Tattoo Smarter: Kezz Richardson

Burnout, working all hours, undercharging for tattoos. Does this sound familiar? Kerry-Anne Richardson (Kezz) is an autistic tattooer of 15 years and owner of Cock A Snook Tattoo Parlour who’s here to help you find that sweet spot when it comes to the tattooer’s work life balance. Read on to find out how Tattoo Smarter can change your life…

What is Tattoo Smarter? Ooof, where do I start, I guess superficially you could say it’s a brand (brand?! Who the fuck do I think I am!) I created to help other tattooers, but to be honest it’s deeper than that.  I wanted a way to make a positive impact in the industry that goes beyond making tattoos. 

I guess Tattoo Smarter is a way to channel my love for tattooing into a practical form. Problem solving and sharing are my love language/traits of my autistic brain. 

Why did you launch Tattoo Smarter? Short version: I was fucking sick of seeing tattooers drown in toxic bullshit and treating each other poorly. Long version: I struggled myself. A LOT and I’ve seen so many other tattooers struggle a lot too…but nobody wants to talk about it.

As much as I love tattooing and the beautiful life it’s provided me, it’s been a fucking hard slog and I’m not ashamed to admit it. There’s an ingrained opinion in tattooing that we should ‘put up and shut up’. Part of why I struggled is the toxic messaging that’s so deep rooted in the industry. What’s accepted as normal isn’t fucking normal. It’s HARMFUL.

Work every hour you have? Hate other studios? Don’t complain!? Don’t charge more than other tattooers? Do every tattoo that comes through the door? Be your client’s therapist? WTF?! No thanks tattooing hun, we can do better. 

So, I guess to summarise – I was fed up of being a ‘good girl’ one that’s expected to parrot something like “I turned my passion into a job so I’ll never worked a day in my life”. We need to ditch that narrative asap and start being more authentic. 

Tattooing is a hard job and if we don’t look after ourselves it’s a recipe for misery WHEN IT DOESN’T HAVE TO BE THIS WAY.  I made Tattoo Smarter to connect with other tattooers that feel this way too. Others that want better for themselves and each other. 

How long have you been running it? Not long at all! I drew the logo at the beginning of May this year and launched my first course, albeit quietly a few months ago. It’s been like a whirlwind. I never expected as much support or traction as I’ve had. Not complaining, it just further cements that’s I’m doing the right thing.

I know your priority is helping tattooers with their self care and boundaries – what are the things that happened in your own life to make you think this was needed? Burnout on repeat. (And I know I’m not alone in this).

I towed the line and tried to do everything the same as other tattooers and I just couldn’t, I had no idea I was autistic and kept having to take breaks from tattooing because I was so overwhelmed all the time. 

When I recently came back to tattooing after a break, I had a fresh perspective on advocating for myself. I knew the changes I needed to make to keep myself safe. My systems and processes have been born out of necessity and I realised these processes could help so many other tattooers too. 

Why do you think the tattoo industry doesn’t have more regulation and guidance? Because there are still a metric fucktonne of people who directly benefit from their privilege and it being unregulated/under the radar. There are so many people learning from people who don’t know any better and loads of people treating tattooing like it’s a hobby and their clients as friends.

It’s where we get our income so we need to treat it as our business. We need more boundaries between our personal and professional.

The community is fractured and as of yet we’ve not had everyone pulling in the same direction. We’ve also got a lot of non-tattoo people coming into our industry to make money. This dilutes our craft massively and blurs the lines even more. 

Why is now the time for change? Not my quote but if not now? When?? Maybe add a ‘fucking’ in there to make it sound like me!

What are the things you personally would like to see change in the industry? Holy fuck where do I start? Racism, misogyny, ableism, gate-keeping, the unprofessionalism, hustle harm (that’s my term for it) the cliqueness, glamourising the grind, the insane undercharging for tattoos?!

