San Francisco Tattoo Artist Welcomes Beginners and Enthusiasts

Located in the heart of San Francisco, Black Serum Tattoo is a sanctuary of art and compassion, carefully curated by its owner, Brücius Zylander, to help first-time customers and tattoo enthusiasts alike feel comfortable in a judgment-free environment.

Before he had his own studio, Zylander felt intimidated by tattoo artists. “When I was young and I walked into a tattoo shop, my ideas were rejected. I was kicked out a lot,” he says.

Now, as a business owner, he emphasizes treating clients with great respect and consideration. “I like to treat the client the way I want to be treated,” he said. “Typically, my clients don’t have many tattoos – some don’t – and I feel honored that they come to me for the first time or only one.”

This philosophy has shaped the way Black Serum works, making it a welcoming place for everyone, regardless of their tattoo experience. Listen to the episode below to hear directly from Zylander.

Another expectation that Zylander sets is to be open about his interests and art. Being honest with potential clients about his skills helps maintain a high level of work.

“I can’t draw big pieces because I use a really small needle,” he explained. “For me, it is [about] information about the topic, not the size.”

His mastery of detailed, small paintings, especially of animals and birds, allowed him to succeed and stand out in this field. When it comes to projects outside of his expertise, Zylander is candid about his limitations. This transparency ensures that clients are always matched with the right artist for their vision, whether at Black Serum or through a referral to another studio.

This level of personal attention and care extends to Black Serum, especially when it comes to establishing customer comfort and trust.

“If an artist empathizes with the client, understands the client, and communicates with them, [then] we make sure the client is comfortable in many ways,” says Zylander. “Some come to get a tattoo that is very important – maybe a memorial tattoo, maybe a broken heart or changing events in their life – so be responsible. It’s a serious matter.”

Building on personal experience, the studio operates by appointment only, allowing for detailed consultation and a relaxed atmosphere. This model attracts many customers who would not be able to get into a tattoo studio in an instant.

“Most of our customers are in science, nature, antiques,” he said. “My studio and I draw a certain type of client in the space, and I make sure my artists are included in that. [This] the combination culminates in the piece they always wanted [but] they were embarrassed to find out, and they couldn’t find an artist to do it until they researched it [and found Black Serum].”

With its dedication to craftsmanship and customer service, Black Serum Tattoo demonstrates how understanding and addressing the specific needs of your customers can lead to a successful and sought-after business. Zylander’s commitment to creating a comfortable, respectful and artistically enriching environment is a testament to the power of combining passion and exceptional service.

Zylander’s approach to using Black Serum Tattoo offers valuable lessons for other business owners:

• Personalization is key. Tailor your services to meet the unique needs of each client. This personal approach improves the customer experience and encourages loyalty and referrals.
• Embrace your niche. Know your strengths, and be open about your limitations. This loyalty helps manage customer expectations and builds trust, helping to ensure that customers always get the best product possible.
• Create an inviting atmosphere. The location of your business plays an important role in how customers feel. Creating an environment that reflects the values ​​and culture of your business can make customers feel welcome and comfortable.

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Editorial contributions by Kristi Lindahl

This article is part of our ongoing America’s Favorite Mother & Pop Shops series that highlights family-owned and operated businesses.