The VIP Suite at IMAGE Studios with Matthew Landis

Sawyer Gray's Journey to Tattoo Artistry and Independent Success

• IMAGE Studios • Season 4 • Episode 29

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From surviving several toxic apprenticeships to building a dream tattoo business at IMAGE Studios in Jacksonville, Florida, Sawyer Gray's raw and inspiring story will light a fire in every salon suite professional who's ever felt stuck. 

Hear how this passionate tattoo artist turned personal challenges into a powerful journey of creative freedom, client connection, and unapologetic self-belief. With vulnerability, humor, and grit, Sawyer reveals the heart behind her art and the courage it takes to carve your own path in a challenging industry. 

This isn't just a podcast episode—it's a masterclass in turning obstacles into opportunities.

Follow Sawyer on Instagram: @sawyer.gray.tattoos

The VIP Suite is the official podcast of IMAGE Studios, created for independent beauty, health, and wellness professionals who want to grow their businesses and thrive in salon suite life. Hosted by Director of Education, Matthew Landis, each episode shares real success stories, marketing tips, and business strategies from top beauty entrepreneurs and wellness leaders.

This episode is sponsored by GlossGenius, the all-in-one salon software designed to help independent professionals book appointments, accept payments, manage schedules, and build strong beauty brands. Learn more at glossgenius.com.

Don’t forget to follow, rate, and review the show on Apple Podcasts, Spotify, or wherever you listen. Connect with us on Instagram @imagestudios360 and visit imagestudios360.com for more information about IMAGE Studios luxury salon suites. New episodes drop every two week. Subscribe to hear how beauty and wellness professionals like you are building powerful, independent careers.

Matthew Landis:

Welcome to The VIP Suite, the podcast for Salon Suite professionals who are building bold, brilliant businesses. I'm your host. Matthew Landis, former salon owner, business coach and lifelong advocate for entrepreneurs in the beauty and wellness industry. Each week we spotlight industry MVPs, from hairstylists, estheticians, nail and lash artists and a wide array of solo entrepreneurs who are creating success on their own terms, you'll hear strategies for marketing, client, growth mindset and overall Salon Suite success, plus honest conversations about what it really takes to thrive. This season, we're going even deeper into growth, grit, community and all the messy magic that comes with carving your own path. So hit subscribe, turn up the volume, and welcome to the VIP suite where independent beauty and wellness pros come to shine. Hey, IMAGE Pros, your business deserves booking, payment and client management tools as elevated as your space. That's why GlossGenius's top rated salon software is included in your lease at all inclusive locations, giving you everything you need to grow your business with less busy work with one flat 2.6% payment processing rate, you can save 1000s on hidden fees. Clients can book in just 30 seconds with no app downloads or logins. On average, businesses see a 27% plus increase in revenue within the first year on GlossGenius. So sign up today with coupon code IMAGEPROALLIN and select your location to start making the most of GlossGenius. Joining me on The VIP Suite today is Sawyer Gray, tattoo artist extraordinaire at IMAGE Studios in Jacksonville, Florida. Welcome to The VIP Suite podcast.

Sawyer Gray:

Thank you.

Matthew Landis:

Sawyer, tell me a little bit more about your business and what you do.

Sawyer Gray:

I started this business back in May, and I mean, basically, I do tattoos, and I permanently put my art on people's body.

Matthew Landis:

That's awesome. Tattooing is kind of, you know, I think it's gotta be it's kind of scary for people getting the tattoo, because, you know, it's permanent, but it's also gotta be scary for someone doing the tattoo. So how did you learn to do it?

Sawyer Gray:

So I had about three apprenticeships that were all pretty rough. I mean, I had people teach me, but not really teach me all the way, so I kind of had to learn it on my own. And then, you know, I kind of just went off to do my own

Matthew Landis:

I've looked at your Instagram, I've looked at thing. some of your designs, and they're incredible. They're absolutely beautiful, and there's a delicacy to them and an intricacy and complexity. Have you always been an artist?

Unknown:

No, I thought it was so cool that you would have art on your body like forever. So I kind of just taught myself how to draw because I wanted to be a tattoo artist.

Matthew Landis:

So when did you decide that you wanted to be a tattoo artist?

Unknown:

Probably when I was 16. That was when I got my first tattoo. It was like a small paw print on my wrist. And I just, I fell in love.

Matthew Landis:

And you've learned to do this beautiful, complex work in that amount of time. I mean, you must have some real natural talent to be able to do what you do, because it's so incredible. Well, thank you. I appreciate that. What was that journey like, learning to draw?

Sawyer Gray:

It was rough. Most of like, my early drawings were horrible, like they were really bad. But I mean, I just kept going my wife, she, she kept telling me that my art was great. That just pushed me to do even better.

Matthew Landis:

You said before the call that you had six dogs, so you're you're coming to us live from your truck because the dogs are so loud. So tell me a little bit more about them.

Sawyer Gray:

Well, they are crazy. So we have two German Shepherd puppies, a Golden Retriever puppy, chocolate lab, a Belgian Malinois and a pit bull Husky mix.

