AN ALL-FEMALE TORONTO TATTOO SHOP IS HELPING TO COUNTERBALANCE AN INDUSTRY THAT HAS TRADITIONALLY BEEN MALE DOMINATED.
By Alexa Gregoris | Featured image courtesy of Adrian Boustead via Pexels | Updated April 20, 2020
Behind the Tinkerbell-green door of the HeartStrong tattoo shop, a small team of female artists are making a name for themselves in Toronto. The owner, Tiff Lee, created this safe space for her fellow artists and clients in the third-floor tattooing sanctuary located above the clamour of Bloor Street West.
White walls contrast the warmth of the greens and pinks of the tropical wallpaper that greet clients at the reception area. The cozy studio is embellished with a variety of art, unique to each artist’s tattooing style. One station exhibits everything pink, floral and bunny-related, framed in gold. Lee’s station is covered in skeleton portraits, a cross-stitched cartoon of death, and the art her wife does not want in their brightly decorated home. HeartStrong fuses diverse aesthetics and artists to create a collaboration of female-artistry in a seemingly unlikely profession.
HeartStrong challenges the expectations of what, to many, can be an intimidating environment, especially for women. I experienced this in early August 2017 when I walked into the Ink & Water Tattoo studio in Toronto’s west end. The modern shop was filled with bright lights that reflected off white walls, and there were plants scattered throughout room.
At first, I felt welcomed by the space; it helped to soothe my nerves, which had been building up at the anticipation of getting my first tattoo. The consultation I had with the co-owner, Michael Percherle, had gone quite well five months earlier. When I met him, he seemed kind and excited to create my tattoo. The day of my appointment, however, he was not so friendly; rather, I felt as if he saw the exercise as nothing more than a paycheque. He was rude, impatient, and patronizing about my pain.
The buzzing of the tattoo machine rang in my ears as he worked on my tattoo. I was getting an all-black pair of bloomed roses, with their stems intertwined. Although not in colour, it involved many fine details and covered the length of my rib cage on my right side.
I experienced a bit of pain, but I was more hurt by the fact that he was ruining this long-awaited experience. Years later, I am still wary of having another male artist tattoo me, in fear of facing another bully.
The tattoo industry is still male-dominated, due to studios continuing to operate under the traditional ideals and hyper-masculine stereotypes of tattoo artists. However, with the example set by female artists and shop owners like Lee, space is being created for women to enter into a profession that has traditionally excluded them.
“I can either get angry or laugh and move on and continue being glamourous.”
“I think I’ve always wanted to tattoo since I was very young,” says Lee, “I would [literally] draw on my peers as a child, so I think it was a pretty natural progression.” Lee initially started working towards a degree in advertising at Humber College, before she found her way back to the idea of tattooing professionally. She did quite well. “I figured out it was really corporate and somewhat soul sucking and figured I should try something that I actually really care about, rather than focusing on what my family and others would think.”
Lee has been tattooing for the last seven years, having started her career at age 21. She opened HeartStrong in October 2018, and in the short time since, Lee’s team has already found success. For example, HeartStrong won Toronto Star Readers’ Choice award for best tattoo studio in Toronto in early 2019.
Lee chose HeartStrong as her studio’s name because she hoped it reflected her values without being too over-the-top or aggressive. She didn’t set out to become an all-female and all-queer shop. “It just so happens that the people that I get along with really well, and [who] needed a job at the time and were invested in this project, happen to be women, happen to be queer,” she says.
Lee feels that being a queer and female tattoo artist has made her experience in the industry easier in some ways. In the early years, she was the only female artist working among only male co-workers. She found that as a queer woman the men were somewhat protective of her, due to the lack of any romantic potential. “A lot of the males that I’ve worked with were like, ‘You’re gay, you’re just one of the guys,’” she says, although she acknowledges this sense of ease is not true for all queer or all female artists in the industry.
For example, tattoo artist Lorena Lorenzo De Carvajal has been told to her face that women are ruining the industry. The 32-year-old, who was born in Cuba, is the president of Indigo Art Incorporated. She’s been working in Toronto for the last 12 years, creating pieces as colourful and bright as her own character. “Are you scared boo-boo?” she likes to say when confronted with misogyny. “I can either get angry or laugh and move on and continue being glamourous.” She presents herself as a confident woman. “A lot of the men can be feisty. If you’re a woman, you have to have a personality, be outgoing [and] strong, have a backbone, or you won’t survive. I kick ass!”
Despite the resistance from some male artist, females continue to change the way the tattoo industry operates and looks at women. However, the climb to the top can still be difficult and, sometimes, dangerous.
“I’m trying to say this in the most diplomatic way,” says Lee. “It wasn’t good, a lot of the experiences I had.” As a young woman who looked younger than her age, she often encountered a patronizing attitude. She recalls some male artists saying things such as: “‘Aw, look at you. You wanna be a tattoo artist honey?’”
It’s not only women who find themselves treated badly within the industry. Tattoo artist Adam Spivak, a close friend of Lee’s, shed light on his own experience in unprofessional shops during his apprenticeship. Spivak, 27, has been tattooing for three years and is currently working at Wolves Throne Tattoo in Etobicoke. Spivak has a background in fine art and traditional oil painting and earned a BA in graphic design and creative advertising from Humber College. He says his skill set and education were taken advantage of during his first apprenticeship at a small street shop in downtown Toronto. “After being hired I was quickly tasked with designing and drawing all of my mentor’s tattoos and meeting with all of his consultations, being led to believe this responsibility was a great achievement. My mentor was piling all of his work on me,” he says. “I was scared to leave, fearing that I wouldn’t be given a chance at any other shop because of the competition.”
