Category Features

Point 74: Online Marketing Strategies – Marina Pecorino

April 12, 2016 Comments Off read Business Practices, Issue 74, Technology

Marina Pecorino
Managing Editor of Content & Statistics

It’s been a while since I have had the chance to browse the internet for piercing shop websites in my spare time; it’s actually fairly intriguing to me. The design of marketing materials has a lot to say about how each shop is choosing to present itself to (potential) clients.

In Issue 73, I shared some tips and tricks for taking portfolio photographs. In this issue, I’m going to get down to business (excuse the pun #sorrynotsorry) talking about online marketing. These days, it’s so easy to get sucked into the glowing screen in front of you without putting it to use as a powerful marketing tool. I’m hoping this article will help make the time you spend online for business more efficient and effective, so you can get back to posting pictures of cats.

For the sake of “print” space, I’m going to assume that most readers already have a basic grasp of marketing on social media. For those of you that feel there’s more to learn, many social media platforms offer a convenient business resource guide: Facebook Business, Instagram Business, Pinterest Business, and Tumblr Business. Some of them also offer forums and communities where business users can discuss their experiences and ask questions. If you have a question about using a particular feature, there are lots of articles available directed at businesses with how-to guides like this beginner’s guide to hashtags.

Like anything else on the internet, a quick search for terms like “Tumblr marketing strategies” or “social media tips for small businesses” will yield innumerable articles with a mix of good and not-so-good information. Here is a small list of my favorite Dos and Don’ts:

Humanity—Have a sense of humor and try not to sound mechanical. Clients are less likely to be drawn in by a robotic message. When the media has a personality, clients are more likely to become engaged in the content. Think of those days in the studio when your personality is shining through and your clients are eating it up; the same applies to social media.
Diversity—Use a mix of images, videos, and text to share all aspects of your shop with potential and returning clientele. Don’t limit yourself solely to one type of post or one social media platform. Variety in advertising will allow more chances to strike a chord with viewers. Although there is a lot to be said about automation in regards to time management, be careful about repeating the same posts over all your social media platforms. Try to cater the content to the audience and mechanics of the different platforms you’re utilizing.
Frequency—Post, share, and interact consistently. It is a valid use of your time to be online at work as long as you are making sure to focus your attention on the business at hand. Dedicate a few minutes of your work day to posting and responding to clients. With certain platforms, like Facebook, you may also choose to dedicate some time to plan and schedule posts for the upcoming week(s), spending an hour or two “in the groove” getting it all out of the way at once.
Engagement—Certain types of posts are more likely to get a wider spread of reactions from your audience. Posts with at least one image are more likely to be shared than posts without images. People are more inclined to interact with content that evokes certain emotional responses; awe, laughter, and amusement are the most likely to be shared. Unless you intend to be the epicenter of debate, it is best to stay away from controversial topics, but a well placed poll question or invitation to share a particular post can spread like wildfire. Here are a few bites of food for thought: infographics (graphic depictions of information) and listicles (those clickbait numbered lists everyone loves to hate) are the most widely shared post types. Tuesday is overall the best day to post content.

Hopefully, after reading the points above you have discovered something about social media marketing that you weren’t aware of previously. That means it’s as good a time as any to discuss websites and search engine optimization.

Although websites have the disadvantage of associated cost (web design and development, hosting, domain registration), they have some serious advantages that aren’t as feasible with their no-cost social media counterparts. The main advantage: total control over style and the inner workings. The overall appearance is certainly important if you’re particular about aesthetics, and let’s face it, we’re in the body modification industry; how things look is pretty much our business. More importantly though, total control includes using the elements of web development to make your website easy to find for the clients seeking your services and products; this is essentially the basics of search engine optimization (SEO).

The total number of websites currently on the World Wide Web is mind boggling, and new sites are being added every day. For this reason, search engines need a way to keep track of and catalog what’s available. To do so, search engines send out web crawlers (also known as bots or spiders) to methodically index websites and return information to the search engines about what text and images were found on each website and where those elements were located in the coding. Search engines use this information along with complex algorithms to determine the relevant results for a search, even tailoring the results based on a particular user’s past search history.

Consequently, web developers have learned how to build websites to make pertinent information more available and meaningful for web crawlers, to improve the chance that their site will have a high ranking in relevant searches. Search engines often provide guides on improving SEO, but information about the algorithms used are generally kept secret to reduce exploitation by dishonest developers.

There are now more services available than ever to make web development possible for beginners. Here are a few tips to help you along the way:

Be honest with what you’re advertising. Despite what the name would imply, SEO isn’t about catering your website to the search engines, but more about using web development tools to maximize the number of clients that find you by looking for what you’re offering. By implying a level of service or product that the client won’t find upon arrival, you’re bound to end up with frustrated visitors writing bad reviews, rather than lifelong clientele. Therefore, it’s incredibly important to be honest on your site about what your business has to offer; phrase and brand your web presence for the clients you want, but be realistic.
Text is important. With the exception of intentionally hidden content (credential information, duplicate content, etc.), all text on a website is indexed by crawlers. Some of this text is seen by viewers, but sites also contain a lot of text that is only visible when looking at the source code. These elements only visible when looking at the coding—like meta tags, keywords, alt text on images—are important tools for developers to provide additional information to be crawled. There are numerous tools online to help you choose text that will attract a broad audience, like this free keyword tool with daily approximations of data, broken down by search engine and demographic information. These types of tools take some of the guesswork out of choosing what text is best to draw the most appropriate audience.
Images have become more powerful than ever before. Search engines have evolved to the point that images are now being indexed, allowing users to do a search for particular type of picture, much like searching for a specific set of words or answer to a question. When your smartphone or digital camera creates an image, it assigns the image a generic filename like “IMGfivebazllion.jpg”. Renaming photos with something more descriptive and enticing like “Opal-Rose-Gold-Philtrum-Piercing.jpg” will assist web crawlers in identifying the photograph. Just make sure that the filename you choose accurately describes the image. Web developers also have the ability to add alt text, also known as alternative text, in case the image can’t be loaded. Using descriptive terms in the filename and alt text will improve the chance of your image showing up in a relevant search, but it also allows users to get an idea of the subject matter in the image in cases when the image isn’t visible.
Make your site as easy to navigate as possible. A sitemap is essentially a blueprint of your website (generally set up in a hierarchical format), showing where certain types of information are housed on the site. It is common for web developers to make their sitemap—much like a writer composes an outline—before generating site content. Deciding the format and organization ahead of time allows a developer to determine the best layout for a website, so that similar content is together and that important information is easy to find. Once a sitemap is set up, developers essentially have a cheat sheet of which individual pages of a site will need to be built (portfolio, pricing information, aftercare, etc.) and how those individual pages will relate to one another. Properly utilizing internal links, breadcrumbs, and sitemaps will assist search engines in understanding your site’s navigation and help your viewers find what they’re looking for.
Duplicate information will bog down viewers and bots. The proper and consistent use of internal links throughout a website can make a huge impact on the user’s experience and ability to navigate the site. Web developers use anchor text (this article is full of anchor text) to link text between pages or to reference outside sources rather than duplicating information. It’s best to use single words or short phrases for anchor text; these words or phrases should provide a preview (or keyword) of what the link will contain. As an example, if a shop wants to include a link to a blank copy of their piercing waiver, it would be best to use the words “piercing waiver” as the anchor text. Avoid using ambiguous anchor text in sentences like “a copy of our piercing waiver can be found here” with the anchor text being “here”.