Parts of it are akin to a minging car crash I’ve seen happening in slow motion. I don’t want anyone to think tattooing isn’t mint, because it is. But I don’t want to change the good stuff – just the shit that makes it shady and not inclusive. I want tattooers to be healthy and happy (not shells of humans surviving off Monsters and cocaine) with more money in their fucking pockets. I’m not trying to be the fun police, but the most fun is feeling safe and secure in your job. 

Do you think covid has changed the way the industry runs? The way the general public book tattoos and also how artists feel right now post pandemic? It has changed a lot. Firstly, over the pandemic so many self-employed and studio owners were let down and not supported financially by our (corrupt as fuck) government. Lots of people are still recovering from that lack of support. 

Secondly, it created a bubble, lots and lots of artists suddenly went from booking two weeks in advance to booking out three months. This was because lots of employed people on furlough ended up having spare cash and because nobody did any tattoos for ages, it created an inflated demand.

Unfortunately that bubble is bursting for many and as we head into a recession not dissimilar to 2008/9 on top of the (intentional) energy crisis lots of tattooers/studios won’t be prepared for this or even expect it. Clients are even more so than before expecting much cheaper tattoos because tattooers are undercutting each other and driving all the money out of tattooing. Tattoos are too cheap and they have been for ages – I want to change this.  

Ok give us the solid ways that tattooers can connect with you right now and what can they access on tattoo smarter? Both free and paid for resources? I do lots of Q&As in my Instagram (@tattoosmarter) stories where tattooers and piercers can ask me stuff confidentially and I share anonymously. I also get lots of messages through DM, don’t worry I’ve got boundaries with this – I encourage tattooers not to use DMs but this isn’t the same as tattoo clients I promise! 

Tattooers can join our Tattoo Smarter community slack chat, it’s completely free and essentially, it’s full of like-minded people in a group you can access on your phone etc. The ethos of this group is to be a decent fucking human, so lots of sharing, supporting and solidarity.  I’m really proud of it! 

I’ve free resources on why we need enquiry forms and how to make a form better. There’s also a free mini mindset course on boundaries

Paid stuff – a self-employed handbook that includes a checklist. So many Tattooers feel like they are winging it, and to be honest so many fucking are (I’ve been here too by the way). I made this so tattooers and piercers can atleast nail the basics- no more waking up at 2am in cold sweats –  it’s only £10.50 ‘n’ all. 

Your new course sounds brilliant and you’re right we’re at a point where we’re all moaning about Instagram and have gotten to a point where we rely too much on it. Is this what the course is about? Thank you! Well chuffed! Ok, so since these questions were written I’ve released another course, I told you I was excited! 

My ‘protect your Insta income course’ you’re referring to teaches tattooers how to connect directly to their clients without having to be a bloody mime act in the hope the algorithm will ‘pick them’.

So many tattooers just don’t have the time or the will to be fannying around making reels. Letting a social media platform control our income is soul destroying/unsustainable and I see in real time how much it is corroding our mental health. But, we have the ability to take control instead of gambling on likes and engagement. So that’s what the course is: two fingers up to Insta I guess.

But my new course? Oh maaaaannn, this is the one I’m most excited for. I pretty much start vibrating every time I talk about it. 

My ‘Get Booked, Bells n Whistles Booking‘ is me teaching tattooers my own personal booking process. Tried and tested and tattooer (me) developed. It does EVERYTHING bar cooking your tea when you get home…

  • It takes deposits
  • It sends reminders 
  • It covers all your cancellation policies and pre tattoo info 
  • It stops you undercharging
  • It fucking organises everything so you feel calm and look like a stone cold professional for your clients. I mean not just look it – become MORE profesh. Being professional adds to your value, more value means you can charge more. 
  • It stops all the time wasting with emails back and forth, I can literally do 20 requests in an hour. 

I don’t want to use the word magic but I dunno how I managed before this process. And I’m not a tech person either (I’m a tech-nanna). I’m a tattoo person so any issues and struggles you have had, I’ve made this with those in mind. 

