For our recent exhibition, #tiarchive, we were kindly sponsored by the tattoo supplies and wholesale company, Monster Steel. We caught up with company owner Gustavo Mitchell to discuss what it is like to own a tattoo supply company and how he ended up getting in the business when he is yet to go under the needle!
How did you get into the tattoo supply industry?
As much as I would like to sit here and type up an exciting story of how I rose to prominence in the tattoo industry as a supplier, the truth is that I fell into this industry by chance. I’ve always admired tattoos and their symbolic nature but I never imagined myself involved in any facet of the industry. My initial introduction into the business was in 2001 when I started as an e-retailer for body piercing jewellery. Over time, as business grew, I became a wholesaler and started to form business relationships with several tattoo / piercing shops. It was a conversation with one of these shop owners that led me to the concept that is now Monster Steel.
What I found out was that as a shop owner it was an annoyance to have to purchase from two different sources when purchasing tattoo and piercing supplies. At the time companies like Monster Steel did not exist and sellers would specialise in either market but never both. Another key element to the company’s growth was the fact that we were an online company. Nervousness and doubt are common when taking any risk but thanks to the support of family, friends and customers I was able to take the leap and form what is now Monster Steel. I am involved in one of the most exciting industries I could think of and working alongside some of the most creative, dedicated and inspiring people I have ever met.
Do you have any tattoos?
I get this question all the time and people are always surprised when they meet me because I don’t have a single one. As I’ve continued to grow in this industry I have met some incredibly talented and passionate artists. I’ve become so enamoured with tattoo designs and the artistry that social media has allowed me to admire the work of several artists around the world. I enjoy their art so much that I’ve always said that I would get one if I ever found a design that truly inspired me or embodied an important experience in my life. I simply never found that inspiration and envy all of the individuals that have and were able to take that next step.
How do you see the future of the tattoo industry evolving?
We all know that the tattoo industry constantly changes and evolves. The cultural significance and meanings of tattoos have also changed over time. I remember during my youth that tattoos were taboo but fast forward to today and they have become mainstream. From stay-at-home mums to business professionals, tattoos have become a norm and an experience shared by everyone. In that transition from sub culture to mainstream I have also witnessed changes in designs and techniques, but because this is an art form I know that the tattoo industry will never stop evolving. As a supplier I am happy to see that the industry is being pushed towards stricter health requirements. As a major supplier I am disheartened when I see that over 50% of needles on the market are marketed as sterile but in fact are not sterilised. These types of poor business practices endanger customers as well as the industry’s reputation.
What advice would you give someone who wanted to launch their own career in the tattoo supply business?
Go for it and don’t hesitate. This is an enormous market and an industry that is not going anywhere. It’s also an exciting market where you’ll have the chance to work alongside creative minds as well as meet with some amazing people. I will add this. You have to be ready to work as hard as possible. It’s a large market but also a competitive one, so my biggest piece of business advice is to listen to the customer. If you’re loyal to them then they will be loyal to you. Don’t ever ignore that aspect of the process regardless of how much the business grows.
Organic wood body jewellery available from Monster Steel.
What future plans do you have for Monster Steel?
Our number one objective as a business is to stay relevant to our customers by rolling out innovative products and ensuring that our supplies are always the safest and most reliable. I am excited about many of the upcoming projects we have planned as well as several new products that we have live on the site. We want to make sure that our customers trust us to provide not only the best supplies, but also the newest technology that allows them to grow as an artist.
Do you own any other brands?
I own several other brands that I take a lot of pride in, such as our line of Ruthless needles and grips, our Mag Lock cartridge needles, Ringmaster Irons machines and other brands that our customers enjoy like Gorilla Grips, Black Buddha Ink, Monster Point and our newest creation – Strype Power. As I mentioned before, customers are always looking for quality products and that their source keep up with trends, so that is what we’re here to do and will continue to do thanks to all of our loyal and supportive customers.
Monster Steel can be found at www.monstersteel.com or their Facebook page: www.facebook.com/Monstersteel and Instagram: www.instagram.com/themonstersteel
