Premium tattoo chain Celebrity Ink is making its mark through a great new relationship with Australian Red Cross Lifeblood.

Giving back to the community is in the brand’s DNA, and as Celebrity Ink founder Johnny Cohen explains, working together to help support the importance of blood donation is a perfect match.

“We were contacted by Lifeblood about an update to the policy in relation to donating blood after getting a tattoo. 

“The wait time nationally has now reduced from four months to seven days after a tattoo. Previously, our customers had to choose between getting inked and giving blood; now they can easily do both.”

Johnny says it is important the company leads by example and helps spread the word about the new, improved rules.

Leading by example

“I’m proud to say most of the head office team has donated blood. We are also educating our customers about this and encouraging them to give blood.”

Celebrity Ink is sharing the good news message on its social channels and will also highlight the change with in-store signage.

Jo Lawson, corporate partnerships manager, said, “Lifeblood are grateful for the fantastic support from Celebrity Ink, including welcoming team members in the centre to donate themselves and save lives.  

“We’re looking forward to collaborating in the future to raise awareness of the importance of blood donation and encouraging more inked donors to roll up their sleeves”.

This is not the first time the tattoo chain has made its mark by giving back.

“Among the charities we’ve worked with is the Make-A-Wish Foundation. We’ve given them donations and provided premium tattoo vouchers for auction prizes.”

Last year, Celebrity Ink donated a portion of the price of each tattoo inked to Breast Cancer Awareness in October, donating $25K.

Celebrity Ink also participated in the Vinnies CEO Sleepout this year, which helps to raise funds for homelessness services. This was not the first time it has participated in this cause, and it won’t be the last as Celebrity Ink plans on bracing the cold for the Vinnies CEO Sleepout next year. 

“At Celebrity Ink, we like to align with partners who share the same vision. It is about giving back to the community. We want to make a difference through the charities we support so we can pay it forward,” says Johnny.

Celebrity Ink is giving back through charity partnerships

The choice of charities is important, he says, and Celebrity Ink looks for two particular elements

It seeks out charities that use 100 per cent of the donation for the benefit of recipients rather than for administration costs. Another clear winner is a not-for-profit organisation that helps children.

“That’s why the Make-A-Wish Foundation is such a great cause. We are helping critically ill children have their dreams come true. Our support ensures these kids and their loved ones have wonderful memories that last a lifetime.”

Every year, the franchisor asks Celebrity Ink franchisees which charities they want to align with and support. 

While support for Lifeblood is ongoing, later this year, Celebrity Ink will shine a spotlight on the all-important issue of mental health. 

“We are planning our campaigns now,” reveals Johnny. “Our franchisees love to engage in local community events.”

Giving back to local communities has been a part of the Celebrity Ink story from the beginning.

“It started when I was travelling through Asia with my wife. We were gift-giving to local communities and donating a lot of food in Thailand, where Laddawan grew up.”

That spirit of giving flowed over to the new business and has grown over time from personal contributions to a more formalised program. 

A spirit of giving

“As a brand, we started to work with charities more formally about four years ago,” says Johnny.

“We are in a service industry; the tattoo is the service. We are just like any other service providers developing strong charity partnerships.”

Celebrity Ink is elevating tattoo artistry with its own academy, high-profile, professional studios, and top-quality service.

“Sixty two per cent of our customers are females aged 18 to 35. Women now are getting more tattoos than men,” Johnny reveals.

“Tattoos are regarded as a fashion accessory, so some of our customers are making a fashion statement. 

“However, many other customers are choosing meaningful tattoos: a grandparent’s handwriting inked on the skin or designs that cover up self-harm scars.

“So with such a diverse mix of customers, we look to spread our fundraising and corporate partnerships evenly across a wide range of charities.”

The ultimate goal for this franchise chain is to see more businesses engage with not-for-profit organisations and great causes.

“At Celebrity Ink, we really want to encourage other brands to take part in working with other charities, signing up to charity partnerships.

“We are about giving; we’re not looking for recognition. This is about us, as a brand, doing the right thing by the communities,” says Johnny.