By Sean Dowdell, Club Tattoo

Atlanta, Georgia: Virtue and Vice

Athens, Georgia: Pain and Wonder

SD: How did you get your start in the piercing and tattoo industry?

Bethrah: I started with my husband at the time Cap Szumski. I started Virtue and Vice in 1994.

In 1999 we bought Pain and Wonder and felt the name was strong enough to keep and grow.

In 2005 we were divorced and had to do a complete business partnership split. From this I developed a business management skill set that I never anticipated. I had the business know how to run and own both businesses.

SD: Do you find it hard to promote two different brands?

Bethrah: Not at all, they are in two different cities and each have a strong presence on their own! Each has its own unique identity, although there are aspects that crossover. The studios use the same logo and the interior colors are similar rather than completely different. They don’t need to conform, but rather reach each other in a progressive approach that ties together organically and through marketing. They reflect each other while the personality of the individual studio still comes through.

SD: Where and where were you born and raised?

Bethrah: I was born in 1971 in Berkeley, California but have travelled and lived all over including Albuquerque, Atlanta, New Mexico, Australia, and Ecuador. I even lived in a school bus for a year!

SD: Can you give us a little background as to how you came to be interested in piercing?

Bethrah: Dumb Luck lol, I was 16/17 and had my daughter at 16. I was a hostess and waitress at Village Inn. That was in 1987/1988. The only tattoo shop in town was Fineline Tattoo which was Brian Everett’s Studio and I was hanging out there a lot. I was dating a few of the bikers that were at the shop. Brian eventually hired Cap, and eventually he and I started dating and we fell in love. We ended up together for 16 years and he eventually adopted my daughter.

In the early 1990’s he became burned out and had saved some money. We took this money and travelled and eventually moved to Atlanta. We opened Timeless together and I was learning to tattoo. The following year I learned how to pierce.

This is when I called and spoke to Elayne Angel for advice in starting my piercing career. She advised me to take the Gauntlet course and invited me to come down. She was a GREAT source of information as far as simple anatomy and troubleshooting and approaching each piercing.

SD: Were you scared when you started; and if so of what and why?

Bethrah: I had nightmares for quite a while about guest spotting in New Orleans, but Elayne really taught me to change and grow. She really instilled the ability to learn and evolve and keep an open mind. It was a great experience actually and to have her as a mentor was just incredible.

I also helped Elayne develop a portfolio system which had enormous value. It allowed the capability of showing clients what piercings were actually going to look like and have discussions with the specific clientele. It was something that I was actually able to give back.

SD: What is something positive that comes from our industry?

Bethrah: What we provide as a service is important. It is an opportunity to mark an occasion in someone’s life. It can add a tremendous value to someone’s personal life experience. It can also improve aesthetics, sexual function, and quality of life in some cases. It can make people feel better about themselves which is great!

SD: What would you like to see change in our industry and why?

Bethrah: I would like to see female piercers getting a little more respect and adulation from the masses. Men in our industry seem to get much more acceptance and praise in our industry.

Secondly, “the freehand gods” should realize that there are so many more ways to do things and to be efficient. There is more than one correct way to do things. (Sean: BTW, I couldn’t agree more!)

 SD: Who was most influential to you in the early years and why?

Bethrah: Elayne Angel was instrumental in my career growth.

SD: What type of things have you contributed to our industry?

Bethrah: There is an enormous risk and bravery of accepting gray area. Meaning that anything that is left unproven or unexplainable can still be of benefit. It is okay to continue to do them. Otherwise you are selling yourself short in the interest of your client.

SD: What are your current interests, hobbies?

Bethrah: Most of my energy, brain power and effort goes toward improving the business or my work with the APP. Is cleaning house a hobby? I really like getting that done.

SD: Do you have any regrets or things you would do differently?

Bethrah: I wish I had stopped worrying about pleasing everyone  much  earlier.  Most   people go around worrying about their position in the status quo. Mob mentality and popular opinion are terrible things to measure by.

SD: What would you like others to know about you that may not know about you?

Bethrah: Oh my god, that’s hard! My employees say that I speak Spanish and have a “matter of fact” and shame free manner. For myself it’s that I have great respect for people who work hard for the greater good even when I dislike them in every other way. A lot of people talk a good game about what they would do or what others should do to make things better but very few people actually jump in and do the work. True dedication trumps everything for me. Also, maybe that I keep a go bag handy with basic survival items and a gas mask. I’ve figured out the best way out of my city on foot or bike and my dream house on my land would be essentially a box car bunker.

SD: When did you feel like you were going to be a success?

Bethrah: I’m still not sure! I feel like we are all one natural disaster away from being homeless.

SD: Tell me about your involvement with APP? Why did you get involved with the APP?

Bethrah: I believe wholeheartedly in the mission of the organization. I was taught early on that getting involved is important. I stay involved now with things I still have passion for. Teaching and Camp are the big ones. Over the years I served as Secretary for 10 years and president for three. I’ve served on many committees and covered a lot of different duties.

SD: It has been an honor to interview one of the key piercers in our industry that I feel should get a lot more credit for the contributions and sacrifices she has made to the industry. Thank you so much Bethrah