Richmonder's Invention Salves Celebrity Tattoos 

Not bad for a business less than a year old. Crae, a 28-year-old professional esthetician, has already found a national market for her Ezmeralda line of bath, body and home products, launched in 2001. (Her stress-relieving Peace Putty recently made its way into the hands of actors Robert De Niro and Matt Dillon and singer Beyonce Knowles, among others.)

But there isn't much crossover between the scented-bath crowd and tattoo enthusiasts, Crae found. To market Ink Wax, Crae says, "I did it the really barbaric way": sending e-mails to 5,500 tattoo studios across the country last February. She gave away samples at tattoo conventions and enlisted the help of 11 sales representatives to help catapult Ink Wax into the market.

The large tins sell for $10, the small for $6. The number sold thus far is "in the thousands," Crae says, but she has no problem keeping up with demand. Her kitchen/office in the basement of Fulton Hill Studios is stocked with everything she needs: dozens of blue plastic mixing basins, boxes of empty tins and books on aromatherapy and business.

The idea for Ink Wax came to her three years ago when her ex-husband got a tattoo. Crae started creating a salve in her kitchen, choosing ingredients she believed would promote both the healing and appearance of tattoos: beeswax (which is oxygen-permeable), grapeseed oil (an antioxidant), and oils of rosemary and lavender. Extensive testing at local tattoo studios helped her refine the mixture.

The real demonstration came in July, when one of her sales representatives, James Cope, decided to try for the Guinness Book of World Records by being tattooed for 40 hours straight (he made it to 27). Crae supplied ample Ink Wax, of course. "You just take whatever you want," she told him. — Melissa Scott Sinclair



Subscribe to this thread:

Add a comment

Connect with Style Weekly

Most Popular Stories

  • Richmonder of the Year

    Richmonder of the Year

    After a global pandemic stopped everything, Dr. Danny TK Avula was the right person at the right time.
    • Dec 29, 2020
  • Cars, Horses and Children

    Cars, Horses and Children

    A Valentine exhibition uses the work of amateur photographer Edith Shelton to shine a light on Richmond neighborhoods of the ’50s through the ’70s.
    • Jan 19, 2021
  • Cajun Adventures

    Cajun Adventures

    Former Richmonder Ann Savoy publishes her second major work about Cajun, Creole and zydeco music.
    • Jan 12, 2021
  • Demolition Crew

    Demolition Crew

    RRHA moves into 2021 facing increased calls for transparency.
    • Jan 19, 2021
  • More »

Copyright © 2021 Style Weekly
Richmond's alternative for news, arts, culture and opinion
All rights reserved
Powered by Foundation