Hugo Kenemer, co-owner of Heroic Ink, 409 Douglas Ave., joined the Marines at the age of 17, not realizing he would find his future career.

“I got my first tattoo in the Marine Corps,” Kenemer said, “and then I would draw tattoos for other guys.”

When he was finished with the Marines, Kenemer would hang out at different tattoo shops and watch his friends work. He and his co-owner, Scott Mumper, are completely self-taught tattoo artists.

Kenemer and Mumper opened Heroic Ink, a tattoo and piercing parlor, one month ago. Kenemer was part-owner of The Asylum, a tattoo shop in Campustown, before he decided he wanted to start his own business.

“I wanted to get out of Campustown and do more custom work in a more relaxed environment,” Kenemer said.

Emily Veach, piercing specialist and tattoo apprentice at Heroic Ink, agreed that the atmosphere of downtown Ames is more relaxed than Campustown.

“Here [tattooing] is treated more as an art than a service,” said Veach, a former ISU design student. “We can sit down and take our time and do our best work. In Campustown, it’s more like going to a Jiffy Lube.”

Kenemer, who has been tattooing for 15 years, said that at his shop, they take the time to “sit down and sketch the design in front of you.”

Additionally, he and Mumper have been featured in more magazines than any other tattoo artist in Ames.

Running his own business has proven to be “kind of a hassle,” Kenemer said. “Now I have to worry about the bills and the reputation of our shop and advertising and all that stuff.”

However, doing things his way has paid off. Kenemer, Mumper and Veach, who all worked at The Asylum previously, brought with them their regular customers.

Also, people who were traveling to Des Moines for their tattoo work because they didn’t want to go to Campustown are now bringing their business to Heroic Ink, Kenemer said.

They also get “bigger” work — as in sleeves, full backs and legs — at their new shop.

“People trust us more to do that kind of work,” Kenemer said.

Veach added that Heroic Ink has the largest selection of body jewelry in Ames; their collection includes several precious stones.

The Heroic Ink staff consists of just Kenemer, Mumper and Veach.

They typically see around four clients per day, but according to Kenemer, that number keeps rising.

“Every week is busier,” Kenemer said.

Veach said walk-ins are more than welcome, but an appointment will guarantee you all the time you need with one of the artists.

Heroic Ink is open Mondays, Tuesdays and Thursdays 11 a.m.–7 p.m., Wednesdays 11 a.m.–5 p.m. and Fridays and Saturdays 11 a.m.–10 p.m. Visit www.heroictattoo.com for more information and pictures of their work.