Tarasha Payne has always been driven to succeed. Born in North Mississippi and raised in Memphis, she learned early the value of hard work, resilience and family support, qualities that would later shape her entrepreneurial journey and the success of Grandeur Service.
Growing up in a large, close-knit family, Tarasha describes herself as a tomboy who could often be found playing sports with her older brothers and cousins. Her determination and competitive spirit were evident even then. It was during those years that her future husband, Keith, first noticed her athletic ability when he saw her confidently playing football in the neighborhood. Years later, after Keith returned from military service, their partnership would become both personal and professional.
While still in high school, Tarasha became a mother to a son with special needs. Rather than allowing challenges to slow her down, she remained focused on building a stable future for her family. After graduation, she continued her education locally, first attending Southwest Tennessee Community College before transferring to Christian Brothers University, where she studied finance and accounting.
During this time, Tarasha worked at the Junior League of Memphis, where she gained valuable professional experience and mentorship that helped shape her career. She balanced college, work, marriage and raising two young children while her husband worked as a long-haul truck driver during the week. Her strong work ethic helped her steadily advance in the accounting field, all while helping support her growing family.
Tarasha eventually combined her financial expertise with Keith’s transportation experience when they helped grow her family’s trucking business. This experience gave them firsthand knowledge of logistics, operations, and customer service—skills that would later become the foundation of their own company.
In 2020, Tarasha saw an opportunity. During the pandemic, she and Keith recognized a need for professional, reliable black car transportation services that were accessible not just to executives, but to everyday people. Seeing both a market gap and a chance to build something meaningful, Tarasha took the lead in creating what would become Grandeur Service. “We wanted to create something that felt professional but still accessible,” she said of the early idea.
Inspired by her grandmother who helped raise her, the company name reflects her deep connection to family. Today, that same family-first philosophy remains at the heart of the business. Grandeur Service operates with a trusted network of family drivers and a growing fleet of luxury black vehicles. The company provides transportation within a 300-mile radius of Memphis and can also source specialty vehicles when needed.
What sets Grandeur Service apart is its attention to customer comfort and safety. Clients receive a driver profile before pickup, helping create a sense of trust and professionalism that reflects Grandeur’s commitment to personal service. “That personal connection matters,” Tarasha believes. “People want to know who they’re riding with.”
Looking ahead, Tarasha has an even bigger vision. Inspired by her own experiences as the mother of a child with special needs, she hopes to expand Grandeur Service to provide transportation for high-functioning individuals with special needs who are able to work but unable to drive themselves. Her goal is to create opportunities for independence where current transportation options fall short.
Tarasha believes this next phase will take careful planning, licensing and development over the next few years, but she is committed to making it happen.
Today, Tarasha continues to lead Grandeur Service with the same determination that has defined her life. With Keith as her partner and her family as her foundation, she is not only building a successful business but also creating opportunities to serve her community in meaningful ways.
We wanted to create something that felt professional but still accessible.