My first intake is discounted at £199 for the course to say thank you to those who have supported what I’m trying to do, it starts in November. After that it will be £350 (I know some people think that’s expensive but it’s the same price as some tattoo machines). It’s an investment. The time and stress it saves is INVALUABLE and will make you just as much as a new tattyzapper ever will. Also send me any questions you have  via DM if you need more info!

What are some of the ways you protect and look after your own mental health? Having boundaries and being kind to myself. Mycology, I bloody love hunting and categorising mushrooms and writing lists of my finds. Lots and lots of alone time, I need non-verbal days, days without demands and lots of quiet. Not the easiest with having my own studio granted. But having efficient work systems has been one of the biggest changing points in my mental health. Not wasting time and energy on stuff has changed my outlook entirely. I’m so excited by it I just want to share it with anyone who will listen.

We’ve talked about the boys’ club before haven’t we, and how hard it can be trying to cut through that. Can you explain a little more about this part of the industry that the general public might not understand? I guess the boys’ club stuff happens in all industries to be honest as it’s still cis white men as the majority and at the top of everything. So I think most people who don’t identify as this will understand to some extent. Many marginalised tattooers and ones who want to be allys are scared to speak up because it goes against the grain. Big name tattooers and organisers have the ability to end someone’s career just as much as make it, then others follow suit so they “get picked”.

Unfortunately the misogyny in our industry is perpetuated by lots of the women too. This patriarchal bullshit hurts EVERYBODY in the long run.

What’s next for Tattoo Smarter and what’s next for Kezz? Some stuff in the pipeline regarding training that everyone should have, but doesn’t. There’s loads of stuff I wanna do but right now the courses I have will keep me busy. Also I’m in the middle of buying a house.

Is there anything else you want to say about what you do that we haven’t asked you about? I just wanted to tell people to start believing in themselves and to stop comparing themselves to other tattooers as everyone’s tattoo journey is different. The best way to help ourselves is to be proactive and if we are regularly complaining or unhappy we need to realise we have the power to do something about it.

Tattooing can be better if we all pull together. I’m here to help.

Make sure to follow @tattoosmarter for more advice and resources.

Within the algorithm prison, be unashamedly you

Social media consultant and tattoo geek Rebecca Givens has been thinking about how artists are keeping up with Instagram trends, changes and updates. 

I can’t take credit for this article title – you have Twin Atlantic to thank and a lyric from their most recent album. When I heard these particular words last week (“algorithm prison that we’re all bred to live in”), they resonated with me. I’ve had quite a few conversations with tattooists lately during which we’ve reminisced over the old pre-algorithm days of apps like Instagram. 

What began as a simple photography platform designed to show, within set square templates, the aesthetic vibe of your brand, work or life (to everyone who actually followed you, might I add), has now become something much more complex. Managed by invisible but powerful mechanisms that decide who gets to see you, when, where and how.

In June 2021 when the Head of Instagram officially declared it “no longer a photo sharing app” but an entertainment hub that prioritises video experiences, we said a sad goodbye to the days of taking a photo and clicking publish.

As small business owners, we now find ourselves in a position where – if we’re not playing by the current rules, consistently and creatively – our efforts shoot down the system’s pecking order and we are consequently less and less visible, even to those loyal people who actively clicked ‘follow’.

For industries like tattooing, in which many artists rely almost solely on Instagram for customers, this is kind of a big (and often anxiety-inducing) deal. Many feel like they simply can’t keep up with what they feel they ‘should be’ doing online.

Yes, it is inevitable for content sharing sites to evolve as time moves forward, but that doesn’t change the fact that we now feel differently about the channels we’re glued to throughout the day. In other words, we’re spending a lot of our time doing stuff we don’t love doing. No one wants that.

Tattooists are finding themselves – not just designing art, creating tattoos, setting up, cleaning down, managing businesses and the other million things they have to do, but also – feeling the pressure to create entire social media strategies that showcase the process and the end result in order to get impressions and engagement. A simple post-tattoo photo with a few hashtags doesn’t cut through the noise anymore.

