When the Keuilians reminisce about childhood, they think about tow trucks and the ice cream man.
The Armenian brothers meshed the two to create a business where they get to meet celebrities and score cool stuff.
Troy, Raffi and Shant Keuilian own Archie’s Ice Cream, which caters ice cream at corporate parties, sporting events and concerts.
The company’s hallmark: custom-painted and autographed ice cream trucks. The Keuilians started the company in 1996 and have done events for Santa Ana-based Wahoo’s Fish Taco, Birdhouse Skateboards, part of Huntington Beach skateboard distributor Blitz Distribution Inc., and California Speedway.
Archie’s five trucks are refurbished postal vehicles. Four of them are elaborately autographed by Steven Spielberg, Alice Cooper, Tony Hawk, Cyndi Lauper and others. The company’s white truck can be custom done for promotions.
“We’re not just about the ice cream, we’re about the Archie’s experience,” Raffi Keuilian said.
“Our trucks are rolling museums.”
Archie’s Ice Cream grew out of the brothers’ towing business, Archie’s Towing. The Keuilians learned how to tow and fix cars while working at their dad’s auto shop. When they started Archie’s Towing in 1988, they wanted to separate themselves from rivals by painting their trucks with bright colors and loud designs.
“We knew we were going to be tow truck drivers for the rest of our lives, but we wanted to be known tow truck drivers,” Shant Keuilian said. “We wanted to drive down the street and have people know that Archie’s was coming. That’s why our paint jobs were so flashy and bright.”
The company’s gimmick became a hobby. The Keuilians started looking for other things to paint. Their next big project: an ice cream truck. As an ode to their childhood, they bought a truck from their local ice cream man for $1,800.
The plan was to fix it up and take a stab at the ice cream business. The brothers spent $10,000 on a paint job, wheels, a six-foot long ice cream cone and a freezer. They took turns selling Popsicles, ice cream sandwiches and other treats.
Their wacky side project became known. From there, they started catering birthday parties, car shows and company barbecues, according to Raffi Keuilian.
“At first we just thought we’d sell ice cream out of a cool truck and get attention,” Raffi Keuilian said. “But then parents started asking us about events. We became like the jumper guy, people rented our trucks for birthdays and that led to business parties.”
Early on, the Keuilians worked the California Speedway in Fontana, handing out Big Sticks and Drum Sticks to more than 100,000 people.
“We got thrown into the fire early on and we learned a lot of lessons quick,” Shant Keuilian said. “When people ask us if we can handle a party of 8,000 people, we just laugh.”
Owning Archie’s has its perks: concert tickets, backstage passes, clothes, skateboards, etc.
Archie’s also has helped the Keuilians make friends and business ties, the brothers said. Archie’s ice cream is sold at nearly all Wahoo’s in OC. The company recently was on the Food Network’s “Unwrapped.”
The Keuilians won’t disclose yearly sales. They cater about 200 events a year, most of which are 300- to 3,000-person parties. A 200-person event in OC could cost up to $700, depending on how many flavors of ice cream.
The company buys ice cream from a distributor in Santa Ana and stores it in six 7-foot long mobile freezers. Archie’s Ice Cream and Archie’s Towing operate out of a commissary in Orange.
Eye Candy
A baby’s got to look good. Eyes Cream Shades Inc. in Irvine makes sunglasses for babies and kids under 10.
The company makes glasses with shatterproof polarized polycarbonate lenses. It names frames after flavors of ice cream. The glasses are made in China and sold through The Packaging Store in Irvine. They go for $20.
Faith Smith started the company in 2001 with $5,000 and also sells through eye doctors and hotels. There’s a Hollywood tie. The glasses have been on TV as product placements. Kids of Sarah Jessica Parker and Teri Hatcher have worn Eyes Cream Shades, according to Smith. She said she expects $1 million in sales in 2007.
Phone Bling
Fullerton’s Wireless Emporium Inc. sells wireless phone gear such as batteries, chargers, faceplates, cases, games and ringtones online. Eugene Ku and Tony Lee, best friends of Korean heritage, started the company in 2001. Web developer friends gave them the “homey discount” and built their first e-commerce site for a few hundred dollars, Ku and Lee said. The company’s revenue hit $1.6 million in 2006. Wireless Emporium has 11 workers and has outgrown its 4,000-square-foot warehouse, according to Ku and Lee. They’ll likely move in six months, they said.
