In this exclusive CanadianSME Small Business Magazine interview, Nathan Arnold, Co-Founder of BodyMods, shares how the company has grown from a single mall kiosk into one of Canada’s leading body jewellery, piercing, and tattoo brands. Since co-founding BodyMods in 2002, Nathan has driven the company’s expansion, operations, and global supply chain strategy, helping establish it as a major name in the body modification industry.
Nathan discusses BodyMods’ growth journey, upcoming expansion into Alberta, and how the company has built success in a once-taboo industry through quality products, professional services, innovation, and a strong focus on customer experience.
You co‑founded BodyMods in 2002 at just 22, starting from a single mall kiosk when body jewellery and piercing were still considered niche and unconventional. Looking back, what did you see in the category that others missed, and how did you turn that early “taboo” space into a mainstream retail brand?
It’s not necessarily what we saw, it’s what we felt: pure instinct, a little gamble, and a natural attraction to what’s edgy, unconventional, and what nobody else was doing. At the time, it was indeed taboo and mostly underground. Generally speaking, it was only the misfits, punks, and outcasts piercing themselves. If you could find somewhere that offered the service, it was always a dark and dirty place. A scary and seedy shop or parlor that felt unwelcoming, uncomfortable, and unhelpful.
We set out to create a place that would do things dramatically different than the industry had ever seen. A place that’s clean, welcoming, trendy, affordable and, most importantly, educational. A place that suburbia mom and daughter weren’t intimidated to visit, but rather excited to. On top of that, they would leave much more knowledgeable on the subject than they arrived.
The blood, sweat and tears to turn this industry on its head, our determination to succeed, and our unwillingness to give up on our vision is how we turned BodyMods into a nationally recognized mainstream brand. We overcame the stigma locally, then provincially, and eventually nationally. Twenty-five years later, BodyMods is trending harder than it ever has.
Over nearly twenty‑five years, you’ve helped modernize and professionalize the body modification landscape across Western Canada. What were some of the biggest challenges in growing a business in a stigmatized industry, and what key decisions or turning points allowed BodyMods to earn trust and move firmly into the mainstream?
To start, being taken seriously by anyone at our age was a big problem. I was 22 and my partner was just 20. The malls wouldn’t blink an eye, nor would the banks or suppliers. On top of that, no mall wanted to “attract that type of clientele” to their centre.
A major turning point was when a leasing manager in Mainland BC gave us a shot on one of their kiosks. We spent the next few years or so working ourselves to the absolute bone to prove our concept. Most visitors didn’t understand the product we carried. This was when we realized education would be crucial to our success. It became a huge part of our model and still is to this day.
Eventually, the traffic and sales numbers we generated were substantial enough to attract the attention of some larger centres. This opened the door to our next two locations, with the next big turning point being when we decided to source suppliers directly overseas. We took every dollar we had and frantically hit the streets. There are countless other moments that were pivotal to our survival and growth that had we not made the right moves on, we would not be here to talk today.
As the operational architect behind BodyMods’ growth, you lead market analysis, site selection, lease negotiations, and construction to bring new studios to life. As you expand from BC into Alberta in August and into Edmonton later this year, what makes a location “right” for BodyMods, and how do you ensure each new space reflects your standards for safety, design, and customer experience?
First off, my partner and I share equal responsibility for BodyMods operations and growth. What makes a location “right” for BodyMods is complicated. Although important, we don’t just rely on mall stats and local demographic information when deciding where to go next. A mall needs to have the right look, feel, and flow. We will not entertain a mall that we haven’t spent days in during key periods throughout the week, to observe and absorb.
Further, the space being offered within the center needs to be just right, both location and layout wise. It can be difficult to put a finger on what makes a specific unit right or wrong. It must simply feel right and make sense within the centre.
Great lengths are gone in order to ensure each location is built to meet BodyMods rigid standards, and every location is improved upon from the last. We are constantly evolving and improving our craft. From design to construction to fit and finish, I am there every step of the way overseeing every fine detail is executed to perfection.
Everything we do is extremely customer-centric. We want there to be zero question that BodyMods is the place to be for your next tattoo or piercing.
Beyond the studio footprint, you’ve become one of Canada’s largest importers of body jewellery, overseeing global procurement and supply chain relationships. How did you build that side of the business, and what does it take to maintain product consistency, regulatory compliance, and quality when you’re sourcing materials like surgical steel, titanium, semi‑precious stones, and Austrian crystals at scale?
Like every other part of the business, we built this side of things through endless trial and error. We’ve gone to great lengths to meet manufacturers from all over the world, building our complex supply-chain one contact at a time. In our early days, I spent countless weeks and months on factory floors teaching product designers and manufacturers exactly how we need things done or where products required improvement. Very few were able to meet our strict standards for quality material and craftsmanship. The few that did would flourish alongside us. Eventually, quality-control agents were trained and put in place to ensure only the best makes its way to us.
Today, we’re more involved in design and manufacturing than ever, and as excited as ever to continue influencing this ever-evolving industry with our innovative ideas. To bring a new product or concept to market and watch it flourish is exhilarating!
BodyMods now offers piercing and tattoo services, premium jewellery, and education on safe practices, all while preparing for further expansion. As you look ahead to the next few years, what’s your vision for where BodyMods can go next—and what advice would you give other Canadian entrepreneurs trying to grow a brand in a once‑taboo or misunderstood industry?
My partner and I have always had lofty goals, dreams, aspirations and ambitions around BodyMods. We still do! What those plans exactly are is top secret for now. You’ll need to keep your eyes peeled.
My advice to young entrepreneurs? Just do it. Go for it. You have nothing to lose. Don’t over think things. Get moving! Forget about the nay-sayers and excuse-makers. Stay away from negative people at all costs. Listen to your gut, it’s not wrong. Push hard. Push harder. Push even harder! Embrace challenges, problems, and tough times – they’re a gift – learn and grow from them. Every obstacle has a solution. Find the solution. Keep moving forward. Don’t take no for an answer. You’re capable of more than you ever imagined.
For more information on BodyMods’ new Alberta studios please visit: https://bodymods.ca/pages/alberta-opening-landing-page
Disclaimer:
The views and opinions expressed in this interview are those of the interviewee and do not necessarily reflect the official policy or position of CanadianSME Small Business Magazine. Our platform is dedicated to fostering dialogue and sharing insights that inspire and empower small and medium-sized businesses across Canada.