We know that we need to consider higher-performing formats like video, we need to edit and publish in an optimised way, we need to share at the most efficient time of day, equally spreading ourselves across reels, carousels, live and stories whilst also innovatively telling our brand narratives, jumping on tending audio, keeping our highlights neat, branding our bios and much, much more. Overwhelmed yet?

It’s no wonder we feel like we’re stuck in a game, one we didn’t sign up to play, one we’re desperately trying to follow the rules of, but often failing. The reason why we frequently feel like we’re not mastering the sport is because as self-employed individuals, or often as artists who have other ‘day-jobs’, we CAN’T do it all. 

The first and most important thing I ask a client to do when working on a social media strategy together is I ask them to have a think about what makes them unique (as this will influence selecting which things they CAN do). Uniqueness is key right now because, as influencers and social media entrepreneurs begin to identify what the algorithm loves, we are seeing a repetition of aesthetics, templates, sounds and styles which users are inevitably becoming fatigued by.

It is becoming more and more important to ask yourself – within your industry, what can make you unique?

There are dozens of ideas, our feeds are clogged up with ‘what everyone else is doing’, but don’t rush into anything just yet – take a step back and think about who YOU are and how YOU want to be seen. 

Once you’ve thought about your image and branding you can eventually select two or three ideas to focus on that match up with your values. Incorporate these into a solid and realistic strategy (a list of best-performing formats you are going to do – why, how and when). What things can become ‘your things’, and why? And know that everything is not for everyone and that’s OK – lots of very successful artists don’t ever show their face, they find other ways to shout about who they are and what they do in a vibrant and distinctive way.

What it all comes down to, what is at the heart of any good social strategy for an individual creative is one important thing – you.

Any content plan should be built on the foundation of your individuality and your unique skills, only then can you even entertain the notion of doing something that stands out from everything else churned out in your particular communities.

The end result – you feel less of an algorithm prisoner and more in control and passionate about sharing your work, through content that needs to follow some sort of system, yes, but steers clear of the monotonous compliance of keeping up with social trends. And if there’s any culture in the world that does this already, that is all about breaking the mould and embracing individuality, it’s tattooing. If anyone can shatter the cycle of Insta-clones, it’s us. 

Words: Rebecca Givens (RG Arts Marketing) rgartsmarketing.co.uk
Photography: Ally Shipway

Tattoo Conundrum: Saving Space

Editor Rosie shares her thoughts and fears about running out of space on her body for tattoos – and saving a gap for that artist who works half way across the world…

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If you’re anything like me, most of your time is filled up with scrolling through Instagram soaking in all the new tattoos created that day as well as stumbling over new tattoo artists. Like many tattoo collectors I know, I have a hefty wish list – a list of design ideas and a list of tattoo artists that I have to get work from. Sometimes these cross over, and I have in mind a specific design that I know an artist will nail.

Being based in the UK, many of the tattooists on my watch list are scattered across the globe from Australia to Canada, Germany to Brazil. There are simply too many that I covet, and so too many to choose from – and that’s where the issue lies. There are hundreds of amazing artists and I don’t have enough bare skin! When you factor in tattoo apprentices in the early part of their career and those people that haven’t even begun tattooing yet my anxiety rises further.

As we start to fill up our bodies with designs, we have to make decisions: whose work do we want more? How far am I willing to travel? How much money can I spend? Who does the best work in that particular tattooing genre? Who has the best style for that design I have in mind? How long am I prepared to wait? If I go to an artist more than once, am I missing out? Do I save space on my arm for that artist in Australia, in the vain hope that they guest in the UK or I make it half way across the world? Should I get work off my awesome local tattooist instead?

