23-03-2025
TikTok's Taroni takes 'quirky' English concept to USA and is even 'knighted'
They went viral for their huge car boot markets in the West Midlands, earning thousands of TikTok views and appearing in a TV documentary.
Now, Birmingham's 'Car Boot Kings' have taken their concept all the way to the United States of America.
James Taroni, aged 49, flew out to California on Tuesday morning (March 13) to open a car boot at Coachella Valley High School on Saturday (March 17).
READ MORE: Meet Birmingham's Car Boot Kings whose idea has become a TV hit - and made them £3m
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Dad-of-five James, alongside his business partner Andrew Walsh, 49, has been paid by Tomes PR to take the quirky English concept across the pond.
Together, the pair run E-Boot Markets and Car Boots, which draw in thousands of customers at a time in north Birmingham. The pair were featured in a documentary called Car Boot Kings last year, which aired on Channel 4.
James travelled to the US alone, with Andrew holding fort back home. The event on Saturday proved a huge success, with James also appearing on daytime US TV for an interview.
Speaking ahead of his flight out, James told BirminghamLive: "After our Channel 4 documentary last year, we were approached by a PR company to open a car boot sale for a high school, Coachella Valley High School.
"In the States, it is all garage sales. They don't do car boot sales. There are markets and things, but not second-hand goods.
"They want to bring the idea to America. They want us to franchise it, school by school, state by state, to raise funds and establish a car boot over there.
"They want to use our brand, what we've created here in the UK. With all expenses paid, they are flying me out to Coachella in California so that I can do the first official UK car boot sale.
"So it's mega. It's literally first class (on the plane); they are really serious about it. They have created this board of governors to go forward and do a monthly charity fundraising.
"They want me to front it. They love our idea, they love the concept, and they love recycling and reusing. There's not really a negative with it at all.
"And they chose me from Sutton Coldfield and my best pal Andy. He is staying here and holding the fort, and I'm flying out to do it.
"They are going to film me arriving, officially opening the event, speaking to the people about operating it and running it, and just being able to relax and what I get up to in my own free time.
"They kind of want this quintessentially English tea and biscuits, so I have got to take some biscuits. They want to do, like, a picnic.
"I dress up as this king. They love the King over there.
"When I arrive, I will ride a horse into the place and jump off my steed. Then, there are people who are going to wave flags, and there will be cheerleaders.
"It's going to be a big affair. They are going to be videoing it."
James said the response before opening had been "really massive, wonderful," and about 100 traders were lined up.
On Saturday, James cut the ribbon at the event.
He arrived resembling the character of a 'king', and was given a red carpet.
A brass band also welcomed him by playing the English national anthem, God Save The King, while onlookers cheered and waved Union Jack flags.
James also 'knighted' one of the school's teachers, John Zembo, for his hard work in organising the event.
He was also filmed for a show with Monica Price, with the first episode set to air in May.
Meanwhile, James took part in an interview on US TV, appearing on US10 Radio and NBC TV Palm Springs, alongside Barry Tomes from Tomes PR.
Barry added: "The event was absolutely amazing; the greeting for Car Boot King James Taroni had the most spectacular greeting."
All proceeds raised from the event have gone to the school. However, there are plans to franchise E-Boot Markets and Car Boots in the future.
