Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
The opinions expressed by Entrepreneur contributors are their own.
Located right in the heart of San Francisco, Black Serum Tattoo is an oasis of art and compassion, carefully curated by its owner Brücius Zylander to help both first-time clients and tattoo enthusiasts feel comfortable in a judgment-free space.
Before he had his own studio, Zylander felt intimidated by tattoo artists. “When I was young and went to a tattoo studio, my ideas were rejected. I was basically thrown out,” he says.
Now, as a business owner, he makes it a point to treat his customers with the utmost respect and consideration. “I like to treat my customers the way I would want to be treated,” he says. “Typically, my customers don't have many tattoos – some don't have any – and I'm honored when they come to me for their first or only tattoo.”
This philosophy has shaped the way Black Serum operates, making it a welcoming place for everyone, regardless of their tattoo experience. Listen to the episode below to hear directly from Zylander.
Another expectation Zylander has is openness about his artistic preferences and limitations. Being honest with potential clients about his abilities helps maintain a high standard of work.
“I can't tattoo big pieces because I use a really small needle,” he explains. “For me it's [about] Details in the theme, not in the size.”
His specialization in detailed, smaller tattoos, particularly of animals and birds, allows him to excel and stand out in the industry. When it comes to designs that are outside of his area of expertise, Zylander is open about his boundaries. This transparency ensures that clients are always matched with the right artist for their vision, whether at Black Serum or through a recommendation to another studio.
This level of personalized and meticulous attention extends throughout the entire Black Serum experience, especially when it comes to gaining customer comfort and trust.
“If the artist sympathizes with the customer, understands him and builds a connection with him, [then] We make the customer feel comfortable in many ways,” says Zylander. “Some people come to get a tattoo that means a lot to them – maybe it's a memorial tattoo, maybe a broken heart or just a turning point in their life – so we have a responsibility. It's a serious matter.”
Building on the personal experience, the studio only works by appointment, which allows for detailed consultations and a relaxed atmosphere. This model attracts many customers who do not come to a tattoo studio spontaneously.
“Most of our clients are from the fields of science, nature and antiquity,” he says. “My studio and I attract a certain type of client and I make sure my artists are attuned to that.” [This] Combination culminates in the piece they always wanted [but] were shy and only found the artist when they researched [and found Black Serum].”
Through its commitment to art and customer service, Black Serum Tattoo is an example of how understanding and meeting the specific needs of your clients can result in a highly successful and sought-after business. Zylander's commitment to creating a comfortable, respectful and artistically enriching environment is a testament to the power of combining passion and exceptional service.
Zylander’s approach to running Black Serum Tattoo offers valuable insights for other business owners:
- Personalization is key. Adapt your services to each customer's individual needs. This personalized approach improves the customer experience and encourages loyalty and referrals.
- Be knowledgeable about your niche. Know your strengths and be open about your limitations. This honesty will help you meet customer expectations and build trust. This will ensure that customers always receive the best possible product.
- Create a welcoming atmosphere. The environment of your business plays a crucial role in how customers feel. Creating a space that reflects your company's values and culture can help make customers feel welcome and comfortable.
Subscribe to Behind the Review to hear more from new business owners and reviewers every Thursday. Available on Spotify, Apple Podcasts, Google Podcasts, Pandora, and Soundcloud.
Editorial contributions by Kristi Lindahl
This article is part of our ongoing series, America's Favorite Mom & Pop Shops™, which highlights family-owned businesses.
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