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These are just some of the thoughts that I have on almost a daily basis, and surely I am not alone? I reached out to my followers on Instagram to find out how others feel about saving space and filling up too fast…

Nia Howarth, Huddersfield:

“I wouldn’t say I’m heavily tattooed! But I’m only 23 and I’m very quickly running out of space. There are artists who are out there who I love and really want to get tattooed by but I don’t think I’ll have the space for everyone! I also love having my boyfriend (Callum Glover) tattoo me because it makes me so happy seeing how proud he is that his girlfriend has work by him.”

Loll Montgomery, Birmingham:

“I got tattooed a lot by the same person during my twenties and now think I should have saved the space and had work from different people. I do love the work I have, I just regret taking up so much space, but I was young and wanted to get tattooed once a month.”

Jen Adamson, Leicestershire:

“I’m not heavily tattooed yet, so fill me up!”

Kiaya, Galway Ireland: 

“I totally get you. I’ve FINISHED my sleeves but taking a huge break now to wait and collect on my legs. Has to be special – all killer no filler. One leg is almost full so have to be selective.”

Claire Smith, Derby: 

“I think this all the time! I worry about conventions and the fact I don’t have many easily accessible gaps left for artists I love. I see pieces by artists and worry whether I’ll be able to get anything by them because I’m filling up so fast! And yet I love all my tattoos. It is so difficult. I think you will always want ‘one’ more and there are always going to be new artists you discover but it doesn’t stop you loving the collection and choices you’ve made.”

But are all of my thoughts and some of yours caused by a worry that our tattoo journeys must end someday? And will that be when we are full? Or does filling your skin never truly end – I mean I could blast over it all and start again?

Photos by Amie Louise Thomas

Sister of the Moon: Kimberly Walker

24-year-old Kimberly, from Doncaster works at H&M and is a blogger at Sister of the Moon. We chatted to Kimberly about how she believes it is so important to open up about mental health on her blog and her incredible tattoo collection…

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How long have you been blogging, what inspired you to start a blog? I started my blog around two and a half years ago! I used to share outfits of mine on Instagram and they seemed to get a lot of love. So that, and amazing bloggers that I followed, such as Sophie from www.popcornandglitter.co.uk, (read Sophie’s interview on th-ink here), really gave me the push to create my own blog!

What sorts of posts can readers expect to see? I mainly post fashion about fashion, but I’m also trying to branch out to mental health posts and more lifestyle too. I want to show a bit more of my personality and interests on Sister of the Moon, so readers can get to know me a little bit more.

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You post about your mental health, is it important that we open up a conversation about these things? I do feel that it is massively important to be able to talk about mental health. I understand that it is hard to talk about it to anyone, whether you are close to them or not, but I want to show that sometimes getting your words out can ease your mind a little bit. And that I am here for anyone who needs an unbiased person to talk to.

Would you say that blogging helps your mental health or sometimes hinders it? Definitely both. I like to have a corner of the internet where I can get my words down and feel like I have a bit of a project to stick to when I feel a little bit useless. But also having a blog can bring a negative impact, as you are constantly comparing yourself to other bloggers and beating yourself up about things! I do believe that taking breaks from things, especially blogging, is not a bad thing at all! Nobody should feel forced to do anything.

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How would you describe your style? Well this is hard to do! Part of me wants to say alternative but I feel that’s a cringey word. I do have a very casual style, I tend to throw anything together and try and make it work.

Can you tell us about your tattoos, do you have a favourite? Almost all of my tattoos are black and white, apart from the first one I ever had done. None of them have any meaning at all I just tend to choose whatever I like on a flash sheet or have an artist sketch up a random idea of mine! I do aim to be covered head to toe (minus face) but for now I’m making slow progress. My favourite is my sternum tattoo! I have a  big bat tattooed on it, not going to lie it was my most painful one too. I hate being tattooed believe it or not.

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Have your tattoos helped you to love your body or see it differently? I must say I do feel more ‘myself’ with tattoos, I have very low self esteem which would be worse without my tattoos.

