By: Mj Toledo
Tattoos and piercings have come a long way from their counter-cultural roots, and no one knows this better than Jamie Randolph. As the founder and chief executive officer (CEO) behind the tattoo and piercing chain Steel N Ink, he has changed the body art experience from back-alley rebelliousness to mall-front luxury.
Q: Can you tell us about your journey from a seasonal piercer in Sauble Beach to the CEO of Steel N Ink?
Jamie Randolph: Sure. My journey from a seasonal piercer to CEO of Steel N Ink has been quite the ride.
I started as a 17-year-old body piercer in Sauble Beach, working summers during my college years. It was a small operation, but I fell in love with the industry. Three years later, I had the opportunity to buy into the studio, where I learned my skills. That was the real turning point.
From there, it was a matter of recognizing the industry’s potential for growth and modernization. We have gone from that single location to 16 studios across three provinces. It has been challenging, exciting, and incredibly rewarding.
Q: What inspired you to rebrand and expand the business in 2005?
Jamie Randolph: The decision to rebrand and expand in 2005 came from my goal for what the tattoo and piercing industry could become.
I saw an opportunity to elevate the experience and make it more accessible and appealing to a broader audience. The traditional image of tattoo studios was often intimidating or off-putting to many people, and I wanted to change that.
We rebranded as Steel N Ink to reflect our focus on tattoos and piercings and to give a more polished, professional image. The expansion was a natural progression of that goal — we wanted to bring our concept to more people across Canada.
Q: How does your strategy differ from traditional tattoo parlors?
Jamie Randolph: We fundamentally differ from traditional tattoo parlors in several ways.
First, we focus on creating a welcoming, upscale environment. Our studios are clean, modern, and designed to put clients at ease. Second, we place a strong emphasis on professionalism and customer service. All our artists and piercers are skilled in their craft and trained in customer care.
Third, we have embraced technology and modern business practices, from online booking systems to virtual tattoo try-ons. Lastly, our locations in high-traffic areas make us more accessible to a broader range of clients.
Q: That is so interesting. Why did you locate your studios in high-traffic areas like shopping malls?
Jamie Randolph: We wanted to increase visibility and accessibility. Many people find walking into a traditional tattoo studio intimidating, especially when getting their first tattoo or piercing. Placing our studios in familiar, everyday environments makes the experience less daunting.
It also helps to normalize tattoos and piercings, showing that they are a mainstream form of self-expression. Plus, the foot traffic in these locations allows us to reach a broader audience who might not have sought out a tattoo studio otherwise.
Q: How do you create a welcoming environment that appeals to a broader clientele?
Jamie Randolph: Creating a welcoming environment is crucial to our business model. We start with the physical space – our studios are bright, clean, and modern, more reminiscent of a high-end salon than a traditional tattoo parlor.
All these elements create an environment where people feel comfortable and respected, regardless of their familiarity with tattoos and piercings.
Q: What strategies do you employ to make customers feel at ease, especially first-timers?
Jamie Randolph: We offer comprehensive consultations, during which we explain the entire process, answer questions, and address any concerns. Our staff is trained to be patient and understanding, never rushing or pressuring clients. For piercings, we have detailed aftercare guides and follow-up services.
Q: Can you elaborate on Steel N Ink’s expansion into Quebec and what it means for the company?
Jamie Randolph: Our expansion into Quebec, with our new studio opening in Montreal, is a massive milestone for Steel N Ink. It is our 16th location and marks our entry into a third Canadian province.
This expansion is significant to me as Montreal is my hometown. From a business perspective, it represents our goal to become a truly national brand. Quebec has a great culture and a thriving art scene, which aligns perfectly with our brand.
Q: How has the perception of tattoos and piercings changed since you started in the industry?
Jamie Randolph: The change in perception has been dramatic. When I started as a piercer at 17, tattoos and piercings were still primarily associated with counterculture. They were often seen as rebellious or unprofessional.
