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

Alright, Lorena thanks for taking the time to share your stories and insights with us today. Any advice for creating a more inclusive workplace?

As a latino caribbean woman, an immigrant and a small business owner in toronto, is important for me to create the most comfortable enviroment for all clients, and being inclusive is a must. Everything started when I found myself getting all types of requests from all my female clients, when I used to work on a st shop that had only the basics, theirs needs for more privacy, comfort, better use of the material for coverage, in case the person was somehow showing some skin. then I started to realize that also my queer clients as well, were in need of a positive and more acceptance space, where they could feel safe and get done all their tattoo projects with an artist they could trust. so when indigo art studio came to life, that dream came true for so many. established in 2016, this concept was real and I am so happy and grateful that I pay attention to the needs of others and make a difference in my community. so yes, my advice is listening to your clients, pay attention to their needs, so you can find solutions for it, show more kindness, be more professional and educate yourself so you can serve others better.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Born in the beautiful city of Havana, Cuba, Lorena found herself through the love of art. Picking up a paintbrush at a very young age, she fell in love with drawing colourful and bright things.Lorena studied at EAI Amelia Peláez in Havana, graduated at 18 with a Fine Arts Diploma as a painter/illustrator/mix media Artist. She collaborated and worked at the Main Experimental Graphics Studio in Havana, MANERO Art Studio, GMJ mural painting restoration Institute, did Printmaking/Woodcutting workshops along other international artists. She participated in collective Art Exhibits, Community Art events for Youth & Children, Gallery Performances & Happenings, Art shows and Expos with other talented artists in Havana, Cuba.
After moving to Toronto, Canada in 2008, Lorena continued her Art studies at OCAD.
She also attended Toronto School of Arts finishing her studies with another Fine Art Diploma. In 2009, Lorena immersed herself into an apprenticeship in the Tattoo Industry and since then she has been tattooing. She had the opportunity to work next to many world renowned Tattoo Studios and Artists of Canada, USA, Mexico, Colombia, Spain, Cuba, and other countries.
Lorena enjoys variety when it comes to tattooing but bright colors, cover-ups, watercolor, mandalas and geometrical/dot work art are distinctive in her pieces.

She is known for being the coverup Queen in Toronto, Canada due her work on very complex scars due to surgeries. She tries with each piece to innovate and experiment with colors, elements, and textures. Bringing confidence and empowerment back to her clients.

She has been featured in many international Magazines articles in Canada, USA, Mexico, UK, Spain and others. She has been invited as a guest to many Radio Shows, Podcasts and Public Speaking events.
She has also collaborated with different Novelists, Children’s book writers and film directors creating Illustration covers and storyboards.

Lorena continues her work as a Professional Tattoo Artist from her own private studio. As well as her Artwork commission paintings, Illustrations and Mural Art for Residential & Commercial locations.

Originally downtown Toronto and then moving to Markham, the space continues to grow allowing her to keep working as a Fine Art painter/Illustrator & Professional Tattoo Artist.
Indigo Art Studio is a safe, creative, positive space.

What’s worked well for you in terms of a source for new clients?

Of course, I use a lot of social media and I do promos so I showcase all my tattoo and artwork on all the main platforms that we all know, fb, instagram, tiktok etc. I keep my feed interesting, creative, colourful and fun so the audience engage more. ive done few contests so the clients feel happy winning prizes and I have done events within the cummunity to have more exposure and audience.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

first of all, the work has to be good, otherwise the client would never be tempted to return. we do also a lot of follow ups with clients, we makre sure everything healed well, that they are happy with their tattoos.
we sent newsletter often to keep in touch with the clients and we notice they like when they can get first dibs, have a more exclusive access to all our updates etc. we also keep in touch with them in social media, we celebrate when they posts their tattoos with pride and they look amazing, that wins the loyalty of any client and this person will referred many others from family to friends, to literally if someone ask them who did their tattoo on the street, they will tell all about your business and your quality.

Contact Info:

• Website: https://www.indigoartattoos.com
• Instagram: @indigoartattoos
• Facebook: indigo tattoos lorena lorenzo
• Linkedin: lorena lorenzo

Image Credits

is all my pics and my artwort, all by me.