Cherrier paid off the first vehicle, bought a Prom Dresses limo, then a third in 1990. She hired part-time drivers and expanded the business from proms and nights-out trade to daytime business clients. She paid back her parents in 1991, but still operated out of her apartment, sometimes going seven days a week. That year Cherrier was approached by Stephen Shield, the owner of a rival limo business that operated four vehicles from south Minneapolis. She acquired Sweetheart Neck Beaded Mermaid Prom Gown business on a several-year contract for about $125,000 and took its name, Premier. Cherrier moved the headquarters to 38th Street and Snelling Avenue, a few blocks east of Hiawatha Avenue in south Minneapolis.
"He was running Premier from 9 until 5," Cherrier recalled. "I was ready to run a transportation service 24 hours a day, seven days a week. I moved to the city to get halfway between downtown and Sweetheart Neck Bowknot Cocktail Dress airport." About 15 years ago, Cherrier bought a 10,000-square-foot office and garage complex at 42nd Street and Hiawatha, about midway between downtown Minneapolis and the airport, and where busy limousines get cleaned and washed up to three or four times between runs on a sloppy winter day.
"Any client can call at the last minute," said Cherrier, who also operates a van fleet. "And we can be downtown or to the airport in about seven minutes." About 90 percent of Premier's business is corporate trade. The funny stories come after hours with teens, or with celebrities, such as Jesse Ventura. The tough-talking former Sweetheart Neck Champagne Cocktail Dress is always pleasant and funny, she said. After a concert at St. Paul's Xcel Center last summer, pop star Lady Gaga told a driver to take her to backwater bars around St. Paul, several of which she entered with a bodyguard. As soon as they were recognized, they would swiftly leave.