We were lucky to catch up with Tiffany Ruby recently and have shared our conversation below.

Alright, Tiffany thanks for taking the time to share your stories and insights with us today. What were some of the most unexpected problems you’ve faced in your business and how did you resolve those issues?

One of the most unexpected challenges I’ve faced wasn’t finding clients—it was discovering that after years of building my business, I could potentially lose the ability to operate because of a zoning issue.

I own Truth Be Told, a tattoo and cosmetic tattoo studio that also hosts community events and creative workshops for women. Earlier this year, I was informed that my location wasn’t properly zoned for tattooing, despite cosmetic tattooing being regulated by the state under the same licensing requirements. Suddenly, something I had invested years into building was being questioned.

At the same time, my 75-year-old father had just moved in with my family, and I had taken on a much larger caregiving role. I was balancing family responsibilities, running a business, and navigating city meetings and public hearings all at once.

Instead of focusing on frustration, I focused on solutions. I educated myself on zoning, regulations, and local government, worked closely with city officials and property owners, and continued advocating for my business and clients.

The experience taught me that resilience isn’t about avoiding setbacks—it’s about adapting when the path changes unexpectedly. Looking back, it made me a stronger business owner, advocate, and leader.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

My name is Tiffany Ruby, and I’m the owner of Truth Be Told Tattoos and Cosmetics, a private luxury tattoo and cosmetic tattoo studio in St. Charles, Missouri.

I’ve always been drawn to creativity and self-expression, but tattooing became much more than a career for me—it became a way to help people reconnect with themselves. What started as a passion for art evolved into a business centered around transformation, confidence, and meaningful connection.

At Truth Be Told, we offer custom tattooing, cosmetic tattooing, permanent makeup services, and a variety of community-centered events. While many people initially find us for a tattoo appointment, my goal has always been to create something bigger than a studio. We’ve hosted workshops, creative gatherings, and events designed to bring women together in a welcoming and supportive environment.

What sets us apart is the experience. I wanted to create a space that feels different from what people traditionally expect from a tattoo studio—private, elevated, and intentionally designed to make clients feel comfortable from the moment they walk through the door. Whether someone is getting their first tattoo, restoring confidence through cosmetic tattooing, or commemorating an important chapter of their life, I want them to feel seen, heard, and cared for.

Over the years, my work has evolved from fine-line black and gray tattooing into a style that incorporates realism, botanical elements, ornamental details, and vibrant color. I believe tattoos should be as unique as the people wearing them, and I love collaborating with clients to create pieces that tell their story.

What I’m most proud of isn’t any single tattoo—it’s the community we’ve built. Seeing clients return year after year, bring their friends and family, trust me with life’s biggest milestones, and support the studio’s growth has been incredibly meaningful.

If there’s one thing I’d want people to know about me and my brand, it’s that everything we do is rooted in authenticity. Whether it’s the artwork, the environment, or the relationships we build, I want people to leave feeling more confident, more empowered, and more connected to themselves than when they arrived.

Let’s talk about resilience next – do you have a story you can share with us?

One of the most challenging seasons of my life happened this year.

After years of building my business, I was informed that my studio’s location was facing zoning issues related to tattooing. Suddenly, something I had invested countless hours, energy, and resources into felt uncertain. At the same time, my 75-year-old father moved in with my family, and I found myself taking on a much larger caregiving role while continuing to run my business.

There were days when I felt completely overwhelmed. I was balancing clients, city meetings, paperwork, family responsibilities, and the emotional weight of not knowing what the future would look like. It would have been easy to focus on everything that was going wrong.

Instead, I chose to focus on what I could control. I educated myself on local regulations, attended public meetings, advocated for my business, leaned on my support system, and continued showing up for my clients every day. I kept creating, serving my community, and moving forward even when the outcome was uncertain.

That experience taught me that resilience isn’t about never feeling discouraged—it’s about continuing to take the next step anyway. As entrepreneurs, we rarely get to choose the challenges we face, but we do get to choose how we respond to them. Looking back, that season strengthened my confidence, deepened my appreciation for my community, and reminded me why I started this journey in the first place.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe my reputation has been built through consistency, authenticity, and genuinely caring about the people who trust me with their stories.

In an industry where it’s easy to focus solely on the artwork, I’ve always focused on the experience as a whole. I wanted to create a space that feels welcoming, private, and comfortable—especially for people who may be nervous about getting a tattoo or cosmetic tattoo. My goal has never been to simply provide a service; it’s been to create an experience that leaves people feeling more confident than when they arrived.

I also think being willing to evolve has played a huge role. Over the years, I’ve continued investing in my education, refining my craft, and pushing myself creatively. Rather than staying comfortable, I’ve embraced growth and allowed my work to evolve alongside my clients’ needs and my own artistic vision.

Most importantly, I’ve built my business through relationships. Many of my clients have been with me for years, refer their friends and family, attend our events, and continue supporting the studio as it grows. That’s something I’m incredibly grateful for and never take for granted.

At the end of the day, I think people remember how you make them feel. The artwork brings them through the door, but the trust, connection, and experience are what keep them coming back.

Contact Info:

• Website: https://www.truthbetoldtattoos.com
• Instagram: @tbrmua
• Facebook: https://www.facebook.com/share/1GAu2ygcdA/?mibextid=wwXIfr