by Catarina Aguiar e Reis

The leap into the unknown

Last year, I made a decision that changed everything: I moved to Australia for nine months.

At the time, my professional background was a patchwork of freelance projects and niche brand experiments, no corporate case studies, no viral campaigns, no well-known agency behind my name. That kind of résumé can easily become fertile ground for imposter syndrome. But when I applied for my first full-time role at a tattoo studio, I carried one core belief with me: confidence is 90% of the battle.

I knew my value. I knew that even without “big brand” experience, I had the vision and the work ethic to help a business grow. A CV tells people what you’ve done, but your confidence tells them what you’re capable of doing next. I just needed the chance to prove it.

The challenge: a studio in recovery

When I stepped into the role in May, the situation was far from straightforward. A regional cyclone had recently disrupted local operations, and like many businesses in the area, the studio was still finding its footing. A new tattoo was understandably low on the priority list for locals, and the international tourists the studio usually relied on had all but disappeared, leaving a very noticeable gap in the booking calendar.

The task was both simple to define and difficult to execute: build a digital strategy from scratch that wouldn’t just improve visibility, but actually drive revenue in a stagnant market. Rather than letting the circumstances, or my lack of agency credentials, become obstacles, I moved away from traditional sales tactics and focused on the one thing that holds its value even in a downturn: authentic human connection.

The strategy: selling trust, not tattoos

In an industry as permanent and personal as tattooing, you’re never really selling a product. You’re selling trust. A client is handing an artist their skin and their story forever. I wanted every corner of the studio’s online presence to reflect that weight, using storytelling as the primary bridge between artist and client.

Shifting the narrative. We stopped leading with static portfolio shots of finished work. Instead, we started sharing the why, the artists’ personal backgrounds, their specific style sensibilities, and honest answers to the real doubts and fears that hold people back from booking.

Opening the doors. We brought audiences inside the studio digitally, demystifying the process and lowering the intimidation barrier that often stops first-timers from taking the leap. By highlighting the deeply personal meanings behind each tattoo, we reframed the experience, not as a luxury purchase, but as something meaningful and lasting.

The results: confidence turned into real numbers

By October, the shift was undeniable. By consistently prioritising the human story over the hard sell:

• Reach increased 5x and engagement grew 3x compared to previous benchmarks.
• Online revenue generated through social media tripled in just five months.

My personal takeaway

Don’t wait for your CV to feel perfect before you aim high.

I arrived in a new country with small-scale experience and left having tripled a professional studio’s online revenue. The difference wasn’t a clever algorithm or a big marketing budget, it was consistency, strategic thinking, and the confidence to walk into a room, acknowledge my own value, and execute a vision I believed in.

Australia taught me that the business world rewards those willing to back themselves and have a go. The tools, platforms, and trends will keep changing, but your belief in your ability to solve problems is your most permanent and valuable asset.

Own your value. Put yourself out there. The numbers will follow.

Catarina Aguiar e Reis is a Social Media Content Manager and a proud LSDM alumna

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