Matthew Landis:

You have six big dogs. Oh, yeah, that's a lot of dog food and a lot of dog poop. Oh yes, we have little dogs, so we buy food probably about once a quarter.

Sawyer Gray:

Yeah, we get it delivered like every two weeks.

Matthew Landis:

What motivated you to go independent? I know that you said that you were kind of sick of the people that you were working with, but what made you decide to go out on your own.

Sawyer Gray:

My first apprenticeship, the guy who was teaching me, he's a super nice guy, but he wanted me to be there six days a week, 48 hours a week. And I mean, like, you know, I have six dogs at home. I can't really make that happen, so that just didn't end up working out. The second apprenticeship that I had, my tattoo mentor ended up sexually assaulting me, and that really like. It took me down for a little bit, like I, I kind of just didn't want to do it anymore. But, you know, I love the art, so I kept pushing. And I got my third apprenticeship where my boss was just kind of a dick, like he, he would yell at me, like every single day, he told me that I didn't know anything about art. It was just kind of awful. So I got really sick of working under people. I kind of just wanted to be able to make my own schedule, do my own thing, have my own rules, and this just this seemed like the best option for that.

Matthew Landis:

Well, I'm so sorry that you had those experiences that's pretty awful. Shit happens. So how has your time as an independent been? What has that done for you?

Sawyer Gray:

It has been amazing. I was probably making about $2,000 a month at like, a tattoo shop where I was at, and I have just grown my clientele so much since then, and I'm not having to give like 50% of what I'm making to my boss. I mean, I was able to get like, two more dogs. It's been awesome. I love my clients. They're so they are so amazing. They like they make this happen for me.

Matthew Landis:

Tell me about your clients. What do you love about them?

Sawyer Gray:

They have such brilliant ideas that I would never even think of. Pretty much all of my clients, like we we're friends to a certain point, like we spend hours together when they have an appointment, like we talk about anything and everything. So it's just really, like a different type of connection with those people.

Matthew Landis:

What's one of the most surprising or meaningful transformations that you have helped a client achieve?

Sawyer Gray:

I would say, quite a few of my clients have, you know, I've done like a tattoo on like, their rib cage or something, and they're like, oh, you know, I can finally wear crop tops now. And I was like, you know, like, why weren't you able to before? And they were like, I'm just really insecure about that part of my body. But, like, now it just, there's something that I want to show off there so that that's really cool.

Matthew Landis:

I never really thought about that. That's really incredible. What a gift to be able to do that and to help people sort of put on that little bit of armor. Yeah. So what's one of the biggest misconceptions people have about the tattoo business?

Sawyer Gray:

That it's easy. It is really hard, especially for women, to get into it and stay in it. There's a lot of artists that want to be tattoo artists and like, it just doesn't happen because the community is not nice.

Matthew Landis:

Well, I'm under no illusions that tattooing would be easy. Like I said, that it looks really scary to me, because you know that you're you're doing something permanent on somebody's body. So I think that you're very courageous and brave to jump into this. Because I think it takes a very brave person to tattoo somebody else's body.

Sawyer Gray:

It was a little scary at first when I was learning, but I it's become kind of just like second nature now.

Matthew Landis:

Now, how have you changed? Going independent?

Sawyer Gray:

I am so much happier. Like, I since, like, I can make my own schedule now I have so much time to spend with my wife and the dogs. It has just changed my life so much, like I was in a really dark place when I was working at a tattoo shop. It's just so much better now.

Matthew Landis:

And what has it been like being here at IMAGE Studios for you?

Sawyer Gray:

First of all, it's gorgeous. The location that I'm in is very central to everyone, so I feel like I get clients from like upper Jacksonville, St Augustine, Orange Park. So that's really nice, because it's an easy drive for most people in the area, the owners of the one that I work at, they're absolutely amazing, like they are so helpful. I had Paul Elizabeth's husband, he jumped in a dumpster for me because I I lost a bag of my biohazard.

Matthew Landis:

Oh, wow. Now that is helpful. That is a great owner, Elizabeth and Paul casuti there in Jacksonville, Florida, incredible and so supportive. Yeah, who else is going to do that for you? Right? Right? What's it like down in Jacksonville? I've been to Florida, but I've never been to that part of Florida. What is that like?

Sawyer Gray:

It's nice. I mean, it's right by the beach, so there's that, but I like it. It is hot, though

Matthew Landis:

I live in Palm Springs, California, so it's very dry here, which I imagine it's very humid in Florida. So do you ever get imposter syndrome or self doubt doing tattoos?

Sawyer Gray:

Absolutely.

Matthew Landis:

What do you do when that creeps in?

Sawyer Gray:

I go to therapy. So that's actually something we work on quite a lot. That's wonderful. Like, I'll be tattooing, and I'm like, How did I even, like, get here? Like, am I even qualified for this position? No, it's it is rough sometimes, but I'm working through that.

Matthew Landis:

So tell me about your favorite or one of your favorite tattoos that you've ever done.

