By Maria Prato-Gaines, Staff Writer
JAMESBURG — Nearly five years after opening its doors, Heritage Tattoo is seeing a new era in the industry with a new group of clients making their way into the shop.
Heritage owner Edward Spinelli said that, because tattoos have been accepted into pop culture, they have become less taboo and are expanding to new groups of people who once may have shunned them.
”Tattoos have bad reps,” he said. “Twenty, 30 years ago the average nurse or doctor wasn’t coming in.”
Inside the establishment at 16 Willow St., the glistening ‘50s-inspired checkerboard floors lead up to the thousands of drawings lining the wall.
A typical day’s work could bring in a man in his 70s looking to get his first tattoo or a family that shows up to get inked in honor of a loved one, said Joe Wizard Capolupo, a long-time Heritage tattoo artist.
”It’s people from all walks of life,” he said. “It’s completely across the gamut.”
Seventeen-year-old John Schauer, a shop regular and second-generation customer, swaggered in Tuesday ready for another session at Heritage.
”My dad said, ‘Go here, it’s the best place,’” John said.
This is the second tattoo Mr. Spinelli has given John. On his first trip to the shop, he was accompanied by his father, John, and he had Mr. Spinelli christen his left calf with a tribute to his 21-year-old autistic brother.
On Tuesday’s venture, John intended to add a permanent reminder of ambition with the words “Sky’s the limit” inked below his broad shoulders.
”It means a lot,” he said. “It means anything is possible.”
John’s story is just one of thousands that have been told after customers pass through Heritage’s whitewashed front door. Every tattoo carries with it some meaning or memory, including Mr. Spinelli’s, Mr. Spinelli said.
Among the sleeves of tattoos that Mr. Spinelli has been collecting on his arms since the age of 17 is one that truly defines his most recent journey in life, “Never Forget IX-XI.”
Before he spent his days in a tattoo parlor, Mr. Spinelli was a sergeant on the Port Authority police force in New York City.
While most Americans sat helplessly watching the terrorist attacks of Sept. 11, 2001 on television, Mr. Spinelli was sifting through the rubble on that morning.
The Port Authority lost 37 officers that day, 19 of whom were Mr. Spinelli’s close friends.
”It all depended which way you ran,” he said.
After months of funerals, Mr. Spinelli tried to return to his post.
Two years passed and Mr. Spinelli said he could hardly bring himself to confront his haunting memories from Sept. 11.
In August 2003, after 23 years on the force, Mr. Spinelli decided to retire.
Tattooing, which he started as a hobby in Hightstown parlor two decades earlier, became Mr. Spinelli’s new lease on life.
”I had a good pension,” he said. “I’m not looking to make a million dollars. Tattooing was what I wanted to do. It was therapeutic, I love talking to people.”
Employees said tattoo artists are becoming the modern equivalent of bartenders, as customers expose intimate loves and tragic details to total strangers who have needle and ink in hand.
”People tell you everything,” Mr. Capolupo said. “You hear everybody’s problems.”
Money not being a driving factor for the business, Mr. Spinelli said that no tattoo is ever rushed and he gives every customer who sits down at his station one piece of advice.
”Know what you’re getting and be sure you really want that,” he said.
Heritage Tattoos soon will add a piercing service to meet a growing demand, Mr. Spinelli said.
Mr. Spinelli said he plans to keep his business in Jamesburg and offer the “quality” service that pulls in a steady stream of referrals and keeps customers coming back.
”I enjoy doing this,” he said. “It’s my last stop and I’ll be doing this until I can’t. It’s the look on people’s faces when I’m done, seeing people happy with my work. To me there’s no down side to this.”
Heritage Tattoos are open from Tuesday through Saturday 10 a.m. to 9 p.m.
For more information or to make an appointment contact the shop at 732-656-7717.