Spivak was shocked by the lack of education his mentor provided to his many apprentices. “I felt unprepared to handle the tattoo equipment, especially when pressured to prematurely tattoo walk-in clients,” he says. At one point, Spivak’s own tattoo got infected, and rather than receiving advice from his mentor, he was pressured into ignoring it even after requesting to leave for the hospital. A doctor later confirmed that Spivak’s infection had elevated to a staph infection, and if he had stayed at work for a day longer he would have had blood poisoning.
“The final straw before parting ways with this shop came from witnessing my mentor’s judgments and racist comments being directed at clients,” says Spivak. “I realized I was the only one taking my apprenticeship seriously and was being held back in the toxic environment.”
He says he wouldn’t be a tattoo artist if “it wasn’t for the female artists around me. Female artists were the ones predominantly encouraging me to enter the industry and not feel discouraged for not fitting in with the traditional tattoo personas.”
Unsafe and unprofessional client experiences are evident in the industry, including verbal, physical and sexual misconduct. As a result, many female tattoo clients have a preference for female artists. Lorenzo De Carvajal says that many women have come to her for tattoos and a sense of comfort, due to poor past experiences with male tattoo artists. “[Women] have had to leave studios with a half-done piece. It’s not right!”
“The final straw before parting ways with this shop came from witnessing my mentor’s judgments and racist comments being directed at clients.”
Having undergone an unprofessional tattooing experience, I too intend to have any future tattoos done by a female artist, or a male artist, like Spivak, who works alongside women in a respectful environment. Percherle, who did my first and only tattoo left me with a reminder of my uncomfortable experience permanently on my skin. The two roses I got tattooed on my ribs as a symbol of my sister and myself are now something I try not to look at in the mirror as they remind me of how he treated me. His fellow male co-owner, Prairie Koo, truly solidified the shop’s lack of professionalism towards female clientele through his flirtatious advances over social media prior to my tattoo appointment. Due to their behaviour, I am looking into redoing and editing my tattoo at HeartStrong to reclaim the experience I had hoped for, in the absence of sexualizing or patronizing attitudes.
Interestingly, Taylor Schmid, a tattoo artist at Golden Iron Tattoo Studio in Toronto, says that most of her difficulties with sexism in the industry have come from her male clientele, not other artists. “Things like men who’ve sexualized my job or who walked in the shop and assumed I work the front desk,” Schmid says. “That shit pisses me off.”
Schmid has been tattooing for three years, having started her apprenticeship at age 22, and now specializes in black-ink florals. She is unsure if the tattoo industry is still male dominated. Schmid thinks the industry has made great strides in making safer spaces for vulnerable clientele. She says her love of tattooing stems in part from how safe she feels in a tattoo shop. Schmid gives thanks to her two male mentors in the industry, who have never showed her anything other than support. “They looked at me as an artist first and I’ve appreciated that.”
But Thomarya Fergus, also known as Tee Fergus, is certain the tattoo industry in Toronto is still male dominated although she thinks it’s becoming a bit more open thanks to the push for diverse representation. She feels that a greater range of diversity is being represented as a new generation of artists and clientele are taking over the industry. At age 33, Fergus is a tattoo artist in a private studio in Kensington Market. One of her favourite tattoos of her own has the words boy and girl crossed out, with the word experience above them both. She feels it defines her.
Fergus, who is black and queer, says, “At the time, there wasn’t someone that looked like me in that position and I thought it would be cool to be that figure.” Tattooing wasn’t a path that Fergus chose, but rather a plan she believes the universe had for her. Fergus knew of a small group of black men in the tattoo industry, but there seemed to be a lack of tattoo artists who were black, female and queer like her. Being one of very few, she had to work hard at the beginning to gain clients and the respect she deserved as an artist.
“I always felt that if you didn’t fit in anywhere else you could walk into a tattoo shop and no one there would judge you. It’s a beautiful thing,” Schmid says. “I just want that feeling to be protected. If you’re a judgemental asshole there is no place for you to do this work. I want everyone to feel happy and comfortable getting tattooed.”
“Things like men who’ve sexualized my job or who walked in the shop and assumed I work the front desk.”
Greater diverse representation is a major change Fergus thinks needs to be made in Toronto’s tattoo industry at large. With more representation, Fergus says, “more people will have access, people will hopefully want to learn, and those people who have always thought about it can see that they can do it and create those spaces.” However, Fergus says it is going to take time.
Lorenzo De Carvajal believes that the future of Toronto’s tattoo industry needs to be approached with “less ego, more work, more love for the artwork, and way less pride.” She thinks that, at times, especially during Toronto tattoo conventions, male artists can get very cocky. She plays the role of a “mama goose,” reminding others to be humble and collaborate, rather than try and live a rock-star lifestyle. Lorenzo De Carvajal is adamant that artists cannot be in the tattoo business for the money. She feels that tattoo artists need to have the passion and creativity to be the person who makes their clients’ dreams a reality.
Tiff Lee’s shop and career are dreams come true for her. She’s proud to have shaped her business in a style that treats customers the way she would want for herself. Women may still be a minority in the tattoo industry but HeartStrong is one large step towards changing that imbalance, one tattoo at a time.
Alexa Gregoris, a Toronto freelance writer, can be contacted at email@example.com