As I mentioned before, search engines use complex algorithms to take all of the elements (included the ones listed above) of a website and determine how relevant it is to a user’s search. Unfortunately, there are dishonest web developers who know these tricks and will manipulate them to increase the ranking of their sites, even with searches that may not be relevant. This is precisely why search engine penalties are used to counteract potential misuse. One of these penalties, particularly common for beginners, is known as keyword stuffing. This is when a web developer crams as many keywords into an element as possible. This isn’t generally done maliciously, but in an attempt to reach all possible audiences; I have to admit that I was guilty of this early on. Instead of using “gauge”, “plug” and “stretched lobe jewelry” as keywords for the same entry, it’s best to choose one term that is likely to reach a wide audience, while encouraging appropriate language. It’s also a great idea to diversify terms where possible, only reusing the most important. If a particular site is especially spammy or dishonest, it can even be de-indexed, meaning that it no longer appears in search results. Avoid these penalties by being conscientious during development and do research throughout the process.

The topic of online marketing is certainly not a simple one and is not something that can be learned from a single article. I have tried to provide you with a quick overview, but there is much more to learn, even on the topics introduced here. Throughout this article, I have provided additional resources, but there is far more information available, like this basic website term glossary. We have the advantage of infinite access to instructional websites and tutorials available to explain the basics and more advanced techniques involved in online marketing and web development. Instructional websites like these are where I have collected my knowledge over many years. If all this talk of tutorials has you excited and ready to learn, here’s a great resource of free web dev tutorials. I encourage you to dive in and enjoy the adventure. The greatest feature of a website is that it can be developed over time, starting off simple and small, and building into something full of information, images, and content to make your clients excited to come visit your shop.

Point 74: Tech Tips for the Studio

April 12, 2016 Comments Off read Business Practices, Issue 74, Social Media & Safe Piercing

Julie Taylor & April Thomas
APP Outreach Committee

We don’t use machines to create beautiful piercings, but for most of us, being a piercer involves much more than the installation of jewelry. As our jobs as body piercers become more multi faceted it is now common place to find more efficient and economical ways of doing all of the parts that now make up our job. This is where we can use technology; it can make many of our tasks more efficient and improve workflow; the integration of multiple technological tools can provide even more benefits. In this article we will take a quick look at some of the ways piercers can currently use technology in their studios to improve efficiency.

Point of sale system (POS)
– Create your next order automatically based on custom targets
– See inventory instantly
– Manual counting of each piece is required less often
– See sales in real time from home or away
– Track a variety of statistics, from best sellers to busiest time of day
– Use reporting features to identify business opportunities or trends

Client tracking software (sometimes integrated with POS)
– Set up and maintain client reward program
– Single out groups for marketing (birthdays, top gold purchasers in the last 6 months, all nostril piercings this month, etc)
– Generate contact list for an email newsletter
– Send reminders for check ups and other appointments
– Access sizes, wish lists, dates of services and other details for individual clients
– Commit phone clients by booking and scheduling appointments

Accounting software (also may integrate with POS)
– Track even more statistics
– Have year end figures ready at tax time
– All calculations are done by the software
– Handle payroll

Digital waivers
– Nothing to file or store, saving time and space

CCTV cameras
– Watch business from afar
– Added security

Online appointment booking (sometimes integrated with POS)
– Access schedules from home or away
– Clients can book themselves, reducing phone calls and emails

Social media
– Lower priced or free, targeted, advertising
– Easily respond to clients in a frequently used platform
– Scheduling software allows the streamlining of posts to multiple platforms over multiple days in one session.

Website
– Showcase all your info and portfolios together with aftercare, driving directions, links and more
– Collect data from here to shape marketing efforts
– Digitally book appointments to commit online shoppers
– Integrate with search engines for higher SEO results
– Integrate with social media (provide links between)

Cloud storage & file transfer systems (Google Drive, Dropbox, etc)
– Share photos and documents among team members
– Work on projects from home
– Less (or no) risk of losing work as a result of hardware failure

Google maps
– Show business by name
– Makes clients’ experiences easier
– Reduce calls for directions

Mobile phone
– Take photos to help line up paired piercings, show clients ear or other placements that are hard for them to see, as well as portfolio photos
– Access your portfolio anywhere
– Use software for many of the above tasks while at home or away, including POS, CCTVs, Google, social media, and more (this article was written entirely with the Google Docs application)

Each one of these categories of technology could have an entire issue devoted to it. This quick reference was not meant to provide you with the information to best implement and utilize each of these technologies within your shops and business models. Instead, we hope this quick reference will help readers determine which technologies could make a meaningful impact in their studio. Hopefully this reference guide will allow you to isolate an area or procedure that can be improved upon and give you the tools to begin the research process.

