TL;DR on TikTok, how a Pay What You Can tattoo work: [link coming]

“Wait, so I can really pay whatever I want for a tattoo?”

We hear this almost every day, usually from someone standing at our front desk, waiting for the catch. Here’s the honest answer: there isn’t one. Getting a Pay What You Can tattoo is simple. Pick a little guy off the wall, pay what you can, and get tattooed.

This is the next post in our series about running a business that doesn’t play by the usual rules. The usual rule here is simple: the shop sets the price. For these, we don’t.

How the Pay What You Can Tattoo Started

If you read Can a Business Really Be Politically Neutral?, you already know part of this story. After the 2024 election, I was crushed, and so were so many people around me. The only thing I knew would make me feel better was tattooing, so I decided to do one free tattoo.

Then one tattoo turned into a small flash sheet. Then I realized I didn’t even want to tell anyone what to pay. Then we decided 100% of it would go to the ACLU of North Carolina. We pulled the whole thing together in less than 48 hours.

We expected 10 people. 400 showed up, with a line wrapped around the entire building. That was one of the best days of my life, and I still can’t fully explain the energy in that room. Pay What You Can has never left Inkvictus since.

How a Pay What You Can Tattoo Works Today

Pay What You Can isn’t an event anymore. It’s always available, and it’s not going anywhere.

We have nearly 300 pre-drawn, pre-sized, pre-printed designs on the wall, and we add new ones every couple of months. You pick one, pay whatever you can, and that’s it. No base price. No proof. No judgment.

The designs are small, about an inch to an inch and a half, and intentionally simple. I like to compare them to kindergarten writing paper, the kind with the blue and red lines. Clean, delicate, and straightforward, on purpose.

How Much Should You Pay for a Pay What You Can Tattoo?

Choosing your own price can feel weirdly stressful. So we made a guide at the front desk you can pull from:

[IMAGE: price guide photo | Alt text: Pay What You Can tattoo price guide at Inkvictus Studios in Raleigh, with suggested amounts from $15 to $80 and up]

• $15: If you’re struggling right now
• $25: A generous contribution on a limited budget
• $40: Helps keep the project going
• $60: Covers the true cost (time, skill, and care)
• $80+: Helps support others who can’t pay as much

At the bottom, it says you won’t be judged for what you pay, we trust you to be honest about your circumstances, and this only works if we all take care of each other.

We don’t advertise paying zero, because every tattoo has a real cost. But honestly? In over two years, we could count on one hand the number of people who’ve paid nothing. More people have paid extra than have paid zero.

The Pay What You Can Tattoo Rules, and Why They Exist

• Walk-in only.
• Arms and legs only.
• No adjustments to the designs.
• One Pay What You Can tattoo per person, per month.
• Small and simple, always. Tiny tattoos with too much detail blur as they age. These are designed to hold up.

Every rule is there to keep Pay What You Can fair, sustainable, and intentionally designed. There’s a difference between people who want something free and people who appreciate it. For us, the first group has been few and far between, and the rules keep it open for everyone.

There’s one more reason the designs stay simple: they give our apprentices a place to practice and build confidence. When one is available, we’ll just ask, “We have an apprentice available, are you open to that?” It’s always your call.

Same Care, Different Price Tag

A Pay What You Can tattoo gets the exact same setup, sterilization, aftercare, and touch-up policy as any full-price tattoo. And just like everywhere else in the studio, tipping is never expected. More on that in How Much Should You Tip Your Tattoo Artist?

How Can a Shop Afford a Pay What You Can Tattoo?

This is the question skeptics always ask. The answer is how we run.

Everyone at Inkvictus is on an equalized pay model plus profit share. Everyone has guaranteed pay, and everyone benefits when the whole studio does well. So Pay What You Can tattoos go into the whole pot, not one artist’s pocket. The weight is shared across the team, the same way our pro bono areola restoration is. Nobody carries it alone.

It’s also our Costco hot dog. Yes, it’s a loss leader. But it lets people try us at a low cost, meet the team, and feel the vibe. A lot of people who come in for a little guy end up coming back for a full piece, a piercing, nails, or a facial. Sometimes it takes two years, but they come back. People remember.

1,500+ Pay What You Can Tattoos Later

Last we checked, we’ve done over 1,500 Pay What You Can tattoos.

People use tattoos as therapy. In this economy, a full piece isn’t always realistic. Getting a little guy can mean a lot when cost isn’t the thing standing in the way.

Before You Walk In for a Pay What You Can Tattoo

Every Pay What You Can tattoo is walk-in only, and Saturday is your best bet, since it’s our walk-in day. Wednesday through Friday we’re appointment-based, but if we have openings, we’ll absolutely fit you in. Give us a call first thing in the morning to check.

• Doors open at 10:30 a.m. Tattooing starts at 11.
• Wait times vary. Sometimes you’ll walk right in, and sometimes you’ll wait a couple of hours. Lines often form out the door before we open.
• Bring your ID. You have to be 18 or older.
• Read our pre-care guide before you come in.

If You’re a Shop Owner Thinking About Pay What You Can

You absolutely should. Just be prepared that not every artist will agree with it. You need a strong foundation in every part of your business to make it work. When you have that, it’s one of the most meaningful things you can offer.

We’d love to see you at Inkvictus. Come grab a little guy off the wall, and when you’re ready for something bigger, our consultations are always complimentary. If you’re not in the Raleigh area, ask your local shop if they’ve ever thought about doing something like this. ◡̈

Chat soon,

Natascha Fuchs