Located in the heart of San Francisco, Black serum tattoo is a sanctuary of art and empathy, meticulously curated by its owner, Brücius Zylander, to help first-time customers and tattoo enthusiasts alike feel at ease in a judgment-free space.

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 kind of ostracized,” he says.

Now, as a business owner, he emphasizes treating customers with the utmost respect and consideration. “I like to treat the customer the way I want to be treated,” he says. “Typically, my clients don't have many tattoos—some have none—and I feel honored that they come to me for their first or only.”

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

Another expectation Zylander sets is to be honest about his artistic preferences and limitations. Being honest with potential clients about his skills helps maintain a high standard of work.

“I can't tattoo large pieces because I use a very small needle,” he explains. “For me, it's about the details in the subject, not the size.”

His specialization in detailed, smaller tattoos, especially of animals and birds, allows him to shine and stand out in the industry. When it comes to designs outside of his expertise, Zylander is straightforward 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 personalized and mindful attention extends through the Black Serum experience, especially when creating comfort and confidence in the customer.

“If the artist sympathizes with the client, understands the client and connects with them, (then) we make sure the client is comfortable in a lot of ways,” Zylander says. “Some come to get such a meaningful tattoo – maybe it's a memorial tattoo, maybe it's a broken heart or just a change in events in their life – so we have a responsibility. It's a serious matter.”

Building on personalized experience, the studio operates by appointment only, which allows for detailed consultations and a relaxing atmosphere. This model attracts many customers who are unlikely to walk into a tattoo studio reluctantly.

“Most of our customers are in science, nature, antiquities,” he says. “My studio and I attract a certain kind of client to the space and I make sure my artists are tuned into it. (That) combination culminates in the piece that they always wanted (but) were embarrassed to take and didn't ” you don't find the artist to do it until they research (and found the Black Serum).

Through her dedication to art and customer service, Black Serum Tattoo illustrates how understanding and addressing the specific needs of your customers can lead to a very successful and in-demand business. Zylander's commitment to creating a comfortable, respectful and artistically enriching environment is a testament to the power of combining passion with exceptional service.

Zylander's approach to running Black Serum Tattoo offers valuable lessons for other business owners:

• Personalization is key. Tailor your services to meet each client's unique needs. This personalized approach enhances the customer experience and drives loyalty and referrals.
• Embrace your niche. Know your strengths and be open about your limitations. This honesty helps manage customer expectations and builds trust, helping customers always get the best product possible.
• Create an inviting atmosphere. The environment of your business plays a crucial role in how customers feel. Creating a space 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 continuity America's Favorite Mom & Pop Stores™ series highlighting family-owned and operated businesses.