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Meet Black Widow Customs and Owner Brian Rice

Today we’d like to introduce you to Brian Rice.

Brian, please share your story with us. How did you get to where you are today?
Black Widow Began in 2013 with a rich history in automotive performance and customer appreciation. I started a company in 2000 working on all import cars, giving high horse power to Subaru’s, Hondas Mitsubishi and more… In 2013, we wanted to expand into the off-road world with Jeeps & Trucks. So my then 17 year old daughter Amber who had been working with me at the shop in between school since she was 7 years old loved the idea my wife and I decided to create Black Widow Customs.This would pave the wave for her future, Something we could guide her and when the time was right she would take over the family business. In 2017, we merged WildCards and Black Widow together because of the growth we were experiencing. We needed to come together as one company and build for the future. We now have done builds for Players on the Boston Bruins, Manchester Monarchs NH Fisher Cats and Businesses like Sylvania Lighting as well as  people from all over the country. We have in 4 years grown to almost 50,000 people on Facebook. My Shop Manager Nathan Grace is a 24 year old who is amazing technician. I have not seen such work ethic in many years especially from someone of his generation. Our company is very family oriented. We want our customers to feel more than a just a number and would like for them and their family to continue a relationship with our business after the sale. We host customer appreciation days, bbq’s and attend wheeling events of which we encourage them all to attend with us. We strive for customer service excellence at Black Widow Customs.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Because I have been in the industry since 2000 I was a little ahead of the game with knowledge and marketing. Black Widow Customs grew extremely fast and with the team we put together have had great success and growth.

Black Widow Customs – what should we know? What do you guys do best? What sets you apart from the competition?
We specialize in Jeep and Trucks. We build off-road vehicles for everyone’s needs. If you’re looking for that vehicle that just looks great all the way to Rock Crawlers we can build it.

What is “success” or “successful” for you?
Success for me has been the ability to love what I do and give the same opportunity to my daughter and our staff. I want to see them grow and mature as a group and be here a long time. Obviously the goal is to make money. However we re-invest back into the people and the business. Without my staff we don’t have a business. So It is very important for me to make sure they can also take care of them-selfs and raise their families.

Contact Info:

  • Address: Black Widow Customs
    51 Kosciuszko St
    Manchester NH, 03101
  • Website:
  • Phone: 603 624 0400
  • Email:

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