Free Press).

Daviant “Dae” Palmer, who grew up fascinated by cars since he was just three years old, never imagined that passion would one day turn into a thriving family enterprise. In April 2020, amid the uncertainty of the pandemic, Palmer left his job as a cable installer to pursue car detailing full-time. Just a few months later, in August, his mother, Typhany Jones, used her background in marketing to help her son’s new venture gain traction.

Jones began filming her son’s meticulous cleaning sessions — from removing chicken nuggets stuffed between seats to scrubbing spilled sauces and sticky stains. She uploaded the clips to TikTok, showing both the everyday and the bizarre sides of auto detailing. One memorable video featured Palmer carefully cutting a tangled slinky out of a car’s ceiling — a moment that highlighted both his patience and his sense of humor (The Detroit News).

Around their sixth or seventh post, the videos began to take off. The real breakthrough came when Jones jokingly edited a before-and-after video that appeared to transform a dirty Cadillac into a shiny Porsche. While Palmer was away on his honeymoon, the video exploded online — racking up more than 3 million views overnight.

“He called me from his honeymoon like, ‘Mom, everybody’s calling me — my phone won’t stop ringing!’” Jones recalled. “That’s when the business really started booming.”

Soon, Palmer’s driveway became a makeshift parking lot filled with customers waiting for service. Revenue surged nearly 70%, according to Jones, who decided to quit her corporate marketing job and dedicate herself full-time to promoting her son’s company, Dae’s Detail — a “no-judgment” detailing service that proudly serves Detroit’s local community (Fox 2 Detroit).

By October 2023, the mother-son duo took the next step. They purchased a brick-and-mortar location — a former Black-owned dry cleaner — transforming it into the new home of Dae’s Detail. The move was symbolic: a new generation of Black entrepreneurship rising in the heart of Detroit.

The business is now a full family affair. Palmer runs operations, his mom manages marketing, his uncle — veteran detailer Stevon Ferrell — works as his partner, and his father, Kenya Jones, operates Rubin’s Plumbing in the same shared building.

Since going viral, Palmer has built an impressive TikTok following of over 238,000 users, with his top video reaching more than 16 million views. “It’s always been a dream to do something like this,” Palmer said. “It feels amazing to have people working with me — people I know and trust.”

At Dae’s Detail, customers can get full interior and exterior cleaning for under $200, depending on vehicle size and custom add-ons. There’s also a popular express service — a wash and vacuum package starting at just $45. Palmer is upfront about results: not every stain will vanish, but he promises every car leaves the shop looking its best.

Looking ahead, Palmer and his family envision opening additional locations across Detroit and eventually expanding out of state. But for now, he’s focused on serving the community that helped him grow — and inspiring other Black entrepreneurs to chase their dreams.

“I want to give back to this community,” Palmer said. “I want Detroit to return to what it used to be — full of pride, business, and opportunity — and I want to help make that happen.”

Dae’s Detail is located at 8141 Gratiot Avenue, Detroit, Michigan.