tattoo and piercing studio, while highlighting the important aspects particular to this industry. In writing this book, our hope is that you, the reader, will open a studio that benefits the tattoo and piercing industry. Opening a clean, organized, and safe studio will benefit the industry as a whole and it will also benefit your business.
You will find many books out there on how to become a tattoo apprentice and they will go into detail about the industry from that perspective. This book is from the perspective of a successful business owner and it will help you start your own studio from the beginning. This book will help you get on the right track to running a successful tattoo and body piercing studio.
1
Is This Business Right for You?
In most areas in North America, you don’t need to be an artist or piercer to start and run your own tattoo and body piercing business. However, you do need to do the research and have an understanding and respect for the industry in order to make it.
Many studios fail due to the owner’s lack of business skills. Many artistic types of people are not cut out to do the business side, just like not all businesspeople are qualified to become tattoo artists or body piercers. Starting and running a business requires just as much skill as the services (i.e., tattooing and piercing) you are offering to clients. A balanced combination of understanding business aspects as well as the artistry is crucial in this industry. If you are getting into this industry just for the money or lifestyle, then your business may be doomed from the beginning. You need to love what goes into creating the art and understand how to run a business in order to succeed.
The tattooing and piercing industry can be very competitive and territorial. Note that if you are opening the studio as a businessperson as opposed to a businessperson/artist, you may not get a lot of support, understanding, or information from others in the industry. Also note that in some locations in North America, you cannot own a studio without having at least a 50 percent partnership with someone who is a licensed tattoo artist. You can find this information by reading the regulations set out by your state or provincial government. The website EveryTattoo.com includes information about each state’s laws; however, for the most up-to-date information, check with your state or provincial government.
Your decisions and responsibilities in this industry reach far beyond what type of advertising to choose or what decor to go with; the reality is your decisions could result in infections to clients, allergic reactions, severe illness, or in some extreme instances, death. Tattooing and piercing should be viewed as minor surgical procedures by the artists, piercers, support staff, and owner.
Also, many moral and ethical decisions will be encountered, such as whether to allow faces to be tattooed, whether to allow names to be tattooed, whether you will purchase a lower-quality ink that contains heavy metals even though it is legal but will limit the customer from ever having a medical MRI in the future. What about purchasing body jewelry that contains nickel because it’s less expensive, even though most people have an allergy to nickel? These are just a few of the many decisions you will need to consider when opening your studio.
Passion may keep you interested but you should continually be looking for ways to improve and grow your business. This in turn leads to success and innovation. When people think that they know everything is most often when failure occurs.
Before you begin writing your business plan (as discussed in Chapter 3), consider the topics in this chapter. You need to know if this is the right business for you. Motivation, thick skin, connections in the industry, financial savings, and support from others are all things you will need to get started and to continue if you want to succeed.
1. You Must Have Motivation
It can take two years or more before you finally make a profit. So you will need to have the motivation to stick with it until you can make money for all your hard work.
When you are setting up your business you will put in a lot of long hours. When you finally open the doors the long hours will continue until you can afford to hire the staff to help you. Many new business owners suffer burnout from the effort and stress involved in setting up and then running a business. Be prepared mentally for this strain.
Take a good hard look at what type of worker you are. Are you self-motivated or do you need someone to push you to get things done? If you are not self-motivated, and you have a lot of tasks left undone in your current job or home life, this may be an indicator that you will not perform well as a business owner.
If you don’t understand how to do something, will you do research to find out how to go about the task the right way or will you just wing it and hope for the best? If you are serious about opening a business, then you will need to do the research. Reading this book is a good start, but you will still have to find out information after reading it, such as what are the health regulations in your area? What are the zoning laws? What type of insurance do you need? These are all questions you need to find answers for among many more, in order to open your business and make it a success.
In your current job, do you need praise in order to feel motivated? As a business owner, you will not have a boss to give you praise. Instead, you will need to make sure your business is running smoothly and that your clients return happy in order for you to feel like you are doing a good job. Some days will be hard and filled with complaining customers, while other days you may find your customers filled with the joy of having a beautiful piece of art on their skin.
2. You Must Have Thick Skin
Not everyone will be happy that you are opening up shop in their neighborhood. You may have opposition. It is not unusual for people to protest something they don’t understand or support. How will you deal with protestors outside your shop demanding you shut down your business?
What if you found the perfect location to rent in a strip mall, but the neighboring businesses refuse to allow the landlord to rent to you? Will you get mad and yell at them or will you try to talk to them about it? Maybe you will have to consider a different location and let that place go. (See Chapter 2 for more information on finding a good location.)
You may also encounter criticism from others in the industry who do not want a similar business setting up shop in the same area or city. How will you make your studio different or get along with others in the same industry located in the same area?
As mainstream as the industry has become in recent years, there is still a fair amount of stigma attached to operating or working at a studio. How will you deal with the prejudices and opinions of other people when you tell them what type of business you own? As an owner you are the frontperson of your business. Always. No matter where you are, your responses and interactions will have direct impact on your business.
As you can see, you need a thick skin to start up and successfully run a tattoo and body piercing studio. This type of business, more than other small businesses, can have a lot of unexpected challenges. However, if you are determined and have a plan, then you can get through any opposition you face.
3. The Importance of Connections in the Industry
Connections in the tattoo and body piercing world are important. You need to find good artists. Businesspeople who lack artistic talent themselves may have a harder time attracting artists to work in their studios as they may lack an understanding of the needs and requirements of the artists. However, many artists like to concentrate on the artwork and not the business aspects, so you may find some artists that are willing to work for you doing the creative work while you deal with the paperwork.
A new studio may have trouble attracting veteran artists due to the fact that it’s new and hasn’t proven itself yet. It may be easier to hire newer artists who need a break into the industry, but you will still need to know where to find good artists. So where do you begin?
You begin by researching