Almost Amazing Grace

25-year-old Grace, who lives in the South East, right by the sea write things, mostly her blog but also bits and bobs for other websites and publications. Grace also models, manages social media for small businesses, and occasionally lectures in Creative Writing at the University of Winchester. In this post Grace talks about how open she is on her blog and what her tattoos mean to her…

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Can you tell us about your blog, how long have you been writing and what can readers expect to see on it?I started my blog when I was 17; full of feelings, hormones and angst, with nowhere to put it all. I made myself an online diary between lessons one day at college, and loved updating it with personal stuff for a couple of years – until I realised that it was a public domain and people could actually read it!?? Then it became a convenient place to post my creative writing work while I was studying at uni, still with the occasional (and much more carefully edited) personal piece. When I came to the end of my degree, I was diagnosed with a brain tumour and found my blog was the perfect place to share all the info about it, for folks to read – while spilling out all my emotions, too. These days, Almost Amazing Grace is a place for book lovers, coffee addicts, theatre goers, feminists, sex-positive humans and anyone needing a few lifestyle tips or travel recs.

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You’re very open on Instagram about your life, what inspired you to do this? I made myself an Instagram account when I was away at university, and at first it was just a place to share super-filtered selfies, snaps of my cute (but very cold and damp) box bedroom, and blurry portraits of the family cat whenever I visited home. These days I share a whole lot more on there; it’s not just a highlights reel. Much like when I started my blog, and why I continue to write it, I love being able to pour myself into my socials, hopefully be a voice for good, and find others like me. I’ve found friends for life online, maybe more than I ever have ‘IRL’.

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You often post about your recovery from surgery and radiotherapy, scarring and your body, what motivates you? Do you hope to raise awareness or help other people in similar situations? Readers of my blog and followers of my social media accounts will probably know almost everything about me, and what’s happened in my life in the last few years. I have blogged about every step of my journey with a brain tumour – my operations, my radiotherapy treatment, my reconstruction and my struggles with post-op recovery and general mental health. I don’t hold much back. I also share photos of myself and my fabulous scars (usually taken by genius babes Erin Veness or Sophie Mayanne) on my Instagram grid very regularly – partly because I do love the way I look, but also because I want other people to see something a bit different and maybe realise not everyone looks like the models in the mass media.

Sometimes strangers or friends of friends will approach me, in public or online, and tell me they feel they know me – and that they’ve experienced certain things with me. Some say my posts have moved them significantly; they may even say they relate, and then share their own stories of health problems or life events, and I always feel so honoured they trust me with their personal information. I think it’s so important people are open, and talk about what they’re going through in life; bottling things up and ignoring your own feelings won’t do you any good in the long run. I really hope others find me and see me being my true self, and can apply some of those values to their own lives and maybe have more kindness in how they view themselves.

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Have your tattoos helped you to see your body differently or love your body more? My tattoos are the way I decorate and express myself – they are also the best way I can think of to reclaim my body, after everything it’s been through that was out of my control. I get beautiful and very personal things inked onto my skin, for all to see, and for me. Sadly, there are people in my life (some of them are family, or family friends, and others are just strangers who feel the need to voice opinions) who don’t ‘get it’, and some of them even say to my face that they’re not a fan of the artwork. I don’t get defensive very often, because to each their own etc. but also it’s none of their business, and it makes me happy, and that’s all that matters.

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Which is your favourite piece or the one that means the most to you? I’d say my favourite tattoo will always be my first – the little words on my left forearm, a phrase I heard a lot from Grandad when I was young that I now have on me, in his handwriting, to hopefully serve as a reminder not to mess about or make bad decisions in life. That one was actually done by the gorgeous Kelly when she worked in a little shop near my university – and OMG, look how far she’s come!? The babe.

My second and third favourites would have to be my beautiful brain and crystals on my upper left arm (by Ciara Havishya,) and one of my most recent additions, a drawing the wonderful Frances Cannon did just for me, inked by the babe Vicky Jeffree in Birmingham.

Photographs taken by Erin Veness, more of her work can be found here