Starting a business is an exciting but challenging process. This guide will walk you through the essential steps to help you build a successful tattoo business, including important insights about the industry new studio owners need to know.
Researching the Industry in Your Area
Before diving into your business, you’ll want to understand the landscape you’re entering. Different areas have different tattoo trends and different levels of shop saturation.
In your chosen markets, figure out:
- How many studios are near your potential location
- How busy those studios are (do they accept walk-ins, or are they booked out weeks in advance?)
- What types of tattoos are popular in the area. Check out local artists’ Instagrams to see what customers tend to gravitate toward.
Analyze what works and what doesn’t in your chosen market, and look for gaps that your business can fill. For example, studios focused primarily on “tiny fineline tattoos” are doing well in certain markets because a large number of female clients are looking for dainty tattoos but aren’t interested in going to a traditional tattoo studio.
Location Strategy
Choosing the right location is important because it can make it easier to attract customers.
Consider factors like your target market (ex: placing studios in “artsy” parts of town, near bars and restaurants, etc.), foot traffic, as well as how close you can get to “customer hubs” like colleges or army bases, where a large group of clientele lives close together.
Like all businesses, you’ll need to be aware of being zoned properly. However, tattoo studios come with a few extra stipulations. For example, in some places, you’ll need to be a certain distance from schools and churches. You’ll also need to make sure your location is properly set up to have a sink at each tattooing station and has enough space between stations for safety.
Creating a Brand Identity
Your brand is the personality of your business. Considering the research you’ve done on who gets tattooed and what style of tattoos people get in your prospective area, what aesthetic will work best?
For example, a big city where businesspeople are very often clients, a more modern and streamlined look might work well for you. If you’re in an area where people like Traditional tattoos, you might go for a rustic or mariner theme. Choose colors, fonts, and a general aesthetic based on that target audience.
Talk With the Health Department
Because tattoos are technically an “open wound,” you’ll need to work closely with your local health department to make sure your studio is compliant with all their requirements.
That includes:
- Registering your business
- Obtaining proper licensing and permits
- Health and safety certifications
- Zoning permits
- Insurance
- Biohazard waste disposal
You will also need to ensure that each artist who works in your studio is licensed. Some states do not require artists to have licenses. In that case, make sure every artist has their Bloodborne Pathogens certification.
You will also have a health department representative come to the studio and sign off on your space. They will primarily be looking to make sure that you have a “spill kit,” are using proper disinfectants like Madacide and Cavicide, and that each station has enough single-use needles and grips. They’ll also check that every station has access to hot water with a sink connected to city water services.
Staying compliant with regulations is key to maintaining your business’s reputation and longevity.
Building a Team
Your team is one of the most important assets of your business. Start by hiring artists who are both professional and passionate about your industry.
Tattoo artists should be able to present you with their license or a tattoo school certificate (if applicable in their state) as well as their Bloodborne Pathogens certification and a portfolio of tattoos they’ve done. When looking at their portfolio, make sure that the tattoos are high-quality and that the background of their photos looks clean and professional.
If someone has a couch or blanket in the background, or they’re clearly in their own home that is not sanitary practice. Artists with a plain background or have their tattoo table wrapped with saran wrap are displaying sanitary practices.
If you are not going to be tattooing, you can designate a “head artist” who will act as a manager in your stead.
It’s highly recommended that you hire an additional person to run the front desk. This can be an apprentice who is learning under one of your artists.
If you are going to be offering additional services, like piercing, make sure you get licensed for that as well. You will also need to go through a similar process for hiring a piercer.
Marketing and Online Presence
A strong marketing strategy is essential to attracting customers and building your brand. Start by developing a comprehensive marketing plan that includes both online and offline tactics.
Use social media platforms to showcase your business, engage with your audience, and share content that highlights your artists and their work.
A professional website is also crucial—it should be easy to navigate, show off pieces from your artists’ portfolios, offer a way to book an appointment or consultation, and be optimized for search engines. Additionally, consider using email marketing, online ads, loyalty and referral programs, and customer testimonials to strengthen your online presence and reach a broader audience.
Throw a Flash Day
Most new tattoo studios throw a “flash day” as their grand opening. Flash days offer clients very small, simple tattoos (“flash tattoos”) for a bargain price, anywhere from $20 – $75. The goal is to get as many people to come to the studio as possible.
This is a great time to introduce your studio to lots of new clients and offer them incentives to come back for larger pieces in the future. Offering food or getting other local businesses to join your event is also a great way to draw people in.
Final Thoughts
Starting a tattoo business is an exciting venture.Understanding the market as well as the health regulations for your county and state will make sure that your studio has the solid foundation it needs to succeed.
By creating a solid brand and a team of exciting and passionate tattoo artists, you’ll be able to establish a strong presence in the local community and begin to draw in customers.