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Started in the Fall of 1991, First Choice was born from a desire to succeed. "I knew I was going to do something, but I wasn't exactly sure what" says Charles, who retired from the Boston Police Department in 1999. "Originally, I considered real estate, but decided on the limousine business, as a result of my interest in providing a service to people." A native Bostonian and oldest of five children, Charles was instilled with a sense of achievement by his mother who reminded him that "you can achieve your goals, but there will be obstacles." Obviously undaunted by life's obstacles, today Charles proudly manages a fleet of vehicles that includes limousines, passenger vans, executive sedans, and specialty cars such as Bentleys and Excalibers. "A lot of people think of limousine service as only stretch limos, but it's much more than that" explains Charles. "Limousine means a luxury, chauffeur-driven vehicle that can be a Jaguar, Lincoln Town Car, a van or bus." "It's a very customer focused business. I hold myself personally responsible for guaranteeing that our service lives up to the customer's expectations. A chauffeured ride may be routine to some, but it is anything but routine to us. It's the life blood of my business, and as such, every traveler and trip is a priority of the highest order." To show his appreciation, each year Charles holds an Appreciation Banquet to say thanks to his employees, clients, and business associates. "The banquet is an opportunity for my staff to network with the clients they have driven around, and for other companies to build relationships." Additionally, Charles is able to boost morale, which invariably helps his business grow. While weddings traditionally account for a large portion of First Choice's business, they have also managed to carve out an interesting new niche called "Baby's First Ride Home." A beautiful white stretch limousine arrives at the hospital to pick-up mom and baby. Once inside, the new mother receives a gift basket plus a bottle of non-alcoholic champagne to toast the arrival of her new angel. "It's a very important moment in a woman's life that should be celebrated in a variety of different ways' says Charles. When not managing his vast array of vehicles, you might spot Charles in the DJ's booth at a function or event. "My DJ service dates back some twenty years when I offered it as a hobby. A few years after starting First Choice Limousine, I realized that I had two businesses that actually complemented one another. If I could transport customers to a prom or company party, I could just as easily provide music for the event" explains Charles. Never one to rest on his laurels, Charles is looking ahead to upgrading his fleet, and ultimately to the construction of a new office facility and garage. "I know there will be big challenges ahead, particularly in the current economy. But I'm prepared to adapt, improvise, and overcome."
For DJ services for all occasions, contact C.C. Sounds at 617 436-0116
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"Adapt,
Improvise, and Overcome." These three words have characterized
the tireless energy and dedication to self-empowerment of Charles Muhammed,
owner of First Choice Limousine Service in Boston.