Point 74: Responding to Negative Criticism Online – Courtney Jane Maxwell

April 12, 2016 Comments Off read Issue 74, Lifestyle, Social Media & Safe Piercing

Courtney Jane Maxwell
Saint Sabrina’s

The internet has become such an integral part of our marketing, allowing our clients to leave feedback about our service. Sooner or later, we all encounter one of the least fun parts of the piercing gig: dealing with a bad review or negative feedback/criticism on our social media. These reviews can be true, false, simple misunderstandings, and everything in between. Some will be incredibly easy to deal with or even ignore, “they wouldn’t pierce me because I was drunk—how rude!” Others can make you and/or your studio look bad, especially if you do not take the opportunity to reply.

On many review websites, you can reply publicly to the original poster. When responding to negative feedback publicly, the first thing to consider is that this response is therefore not only for the original poster, but for the public who may be reading later. It then becomes wise to consider both perspectives (the current client as well as future ones) when writing your replies; your response doubles as a chance to show the public how you handle business. Do you handle complaints with integrity? What kind of customer service do you give? Do you keep your cool when people are being unruly? What type of policies do you have, and why? Your response is a reflection of your business, and it can have a dramatic impact on how readers perceive the negative review itself.

When deciding how to respond, having a solid idea of how you want to present yourself/your studio to the public is extremely beneficial. Using your company’s mission statement as a guideline for this will point you in the right direction. It can also serve as something to refer back to if you are unsure what the tone of your reply should be. It also keeps you from kicking yourself later. Having a well laid out plan from the beginning makes it much easier to navigate the trickier situations in business. Embarrassing online interactions from the past have a way of sticking around, so it’s always good to think about potential readers to see how any online interactions may come back to haunt you. There are many different ways to run a piercing studio and handle clients, but consistency in how you handle difficult online situations will be much more beneficial long term than playing into the negative spiral that internet arguments can create.

Once you have read a critical or negative review, take some time to process what was said. There are a lot of things to consider, and jumping to reply quickly can lead to an overly emotional response. Here are some things to keep in mind:

Criticisms can often be dramatizations; it is habit for many people to play up a story in their favor. The perspective from the critic can make this “version” of the story seem like it is accurate. On the other hand, sometimes people are just angry and really do try to spin a situation in a spiteful way. As with any conflict, accepting the way people may think and express themselves is important in allowing you to understand the situation. You can’t change people or how they choose to express themselves, and getting angry at the way they react is a waste of time. In the end it is counter-productive to your goals. Attempting to understand them better may allow you to handle the situation more effectively.
Think like the client. Walk yourself through the details of their criticism and genuinely try to consider how the experience may have unfolded from their perspective.
Never reply without getting the full story! Speak directly with any staff members involved in the situation that led to the criticism. Also be prepared to consider that your staff/co-workers are just as human as clients. Their perspectives may create some bias in the situation as well, even if they are trying to avoid that.
Don’t assume that the customer is always right, OR that the customer is always wrong. Keep an open mind and remember to see past the presentation and look for the content of the complaint.
Don’t make the mistake of invalidating someone’s experience; it’s a sure fire way to offend people. No matter how inappropriately someone may react, telling them “your feelings aren’t real” is not going to get you anywhere you want to go.

For example: “We are really sorry if our policy about handling jewelry made you feel singled out. We have policies in place specifically to keep the shop as clean as possible for ourselves and our visitors. It may seem a little odd at first, but we like to take every precaution when it comes to our clients safety!“ Rather than, “our counter person wasn’t being rude. He was just doing his job.”

Don’t call someone a liar, even if it seems like they are lying. It makes people furious, and if somehow you are wrong, it makes you look extremely unprofessional. If you have solid evidence that what they are saying isn’t true, present the evidence and ask if perhaps there was some confusion. Giving people the benefit of the doubt is often the only way to “win” in this situation. If you think it’s pertinent to make it clear that something isn’t true, stating it in a way that doesn’t direct the statement at the client is a really great way to get the point across while still sounding professional.

For example: “We have a very strict policy that nobody gets pierced without doing paperwork,” rather than, “There is no way you got pierced here without doing paperwork.”

Remember not to disclose information about your client and/or their visit that should be considered private. Even if there are no legal repercussions, it will make potential clients reading it very uneasy to think that you could be provoked into sharing their personal information where the public can see. If details of this nature are necessary, it may be appropriate to reply publicly that, out of respect for the client’s privacy, you would prefer to contact them directly to discuss the matter. It assures that onlookers won’t think that you simply ignored the situation.

In the end if communication like this isn’t your strong suit, I suggest taking time to read other people’s reviews. Check out reviews from people who you respect and shops whose business approach you admire. Then read reviews from random other studios as well; finding examples of what you don’t like can be just as helpful. When you find ones you like, analyze what you like about them and consider why you think it was an effective response. You won’t have the benefit of knowing the entire story behind the situation, but it’s still a very helpful way to prepare yourself and get an idea for how you want to handle that type of situation. I also suggest looking for places where the original poster can publicly reply to the person’s responses. It’s good to see how clients react to these responses, as it can give you clues on which approaches work best for the type of results you would like to see in a particular type of interaction.

Developing a good method for handling negativity online is an incredibly valuable skill in our profession, although it can be a challenge. While this subject could easily become an entire novel, the points highlighted here are intended to help steer you towards better results when managing online reviews. Here’s to not having to use these skills too often!

Point 74: Our Industry Mourns; A Memorial to Mark

April 11, 2016 Comments Off read In Memorium, Industry History, Issue 74

Ryan Ouellette
Precision Body Arts

Mark Siekierski on titanium: ‘Gold is not an upgrade from titanium. Titanium cannot be upgraded; it is its own upgrade. That last part makes no sense, but titanium cares not what the Homo sapiens brain can or cannot comprehend. Titanium is named after the Elder Gods of Greece, the Titans. TITANIUM HAS A HIGH STRENGTH TO WEIGHT RATIO. You can make a jet fighter with titanium; a jet fighter made of gold would be soft, heavy, and wouldn’t fly.’

Writing something like this is never easy. How can you really express your memories and feelings for someone with a few lines of text?

Mark Siekierski is someone we have all been impacted by in this industry. Not all of us talked to him in person, or even on the phone, but he left his fingerprint on our industry every day through his hard work and dedication.

