Home Automotive Pink Power! Sarah Boim’s Inspirational C10 in the City Truck

Pink Power! Sarah Boim’s Inspirational C10 in the City Truck

Pink Power! Sarah Boim’s Inspirational C10 in the City Truck

Sarah Boim’s C10s in the City Truck

The only thing hotter than an Atlanta summer is the car scene, and possibly one of the fastest growing downtown shows—C10s in the City. Chances are you’ve seen the coverage right here in these very pages, but how much do you know about the team behind it?

Sarah Boim (@sqrbdy_c10) and Rick Cheesemen, her partner, love to ride all types of rides. But they are particularly passionate about all things GM. The fact that they live in Georgia, and attend all local shows, gives them the desire to see rides from around the world. But not all of the trucks they’ve seen in the city were meeting up at the same spots, so in July 2021 they started the first C10s in the City in East Atlanta with 60 trucks registered. Last year’s 2023 show had over 500 trucks registered, with the spotlight shining on Sarah’s own SQRBDYC10 pink truck posted up at the Auto Metal Direct booth.

First owned by Phil Cato, Sarah set out to start her own Squarebody project, saying she now truly understands what it’s like to have “an experience everyone else has had just working for years on something.” For two years she and her crew worked on this ’86, completing it two days before its debut at her show. Mike Howe of Howe’s It Doin Garage did the 5/7 drop with a McGaughys lowering kit, along with install of Auto Metal Direct products supplied by Eddy Cebreco, Jason Chandler, and Zach Huckleberry. The truck also features 20×8 and 20×11 Detroit Steel Wheel Delrays that have been powdercoated by Custom Coaters of Atlanta, and then ceramic-coated by Hook’s Detailing to give them that chrome look. The custom-painted SQRBDY Logo is also a nice touch.

The attitude of the woman I met was what really struck me. She has no quit. Naturally she’s a fighter, not just for herself but for everyone…  

If you buy the truck from Cato, then of course you will have to put one of his bench seating in it. Cato’s former apprentice runs Atlanta Stitchworks and he did the inserts with the same leather from the seat. Wes and Jeremy, familiar faces from the United by Trucks Channel, were also involved. When it’s crunch time, you know who your true friends are!

Sarah is a survivor of breast cancer. She has a pink ribbon attached to her truck. All proceeds of her show’s raffle go directly to the Pink Fund. She says that most financial aid is directed towards medical costs. When you spend most of your energy on your health and not your finances, it’s hard to pay for gas, groceries and household bills. The Pink Fund alleviates that stress, with financial aid that helps with the “other part of the fight.”

After the concert, Sarah and Rick gave me the opportunity to explore Decatur’s art district. We hit the iconic Outkast Mural, captured rolling shots in front of the Majestic Diner, and got a contact buzz behind The Junkman’s Daughter. Brembo, the poodle, sat in our shotgun as we worked. Light painting is one of my favorite photographic techniques. Front and rear 3/4 shots were taken next to the dark and creepy house which has been abandoned for unknown reasons. We won’t forget trying to wash away the strange moaning sounds with IPAs after the shoot.

This truck embodies the missions that C10s in the City stands for—building communities through our industry, celebrating everyone who makes up those communities, and supporting everyone involved. After hanging out with Sarah, I can say she’s one of the most driven people I’ve ever met, with a fierce passion for helping those in need. She is aware of the gaps where people fall and works to close them in order to make a better life for her community.

Remember to be fearless, both for yourself as well as others. It’s that mindset that created our industry, and also preserves it.   

The attitude of the woman I met was what really struck me. She has no quit. Naturally she’s a fighter, not just for herself but for everyone, and I hope she feels that sense of pride every time she takes her truck out. I find that the builds with a narrative are the ones that really stand out. The story of this build reads as one that is fearless.

Sarah and I sat at the table for dinner. I told Sarah her mother told me that she was very proud of how Sarah presented herself in our interview. Sarah laughed and said, “Well when you go through something like cancer, nothing really scares you anymore.”

Remember that you can be brave for yourself and other people. Set goals, get involved in your community, and don’t be afraid to be bold. It’s that mindset that created our industry, and also preserves it.



  • Sarah Boim
  • Decatur, GA
  • 1986 Chevy C10 Squarebody


  • Auto Metal Direct grilles, emblems and bezels – all the replacement grilles parts
  • Auto Metal Direct rear and front bumpers and brackets
  • Auto Metal Direct 4×6 Gen2 (with bulb cover and reflective background ) small square headlight conversion kit with 10,000 LM H4 LED bulbs and harness adapters
  • Vastine’s Garage pinstripe kit
  • Glazier Billet Works offers custom billet emblems
  • Performance Window Tinting in Carrollton, GA offers window tinting.
  • Custom Coaters ATL of Marietta, GA, powdercoated tailgate bands and moldings.
  • Paint correction and ceramic coating for the whole truck by Hook’s Detailing
  • NuJay Fabrications in Warner Robins, GA created this front plate metal design for C10s In The City.


  • Auto Metal Direct has door sill plates and other accessories, including power door lock switches and window switches.
  • Atlanta Stitchworks custom door inserts
  • Cato Custom Upholstery – Customized Seat and Wrapped Interior Pieces
  • Lowering parts installed by Howe’s It Doin Garage, Dallas, GA
  • McGaughys 5″/7″ Lowering Kit
  • Moser Axles 1981-’88 GM Truck (2WD) spline 28 cut 2-3/4” on each side

Tires and wheels

  • Detroit Steel Wheel Delray 20×8, 5×5.5 lug pattern, 4.5 backspace
  • Detroit Steel Wheel Delray, 20×11, 5×5 lug pattern, 3.25 backspace
  • Detroit Steel Wheel baby Moon center caps
  • Custom Coaters Atlanta powder-coated wheels and moldings, as well as tailgate bands.
  • SQRBDY painted logo on hubcaps
  • Ceramic coating of wheels by Hook’s Detailing
  • Continental 255/35/20 tire and 315/35/20 tire

Pink Power! Sarah Boim’s Inspirational C10 in the City Truck appeared first on Street Trucks.

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