Taking care of cash, bookkeeping, and taxes is not what most tattoo artists set out to do. Removing the administrative side of operations for these artists is the magic behind how Michelle Ferber and Stephanie Conforti, the mother/daughter duo founders of Atticus Tattoo, have created such a successful business.
Neither Michelle or Stephanie are tattoo artists. What they are is highly skilled businesswomen who saw an opportunity to build something creative. Drawn by the works of art and inspirational atmosphere the artists brought to the table, their goal was to create more than just a tattoo studio. Michelle and Stephanie had a vision of building an environment filled with talented and diverse artists where they could thrive, and where clients would feel safe, dispelling the stigma tattoo studios often carry.
“We wanted to build a collaboration between our business mindsets and the artistry they bring,” says Stephanie.
Michelle, the mother in the mother/daughter team, has an extensive history running family businesses. Stephanie focused on business in her education. Together, the two now manage the many behind-the-scenes aspects of running their studio, from marketing and payroll to content, advertising, and day-to-day business operations.
“They don’t need to be working on the backside of the studio operations,” says Michelle. “They get to do what they are good at, we get to do what we’re good at, and it’s mutually beneficial.”
For over a decade, Stephanie and Michelle have successfully owned, operated, and grown Atticus Tattoo, building it into the thriving business it is today. During that time, they’ve seen the industry shift from a dark and dingy reputation to today’s mainstream and diverse environment where everyone from teenagers to seniors are getting tattoos. One of their favourite client stories is about a couple in their 80s who came in to get matching heart tattoos.
Their success in this and their other ventures is also due to hiring criteria. The tattoo studio offers diverse artist skills sets, and personality and value alignment are prioritized when interviewing potential artists.
Another factor is emphasizing a high quality experience for each client. Each studio is bright, safe and welcoming — the opposite of the stereotypical ‘badass’ tattoo parlour.
With clientele from all walks of life including serving a bachelorette party all the way to creating a tattoo for someone who just lost a parent, it’s crucial the Atticus team be able to meet the needs of everyone who comes in the door. Although the requirements for every single client are different, the experience and how they are treated has to always remain the same high quality.
“It’s important to put ourselves in the shoes of the people we serve,” says Stephanie, who regularly goes through every step of the client journey, from walking in the door, to sitting in the reception area, to listening to how staff speak to clients. “That way I can see if anything needs improving.”
Stephanie adds that they are always looking to enhance the client experience and to ensure that it never slips.
When Michelle and Stephanie founded Atticus, there were times when they didn’t always get the immediate respect others might have had in what was once a male-dominated industry. The lack of respect might also have been because they weren’t tattoo artists, and others thought they didn’t know what they were doing.
The plan was not always to found a business together. When Stephanie was in university, she hoped to do something on her own, which was natural for someone at that age. But over the years she has been in partnership with Michelle, she has found working with a family member to be highly positive.
“I get to spend double or triple the time most people get to spend with their families, so for me it’s a special opportunity,” says Stephanie. “It just took me a minute to realize that at the beginning.”
“I feel so fortunate that she loves me enough to spend that much time with me,” Michelle adds with a laugh. “We’re blessed to work with our children — my husband and my son work together on some of the other businesses and this was an opportunity to let the boys do their thing and for me to spend time with my daughter.”
“It’s important to love what you do, but we get to love what we do, love who we do it with and love who we do it for,” says Stephanie.
With different personalities and skill sets, the two are able to contribute in complementary ways to support their team. The two women also share a set of values and a drive to succeed, pushing each other further than they might if the other person wasn’t a family member.
Working with family also means there’s a deep level of trust which doesn’t come automatically in another type of business arrangement. Both Stephanie and Michelle are willing to do whatever it takes to make the business succeed. They both always seek the next mountain to climb or the next achievement.
They have also learned to have the kind of resilience it takes to be butting heads at work and still be able to go to the family barbecue.
The co-founders credit their success to the team they have built: a group of skilled artists and friendly and accessible reception staff who all come together to offer the best experience for their clients, plus Stephanie and Michelle’s attention to detail in every client interaction and their willingness to adapt to the changing marketplace.
“The tattoo industry has changed significantly and we have continued to evolve with it, while staying true to what we believe makes a great tattoo experience,” says Stephanie. “We’re proud of the reputation we’ve built and we hope more people will come and visit us.”
Contributor | BRAND Magazine
Denise Summers is a contributor for BRAND magazine and the Principal of Amphora Communications, bringing over 25 years of expertise in strategic storytelling and brand development. A seasoned communications consultant, she specializes in helping organizations articulate their unique value through clear, impactful messaging. Denise leverages her extensive experience in corporate communications and journalism to explore the intersection of business strategy and creative innovation.