The Siekierski family has been making body jewelry for this industry since the Gauntlet days; today most people would know their product by the name NeoMetal. I can’t remember exactly when I started ordering jewelry from NeoMetal, but my guess would be the early 2000s. That was a time when a substantial order for me was $200, rather than $2,000. I would call the NeoMetal line with so many questions that a very nice woman named Sue would hand the phone off to her much more patient son, Mark. After a few months of “NeoMetal, this is Mark” I became accustomed to hearing his voice when I called.

Over the years of the occasional chat after an order or stopping by his booth during the Expo I’d say we became friends. I’m very comfortable with nerd culture, and Mark certainly would fall into that classification. He would give me that wry smirk and force me to give him a split finger Spock-esque high five. At a conference full of 1,000 people being “cool”, it was refreshing to have someone more interested in teaching me the Dothraki language (yeah, from Game of Thrones) than in hitting the bar.

He always had such a calm demeanor. It was like he was researching us so he could write a book someday. He was quiet and composed, but was always quick to crack a sarcastic joke if the right person came within ear shot. He liked to tease piercers by giving them a heads up about a new color or line being released soon. Mark had a gift for giving just enough information to get them interested; just a taste, but never enough. It was easy to get frustrated at how well he could keep a secret until the next Conference, when you would finally get a peek at what NeoMetal was working on.

He really cared about our industry. One thing that always stuck out in my memory was how he seemed to have a photographic memory for any shop anywhere in the world using their jewelry. Someone would come up to the NeoMetal table and say “Hi, I’m from X shop” and he would immediately know the city and start calling them by name. He never talked down to anyone or shrugged anyone off. If they bought one piece or one thousand he was appreciative that someone out there in the world cared enough about what his family was making and wanted to offer it to their clients. At a conference where companies have huge flashy booths fifty feet long, it was really endearing to see Mark and his brother-in-law, John, standing behind one small table, enthusiastically showing off every piece of threadless jewelry they make.

When NeoMetal started vending at the BMXnet Conference, it was Mark who went to Germany to showcase their line. It was great seeing him interact with piercers in that kind of environment. People who only got to see threadless jewelry online had the opportunity to meet someone from the company and have every facet of their line explained to them. Seeing piercers carrying away their first NeoMetal starter pack always put a big smile on Mark’s face. Not because of potential income, as I’m sure most regular customers know NeoMetal has grown so fast they sometimes struggle to keep up with demand. Mark was happy because he took pride in the respect his family’s company has earned worldwide.

At the end of the day he would want to sneak out to a quiet dinner with a few friends, rather than party with the throngs. I was fortunate enough to share a few meals with him and it never felt like I was being wined and dined by someone trying to make a sale. It was just dinner with a friend. No industry talk, just Star Trek or video games or whatever came up. I feel like I’m rambling. Like I said, it is hard to make a salient point when you’re emotional.

Sarah Morgan with Mark Siekierski at APP Prom 2015

Over the coming weeks and months be patient with NeoMetal. I know we all stress out over wait times; we stress out when we don’t have the post size we need. At the end of the day just remember what is really important to you, and know what it really means to not have something, or someone, around when it really matters. Every time you bend that pin for tension, every time you snap an end piece into place, remember Mark. Because he remembered every one of us like we were his family too.

Point 74: President’s Corner – Brian Skellie

April 11, 2016 Comments Off read Issue 74, Medical, President's Corner, Science & Body Modifications, Sterilization

Brian Skellie
APP President

Technology for infection prevention:

Why the introduction of more technological advances help to reduce cross contamination risks

The benefits of thousands of years of advancements in infection control are applied and built upon daily: a brief history of sterilization.

Chamberland’s Autoclave (1880), the first steam sterilizer

Papin’s digester (1680), the first pressure cooker.

Chamberland’s Autoclave (1880), the first steam sterilizer patterned after Papin’s digester (1680), the first pressure cooker.

Asepsis is the most effective technological advancement for a purposeful reduction of microbes to an irreducible minimum. This begins with policy and training, and follows through with checklists, review, and reminders for implementation.

Primum non nocere = above all else we should do no harm.

Antonj van Leeuwenhoek’s microscope (1683)

Physics was the first step in decontamination, using thermal energy: fire and the effects of the sun. Advances have been made in E-beam and radiation, both ionizing and non-ionizing, for sterilization. As a result, new equipment and supplies are now available providing an almost infinite sterilization shelf life. Part of what was found useful from the sun, apart from drying, was the power of short wavelength ultraviolet light to disrupt the DNA of cells. This has been harnessed for disinfection of exposed environmental surfaces, air, and water, but this form of sterilization is not appropriate for initial piercing jewelry. Further study of properties of the sun have resulted in functional plasma etching and cleaning processes and H2O2 gas plasma sterilization. At some point, gadgets for disinfection of procedure rooms such as UV-C robots and hydrogen peroxide (H2O2) vapor foggers may have an application in scale for our trade.

Joseph Lister’s antiseptic sprayer (1867)

Chemistry was the next big step in the fight against preventable iatrogenic infection with germicides, from chlorine solutions and carbolic acid to EO gas. Recognizing the potential for stopping infection transmission during procedures by thoroughly cleaning the worker’s hands and the subject site with a germicidal product was an enormous step that has become part of our established thinking. Materials themselves can be used to leverage the natural properties of copper (Cu+) and silver (Ag) that make touch and transfer surfaces inhospitable to microbes, and other embedded compounds have been developed for similar purposes. Some even work with nanotech surface treatments.

Instrument cleaning technology is constantly improving on the basic two fronts of physical action and chemical reaction. Advancements in products safe for the worker and environmentally friendly have brought forth alkaline or enzymatic detergent, or peracetic acid options.

surgical tools from the late 1800s — outmoded surgical equipment from the late 1800s

Consumables have long been a source of worker and client protection and potential oversight. Gloves and other Personal Protective Equipment (PPE) do create a barrier when used correctly, but do not take the place of adequate hand hygiene and application of asepsis. For further protection against exposure to environmental hazards, wearable vapor detectors can be used to alert the worker of chemical hazards from cleaning and disinfecting products. Essential detectors for sterilization or cleaning parameters should be used for validation of each process. Test Soils with protein detection for washing instruments, even manual cleaning should be tested, and Chemical and regular Biological Indicators for sterilization loads.