Now, they have become much more mainstream and accepted. We see people from all walks of life – professionals, parents, even grandparents – getting tattoos and piercings.
There is a growing appreciation for body art as a form of self-expression. Workplaces have shifted their attitudes significantly. Many companies now allow visible tattoos and piercings, which was rare when I started.
Q: How do you maintain consistency in quality and service across multiple locations?
Jamie Randolph: This is our priority, which is why we have implemented several strategies to make certain that every Steel N Ink studio delivers the same high-quality experience.
We have standardised training programs for all our artists and staff. We have also developed detailed operational manuals that outline our procedures and standards. We conduct regular quality audits at all locations to secure compliance. Plus, we use a centralized booking and customer management system, which helps maintain consistency in how we interact with clients.
Q: What challenges have you faced in positioning Steel N Ink as an upscale brand in a traditional counterculture industry?
Jamie Randolph: That is a great question. One of our biggest challenges has been changing people’s perceptions of what a tattoo and piercing studio can be. When we started positioning Steel N Ink as an upscale brand, we faced skepticism from both ends of the spectrum.
On one side, traditionalists felt we were sanitizing or commercializing the art form. They were concerned we might lose the edge that makes tattoo culture unique. On the other hand, we had potential clients who could not quite wrap their heads around the concept of a “luxury” tattoo studio.
We have had to strike a delicate balance to overcome these challenges. We have worked hard to maintain the artistic integrity and individualism at the heart of tattoo culture while also creating a welcoming and high-end environment.
Another challenge has been justifying our pricing in an industry where there is often a race to the bottom. We have had to communicate our value regarding the final product and the entire experience.
Q: How do you balance maintaining the artistic integrity of tattooing with running a successful business?
Jamie Randolph: Balancing artistic integrity with business success is something we deal with every day, and it is honestly one of the most rewarding aspects of what we do.
We are artists and body modification enthusiasts at the core of our business. We never want to lose sight of that. At the same time, we are running a business that needs to be profitable to survive and grow.
Our strategy for achieving this balance is multifaceted. For example, we invest heavily in our artists. We provide them with quality equipment, ongoing training, and a supportive environment where they can grow and express their creativity. We also give them a lot of autonomy in their artistic decisions. Although we have certain standards and guidelines, we never want to stifle their creativity.
From a business perspective, we focus on creating an environment and experience that justifies a premium price point. This allows us to pay our artists well and invest in high-quality materials without compromising artistic integrity.
We also put a lot of effort into educating our clients about the value of custom, high-quality work. This helps create a clientele that appreciates and is willing to pay for true artistry.
It is a constant balancing act, but running a successful, profitable business is possible while honoring and elevating the art of tattooing and piercing. That is what we strive for every day at Steel N Ink.
Q: What are your plans for expansion, particularly in Western Canada?
Jamie Randolph: Our plans for future expansion are quite exciting, particularly in Western Canada. We have just opened our 16th location in Montreal, marking our entry into Quebec. Our next big focus is indeed on the western provinces.
We are looking to expand into Western Canada in 2025. Our expansion strategy is always carefully planned. We conduct thorough market research, looking at demographics, local tattoo and piercing culture, and potential locations. We also build relationships in these new markets, sometimes even before opening a physical location.
From our previous expansions, we have learned the importance of understanding and respecting local culture. While we have a strong brand identity, we also want each studio to feel like it belongs in its community. So, as we move into Western Canada, we will look to incorporate elements of local art and culture into our studios.
When Jamie Randolph started as a young piercer in Sauble Beach, he could not have imagined he would one day be running a multi-million dollar tattoo empire. In an industry once defined by its outsider status, this CEO has proven that there’s room for both edge and elegance.
As Steel N Ink prepares to make its mark on Western Canada, the future of tattoos and piercings is looking anything but skin deep.
Published by: Nelly Chavez
