When Richmond’s predominantly white tattoo industry didn’t provide an opportunity for Sherod Davis to learn the craft, he taught himself. Now, as the owner of one of Richmond’s Black-owned tattoo shops, Misfit Tattoo Society, he offers a safe space for apprentices to learn and his customers to feel at home. His shop opened in February 2024.

Richmond has a vibrant and strong tattoo culture, consistently ranking third among cities with the most tattoo shops per capita, according to beauty and wellness platform TotalBeauty.com. Tattooing can be a lucrative profession for creatives, with hourly rates ranging from $100 to $250 and day rates reaching up to $1,600. However, the industry has a history of being uninviting to people of color.

“Back in the day, shops weren’t welcoming to people of color and people outside of the biker lifestyle,” Davis said.

Davis, who has been drawing since he was a child, earned a business degree and began his career as an accountant for a wine company. Realizing he didn’t want a long-term career in corporate America, he planned to pursue a path with more autonomy and creativity.

At 25, he began to learn the art of tattooing from watching YouTube videos and from a relative who was a “scratcher,” a tattoo artist who isn’t formally trained and works outside professional shops.

“I didn’t want to be a scratcher,” Davis said. “I wanted to be a licensed tattoo artist.”

Davis believes the tattoo culture in Richmond is more inclusive and diverse than it was when he began learning his craft. He credits the city’s vibrant arts scene for Richmond’s national reputation as a tattoo haven.

“The art culture trickles down to tattoos. It goes hand-in-hand with the culture here. I wanted to put my mark on it and be the first to open a tattoo shop in Richmond for people of color,” he said.

The name Misfit Tattoo Society reflects how tattoos have evolved from taboo to a widely accepted form of self-expression. It embraces the shift in culture, celebrating individuality and change.

“Historically, tattoos were frowned upon, especially in corporate America,” Davis said. “People were called misfits or outcasts for having tattoos. We’re all misfits.”

Davis and his wife have a five-year-old son, and they’re expecting another son in December. He enjoys playing with his son, spending time with his family and road cycling.

He talks about his journey, the industry and what drives him.

Where did you grow up? Where do you live now? Northside in Highland Park, but I graduated from Henrico High School. I live in Chesterfield now.

Why did you become a tattoo artist? Freedom was a motivator for my career choice. I worked in corporate America, but I was slowly working my way out.

I’m an artist. I’ve been drawing since I was a kid.

How do you become a tattoo artist? In Virginia, tattoo artists have to have a license, which means they must either become an apprentice or attend a licensed school. The best way to become a tattoo artist is to get an apprenticeship because tattoo schools are sometimes frowned upon. It’s a process that includes a state-administered exam. I have two apprentices in my shop.

What challenges have you faced breaking into the tattoo industry? I learned how to tattoo in 2013. Becoming an apprentice is the typical way to learn the art of tattooing, but I was self-taught. It was difficult to get an apprenticeship back then, especially for people of color. It was kind of gate-kept. People have to give you their time, energy and trust. I was discouraged by the process, which is why I decided to teach myself.

Why did you open a tattoo parlor? I don’t like authority, so being my own boss motivates me. The place — the music, the vibe, the customer experience, etc. — is curated exactly the way I want it.

I believe my customers should have a good experience when someone is painting.

Why do people get tattoos? Tattoos give people confidence. They feel better about themselves. People see it and get compliments. There’s a higher level of acceptance of tattoos now.

What’s the most meaningful tattoo you’ve ever done? I’ve done a lot of tattoos that are memorable and meaningful, but one that I did for a young lady whose toddler passed away stands out. She wanted a portrait done of her daughter. She was quiet and reserved while I worked on her tattoo, but she was in tears when I finished. That emotional connection is what makes tattooing more than just a job for me.

How do you choose the right tattoo artist? The biggest mistake is choosing an artist who fits the style of tattoo you want. Social media is the best way to find an artist because you can see their work.

Why did the tattoo industry in Richmond exclude Black people? Some people have never worked on darker skin. For me, it’s easier when you’re working with a darker palette. I prefer a darker palette for black and grey because I don’t have to use as many tones. The skin is part of the image or highlight.

You describe your styles of tattooing as Realism and Illustrative. There are ten different styles in tattooing. Realism is taking a picture of someone and tattooing it precisely as it is in the picture. Specifically, I do black and grey realism. Illustrative is two-dimensional, like cartoon characters.

What’s it like as an entrepreneur in Richmond? It’s fun because your future is in your hands. You’re investing in your future, but it can be challenging because Richmond is so saturated with tattoo parlors.

Your shop is located in Shockoe Bottom, very close to where the three-alarm fire occurred recently. Was your business affected? Thankfully, no. We saw the smoke and could smell it, but I didn’t understand the magnitude of it until I saw the news.

What role does Misfit Tattoo Society play in the community? The shop offers a place of comfort, and we’re welcoming to people of color. We have a very chill vibe, so people can be themselves there. Also, we do food drives at Thanksgiving and back-to-school drives. One summer, I helped a friend at Highland Springs High School with a summer program there. I talked to the kids about entrepreneurship and tattooing. We started with only five kids, but the number of kids attending grew each week.

How do you start your day? I get up at 8 or 9 a.m. and spend time with my son. The shop opens at noon, so I don’t start work until 11.

What are three words that best describe you? Laidback, caring and driven.

What would you do if you had 10 extra minutes in your day? I’d paint more.

What music are you listening to most right now? Right now, it’s Chicago blues, the “Sinners” movie soundtrack and anything by Teddy Pendergrass.

What quote inspires you? “The first 25 years of your life will determine the next 25 years of your life.” My grandfather told me this when I was young, and it’s always guided me.

What book inspired you most? “Rich Dad Poor Dad,” by Robert T. Kiyosaki and Sharon Lechter.

Who is your dream dinner party guest? Quincy Jones because he was a cultural revolutionary.

What’s your next goal? I want to build generational wealth.