Cleaning appliances have made validation tests easier and more repeatable, with the availability of small automated instrument washers and medical and dental ultrasonic cleaners. Our last line of defense against cross contamination comes from our environmental air quality, which can be improved with air cleaners equipped with HEPA filtration and UV, thermal or plasma disinfection, and floor scrubbers to vacuum up the dust, wash and dry the floor automatically and robotically.

The health and safety of our clientele and personnel depend on adequate sterilization and disinfection. The advancements listed have changed the way we do our jobs and protect ourselves from risk. As we look towards the future it is impossible to know the impact further technological advancements will have, but they will undoubtedly continue to change how we practice our trade.

Point 74: From the Editor – Marina Pecorino

April 11, 2016 Comments Off read Editorial, From the Editor, Issue 74, Lifestyle, Social Media & Safe Piercing, Technology

Marina Pecorino
Managing Editor of Content & Statistics

I initially struggled to come up with direction for this editorial, partly because I feel that I’m somewhat of an outsider. I’m connected to the industry, obviously, but for now, I live my days in corporate America. On an issue geared toward technology in the industry, my brain immediately jumped to marketing, as this was one of my primary business roles during my time as a piercer. Honestly though, I think the biggest impact technology has for me currently is allowing me to connect so easily with all of you.

Throughout my life, I’ve found it difficult to stay in touch with friends when there is physical distance; I have great intentions, but my follow through can be lacking. Social media allows communication with my distant friends to become seamlessly integrated into my day-to-day life. I can now feel connected and do my introverted “lurk and like” while allowing people I care about to do the same.

Recently, I was trying to explain to my partner how supportive and appreciative the volunteer family is, even though many of us have only met in person a handful of times, if that. We’re not a daily face to face interaction in each other’s lives, but we still feel like family. I believe this to be true throughout the body modification community, which is one of the things I love most about having chosen this path. In many ways, my continued involvement in the industry is made possible because of the technology we have at our disposal.

It amazes me to realize that, as a result of my involvement with this industry, I’ve developed friendships with awe-inspiring people all over the world. Unfortunately, the last year seems to have dealt a lot of hard blows to our community. Having friends that span the far reaches of the globe can be extremely tough when someone is going through a particularly hard experience, and all I want to do is give them a hug. Technology makes connecting over these vast distances a little less difficult and allows us to show our support, even when physical proximity isn’t possible.

I have to admit that this editorial started out as a quick comment in the APP volunteers group, while curled up in bed. I only got a few words in, when I suddenly realized that what I wanted to express is my appreciation for the chance to feel so close, despite being so far away. What started as a quick comment, ended up evolving into a rough draft for an editorial. It’s pretty incredible what you can create with technology.

Point 74: From the Editor – Kendra Jane B

April 11, 2016 1 Comment read Editorial, From the Editor, Issue 74, Social Media & Safe Piercing, Technology

Kendra Jane Berndt
Managing Editor of Content & Archives

We are in a world where we double tap dozens of times a day, use our smart devices to track the most minute details of our days, and start to sweat at the thought of no wifi. In a relatively short amount of time our industry has embraced technology. We as piercers know what an important role social media and technological advances have on our jobs. As someone that has been given the good fortune of being able to reach many of my peers on a regular basis; I want to take this opportunity to hopefully provide you all with for some food for thought. A few “rules” if you will to navigate the waters of the tech ocean we are all trying to stay afloat in.

To be engaged in ones work, ones passion to apply oneself fully and wholly is an amazing thing. This used to mean spending hours pouring over books, old letters, even microfiche, or (yikes) actually talking to people. The art of the spoken word is no longer what it was. The internet has made so much possible. With information a click away, one can fulfill every need and want for knowledge in seconds enabling our passions to ignite and take off. The flip side to this 24/7 access to internet anonymity (you can become someone you are not, omit the parts of your person at will, or remain completely anonymous) is that the rules of social engagement seem to be faltering; no tone or body language to accompany it. In this issue, you’ll find an article by Miro Hernandez explaining how to put your best foot forward while communicating online.

When I was younger my mom often told me if I had nothing nice to say I was to say nothing at all. As much as it may pain me, I have to admit my mom was right. This statement has saved feelings from being hurt, friendships from being ruined, and embarrassing things from happening. Inevitably, we all face some form of negative online criticism in our professional lives. Courtney Jane Maxwell has shared some tips to help you stay cool and collected when dealing with a bad review on a social media platform.

We live in a world where we are force fed the idea that more is better. I firmly and truly believe moderation is the key, not just when it comes to the donuts I eat or the coffee I drink, but very importantly in the social media I use. I choose to be choosey which means I do not use every type of new and fancy social media that pops up. I do not snap, tweet, and in fact I do not spend the same amount of time tumbling or booking that I used to. I have chosen the types of technology that work best for me and I make them work as effectively and efficiently as possible. This means that as much as technology has become part of every facet of my day to day life, it is not my life from day to day.

Read on to see how technological advances have helped to make our industry safer for clients and piercers alike; how the etiquette of more formal times in the past still have a place in our conversations on the internet today, and don’t forget to double tap and share this publication.

Point 74: From the Editor – Jim Ward

April 11, 2016 1 Comment read Editorial, From the Editor, Issue 74, Technology

Jim Ward
Art Director

One of the joys of having been a part of this industry since its beginning has been seeing the technological advances that have brought it to such an astounding degree of professionalism.

Young piercers have no idea what things were like when Gauntlet was born in 1975. For starters, imagine a world without the cell phone, personal computer, and the internet. As the old cigarette commercial said, “You’ve come a long way, baby.”

When I first began my piercing business, I had to use a pressure cooker to sterilize instruments, later graduating to ever more sophisticated autoclaves. With the advent of the Statim, you are now blessed not only with more reliable sterilization, but are able to accomplish it within mere minutes.

The first piercing needles were veterinary hypodermics with the syringe couplings cut off. We sterilized and reused them over and over while they became duller with every use and often had to be used with a needle pusher. Nowadays, you have access to disposable needles that are so sharp they pierce the toughest of tissue like butter.

