We caught up with the brilliant and insightful Etgar Oak a few weeks ago and have shared our conversation below.

Etgar, looking forward to hearing all of your stories today. What’s been the best thing you’ve ever seen (or done yourself) to show a client that you appreciate them?

As a professional tattoo artist, I truly believe that every single client deserves to be treated like a VIP. Before every appointment, I make sure my clients have all the information they need to feel comfortable and prepared. During the session, I focus on giving them my full attention, because no two people are the same—our bodies and skin are all different, and that means every tattoo requires a personalized approach.

One of the best parts of my job is seeing the look on my clients’ faces when they see their new tattoo for the first time. It’s priceless—almost every one of them is blown away by the results, which is always a great feeling for me as an artist. But the relationship doesn’t end there. I make sure to follow up with them on how their tattoo is healing, so I know everything is going as planned and that they’re happy with it.

This level of care and connection is what brings my clients back time and time again, and it’s how I think things should be done in every single shop on the planet. Treating people like they matter, giving them more than just a tattoo but a whole experience—that’s what makes all the difference.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hi, my name is Etgar Oak, and I’m a 39-year-old professional tattoo artist from Latvia. I’ve been happily married to my wonderful wife, Gita Oak, for 12 years, and we’re currently living and working in New York. Gita is honestly the most amazing person on the planet, and her support has been invaluable in my journey.

I started my professional tattoo career around 9 years ago when I moved to England. I dedicated the first three years of my career to learning everything I could about tattooing. I worked with all kinds of styles because I wanted to truly understand the craft from every angle. I spent countless hours studying, practicing, analyzing, and repeating the process, perfecting my skills. It wasn’t easy, but I eventually reached a point where I could be proud of my work.

Over time, I started focusing more and more on black and gray realism, which is where my true passion lies. I’ve always loved drawing and painting things as realistically as possible, so it felt natural to put my energy into mastering this style. Even though I’ve won multiple awards for my realism work, I still believe there’s always more to learn. You never stop growing as an artist. The moment you think you’ve learned it all, you’re no longer an artist.

In my third year, I got the opportunity to move to the United States, but it took some time for the legal paperwork to be finalized. During that waiting period, I spent the next three years traveling across Europe as a guest artist, working in different shops and learning from incredible people. The experience only deepened my love for the craft. Once everything was settled, my wife and I moved to New York legally, and we’ve now been here for about two and a half years. The connections I’ve made with people in states are incredible, and the stories they share are unforgettable.

One thing I’ve noticed in the tattoo world today is the growing gap between tattooers and true tattoo artists. It feels like we’re in a bit of a struggle with too many people entering the industry for the wrong reasons. Many shops have become all about money, offering anything just to make a quick buck. That’s not how I work. I’d rather send a client home than do something that can’t be fixed or goes against the principles of good tattooing.

I’m strict when it comes to hygiene and the safety of my clients. I help them make informed decisions before their appointment, and every tattoo I do is custom-designed based on their ideas. I’m proud to say that all my clients leave satisfied, and many of them come back. I put my soul into this craft and treat every tattoo as if it were my last, which, I believe, is the key to always delivering your best work.

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

I believe several factors have played a significant role in building my reputation as a tattoo artist. First and foremost, it’s the dedication I have to my craft. From the very beginning, I invested a lot of time and effort into learning every style of tattooing, which helped me understand the industry from all angles. Once I found my true passion in black and gray realism, I worked tirelessly to master it, always aiming to improve and never settling for “good enough.” Clients notice that level of commitment, and it builds trust.

Another key element is the personal connection I establish with every client. I make sure they’re fully informed before the session and that their individual needs are addressed throughout the process. Tattooing isn’t a one-size-fits-all craft, so I customize every design based on their ideas and body type. Clients feel that personal care, and it creates a lasting bond, which naturally leads to referrals and repeat business.

Then there’s the importance of safety and hygiene. In today’s tattoo market, there are many shops willing to cut corners, but I’m strict about following safe practices. People respect that and feel more secure knowing that their health and satisfaction are my top priorities.

Finally, my approach to treating every tattoo as if it’s my last has been crucial. I don’t rush through any piece, no matter how small or large. I put my full energy and creativity into each tattoo, which results in consistently high-quality work. Word of mouth is incredibly powerful in this industry, and when clients leave happy and excited about their tattoos, they spread the word.

Any advice for managing a team?

In my experience, the key to managing a successful team is to keep them engaged with constant growth and helping them evolve as individual professionals. I believe that everyone has their own strengths, and it’s important to help each team member understand what makes them unique and valuable. Whether someone excels in communication, brainstorming, or leadership, it’s about filling each other’s gaps and working together as a cohesive unit.

That being said, I’m very strict when it comes to maintaining the internal policies of the brand. An elite shop needs an elite team, and that means everyone has to follow the same standards. Punctuality is non-negotiable—being on time shows respect for the clients and the team. It’s also important to cut egos at the door. In my shop, everyone is equal, and we all care for each other. There’s no room for big egos, just a shared focus on delivering the best experience possible.

Listening to your team is crucial. Everyone has a different perspective, and by listening, you can adapt and find ways to work better together. The result is a strong, motivated team that feels supported and valued. At the end of the day, it’s about balancing professional development with brand discipline, ensuring everyone knows they’re part of something bigger while also fostering their personal growth.

Contact Info:

• Website: https://www.etgaroak.com/
• Instagram: https://www.instagram.com/etgaroak?igsh=cjgwb2x3aDMwNWdy&utm_source=qr
• Facebook: https://www.facebook.com/share/1Lay78RwMCqhfF42/?mibextid=LQQJ4d
• Linkedin: https://www.linkedin.com/in/etgar-oak-a37536107?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Youtube: https://youtube.com/@etgaroak?si=zFKj-y1ymWorUvnb
• Other: https://www.threads.net/@etgaroak

Image Credits

Gita Oak