Tattoos elevated to art form at Purple Haze
By MARK PAVILONS

Helping customers make informed decisions at Bolton's Purple Haze are Boris Pavlovic, Iain Wight, owner Ron McCarthy and Dave Ramage.

Getting a permanent work of art on your body requires a lot of thought. And it should be a positive experience from start to finish.

The interior of Bolton's Purple Haze has a warm and welcoming atmosphere, something owner Ron McCarthy went to great lengths to achieve in the Chapel Street building.

Tattoo shops have become more mainstream in the last few years. The majority of Ron's clients so far have been 30-plus moms and dads. The tools and inks today are of high quality, resulting in vivid, colourful images.

McCarthy said many adult customers have asked for family portraits likenesses of their children or loved ones who've passed away, and many men ask for their children's names.

Tattoos are much more accepted today, and the increased exposure from TV programs like Miami Ink has removed many of the stigmas and misconceptions surrounding the industry. For many, a tattoo has a meaningful story to tell, and it's often part of a healing process.

McCarthy and his staff relate to customers' needs. They explain everything to potential customers before, during and after the procedure. They have turned many away who are either ill prepared, under age or simply haven't thought it through.

"We try to talk them out of regrettable choices," McCarthy said, noting tattoo artist Dave Ramage refused to create a tattoo on the faces of two young girls. Although it's legal to get a piercing on your own at 16, Purple Haze will not offer tattoos or piercings to anyone under 18. Minors do need parental consent.

Tattoos are very special to the wearer which is why Purple Haze artists go out of their way to ensure everyone is fully informed and ultimately pleased with results.

Many people with tattoos find them addictive, and often have more than one. Being an afficionado himself, McCarthy refers to being tattooed as a zen-like experience.

Every creation should be unique, he stressed, noting Purple Haze will not reproduce any tattoo they've done for a customer. "They should be one-of-a-kind pieces of art, not mass-produced images." All of the artists have their own photo albums, highlighting their works, and they take photos of each tattoo after it's completed.

McCarthy said the artists take great pride in their work. Purple Haze tattoos are guaranteed, as long as the customers look after them. They are instructed on short and long-term tattoo care, which involves using sunscreen, avoiding chlorine and keeping the area clean. Getting a tattoo is a big step, McCarthy observed, adding it's not to be taken lightly.

McCarthy's commitment to quality and detail led him far afield to find some of his staff. He searched the Internet and conducted many interviews before he found Boris Pavlovic, who he brought over from Serbia with his wife and child. Pavlovic earned quite a lot of recognition in Serbia where he owned his own shop. They love their new home in Bolton.

McCarthy said his reason was quite simple he didn't want "good," but sought someone who was "great." He wanted to do it properly from the start and felt his Bolton customers deserved the best. During the process, he had to convince the Canadian government that tattooists were artists and after showing them examples of their work, they are now classified as artists for the purpose of work visas.

Through word of mouth, the business has done well and McCarthy has also opened an outlet on Queen Street, selling clothing, jewellery, accessories, etc. Some of the work that has kept them busy includes revamping old, faded tattoos, correcting mistakes and coverups.

McCarthy pointed out that bad tattoo artists give tattoos a bad name. He's in it for the long-term and customer satisfaction is their number-one priority.

Popular locations for tattoos for men these days are the shoulders, arms, backs and chests. For younger women it tends to be the lower backs.

His artists have their own styles Dave is a pen and paper kind of guy, and Boris is an excellent graphic artist with a flair for computer-assisted designs. The going rate at Purple Haze is $120 per hour, but each tattoo has to be evaluated individually. The factors linked to cost are size and intricacy. For the larger, more complicated designs, customers have to make three or four visits.

McCarthy also prides himself on the cleanliness of the shop every area and room is well above standards and exceeds all health department guidelines.

Piercings are handled by Iain Wight, who is meticulous about his craft, taking time to explain everything to his customers. The needles are pre-sterilized and he sterilizes and prepackages the jewellery in individually wrapped bags. He puts his clients at ease and describes everything in detail to them as he goes through the process. He also provides pamphlets about hygiene and care. He has dissuaded some customers from certain piercings.

Most common today, he said, are navels and nostrils. They welcome customers to call them after the piercing with any questions or concerns.

Body art is a personal, long-term investment. Make a wise decision, and let the staff at Purple Haze help you make the most of it.

You can call them at 905-951-0059 or visit their Web site at www.purplehaze.ca.