Even though I made every effort to provide the highest quality body jewelry, in those early days we had little understanding as to which materials were most suitable for the purpose of piercing. The industry is now blessed with an abundance of jewelry choices produced to the most stringent of manufacturing standards.

Many of you are familiar with Gauntlet’s publication Piercing Fans International Quarterly (PFIQ). Thanks to the personal computer and the marvel of desktop publishing, I’ve been able to say goodbye to the typewriter, the Tsquare, the drafting board, and all the art supplies that were used for years to produce the magazine. With a few mouse clicks, design and layout has become a breeze.

Technology is here to stay, and will continue to benefit our profession. I only hope that one day human kindness and compassion will catch up.

On another subject, for the last several issues of The Point I have participated as one of the Managing Editors. With this issue my title changes and I become the publication’s Art Director. I will still be an occasional Contributing Editor, and while I’m busy doing the layout and design, I get to edit the editors.

Over time I also hope to be able to bring some fresh design ideas to these pages. Enjoy!

Point 73: A Parent’s Guide to Safe Piercing for Children’s Ears

January 17, 2016 3 Comments read Issue 73, Medical, Public Education, Science & Body Modifications, Sterilization

Child's ear piercing performed by Becky Dill at Cold Steel Piercing Photo by Danielle Greenwood — Child’s ear piercing performed by Becky Dill at Cold Steel Piercing
Photo by Danielle Greenwood

Proper technique, sterility, piercing placement, aftercare, jewelry material, and style are among the many important factors that go into a successful piercing. First, let’s look at the technique itself. Piercing guns use pressure to force a pointed object, the jewelry, through the skin. While these mechanisms may seem like a quick, easy, and convenient way of creating holes, they can have major drawbacks in terms of tissue damage, inappropriate jewelry designs, and sterility. These concerns have been documented in medical literature over the years and provide proof of these concerns.

Due to the dull nature of the jewelry used in piercing guns, more damage is caused to the tissue when compared to piercings done with quality piercing needles. The effects are similar to a blunt force trauma including significant pain, swelling, scarring, and an increased potential for complications. The gun then pinches the back of the jewelry in place snugly against the skin, allowing no way for the new wound to breathe and heal properly. The customer is often told to turn the jewelry, which only further pushes growing bacteria into the wound, increasing the risk of infection and delaying the healing process considerably.

Additionally, it has not been documented how often piercing guns malfunction. Some operators report that the earring adapter that holds the jewelry often will not release the earring, requiring its removal with pliers. These pliers, which contact contaminated jewelry immediately after it has passed through the client’s tissue, may be reused on multiple customers without full sterilization. Few, if any, gun piercing establishments possess the expensive sterilization equipment necessary for such a process. Occasionally the intense pressure and speed of the gun’s spring-loaded mechanism is not sufficient to force the blunt jewelry through the flesh. In these cases, the earring stud may become lodged part way through the client’s ear. The gun operator, who may not be trained to deal with this possibility, has two options. S/he can remove the jewelry and repierce the ear, risking contamination of the gun and surrounding environment by blood flow from the original wound. Alternately, the operator can attempt to manually force the stud through the client’s flesh, causing excessive trauma to the client and risking a needlestick-type injury for the operator.

Diagram showing the differences in the "cutting edge" of ear piercing studs used in piercing guns. The bottom silhouette is a single use hollow needle. — Diagram showing the differences in the “cutting edge” of ear piercing studs used in piercing guns. The bottom silhouette is a single use hollow needle. Reference: Ear piercing techniques and their effect on cartilage, a histologic study

There may also be a greater likelihood of more serious complications when cartilage or structural tissue such as noses are pierced using a piercing gun. This type of tissue (cartilage) has less blood supply than earlobe tissue and therefore a correspondingly longer healing time; this means that infection in this area can be more likely and more destructive.

Another common concern is sterilization and asepsis. Any kind of procedure which involves contact with blood or bodily fluids requires strict adherence to crosscontamination prevention.

As is now well known, the hepatitis virus can live for extended periods of time on inanimate surfaces, and could be harbored within a reusable piercing gun for several weeks or more. Hepatitis and common staph infections, which could be found on such surfaces, constitute a serious public health threat if they are introduced into even one reusable piercing gun. Considering the dozens of clients whose initial piercings may have direct contact with a single gun in one day, this is a cause for serious concern. Babies, young children, and others with immature or compromised immune systems may be at a higher risk.

Some will argue that the piercing gun never comes in contact directly with a customer’s skin, or is sterilized or disposed of after a single use. This might be true, but the gun operator’s hands do—if they touch the customer’s skin and then touch the gun, the gun is now contaminated. When the gun drives the stud through the flesh— whether or not the skin starts to bleed – there is no way of knowing whether or not tiny particles of blood have been dispersed into the air contaminating everything around it. Piercing guns are usually made with plastic and cannot be adequately cleaned and sterilized for reuse. A quick wipe with an antiseptic pad is not effective in removing disease-carrying blood. Although many manufacturers now make disposable options, these do not negate concerns regarding possible damage to tissue, jewlery quality, or inadequate staff training.

The Association of Professional Piercers does not support the use of piercing guns because the reusable versions can’t be sterilized using APP approved equipment, such as an autoclave. Without proper sterilization, the risk of spreading diseases such as Hepatitis and staph infections increase.

The Bottom Line: Professional piercers use a more modern approach to piercing that’s less traumatic, cleaner, and more likely to result in a smooth healing process.

Point 73: Children’s Ear Piercing – Kendra Jane B

January 17, 2016 2 Comments read Issue 73, Medical, Public Education, Sterilization

Kendra Jane Berndt
April Thomas
Julie Taylor

Most of us receive at least one phone a week— sometimes even a day—from a concerned parent wanting to know the best option to pierce their child’s lobes. We are frequently seeing that the safe piercing message is reaching the masses. However, we are still seeing many piercings done with piercing guns. Whether it is because they are unable to find the information in the places they are visiting or because they are intimidated to visit their local tattoo or piercing studio to have their questions answered, parents are using less than favorable methods to pierce their children’s lobes. Perhaps they are leery of taking their six or seven year old daughter or son into said studio because of things that have nothing to do with piercing, such as the music, a worry of profanity or inappropriate behaviour, etc.

