About Crystal

I've been working in the body art industry since 1994, and I still find the work deeply rewarding. It sits right at the intersection of creativity, business, and community. For me, that combination never gets old.

I'm the co-founder and owner of Evolution Body Piercing, a studio in Albuquerque that I’ve been building since 1999 and that now has two locations. Over the years, I've worn just about every hat in the studio: piercer, manager, HR department, bookkeeper, photographer, trainer, and fixer of whatever went to shit that day. That hands-on experience shapes every course I create and every talk I deliver about running and leading a studio. It also informs the ideas and lessons I share with the broader community. I’m not afraid to speak openly about the mistakes I’ve made along the way. Some of them have been my best teachers.

As an educator, I've been teaching studio owners and piercers since 2002 on topics ranging from studio safety and business practices to employee development and nervous system regulation. I've spoken at APP (Association of Professional Piercers) conferences in the US and abroad, tattoo and piercing businesses, schools, salons, and healthcare events. I regularly speak about leadership, studio operations, and building businesses that are successful without burning out the people running them.

In 2021, I became a Certified Life Coach through The Life Coach School. What I didn't expect was how much those tools would transform not just my own mindset, but the studio itself: the way I lead my team, make decisions, and show up for the business. That combination of operational experience and coaching skills is at the core of what I bring to my work.

As a coach, I work with people who are ready to make real changes but need clarity, strategy, and the right support to actually follow through. I’m currently building a membership community where I’ll be sharing the tools, systems, and lessons I’ve learned from decades of entrepreneurship.

As a community member, I believe in giving back to the industry that gave so much to me. I've served on the boards of the Association of Professional Piercers and the New Mexico Regulation and Licensing Department, and I continue to serve on committees for both.

If any of this resonates, you can join my email list to hear more about the membership community I’m building. You can learn more about courses I am currently offering here.