In this episode of Business Brain, Dave Hamilton and Shannon Jean welcome guest Noelle Hilal, owner of Iris Tattoo and Piercing. The discussion dives into the innovative approach Noelle has taken to redefine the tattoo industry, emphasizing customer experience, premium service, and top-tier talent management.

Noelle explains how Iris Tattoo was born out of the desire to improve the traditional tattoo shop experience, creating a boutique-style environment often likened to an “Apple store” for tattoos. The studio prioritizes customer service, offering curated experiences that include amenities like beverages, concierge service, and high levels of communication. Iris charges a premium—sometimes four times standard rates—but ensures unmatched quality and comfort.

The conversation also highlights Noelle’s approach to managing talent, treating tattoo artists as “internal clients” and providing stability to attract and retain top talent. While the artists are independent contractors, Noelle fosters loyalty through robust support systems, training, and ensuring their focus remains on their craft.

Noelle shares challenges, including a difficult partnership breakup, and emphasizes the importance of complementary skills in business relationships. He also discusses plans to expand Iris Tattoo into new markets, choosing locations like Nashville based on gut instincts and market potential.

The hosts and Noelle reflect on the entrepreneurial journey, the loneliness it can bring, and the importance of community and support networks like the Business Brain podcast. The episode concludes with encouragement for listeners to pursue their dreams in 2025, emphasizing connection and growth.

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