Within this article, we have presented similar information in two forms. The first is intended for an audience with a more complete understanding of piercing industry jargon and intricacies. The second presentation has been simplified with our clients in mind. Our intention was to provide something that you are able to print and send home. You can choose which presentation is most appropriate for your target audience. Either way, we encourage you to share the link to this article and repost on every site that questions the safest way to pierce children’s ears.

What is the APP’s position on ear piercing guns?
It is the position of the Association of Professional Piercers that only sterile disposable equipment is suitable for body piercing, and that only materials which are certified as safe for internal implant should be placed inside a fresh or unhealed piercing. We consider any procedure that places vulnerable tissue in contact with either non-sterile equipment or jewelry that is not considered medically safe for long-term internal wear to be unsafe. Such procedures place the health of recipients at an unacceptable risk. For this reason, APP Members may not use reusable ear piercing guns for any type of piercing procedure.

Reusable ear piercing guns can put clients in direct contact with the blood and bodily fluids of previous clients.
Although they can become contaminated with bloodborne pathogens dozens of times in one day, ear piercing guns are often not sanitized in a medically recognized way. Plastic ear piercing guns cannot be autoclave sterilized and may not be sufficiently cleaned between use on multiple clients. Even if the antiseptic wipes used were able to kill all pathogens on contact, simply wiping the external surfaces of the gun with isopropyl alcohol or other antiseptics does not kill pathogens within the working parts of the gun. Blood from one client can become aerosolized, becoming airborne in microscopic particles, and contaminate the inside components of the gun. The next client’s tissue and jewelry may come into contact with these contaminated surfaces. This creates the possibility of transmitting bloodborne disease-causing microorganisms through such ear piercing, as many medical studies report.

As is now well known, the Hepatitis virus can live for extended periods of time on inanimate surfaces, and could be harbored within a piercing gun for several weeks or more. Hepatitis and common staph infections, which could be found on such surfaces, constitute a serious public health threat if they are introduced into even one reusable piercing gun. Considering the dozens of clients whose initial piercings may have direct contact with a single gun in one day, this is a cause for serious concern. Babies, young children, and others with immature or compromised immune systems may be at higher risk.

Additionally, it has not been documented how often piercing guns malfunction. Some operators report that the earring adapter that holds the jewelry will often not release the earring, requiring its removal with pliers. These pliers, which contact contaminated jewelry immediately after it has passed through the client’s tissue, may be reused on multiple customers without full sterilization. Few, if any, gun piercing establishments possess the expensive sterilization equipment (steam autoclave or chemclave) necessary for such a process.

Piercing guns can cause significant tissue damage.
Though slightly pointy in appearance, most ear piercing studs are quite dull. Therefore, these instruments use excessive pressure over a larger surface area in order to force the metal shaft through the skin. The effect on the body is more like a crush injury than a piercing and causes similar tissue damage. Medically, this is referred to as “blunt force trauma.” At the least, it can result in significant pain and swelling for the client, but it also has the potential to cause scarring and increased incidence of auricular chondritis, a severe tissue disfigurement.

Occasionally the intense pressure and speed of the gun’s spring-loaded mechanism is not sufficient to force the blunt jewelry through the flesh. In these cases, the earring stud may become lodged part way through the client’s ear. The gun operator, who may not be trained to deal with this possibility, has two options. S/he can remove the jewelry and repierce the ear, risking contamination of the gun and surrounding environment with blood flow from the original wound. Alternately, the operator can attempt to manually force the stud through the client’s flesh, causing excessive trauma to the client and risking a needlestick-type injury for the operator. How often such gun malfunction occurs has not been documented by manufacturers, but some gun operators report that it is frequent.

When used on structural tissue such as cartilage, more serious complications such as auricular chondritis, shattered cartilage, and excessive scarring are common. Gun piercings can result in the separation of subcutaneous fascia from cartilage tissue, creating spaces in which fluids collect. This can lead to both temporary swelling and permanent lumps of tissue at or near the piercing site. These range from mildly annoying to grossly disfiguring, and some require surgery to correct. Incidence can be minimized by having the piercing performed with a sharp surgical needle, which slides smoothly through the tissue and causes less tissue separation. A trained piercer will also use a post-piercing pressure technique that minimizes hypertrophic scar formation.

Cartilage has less blood flow than lobe tissue and a correspondingly longer healing time. Therefore infections in this area are much more common and can be much more destructive. The use of non-sterile piercing equipment and insufficient aftercare has been associated with increased incidence of auricular chondritis, a severe and disfiguring infection in cartilage tissue. This can result in deformity and collapse of structural ear tissue, requiring antibiotic therapy and extensive reconstructive surgery to correct. Again, medical literature has documented many such cases and is available on request.

The length and design of gun studs is inappropriate for healing piercings.
Ear piercing studs are too short for some earlobes and most cartilage. Initially, the pressure of the gun’s mechanism is sufficient to force the pieces to lock over the tissue. However, once they are locked on, the compressed tissue cannot return to its normal state. This constriction causes further irritation. At the least, the diminished air and blood circulation in the compressed tissue can lead to prolonged healing, minor complications, and scarring. More disturbingly, the pressure of such tight jewelry can result in additional swelling and impaction. Both piercers and medical personnel have seen stud gun jewelry completely embedded in ear lobes and cartilage (as well as navels, nostrils and lips), even when pierced “properly” with a gun. This may require the jewelry to be cut out surgically, particularly in cases where one or both sides of the gun stud have disappeared completely beneath the surface of the skin. Such risk is minimal when jewelry is custom fit to the anatomy of the client, and installed with a needle piercing technique which creates less trauma and swelling. Custom fit jewelry should allow sufficient room for swelling and can be downsized to fit snugly on healed tissue.

Jewelry that fits too closely also increases the risk of infection because it does not allow for thorough cleaning. During normal healing, body fluids containing cellular discharge and other products of the healing process are excreted from the piercing. But with inappropriate jewelry, they can become trapped around the fistula. The fluid coagulates, becoming sticky and trapping bacteria against the skin. Unless thoroughly and frequently removed, this becomes an invitation for secondary infection. The design of the “butterfly” clasp of most gun studs can exacerbate this problem. Again, these consequences can be avoided with implant-grade jewelry that is designed for ease of cleaning and long-term wear.

