We’re excited to introduce you to the always interesting and insightful Sherri Anne Portela. We hope you’ll enjoy our conversation with Sherri Anne below.
Alright, Sherri Anne thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?
Starting my small tattoo business has been an incredible journey, one that began as a potential hobby but quickly evolved into a passion-driven endeavor as an artist. Coming from a background where contentment and simplicity were paramount, I initially followed a step-by-step formula ingrained in my mind: seek apprenticeship, graduate from the apprenticeship, work as a tattoo artist in a studio, and seize any chance to travel. However, life had other plans, leading me down a path of self-discovery and growth. Through various experiences working in different tattoo shops and eventually establishing my private studio, the idea of owning my own space lingered in the back of my mind. It took the encouragement and partnership of my husband, now my business partner, to realize that this dream was not only feasible but within our reach.
Admittedly, doubts crept in—what if it didn’t work out? But then, a pivotal question emerged: what if it did? That was the turning point, the moment when I realized the potential and began to take decisive action.
Reflecting on this journey, I’ve learned invaluable life lessons and embraced the belief that striving for more isn’t just about personal fulfillment but also about making a positive impact on others. This is what really drives me on to push through with it. I’m fueled by a sense of purpose and determination to create a space where the artists are excited to create and thrives, and clients feel truly at home.
Sherri Anne, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Being in the current space I’m in, I can’t help but reflect on the winding path that led me here. From a young age, I’ve been captivated by all forms of art—whether it’s sketching, painting, or turning random scraps into something beautiful. Yet, growing up in the Philippines, there was a prevailing notion that pursuing a career in the arts wasn’t the most practical path. So, I found myself in business school, attempting to carve out a niche in advertising management. However, it quickly became apparent that my true calling lay elsewhere. After a stint in the corporate world, which I’ll always value for the lessons it imparted, I found myself at a crossroads. Tattooing emerged as an unexpected opportunity, a chance to pursue something that ignited a spark within me. It wasn’t a decision taken lightly, but rather a leap of faith fueled by curiosity and a thirst for something more.
My journey took a significant turn when I relocated to Los Angeles from Manila in 2013. Initially, tattooing wasn’t even on my radar—I was simply seeking a change of scenery. Yet, as the universe often works in mysterious ways, opportunities began to present themselves. It was during this time that I stumbled upon an apprenticeship, a chance to delve into the world of tattooing and immerse myself in its traditions and craft.
Navigating the tattoo industry as a newcomer, particularly in a new country, was undoubtedly a humbling experience. I quickly learned that in this field, respect is earned, and every stroke of the needle is a testament to dedication and skill. I found myself at the cusp of an evolving landscape, where traditional apprenticeships intertwined with new perspectives and approaches to the art form.
Through years of immersion in the tattoo industry, I’ve gleaned invaluable insights into what fosters creativity and collaboration within this dynamic community. This journey has culminated in the opportunity to co-create a space with my life partner, Jonathan, who shares my vision and passion for supporting artists.
At Ethos Art Haus, our mission is clear: to provide a haven where artists feel empowered to unleash their creativity fully. We understand firsthand the importance of a nurturing and inspiring environment, one that encourages exploration and growth. That’s why we’ve made it our priority to cultivate a space that not only meets but exceeds the needs of artists, offering them the tools, resources, and support they need to thrive.
Central to our ethos is a commitment to authenticity and inclusivity. We believe in staying true to our brand, creating a community where artists feel valued, respected, and free to express themselves authentically. By fostering a sense of belonging and camaraderie, we aim to elevate the tattooing experience for both artists and clients alike.
Can you share a story from your journey that illustrates your resilience?
In the tumultuous landscape of the tattoo industry, resilience isn’t just a trait—it’s a necessity. My journey through this world has been a testament to the highs and lows that come with pursuing one’s passion. Anything worth pursuing comes with its price. From the outset, I understood that the path to success would be strewn with obstacles. Yet, armed with determination and a willingness to weather the storms, I dove headfirst into my apprenticeship, bracing myself for the challenges ahead. Recalling my apprenticeship days, it brings me moments of bittersweet joy, fondness and gratefulness. But then, it was a totally different perspective and emotions. Scrubbing toilets, sweeping sand from the shop floor (thanks to its proximity to the beach), and juggling a myriad of tasks became the norm. Days blurred into nights as I rode the bus and train for about 3 hours one-way, sustained by $1.99 ramen and fueled by a relentless drive to succeed. There were moments of despair and defeat, when the weight of adversity threatened to crush my spirit, and I questioned whether the sacrifices were worth it.
Yet, even in the face of setbacks, I refused to yield to defeat. When I was inexplicably let go from my apprenticeship for daring to prioritize family obligations, I was forced to confront the harsh realities of the industry. But rather than succumb to despair, I took a step back, reassessed my options, and summoned the courage to forge ahead.
The journey was far from smooth sailing—I went out there to apply for shops, got accepted, got turned down, and got fired again for daring to take some days off, which seems like a recurring theme for me. More setbacks followed, each one testing my resolve and resilience. But through it all, I clung to the unwavering support of loved ones and the unwavering belief in my own abilities.
In the end, it was these experiences—both the triumphs and the tribulations—that shaped me into the artist and business owner I am today. I learned to navigate the complexities of human nature, to accept the things beyond my control, and to seize opportunities where they presented themselves.
Have you ever had to pivot?
Transitioning from one tattoo shop to another, I encountered a pivotal experience that tested me and reshaped my career trajectory. While this certain shop provided me with invaluable opportunities to hone my craft and connect with clients from diverse backgrounds, it was also a lesson in leadership—or rather, the lack thereof. Owned by an individual whose artistic talent was unquestionable, yet whose management style left much to be desired, the shop became a crucible of conflicting emotions. While clients bestowed upon me priceless life lessons, the discordant atmosphere and lack of support from the owner cast a shadow over my passion. Their example illuminated the path forward, prompting a profound realization: the traditional employer-employee dynamic was no longer conducive to my growth and fulfillment.
Seeking refuge in a more established studio, I gleaned invaluable insights that would later prove instrumental in my entrepreneurial journey. Yet, just as I began to find my footing, the onset of the pandemic upheaved the industry, sparking a newfound appreciation for the autonomy and flexibility afforded by private studios.
Empowered by the lessons learned and emboldened by the unwavering support of my life partner turned business partner, I seized the opportunity to chart a new course. The situation at hand had brought me closer to the realization of what was just an idea in the ether—a brick-and-mortar studio where creativity could flourish, and artists could thrive.
Fueled by a passion to not only survive but thrive in an industry that continually challenges and inspires me, I am humbled by the journey that has brought me here. Every mentor, every artist, and every client I’ve encountered along the way has shaped my journey and reinforced my commitment to this craft. And while the path hasn’t always been easy, it’s been undeniably rewarding—a testament to the power of following your passion and embracing the unexpected twists and turns along the way.
Contact Info:
- Website: www.sherriaustria-portela.com
- Instagram: @sherriaustria
- Facebook: https://www.facebook.com/tattoosbysherri/
- Youtube: https://youtube.com/@sherriaustria?si=sefqSejY0l-r3agd
- Other: (Ethos Art Haus) Studio Website: www.ethosarthaus.com (Ethos Art Haus) Studio Facebook page: https://www.facebook.com/Ethosarthaus/ (Ethos Art Haus) Studio Instagram: @ethosarthaus (Ethos Art Haus) Studio YouTube: https://youtube.com/@AdminEthosArtHaus?si=RgamRRN8JK55rUwr
Image Credits
Portraits by Migella Accorsi