Chino Gonzalez of Diversified Products Supplier spent over $2,000 to ship cases of his tattoo supplies from Tampa to the Rio Grande Valley for the fourth annual Tattoo Fiesta. Gonzalez keeps returning to the three-day event because the number of tattoo shops in the region makes the trip worthwhile. Although many of the vendors at the show were already customers of Gonzalez’ wholesaled tattoo products, the expo has enabled him to pick up more business and introduce new products.
A busy two-artist shop can use between $300 and $500 in supplies in a week or two, Gonzalez explained. In addition to inks, latex and nitrile gloves in purple and black, medical supplies, pathogen defense and aftercare products, his company also sells tattoo machines, power supplies and lights.
Tattoos are seen as personal branding, which may contribute to their current popularity, according to Eddie Gracida, co-owner of El Loco Tattoo shop in Harlingen. Gracida and his partner Roland Vidal formed ELT Promotions and invited artists from around the country to participate, along with respected professionals from the Valley.
“It’s not all about us (at El Loco.) We try to get more variety here. We bring business to the community,” said Gracida, referring to the tightknit tattoo shop community and the economy at large.
“We open people’s eyes and let them see that tattoos are an art form,” Vidal added. “They can see what tattoo art done by professionals looks like. People are amazed by the realism. It’s about expression. It’s not just gangs and prison.”
El Loco Tattoo started doing tats in 1998. Other established studios include Flaming Heart in Edinburg, Buena Suerte in Pharr and Dark Side of the Moon and Ol Skool in Brownsville. Tattoo shops, but not the artists, are regulated by the Texas Health Department.
Versed in the global history of tattooing, Gonzalez of Tampa is on top of tat trends and well aware of the shift to fine art techniques such as realism and new color blends.
“I’ve had a lot of people say they couldn’t believe how detailed some of this art is,” Gonzalez noted.
As he flipped through photos, one featured a vibrant yellow tattoo with subtle two-tone shading and another was a colorful portrait. He also has tapped into the organic after-care market, developing a tattoo balm that has cocoa butter, Vitamin E and lavender essential oil. And while old-fashioned tracing of designs continues, some artists take photos of works in progress with their iPads to show to customers getting tattoos.
To read more of this story by Eileen Mattei, pick up a copy of the May edition of Valley Business Report, on news stands now, or visit the “Current & Past Issues” tab on this Web site.