Not all piercing jewelry is safe for prolonged wear.
Most ear piercing studs are not made of materials certified by the FDA, ASTM, or ISO as safe for long term implant in the human body. Even when coated in nontoxic gold plating, materials from underlying alloys can leach into human tissue through corrosion, scratches and surface defects, causing cytotoxicity and allergic reaction. Since manufacturing a durable corrosionand defect-free coating for such studs is extremely difficult, medical literature considers only implant grade steel (ASTM F138) and titanium (ASTM F67 and ASTM F136) to be appropriate for piercing jewelry composition. Studs made of any other materials, including nonimplant grade steel (steel not batch certified as ASTM F138), should not be used, regardless of the presence of surface plating.

Misuse of ear piercing guns is extremely common.
Even though many manufacturers’ instructions and local regulations prohibit it, some gun operators do not stop at piercing only the lobes, and may pierce ear cartilage, nostrils, navels, eyebrows, tongues and other body parts with the ear stud guns. This is absolutely inappropriate and very dangerous.

Although gun piercing establishments usually train their operators, this training is not standardized and may amount to merely viewing a video, reading an instruction booklet, and/or practicing on cosmetic sponges or other employees. Allegations have been made that some establishments do not inform their employees of the serious risks involved in both performing and receiving gun piercings, and do not instruct staff on how to deal with situations such as client medical complications or gun malfunction. Indeed, surveys conducted in jewelry stores, beauty parlors, and mall kiosks in England and the US revealed that many employees had little knowledge of risks or risk management related to their procedure.

Considering that a large proportion of gun operators’ clientele are minors or young adults, it is not surprising that few gun piercing complications are reported to medical personnel. Many clients may have been pierced without the knowledge or consent of parents or guardians who provide healthcare access. Therefore, the majority of the infections, scarring and minor complications may go unreported and untreated. Furthermore, because of the ease of acquiring a gun piercing and the lack of awareness of risk, many consumers fail to associate their negative experiences with the piercing gun itself. They believe that, since it is quicker and easier to acquire a gun piercing than a manicure, gun piercing must be inherently risk-free. Often it is only when complications prove so severe as to require immediate medical attention that the connection is made and gun stud complications get reported to medical personnel.

Despite these pronounced risks associated with gun piercing, most areas allow gun operators to perform piercings without supervision. Recent legislation has begun to prohibit the use of guns on ear cartilage and other non-lobe locations, and the state of New Hampshire has made all non-sterile equipment illegal, but these changes are not yet nationwide. It is our hope that, with accurate and adequate information, consumers and the legislatures will understand and therefore reject the use of gun piercing in the interests of the public health.

References Cited:

Pediatric Emergency Care. 1999 June 15(3): 189-92.
Ear-piercing techniques as a cause of auricular chondritis.
More DR, Seidel JS, Bryan PA.

International Journal of Pediatric Otorhinolaryngology. 1990 March 19(1): 73-6.
Embedded earrings: a complication of the ear-piercing gun.
Muntz HR, Pa-C DJ, Asher BF.

Plastic and Reconstructive Surgery. 2003 February 111(2): 891-7; discussion 898.
Ear reconstruction after auricular chondritis secondary to ear piercing.
Margulis A, Bauer BS, Alizadeh K.

Contact Dermatitis. 1984 Jan; 10(1): 39-41.
Nickel release from ear piercing kits and earrings.
Fischer T, Fregert S, Gruvberger B, Rystedt I.

British Journal of Plastic Surgery. 2002 April 55(3): 194-7.
Piercing the upper ear: a simple infection, a difficult reconstruction.
Cicchetti S, Skillman J, Gault DT.

Scottish Medical Journal. 2001 February 46(1): 9-10.
The risks of ear piercing in children.
Macgregor DM.

American Journal of Infection Control. 2001 August 29(4): 271-4.
Body piercing as a risk factor for viral hepatitis: an integrative research review.
Hayes MO, Harkness GA.

Journal Laryngology and Otology. 2001 July 115(7): 519-21.
Ear deformity in children following high ear-piercing: current practice, consent issues and legislation.
Jervis PN, Clifton NJ, Woolford TJ.

Cutis. 1994 February 53(2): 82.
Embedded earrings.
Cohen HA, Nussinovitch M, Straussberg R.

Scandinavian Journal of Rheumatology. 2001; 30(5): 311.
Does mechanical insult to cartilage trigger relapsing polychondritis?
Alissa H, Kadanoff R, Adams E.

British Journal of Dermatology. 2002 April 146(4): 636-42.
Decrease in nickel sensitization in a Danish schoolgirl population with ears pierced after implementation of a nickel- exposure regulation.
Jensen CS, Lisby S, Baadsgaard O, Volund A, Menne T.

Toxicology In Vitro. 2000 Dec 14(6): 497-504.
Cytotoxicity due to corrosion of ear piercing studs.
Rogero SO, Higa OZ, Saiki M, Correa OV, Costa I.

Journal of the American Medical Association. 1974 March 11; 227(10): 1165.
Ear piercing and hepatitis. Nonsterile instruments for ear piercing and the subsequent onset of viral hepatitis.
Johnson CJ, Anderson H, Spearman J, Madson J.

Journal of the American Medical Association. 1969 March 24; 207(12): 2285.
Hepatitis from ear piercing.
Van Sciver AE.

Journal of the American Medical Association. 291.8 (2004): 981-985.
Outbreak of Pseudomonas aeruginosa infections caused by commercial piercing of upper ear cartilage.
Keene, William E, Amy C Markum, and Mansour Samadpour.

The Point

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Point 74: Online Marketing Strategies – Marina Pecorino

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Point 74: Our Industry Mourns; A Memorial to Mark

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Point 74: President’s Corner – Brian Skellie

Technology for infection prevention:

Why the introduction of more technological advances help to reduce cross contamination risks

Primum non nocere = above all else we should do no harm.

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Point 74: From the Editor – Jim Ward

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Point 73: A Parent’s Guide to Safe Piercing for Children’s Ears

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Point 73: Children’s Ear Piercing – Kendra Jane B

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Technology for infection prevention:

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Primum non nocere = above all else we should do no harm.

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