The views expressed by Entrepreneur contributors are their very own.
Located in the heart of San Francisco, Black serum tattoo is a sanctuary of art and empathy, rigorously created by its owner, Brücius Zylander, so that each first-time tattoo clients and tattoo enthusiasts can feel at ease in a space free from judgment.
Before he began his studio, Zylander felt intimidated by tattoo artists. “When I was young and went to a tattoo parlor, my ideas were rejected. I was basically thrown out,” he says.
Now, as a business owner, he stresses the importance of treating his clients with the utmost respect and consideration. “I like to treat my clients the way I would want to be treated,” he says. “Typically, my clients don’t have many tattoos—some don’t have any—and I feel honored that they come to me for their first or only tattoo.”
This philosophy has shaped the way Black Serum works, making it friendly space for everyone, no matter tattoo experience. Listen to the episode below to listen to directly from Zylander.
Another expectation Zylander places on you is to be honest about your artistic preferences and limitations. Being honest with potential clients about your abilities helps maintain a high standard of labor.
“I can’t tattoo big pieces because I use a really small needle,” he explains. “For me, it’s [about] “It’s the details in the subject, not the size.”
His specialization in detailed, smaller tattoos, especially of animals and birds, allows him to face out and stand out in the industry. When it involves projects outside of his area of expertise, Zylander is upfront about his limitations. This transparency ensures that clients are all the time matched with the right artist for their vision, whether it’s at Black Serum or through referral to a different studio.
This level of personalized and conscientious attention is present throughout the entire Black Serum experience, especially when building customer comfort and trust.
“If an artist empathizes with the client, understands him and establishes a connection with him, [then] we make sure the client feels comfortable in many ways,” Zylander says. “Some people come in to get a tattoo that’s so meaningful — maybe it’s a memorial tattoo, maybe it’s a broken heart or just an event in their life — so we have a responsibility. It’s a big deal.”
Based on personalized experiencethe studio operates by appointment only, which allows for detailed consultations and a relaxed atmosphere. This model attracts many customers who are unlikely to drop into a tattoo studio on a whim.
“Most of our clients are people who are interested in science, nature, antiquity,” she says. “My studio and I attract a certain variety of clientele to this space, and I make sure my artists are geared toward that. [This] this connection ends with the work they all the time wanted [but] they were ashamed of it and didn’t find an artist to do it until they did some research [and found Black Serum].”
Thanks to his dedication to art and customer supportBlack Serum Tattoo is an example of how understanding and meeting the specific needs of clients can result in a highly successful and desirable business. Zylander’s commitment to creating a comfortable, respectful, and artistically enriching environment is a testament to the power of mixing passion with exceptional service.
Zylander’s approach to running Black Serum Tattoo can provide helpful lessons for other business owners:
- Personalization is key. Tailor your services to each customer’s unique needs. This personalized approach improves the customer experience and promotes loyalty and referrals.
- Discover your area of interest. Know your strengths and be open about your limitations. This honesty helps manage customer expectations and build trust, helping to make sure that customers all the time get the absolute best product.
- Create a friendly atmosphere. Your company’s environment plays a key role in how your customers feel. Creating a space that reflects your organization’s values and culture can assist customers feel welcome and comfortable.
Subscribe For the review for more insights from latest business owners and reviewers every Thursday. Available at Spotify, Apple Podcasts, Google Podcasts, Pandora AND Soundcloud.
Editorial contribution by Kristi Lindahl
This article is a part of our America’s Favorite Mom & Pop Shops™ series, where we feature family-owned businesses.