What began with a pressure washer in a garage has grown into one of Stockton’s most recognized small businesses.
Alex’s Detailing, a professional mobile detailing service operated by husband-and-wife team Alex and Regina Caulfield, was recently named the 2025 Small Business of the Year by the Greater Stockton Chamber of Commerce.
“Alex and Regina have been amazing ambassadors for the Stockton Chamber and are huge champions for the city of Stockton,” said CEO Tim Quinn. “Their positive energy and love for Stockton is infectious. We are excited to be honoring Alex’s Detailing as our 2025 Small Business of the Year.”
For the Caulfields, the recognition reflects more than clean cars, it honors their deep roots, relentless work ethic and commitment to their hometown.
“Our chamber is everything to us,” Regina Caulfield said. “When we first started our business, Alex was the one who connected us to the chamber. The resources and relationships we’ve built through them have been so much more than we ever expected.”
Born and raised in Stockton, Alex Caulfield said it was important from the start to build a business that both served and gave back to the community.
“We’ve always been the highlight of every company we’ve worked for,” he said. “Eventually, we knew it was time to bet on ourselves and build something of our own.”
With certifications from the International Detailing Association and training under Renny Doyle, the detailer of Air Force One , the Caulfields say they have built their reputation on professional standards and hospitality. Before launching their detailing business, they spent more than 30 years combined in customer service, an experience that Regina says has helped them form strong relationships with clients.
“It’s about more than just cleaning a car,” she said. “We get to know our clients personally — their routines, their birthdays, their dogs. We’re part of their lives, and they’re part of ours.”
That personal connection extends into their business model, they say. The couple operates from a fully equipped mobile detailing van that brings shop-level service directly to homes, workplaces and even Costco parking lots.
“We realized quickly that people wanted convenience, but not at the expense of quality,” Alex said. “So, we became a shop on wheels.”
As proud members of the Detail Mafia, a national network of professional detailers, Alex’s Detailing also participates in annual charitable projects, including providing free detailing to veterans, first responders and local fire departments. This year, Alex was selected to join the prestigious Air Force One Detailing Team in Seattle — becoming the first detailer from Stockton to do so.
“Being selected to help preserve such an important piece of history while representing Stockton was a huge honor,” he said.
Despite the recognition and growing demand, the Caulfields aren’t planning to scale up they say. Instead, they’re focused on preserving the high-touch service model they say that that built their business in the first place.
“We’re not looking to expand beyond the two of us,” Regina said. “We just want to take care of the clients we have, build deeper relationships and enjoy the lifestyle we’ve created.”
The couple’s advice to other small business owners? Learn to say no and don’t lose sight of the moment.
“It’s easy to get caught up in what could be,” Regina said. “But sometimes you need to pause and celebrate what you’ve built.”
Their business has grown organically, they say, fueled by strong relationships, word-of-mouth referrals, and a reputation for excellence, building their brand through trust, consistency and community engagement.
“Our customers are everything,” Alex said. “Their support, their loyalty — that’s what keeps us going. This award isn’t just a milestone for us. It’s a reflection of what’s possible when a community shows up for its own.”