(FORTUNE Small Business) – A leader in the $2 billion market for flashy custom wheel rims, DavinWheels is now reaching out to the masses. Its signature Revolution line, bright metal wheel rims that continue to rotate for several minutes after a car has stopped, is a hit with such celebs as Hulk Hogan and Shaquille O'Neal. But the rims' pricetag, at around $13,000 a set, has resulted in a leveling-off of demand. Now comes Revolution's chromed-out cousin, called StreetSpin, a new line priced at under $5,000 a set and aimed at young high-rollers-in-training. "This is our volume play and gives the high-schooler a chance to get in on it," says CEO Ian Hardman, 38, who along with buddies David Fowlkes and Hank Seemore launched DavinWheels, based in Providence, in 1997. With its rims designed to fit more than 125 vehicle models, $8-million-a-year DavinWheels expects StreetSpin to more than double its revenues over the next two years. --NINA SOVICH