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

Sherri, thanks for taking the time to share your stories with us today Often the greatest growth and the biggest wins come right after a defeat. Other times the failure serves as a lesson that’s helpful later in your journey. We’d appreciate if you could open up about a time you’ve failed.

Failure is such a layered thing—it doesn’t always show up as one single moment. For me, this past year has felt like a series of compounding failures: personal, professional, spiritual. It’s been the most difficult chapter of my life—and, strangely, one of the most clarifying.

I co-founded a tattoo studio and art collective with my then-husband, and while we had shared intentions in the beginning, it became clear over time that we were fundamentally different in how we led, communicated, and envisioned our future. That difference spilled over into the business, and eventually into our marriage. Trying to hold both up—my relationship and the studio—felt like trying to hold water in my hands. It was slipping no matter how hard I tried. We were also hit with a major cybersecurity breach that locked us out of essential tools—emails, bookings, communications—basically cutting off our ability to function. It paralyzed our operations. Artists lost trust. Clients were left in the dark. And then—just when I thought it couldn’t get worse—our studio caught fire. That moment felt symbolic, like everything I had built was literally burning down.

There was a point where I asked myself if I had failed entirely—as a leader, as a partner, as a founder. But when the smoke cleared, something deeper emerged. I realized that the biggest failure wasn’t the fire, or the breakup, or even losing artists—it was the slow compromise of my original vision in order to keep the peace, stay afloat, or delay the inevitable.

The fire, oddly enough, gave me permission to start again. It forced me to choose: rebuild in the same broken system, or rise with new intention. I chose the latter. I left the partnership and returned to the heart of why I started in the first place—to create a safe, empowering home for artists to grow, connect, and thrive. That’s what Ethos Art Haus is about. And thanks to the incredible support of places like Mad Rabbit Studios in DTLA, my team and I have a temporary home while we plant the seeds for something better.

So yes, I’ve failed. But in the ashes, I’ve also been reborn—with clarity, resilience, and a deeper commitment to the kind of community I believe in. Sometimes the biggest breakdowns really do make space for the most honest breakthroughs.

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.

I’m the co-founder and lead tattoo artist of Ethos Art Haus, a collective that goes beyond tattooing—we’re building a creative community centered on growth, collaboration, and authentic expression. I first started learning the craft back in 2012, but it wasn’t until 2016 that I really dove deep and committed myself to tattooing as a calling, not just a career.

For me, tattooing is a sacred exchange. It’s never just about putting art on someone’s skin—it’s about storytelling, healing, identity, and collaboration. Each piece I create is a reflection of the person sitting in front of me. I see myself as the vessel or instrument; my client is the author of their story. That mindset has shaped every aspect of how I work. I’ve held that intention from day one, and it’s still the foundation of how I approach my craft today.

At Ethos Art Haus, we offer more than tattoos—we offer mentorship, education, and a space where both new and seasoned artists can grow side-by-side. I created this space for people who don’t feel like they fit into the traditional mold of the tattoo industry. We welcome diversity—in style, in background, in journey. Whether you’re just starting out or you’ve been tattooing for years, this is a place where your voice matters, and your evolution is supported.

We specialize in custom tattoos that are deeply personal and intentional. Many of our clients come to us looking for something meaningful—something that represents transformation, memory, or identity. We take the time to really listen, collaborate, and create something that’s not only visually beautiful but emotionally resonant.

What sets us apart is our commitment to ethos—our values. We’re not just about the art, we’re about the people. The energy, the environment, and the experience we provide are just as important as the ink itself. I think that’s why our clients return to us—not just for the tattoos, but for the connection.

What I’m most proud of is being able to stay true to my intention despite the challenges. I’ve gone through fires—literal and metaphorical—but I’m still here, doing the work, staying aligned with my purpose. Right now, my team and I are operating out of Mad Rabbit Studios in DTLA while we rebuild from a recent studio fire and navigate the transitions that come with it—including a legal separation from my former business partner. Because of that, the name Ethos Art Haus may change in the near future. But I want to be clear: the heart, the mission, and the energy behind it remain the same. This has never just been about a name—it’s about a commitment to community, to integrity, and to creating a space where artists and clients alike feel seen, heard, and supported. Whatever the new chapter is called, it will still be rooted in the same values and intention that gave Ethos life in the first place.

Can you share a story from your journey that illustrates your resilience?

This year has been a defining one for me—a real test of resilience, both personally and professionally. I think the most vivid story that captures it all is what happened earlier this year when my studio caught fire. But to understand the weight of that moment, you have to know what led up to it.

Before the fire, I was already carrying a lot. My business partner—who is also my ex-husband—and I were going through a painful separation, both in our relationship and in the business. Our values and leadership styles had become fundamentally incompatible, and it created tension in the workplace. At the same time, our business was hit by a devastating cybersecurity breach that completely locked us out of essential platforms—email, communication tools, even our admin systems. We couldn’t respond to client inquiries or manage our schedule. It brought production to a halt, damaged client trust, and left us scrambling.

All of that already felt like too much—but then the fire happened. Literal flames took over what was once our creative home. I remember walking into the wreckage and just… standing there. It felt symbolic, like everything I had tried so hard to hold together had gone up in smoke.

But oddly enough, that moment was also when I felt the most clear. Because I knew deep down that something needed to burn down for something better to be born. The fire gave me a clean break—from a toxic partnership, from systems that no longer served, from compromises I had made to keep the peace. It was my turning point.

With the support of my team and the generous community at Mad Rabbit Studios in DTLA, we found a temporary home. We didn’t stop. We kept showing up, creating, supporting one another. I began laying the foundation for a new beginning—one that’s aligned with the values I started with: growth, integrity, collaboration, and artistry rooted in service.

Resilience isn’t just about surviving hard things. It’s about choosing to keep your heart open and your purpose intact even when everything around you breaks. That’s the story I carry forward—and the energy I bring into every tattoo, every conversation, every decision I make as I rebuild.

How’d you build such a strong reputation within your market?

I think what really helped me build my reputation is staying true to my intention. From the very beginning, I never approached this work as a hustle to gain followers or chase clients—I saw it as a service. I tried to put myself in the shoes of the people sitting across from me. I asked myself: What do they need? What are they feeling? How can I hold space for their story?

I wasn’t trying to push my art on anyone—I was listening. I focused on connection, not transaction. That mindset, I believe, built trust. People felt seen, understood, and safe. And when people feel that, they remember it. They talk about it. That’s how a reputation grows—not just from what you do, but from how you make people feel.

To me, being of service is a strong foundation. Everything else—your skills, your style, your growth—builds on top of that. When your work is rooted in genuine intention, people can feel it. That’s what I’ve always tried to lead with, and I think that’s what continues to set me apart.

Contact Info:

• Website: https://www.sherriaustria.com
• Instagram: sherriaustria
• Facebook: https://www.facebook.com/tattoosbysherri