Sawyer Gray:

I did a black work sleeve on one of my close friends. Actually, it was the first time I ever did like solid black work, and he had some, like, ornamental pieces in there too. And it just came together really nice, and it looked very good at the end. And I was super proud of it.

Matthew Landis:

If there were one thing that you could change about the tattoo industry, what would it be

Sawyer Gray:

that it wouldn't be so male dominated? Yeah, I think that's about it. And

Matthew Landis:

What would you like to see?

Sawyer Gray:

I think more women need to come forward and just do their own thing, run their own business. I think the tattoo industry would do so much better with women owned businesses. And I mean, there are quite a few out there, but there definitely needs to be more.

Matthew Landis:

I love that I've worked with women my whole adult life, so that's almost all that I know, and it's been an incredible experience. Yeah, very lucky. Hey, image pros, your business deserves booking, payment and client management tools as elevated and modern as your space. That's why gloss genius is top rated salon software is included in your lease at all inclusive locations, giving you everything you need to grow your business with less busy work. With one flat 2.6 payment processing, you can save 1000s on hidden fees while offering your clients a smooth checkout experience. Clients can book in just 30 seconds with no app downloads or logins so you never miss an opportunity, plus AI powered marketing and automated wait list helps fill your schedule so you can focus on what you do best. Managing your business has never been easier. With unlimited appointment reminders, forms and waivers built into booking payroll and time tracking, performance, insights and goal setting, tools and more on average, businesses see a 27% plus increase in revenue within the first year on gloss genius, no extra cost, no extra setup is a powerful tool to help your business thrive. Your image studios membership includes the best technology to support your success. So sign up today with coupon code image pro all in and select your location to start making the most of gloss genius. So if you weren't a tattoo artist, what would you be?

Sawyer Gray:

Probably a dog trainer. I was a dog trainer for quite a few years before I started doing this. I love dogs. They're just so happy go lucky, and they're so fun to work with. But, I mean, I still definitely do it on the side, but if I wasn't a tattoo artist, I would be doing that.

Matthew Landis:

I had a feeling it would be something with dogs. You know, I volunteer at the Palm Springs animal shelter. I'm on the puppy team here, so I get to play with puppies every week, and that's a lot of fun. And, you know, there at the shelter, we sit around and talk about, if we had all the money in the world, you know, we'd buy a big farm where all the dogs could could live if you had all the money in the world, or if you had unlimited resources, what would you build or create?

Sawyer Gray:

I'd probably buy a horse first. I love horses. But I mean, other than that, I I don't know, I'm pretty content right now.

Matthew Landis:

Oh, that's wonderful. I love it. I buy a horse. Period. That's so great. I'm so happy for you. I love that simplicity, because, you know, so many people in the world now, they just want more and more and more and more. And so I'm really happy for you. Thank you. Is there a personal quote or a mantra that helps you, motivates you?

Sawyer Gray:

I mean, don't give up. That's about it. I mean, it's simple, but I I wanted to give up quite a few times, but I didn't. And if I would have, I wouldn't be here like I wouldn't be running my own business, I wouldn't have six dogs and a house and be living comfortably and happy. So I am so grateful that I did not give up.

Matthew Landis:

Tell me about your wife.

Sawyer Gray:

I love her. She She has been by my side for four years now, and she has supported me through this entire thing, the highs and the lows, and she actually works with me. She does my social media and my bookkeeping, and she. Works. 24/7 she's on her phone, talking to clients, booking appointments. It's, it's super helpful, because after I'm tattooing for, you know, eight hours a day, I don't really want to come home and talk to clients for the rest of the day. So she handles all of that. And I am so appreciative of that.

Matthew Landis:

Is there a book or a podcast or a show that has inspired you recently? Is there something that you would recommend for our listeners?

Sawyer Gray:

I mean, I read a lot of poetry. Milk and Honey is one of them that I really enjoy. I do really enjoy, like trying to figure out the meaning behind poetry. I just, I like the deep meanings of things. It's very it's cool. Do you write poetry? I do. I'm actually writing a book right now, though about my experience in the tattoo industry. So that's a that's a work in progress. I don't know when I'll be finished with it, but it's coming along.

Matthew Landis:

Is there anything that you want to share with with our listeners about the book?

Sawyer Gray:

It'll pretty much be about my apprenticeships and what I had to go through to get here. So

Matthew Landis:

we'll see if there's any way that I can support you. You know, let me know. Wonderful. Yeah, the world needs to hear your story. So where can our listeners find your work?

Sawyer Gray:

So all of my work is on Instagram @sawyer.gray.tattoos.

Matthew Landis:

Thank you so much for being here today, Sawyer. I am so inspired by your journey and your work and everything that you're doing. So keep at it. Don't give up.

Sawyer Gray:

Thank you.

Matthew Landis:

Thank you for tuning in to The VIP Suite. If you love this episode, don't forget to subscribe and follow us on Instagram @imagestudios360 for more inspiration from our community of independent beauty and wellness pros interested in renting your own luxury studio or becoming a franchise owner, visit imagestudios360.com to learn more and take the next step toward building your dream business. Until next time, here's to beauty, health and wellness and building the life that you want you.