What does Upscale or Private mean?

 There’s been a rise in studios marking themselves as upscale or private in their marketing. Like most marketing tactics these buzzwords are meant to invoke a certain feeling about how you see that business. Do they actually mean anything though?

Private Studio

The rise in private studios is very new. Tattoo studios until recently were a group setting. But, like many jobs that involve creative minds it can be hard for all of us to get along. In general a “private” studio means a small business run by one artist with only them working there. It’s generally only you and the artist in there so it can be much more comfortable for revealing tattoos knowing you wont have other artists or clients milling about. It’s something that a lot of high end artists have opted for rather than paying shop fees and having to work with shop owners on schedules and rates. Some artists dream of this as it’s a completely autonomous situation where they get complete artistic freedom. These places are almost exclusively by appointment with a lengthy consultation process and a long wait. 

However, it has also come to mean the massive red flag of a home studio. 

Tattooing at home is never safe. A “private’ studio is not always licensed, meaning that should things go wrong you have no protection and they may not even be a legitimate business. In many cases seeing the word private is simply a way of hinting that you’ll get a home tattoo that sounds more legitimate than it actually is. Sadly, you’re looking at two completely different ends of the spectrum covered by the same word and there’s no way to tell them apart without doing your research into both the studio and the artist 

Spotting a scratcher “studio” in this case means more than seeing if they have a website. It’s checking to see if they’re a licensed business, if they have a studio license etc. In the state of Virginia ALL premises where tattoos are performed need licenses. You can legally have a home studio but it has to conform to shop standards which includes things like a separate entrance than your usual home entryway. If you’re strolling through their living room and waving hi to their wife on the couch it’s likely that studio isn’t legitimate. 

Upscale Studio

What does the word upscale mean? Trendy, classy, cool? The definition of the word is expensive and designed to appeal to affluent customers. An upscale studio, in theory is one that costs more but delivers a high end product. Does that mean that’s what you get though?

Like most marketing tactics words are just that - words. I can call myself Bohemian for being a quirky artist, but that doesn’t make me German (where Bohemia is). Wording for most shop marketing is designed to attract a certain client. In this case, one who is willing to and expects to spend a lot of money on their tattoo or piercing. Most studios who truly cater to clients who don’t mind paying top dollar don’t need to tell their clients that. They let their product speak for itself. 

An upscale studio, like a private one, usually has a product that is worth more. They may have award winning artists, stock gold and fine jewelry, and a location that is in a good area. Inside the studio matches the product - it looks expensive. Mis-matched couches, thrifted desks, jewelry that is displayed on dollar store mirrors and handed to you without sanitation or proper packaging isn’t high end. There are many studios using the word upscale without actually delivering on that product. 

A great way to see this is like the word “natural” when buying food. Natural to the average person means chemical and processing free. With food we associate it with healthy and “better” products. Why then is Coca Cola (something we all know is chemical laden) full of “natural flavorings” and have some versions even marketed as natural? BECAUSE THEY CAN. The FDA does not regulate the word on products, which means you can slap the word on anything as a marketing tactic to make people buy that product thinking it’s better. 

Upscale studios are not high end. Mediocre studios who want to trick you into thinking they are worth spending more at are. 

High end studios know they are high end and don’t need to tell you that. They’re usually smaller, and like the legitimate private studios have a booking process for everything down to looking at jewelry. That process is unique to the studio, there are high end places you can just walk in to but don’t expect satisfaction on the spot. They don’t need to cater to enticing clients because they have a guaranteed product that sells.  

What You Should Look For?

If you want that expensive and private experience then you should expect to pay for it and also expect to wait for it. There are places out there but it is up to you to research where you want to go and who is doing your work. Look at the surroundings and adjust your expectations accordingly. If you’re going to someone’s home then make sure their home business is legitimate or you may be extorted by trick words faking legitimacy. There’s no guarantees with any studio private or otherwise that they are licensed. It is on you as the client to make sure they are and that your modification artist has the correct training.