Williston’s Thriving Entrepreneurial Scene, One Tattoo at a Time

Jenn Johnson Photograph

Christina Matthews, the studio’s founder, didn’t arrive in the city with a business plan in hand. Originally from Arizona, the Air Force brat came to North Dakota after her father’s military transfer. A visit to a friend in Williston led to an unexpected apprenticeship with a local tattoo artist. This offer set her on the path to becoming a business owner, mentor, and a powerful force for good in her efforts to give back to breast cancer survivors and others. She shares how Pretty in Ink evolved from a one-woman operation into a creative collective, as well as why she believes Williston is the ideal place to create a lasting impact from bold ideas.

Tell us about Pretty in Ink and your entrepreneurial path.

One of my friends moved out this way. I came to visit her here in Williston, where we got tattoos. The guy who did our tattoos offered me an apprenticeship, so I did that for two years. The other girl I worked with during my apprenticeship eventually took over the studio, and then I worked with her until I decided to go off on my own in October 2016. I worked by myself for three years, then ended up hiring my friend, Jamie, who does permanent makeup. I taught her how to do tattoos. Now, we have five women working here.

How would you describe the Williston community?

It’s a very supportive and giving place. For anything that helps animals or women, the whole community steps up. We’ve collected over 3,000 pounds of dog food and raised about $5,000 for Mondak Animal Rescue. Right now, we’re participating in Walk a Mile in Her Shoes, where we’ll be tattooing at the event and donating everything to the women’s shelter.

What other community causes does your studio support?

We’re always looking for ways to give back when we can. We do a big fundraiser every year for the Humane Society. We also donate gift certificates to the Festival of Trees, which supports Williston Community Builders, a nonprofit in Williston that hosts the Festival of Trees every year.

Have you utilized any local small business resources?

We’ve been introduced to the STAR Fund, a city-administered grant program, which helps small businesses with things like signage or startup costs. We haven’t needed to use it yet, but it’s great to know it’s there. We might apply for window upgrades in the future.

What services do you offer at Pretty in Ink?

All of us do tattoos, and Jamie and Madison also offer permanent makeup. I also do areola tattoos for breast cancer survivors, and I do those pro bono. It’s important work, and I’m grateful to be able to offer that to people in the community.

What are some of your favorite spots in the community?

Williston has such a unique charm that’s hard to put into words, but it’s definitely something you feel when you live and work here. There are amazing spots like Little Egypt Park, where I love to spend a warm summer day on the beach, and Dabeno’s Bistro and Williston Brewing Co., which have some amazing food. I’ve come to really appreciate places like The James Memorial Art Center. It’s a quiet reminder of the creativity in this city, which means a lot to me as a tattoo artist and studio owner.

Would you recommend Williston to someone thinking of starting a business?

Absolutely. If you get involved and support the community, people really show up for you. It’s a great place to grow something meaningful, especially if you’re bringing something new.

What do you love about your community?

Owning Pretty in Ink has given me a front-row seat to just how supportive this community can be. There’s something special about working in a city where local business owners genuinely want to see one another thrive. It doesn’t feel competitive; it feels collaborative. Whether it’s cheering one another on at events or just popping in to say hello, there’s a real sense of connection. I also love seeing downtown continue to grow and evolve. There’s a momentum here, and being part of that as a small-business owner feels exciting and meaningful. I’m proud to be contributing something creative and lasting to the fabric of Williston.