Ink masters: The Bailey family’s blueprint for a successful tattoo business

With its hand-painted signage and eye-grabbing neons, the storefront of 13 Feet Tattoo in Newtown is as visually striking as the fresh ink adorning its many satisfied customers’ skin.

It’s hard to imagine that as recently as 2017, when the shop first switched on its machines, half of the building was an empty mess of tired tile walls and sawdust – hidden from customers behind a thin curtain.

But that’s exactly what it had to be for Todd and Katie Bailey to finally realise their long-held dream of opening their own tattoo studio. After all, money was tight, and the young couple had just welcomed their first child.

Even with these challenges, they decided to take the plunge. And thanks to their mix of perseverance and persistence, their humble studio in Newtown has since expanded into three studios across Sydney, and a strong following on social media. 

Watch Todd and Katie's story

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13 Feet, one step at a time

Todd Bailey has been a tattoo artist for more than 15 years, specialising in portraits and black-and-grey styles – though he can comfortably turn his hand to a range of other styles and techniques, too.

During his expansive career, Todd has plied his craft around the world, and it was in Europe that the idea of opening his own shop started to take root. 

“Europe’s tattoo parlours were a more art-based environment, a happier environment to what I’d experienced here,” Todd said. 

“It was a different culture, and it made me want to try doing something a bit different.”

It was a bold vision, but one that Katie, who previously worked in accounts for financial services and mortgage broking companies, shared.

“I've been with Todd for 13 years. Ever since I met him, he wanted to have a tattoo studio,” Katie told us.

“The dream was to have a tattoo studio that was welcoming of all people and was art-based, because it felt a little bit like tattooing was moving away from the art and turning into something else.”

These dreams turned into something more concrete in 2017, when a small storefront on Newtown’s King Street became available. The pair had been looking for a place for some time but hadn’t yet found the right fit until stumbling across the building that would ultimately become 13 Feet’s first studio.

“I think the thing that got us here first was the front of the shop, its eclectic personality. It's just got a good feel about it,” Todd said. 

Even with a new bub in tow, the stage was set, and the Baileys were ready and eager for opening night.

Playing it safe in the early days

Opening a new business is always risky, and the Baileys were aware of that from the outset. But Todd felt confident that the clientele he’d built over the years was likely to keep seeing him for new ink and that he’d be able to generate some income.

With that self-assuredness in mind, the couple took the lease in Newtown and quickly set to work fitting out the storefront.

In a previous life, Todd had worked as a carpenter, and he used this experience to do much of the work himself.

The pair knew they wouldn’t be able to finish the fit out in one fell swoop without taking on too much risk, so with the shop half finished (and the unfinished half neatly hidden behind a curtain), 13 Feet officially threw open its doors.

Initially, it was just Todd operating the machines, and their customers were predominantly existing fans and customers from his previous jobs with other studios.

Steadily, the studio’s reputation grew, and the Baileys were able to finish the rest of the storefront and attract new artists.

Taking care of business

The success of a tattoo shop isn’t just built on the talent of its artists – someone needs to take charge of the business side of things, too.

In 13 Feet’s case, this responsibility was taken on by Katie. Leveraging her past office experience, Katie opened a business banking account with ANZ and began managing the shop’s finances.

As interest in the studio grew, Katie implemented a new booking system that allowed would-be customers to check the portfolio of each of 13 Feet’s artists and make an online booking.

The system helped to grow the business further, and soon Katie engaged an accountant and an ANZ business banker to help her manage the business finances.

Putting it all on the line, online

Another strategy that has proved central to 13 Feet’s success has been to carefully develop and curate its online presence.

The studio and its artists are all very active on social media, and customers are encouraged to leave reviews after their sessions. And, their approach is working. Thirteen Feet Tattoo is a five-star-rated business on Google.

A quick skim of their Google reviews shows that Todd and his team respond to all reviews, even when customers aren’t satisfied.

This has helped the business reach more customers and build confidence in their artists and brand.

Know your limits

Within a few months of opening, 13 Feet Tattoo had grown into a successful and respected studio. The Baileys were happy and had no plans to change or grow further.

But then, in 2019, an opportunity presented itself. Property developer Lendlease reached out offering them space in a new building in Darling Square, nestled amongst Sydney’s Chinatown.  

“We didn't set out to grow the business to what it is now,” Todd explained.

Even so, the opportunity seemed too good to turn down, and the timing was right for the business to expand, and the Baileys seized their chance.

Ultimately, it was the right decision and has helped cement 13 Feet’s place in Sydney’s tattoo scene, but Todd is quick to note that there were other opportunities offered to the business which they’ve chosen to turn down.

“We haven't taken every opportunity that's come our way,” he said.

“But we've taken, I suppose, the right opportunities, ones that have been very thought out.”

Todd said it’s important to weigh up the pros and cons of every opportunity and to think seriously about whether it’s the right step for your business to take at that time. Being selective has proven to be a successful strategy for Todd and Katie.

And, as their success continued, this prudent approach to running a business helped 13 Feet Tattoo expand to a third location and earn a reputation as one of Australia’s premier studios. 

Building a business takes more than acumen

These steps have all played a key role in shaping 13 Feet so far, but Katie added that it takes passion to truly realise a business’ potential.

“There are going to be late nights. There are going to be long weekends. You’re going to be working seven days a week. If you get into something that you're not passionate about, it's not quite right,” she said.