SHIFTER editor-in-chief Kevin Bourne talks with Toronto tattoo shop owner RaShaun Collins about his entrepreneurial journey as the founder and head tattoo artist of Illustrative.TO. Photos by @chvsethedream and @rmrkbl.media.
“I started tattooing because I saw an industry where people like me weren’t represented…I wanted to prove that someone with my background could not only succeed in this industry, but help change it.” -RaShaun Collins
Kevin: In a few words, tell us what you do.
RaShaun: At the core of everything I do is creating meaningful, custom tattoos and deliver an experience that goes beyond the artwork itself. I specialize in black and grey realism, and take pride in creating pieces that are designed specifically for the individual wearing them.
Kevin: How long have you been in business, and why did you start this business? What problem were you trying to solve?
RaShaun: I been tattooing for 11 years now and have had my business open for five. I started tattooing because I saw an industry where people like me weren’t represented. Back then, tattooing was heavily gatekept, and there weren’t many artists who looked like me or understood the communities I came from. I wanted to prove that someone with my background could not only succeed in this industry, but help change it.
“There’s nothing like making your parents proud.”
Kevin: When you first got this idea, who was the first person you told and why?
RaShaun: The first people I told were my parents. There’s nothing like making your parents proud and at most I needed them to know the kind of risk I’m taking. I’ve always took high risk plays and bet on myself. Through everything I been through I’ve noticed that having them and their prayers on my side allowed me to challenge myself and give me that extra push.
Kevin: What has been your biggest challenge so far as an entrepreneur?
RaShaun: My biggest challenge so far as an entrepreneur, especially within the realm of managing artists, is balancing a great environment and keeping structure. I always tell people owning a tattoo shop is like owning a record label. And it’s not many times within our community you find a great artist that can mesh well with your vision and the team you already created. So balancing what the business needs, as well as what the artist needs to keep them wanting to continue being apart of your vision ,is always challenging as at times those two things can collide.
“I’ve always took high risk plays and bet on myself.”
“My biggest accomplishment has always been providing an opportunity and seeing my artists grow in life and within their art.”
Kevin: What has been your biggest accomplishment?
RaShaun: My biggest accomplishment has always been providing an opportunity and seeing my artists grow in life and within their art. My goal was to create a space where artist who look like me; share my interest and community can shine as this industry isn’t one that favors us at times. We get blackballed and overlooked quite often as artist so I always wanted be and create something that can showcase the talent and professionalism coming from our side of things.
Kevin: What do you do on the days when you feel like nothing is working?
RaShaun: I talk to God a lot. To be honest, I think I’m over these kind of days as God’s always provided a way for me. And every tough time I’ve had or journey that felt like it was the end, either needed to happen or worked out for the best. It’s always crazy looking back at times when it felt like everything was gonna fail and realizing it all needed to happen to get to where I’m at.
“I talk to God a lot…God’s always provided a way for me.”
Kevin: Looking back at when you first started your company, what’s one thing you would do differently?
RaShaun: I think one thing I’d do differently is pour a bit more into myself. Being a business that survives mainly off of the artists who are there, and keeping the energy and environment stimulated for those who are part of it can leave you in a position where you tend to forget about your own personal wants, needs, and growth within your career. If I could change one thing it would definitely be this. It’s hard to be talent and owner and creating a healthy balance for this. Keeping to it can help you grow personally just as much as the business and artist around you.
“I think one thing I’d do differently is pour a bit more into myself…It’s hard to be talent and owner and creating a healthy balance.”
Kevin: And last but not least, where do you hope to see this company in the next five years?
RaShaun: In the next five years I’d love to be able to expand or travel to more places with artists so we can bring this experience to those who need it. We have some plans for Texas, Jamaica and a few other places but you’d just have to keep up with us to know what’s next.
You can find us on socials at @ill.to to stay updated and see if there’s a chance for us to pop by a city near you! Definitely request us as we travel often. Next stop, Nashville!
Illustrative.TO is located at 111 Jarvis Street, 2nd floor, Toronto, Ontario. For more information visit @ill.to on Instagram or online at illustrativeto.com.
Kevin Bourne is the editor-in-chief of SHIFTER. He was named one of 340 international voters for the Golden Globe Awards and a Tomatometer-Approved Critic by Rotten Tomatoes.
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