By Williamena Kwapo | OBSERVER Staff Writer
Since 2017, Andie Morais defied industry norms with her successful venture, the Piercing Parlor. What makes the shop stand out isn’t just the quality of its work; it’s that the business is entirely run by women of color, specifically Black and Latina women. As a Black woman and the owner and lead piercer, Morais is a rarity in a field long dominated by white men.
Despite the challenges of the COVID-19 pandemic, which disproportionately impacted Black-owned businesses, the Piercing Parlor flourished. Morais credits that success to a combination of precise technique, strong business practices, and the deep trust she has cultivated with her clients over the years. Her dedication to artistry and customer care has cemented her reputation as a leader in her craft in Sacramento.
She recently talked with The OBSERVER about being one of the few Black women in the piercing industry and how she has built a successful business on her own terms.
When did you first get into piercing?
I was 13. My mom took me to a tattoo and piercing convention with her friend. She’s always loved tattoos and piercings. She looked at me and said, “I think you’d be cute with a piercing.” So I got a lip piercing. After that, I was hooked. I loved how expressive and artistic it felt. It became a part of me.
What is it about piercings that you love?
Piercings are therapeutic. For me, it became a physical outlet during emotional moments. If I was feeling sad or frustrated, getting a new piercing would just lift my mood. It was a way to reclaim my body and feel empowered.
How did you become a professional piercer?
I never planned on it, honestly. One day I went to get a tattoo, and the artist mentioned their piercer had just quit. I literally lied and said, “I know how to pierce.” He told me to bring in a couple clients and I could get the job. So I asked my friends to come, and I taught myself by watching YouTube, Instagram – anything I could learn from. I started working at a few shops in Sacramento. In 2017, I was working at a shop downtown but they let me go. After that, I said, “I’m never getting fired again.” I found a tiny studio in the basement of this building and just started from there. (Morais has since moved to the building’s main floor.)
Did you think this would be sustainable for seven years?
Not at all. I just did it because I loved it. When COVID hit, we had to shut down for a year. But when I reopened and people still showed up, it made me believe I could survive anything. A lot of businesses didn’t make it through the pandemic, but we did. That’s when I knew: This is what I’m meant to do.
I didn’t really know what I was doing at first. But I had clients who loved my work and would refer people constantly. I also specialize in piercing babies, which not many people do. That brought in a lot of attention and helped my name grow in Sacramento. Really, it all came down to being consistent, learning from every experience, and treating clients with care. Without them, I wouldn’t be here. They’re the reason I’ve grown this much.
What do you think has helped your business continue to grow even through tough times like the pandemic?
Honestly? My personality and how I treat people. I’m not in this just to make a dollar. I genuinely care. I want to give people the best advice and the safest, highest-quality service possible. Piercing is obviously about aesthetics, but at the end of the day, we are doing things to the body that can cause harm. That means education and honesty are key. I make sure my clients know exactly what they’re doing with their body and they appreciate that.
Was it intentional to hire women of color as your piercers?
It happened naturally. Everyone on my team started as a client. They kept coming back, we built trust, and when it came time to grow the team, they were already like family. I love that we’re all women of color. It makes our space feel even more special.
Do you think having Black and brown women as piercers helps change perceptions in the industry?
Absolutely. Piercing is often seen as a “white” thing, and Black piercers rarely get the spotlight. But we bring something unique to the table. For example, melanated skin is more sensitive, so it requires better-quality jewelry and different aftercare. Our hair products and skin types all affect healing. Most piercers aren’t taught to consider that. But I’ve lived it. I’ve been pierced since I was 13. I’ve seen how different things heal on different skin types, and I bring all that experience to my clients. That matters.
What advice do you have for other Black women entrepreneurs?
Start from the heart, not for the money. A lot of people are searching for ways to survive, and the world puts a lot of pressure on us financially. But if something sparks your interest, try it. Explore a new art form; start a project. Just go for it. And if you get criticism, don’t take it personally. Learn from it. Every bad review I ever got taught me something, and I changed because of it.