Business & Tech

Business Owner Aims to Dispel Tattoo Shop Stereotypes

Owner and artist Dan Lavery says the work of his artists and integrity of the shop will earn the respect of locals.

The reasoning behind Dan Lavery’s decision to bring was simple: to become part of a diverse business landscape and a standout among other reputable businesses.

“This Main Street area has such a great feel. It has the theater, it has a dozen great restaurants, it has the small town feel and the big commercial space,” he said. “It’s what we want, it was a conscious choice to come here.” 

While making the decision to open on Main Street, Lavery was aware of the backlash he could encounter for opening a tattoo shop in a largely conservative community. Lavery said this would not be an issue for him or the other artists in the shop and is hopeful the community would accept him once they see what Liberty has to offer. 

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“At the end of the day we think we’re going to work hand-in-hand with the community … we think that any stereotypes or any negative feelings will be put to rest when they see how we operate our business,” he said. “We’re not gang members, we’re not ex-cons, we’re not felons, we’re just regular, everyday people that have families and want to make our way in the world.”

Four tattoo artists will man the shop: Nick Mascola, an award-winning artist known for his black and gray work; Rick East, a 15-year tattoo artist known for his use of solid, bold colors; Jon Sudano, an artist who specializes in American traditional tattoos, reminiscent of work from the 1940’s and 50’s; and Lavery, who is known primarily for his American and Japanese traditional tattooing and stellar lettering.

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Lavery started his career as a body piercer in 1999 at Cliff’s Tattoo and completed a two-year apprenticeship under famed artist “Zam.” After completing his apprenticeship Lavery continued to tattoo at Cliff’s for nearly 12 years.

Liberty is expected to open Saturday, according to Lavery, who said the shop is waiting on its certificate of operation from the town.


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