Lady Jane Turns 20!

Legacy Business Raises the Bar by Going the Extra Mile

by Ann Wood

A Legacy on the Move

In an area where visitors come and go with the tide, and locals juggle the high season’s chaos with off-season boredom, reliable transportation has long been a quiet but critical need in the Outer Banks’ community. And for the past two decades, no name has been more synonymous with reliable transportation than Lady Jane Taxi.

This year marks 20 years since Jane Martins first applied her name onto the side of a cab and took the wheel as the original Lady Jane. What began as a one-woman venture with a van purchased from Corolla Cab, became a mainstay of Outer Banks transportation—trusted by locals, leaned on by bouncers and bartenders, and often chosen over the rising tide of ride-share apps for its reliability, character, and authenticity.

The Woman Behind the Wheel

Before founding the company in 2006, Jane Martins had already logged a decade behind the wheel for other cab companies up and down the beach. She knew the ins and outs of the job, but she also knew she wanted to do things differently. “All the bosses were unpleasant,” she says candidly (but using slightly different language).

With help from a friend at Corolla Cab, who sold her a van, Jane went through the labor-intensive process of establishing her own operation: lettering, numbering, top light installation, monthly insurance—all before she could even apply for a permit. “It was pricey to start,” she remembers, “but worth it.”

From the beginning, her business was customer-focused. Her initial setup included just three cabs, but they were paid off within a year thanks to a strong local following. At its peak, Lady Jane ran eight cabs, although “that only lasted about a week,” Jane laughs. “Two of them broke down, and I had to buy another.”

Through Thick & Thin: Lady Jane’s longevity can be attributed to a determination to go where others can’t, or won’t. Unlike Uber or Lyft, Lady Jane is often the only transportation service operating during storms, from hurricanes to snow. The company even runs a dedicated vehicle in the remote 4×4 beaches of Carova. Photos provided by Jonathan Jones.

Jane’s pricing was designed with accessibility in mind. Uber might quote $150 for a trip from Kill Devil Hills to Duck, Jane charged $38. She carved out a niche by being both affordable and familiar. Her drivers became neighborhood names. Wayne, one of her most beloved drivers, ran a karaoke cab, belting out tunes with passengers on late-night rides.

But being a small cab company came with challenges. Getting drivers permitted under the Town of Nags Head’s strict regulations was no small task. Background checks, annual inspections, and costly insurance were all part of the deal. “Things started to fall off when Uber and Lyft came to town,” she says. But it wasn’t just the competition. Town regulations were weighing on her. In all her years, Jane was only granted one rate increase.

By 2017, it was time to pass the torch.

A Pandemic, and a Pivot

Robin Parsons-Rector, a catering consultant with deep local ties, took over in 2017. Though transportation wasn’t her first passion, she immediately saw Lady Jane’s potential.

She steered the business through one of the most unpredictable periods in modern history. As COVID hit, tourists stayed away in droves, but the airport runs didn’t stop. In fact, they increased, giving her a new opportunity to cater to a different clientele. She brought in younger drivers, which helped attract younger customers and re-established the business in a changing nightlife scene.

“You get to know the bouncers. They call you when they need someone taken home. You get to know the lifeguards,” Robin explains. Relationships were key. At one point, Lady Jane had seven cabs on the road under her leadership.

Her dual role as a caterer and cab company owner became increasingly difficult to balance. Food and parties were her first love, and eventually, she had to make a choice.

By 2023, she was ready to sell. But she remains proud of her years behind the wheel. And when asked if she’d ever drive again, she doesn’t hesitate: “Of course!” Current owner, Jonathan Jones says he’d hire her back in a heartbeat.

In 2023, Jonathan Jones took over the reigns of Lady Jane Taxi. While determined to continue the legacy of the company, he’s hoping to recruit younger drivers to help connect with younger clientele. Through three owners, ride-share disruption, and a pandemic, Lady Jane has weathered it all. Photo by Dave Uhrin.

A New Look, a Familiar Name

In 2023, Jonathan Jones took over the company, bringing with him years of construction experience and a clear vision for the business’s next chapter.

The job appealed to him for both personal and professional reasons. After COVID disrupted his construction business, he was looking for work he could age into, and saw potential in a business that had proven itself resilient.

He initially entered into a partnership but quickly became the sole owner. He inherited four cabs from Robin and immediately set to work updating the brand. The iconic hibiscus flowers are gone, replaced with sleek black and chrome branding for a more polished, upscale look.

“I kept the name because everybody knows it,” he says. “But we made it cleaner, sharper. And I’ve got the best cabs on the beach right now.”

Jonathan is focused on expanding his customer base by emphasizing reliability, personalization, and versatility. He’s particularly proud of serving the local community’s everyday needs: rides to work, the store, schools, and sports practices. “The cab business isn’t just about drunks,” he says. “It’s about getting people where they need to go.”

He also handles the occasional long-distance fare. In the last year, he’s driven customers as far as Queens and South Carolina—in both cases, because commercial flights weren’t an option. One passenger couldn’t fly due to immigration status; another because he was carrying a firearm.

Still, the challenges of running a regulated cab business remain. Ride-share companies like Uber and Lyft don’t have to follow the same rules: no background checks, no commercial insurance, and looser vehicle requirements. “It’s hard to grow and improve cars when you’re held to standards others aren’t,” Jonathan explains. Cabs need annual inspections, and each one carries over $2,500 per year in liability insurance alone. Lyft and Uber vehicles don’t.

Nightlife, once a major source of fares, has dwindled, putting further pressure on local cab companies. Jonathan now runs four cabs daily, with three more ready to hit the road if business justifies it. He’s eyeing younger drivers to help connect with younger clients, and hopes to bring in experienced tradespeople from the construction industry who are looking for less physically demanding work.

“What makes a difference is having drivers people know and trust,” he says. “It’s about relationships.”

Passing the Torch: Over the years Lady Jane Taxi has evolved, having three separate owners since it was established in 2006. Pictured (from left to right): 2nd owner, Robin Parsons-Rector, Jane Martins (original owner) and current owner/operator, Jonathan Jones. Photo provided by Jonathan Jones

Looking Ahead

As Lady Jane Taxi Service celebrates its 20th summer season, it stands as more than just a cab company. It’s a reflection of the Outer Banks itself: independent, adaptive, and full of character. Through three owners, ride-share disruption, and a pandemic, Lady Jane has weathered it all.

For Jonathan, the goal is clear: keep the business moving forward while honoring its legacy.

“We don’t just drive people,” he says. “We get them home safe. We see their kids off to school. We’re part of their lives. That’s what this business has always been about.”

Whether it’s a $10 ride to the grocery store or a $200 trip to the airport, Lady Jane Taxi continues to deliver more than transportation. It delivers trust, connection, and a bit of local spirit—one ride at a time.

Author: Ann Wood