Tattoo or die: a talented artist, an unconventional career

He leans back comfortably on his chair inside his sterile, yet cozy studio. He absent-mindedly kicks at the blue, industrial medical table in the centre of the room. 

Conversations with him and those close to him paint a portrait of a hard-working, funny, incredibly talented, yet humble man who shares his art with people in the most intimate way – by permanently marking their bodies.  

James Wood, known as Elvis James on social media, has been a tattoo artist for the last seven years, five of which spent at Advanced Tattoo and Piercing in downtown Windsor. From a very young age, Wood knew this was what he was destined to do. 

“Some people see it as a little morbid, but I was like, ‘I’m either going to be a tattooer, or I’m going to die,’” said Wood. 

Originally from Blenheim, a small trade town with, “4000 people and nothing to do.” Wood’s journey began when he was barely a teenager. 

“I first got interested in tattooing…I started getting tattooed when I was like 13,” said Wood. “From there I was like, ‘This is the coolest thing in the world.’ So, I was pretty much set then. Then in high school, I did a co-op at a tattoo parlor. Once I graduated high school, I got an apprenticeship.” 

 Wood pursued his dream career, even though art school, “just wasn’t in the cards.” 

“As the old people would say, this is all I know,” said wood 

“It just looks like a blob now,” said Wood, rolling up his sleeve and pointing to the tattoo that started it all: a pair of dog tags with mountains in the background, on his upper-left shoulder. 

“It was done at my kitchen table by a family friend,” said Wood. “My dad was there because he’s covered in tattoos. So that was fine, but my mom was not happy. She’s ok with it now.” 

“So, your family’s pretty supportive of your career?” 

“Yeah, now – more supportive,” said Wood. “Some families see it as, ‘Oh, that’s cool. You can do that on me now. You know, hook me up, right?’ And then some see it as, ‘Are you even going to make any money? Can you live off something like that?’ And then others just see it like, ‘Who are the people you’re going to be associated with?’ Now it’s much different, I think.” 

Erin Berry has known Wood for about 11 years, first as an employer when he was in high school and now as his mother-in-law through his relationship with her daughter.  

“Did you have any thoughts or impressions when you first found out he wanted to be a tattoo artist?” 

“No, I can’t really say that I did,” said Berry. “Only because I think he probably did a pretty good job of educating us beforehand. We learned a lot about the industry that we didn’t really know anything about until having met James…So no, I can’t say that I was really concerned.” 

“Always a natural artist,” Wood has developed a very distinct style which can be described as neo-traditional, with particularly vibrant colours and themes of wildlife, fruit and flowers. He’s attracted clients of all kinds, including his own in-laws. 

“I have some of his work!” said Berry. “I have two. My husband has four. They say once you get one, you can’t really stop.” 

Very humble and reluctant to talk about himself too much, Wood prefers to hear other people’s stories, something he does every day. Naturally, he makes strong connections with his clients. Some remember him more than others and show their gratitude with gifts. Never expected, but “always appreciated,” Wood has received some memorable gifts from clients – including hot sauce, whiskey imported from Japan, sailor tins and Christmas cards.

“Which is nice,” said Wood. “I did have this older lady though – she would send me Christmas cards almost every year until she died. And I only tattooed her one time. You know, full year lap through and she’s still sending me a Christmas card.” 

“So she remembered you. Obviously, you get to have that connection with people, right? Even if you’re only with them for an hour or however long it takes.” 

“Yeah, it’s a very intimate process, whether it’s on a very exposed body part, like your arms or your legs -you’re permanently marking your body forever,” said Wood. “Most people don’t even allow general access of your body to your friends or your family. The kind of access we have is very similar to a doctor. It’s crazy that we can be compared alongside a doctor for the kind of intimacy we can have with our clients because we can make life altering changes to your body.” 

What sets Wood apart from the countless other artists in the area? His personality. Brittany Forfitt, a client of Wood’s who has 16 of his pieces, is a “big fan.” 

“He’s a people person,” said Forfitt. “He makes you feel very comfortable going to him. A lot of tattoo artists sit quietly and, like, blare their music. Not him, he’ll talk to you, the whole tattoo. Try to get your mind off the pain. So yeah, I just, I enjoy him. I enjoy him a lot.” 

“If you were to describe him to other people, how do you think you would describe him?” 

“He’s funny, like he’s really funny,” said Forfitt. “Great people person, very comforting. And he’s like, a 90s kid at heart. The way he dresses is very 90s. When he had his long ponytail, I was like, ‘Man, I can really, really relate to this guy.’ And I did. But he’s such a sweet person and it makes going to him so much easier.” 

Berry agrees. 

“Oh gosh, I don’t think I can say enough,” said Berry. “I think he’s a very, very kind young man. He’s so funny. He’s got a great sense of humor. He’s so dedicated to his family and his family circle. And even those of us that are not his blood family. He looks out for the people around him… He’s a pretty unique individual.” 

For Forfitt, it’s about more than just some new artwork to show off. Her connection with Wood and his compassion helps her cope on her toughest days. 

“As funny as this is going to sound, I always go when I’m in the worst mental state,” said Forfitt. “I don’t know why, but that’s just when I go. So the last two times I went, in September and I went just recently – three weeks ago, two weeks ago – I was in probably the worst mental state of my life. But I go there and I always forget what’s going on.” 

Forfitt said Wood has a special ability to ground her and bring her back to the present. 

“There’s something about him that’s just…he’s able to pull you out of whatever you’re going through and just bring you to that moment and just talk to you in that moment,” said Forfitt. “And completely take your mind off all the pain that you’re going through, whether you came in with some pain or it’s the pain he’s putting you through. He’s been able to pull me out of some dark places. I mean, he doesn’t know that, but it’s something.”  

Wood is a unique case of a person who not only followed his dream, but has made it his career. His family is not surprised. 

“I would say that’s pretty typical James,” said Berry. “If he’s driven and if there’s something he decides he wants to do, then he is very, very capable and passionate enough to make that happen… He’s so creative and I swear to goodness, I don’t think there’s anything he can’t do. He can paint, he can draw, he can sculpt. He can work on cars. And if it’s something that he doesn’t know how to do well, then he figures it out or he tries to learn it.” 

Now, there’s nowhere to go but up. 

“What do you consider your best piece to be? Do you think you have one? Do you think there is such a thing?” 

“You know, I hope that I don’t ever have one,” said Wood. “Because that means there would be no room for progression. And there should always be room for progression. I definitely review my own work a lot, so even if I have really enjoyed doing that piece that day, really enjoyed that client, I’ll still go back and review that piece.” 

Wood can be found at Advanced Tattoo and Piercing on Ouellette Avenue (www.advanced-tattoo.com) and on social media @elvisjamestattoos.