She Devil Tattoo Co. is a small, private tattoo studio near downtown Phoenix near the 16th St & McDowell intersection.
After working in the body art industry since 2004, Rosaland had many opportunities to help new shops open, to help them grow, to aid in their transition to digital, and to push establish shops further. She learned, absorbed, and always hoped to be able to implement her values into her own shop one day.
At the beginning of a hot Arizona summer in 2019, she decided she was ready to take the risk. She Devil Tattoo Co. was born. For now, it is small, housing only three artists; but plans are in place to grow and evolve, pushing the limits of what defines a “tattoo shop.”
In the tattoo industry, there are believed to be only one female tattoo artist for every six male tattoo artists. With the majority of those getting tattooed being women, those numbers don’t exactly add up. The goal of She Devil is to really push for other strong, talented women in the industry to see the power that a female-owned shop can have.
This is not a female-only shop. Men are welcomed to join the team. We strive to create an environment that not only welcomes everyone, but also provides a safe and secure space for our clients to be their authentic selves.
What is a She Devil?
Originally, a she-devil was a difficult woman. Then, a she-devil became an evil woman, a vixen, a harlot. She broke rules. She was a woman who did things that a woman “shouldn’t” do. A she-devil embodied unladylike behavior. She didn’t fit into the feminine ideal set forth by the patriarchy. She was strong. She knew her worth, and she was punished for it.
It is estimated that only one in 6 tattoo artists are female, much higher than it was only a decade ago. But still, only one out of six. We, female tattooers, fit the bill as she-devils. We are strong. We don’t fit into the generic feminine ideal. We know our worth. And, finally, we can be celebrated for it.
We welcome the title. We are She Devils.