Hustle Diaries: Redemption Ink

Not every business story starts with success - and that's exactly why this one stands out. From a tough ending in Perth to an intentional comeback in Dunedin, this week’s Hustle Diaries features the artist behind Redemption Ink - a tattoo studio built from grit, growth, and damn good ink.

Dell Rueben shares what most people won’t - the truth behind the hustle and how Redemption Ink came to life

How it all Started

My journey started in Perth, Australia, where I opened my first tattoo studio. That business ended abruptly, and not under ideal circumstances. It was rough, but it taught me everything I needed to learn about how I wanted to show up in business.

I took those lessons seriously, and when I opened Redemption Ink, my tattoo studio in Dunedin, I brought every hard lesson with me - and I built it with intention. Redemption Ink is first and foremost a tattoo studio, but I recently hit a major milestone by organising and delivering the Dunedin Tattoo Expo in April 2025.

Best Advice for New Business Owners

Build your plan backwards. Start with your end goal, and then figure out your game plan from there. It’s easy to get caught up in the day-to-day or the “how,” but if you don’t know where you’re aiming, you’ll drift.

Hard Lessons, Honest Growth

If you’re going into business with someone else, make sure your goals align. That’s one of the biggest lessons I’ve learned. There’s nothing worse than pouring energy into something, only to have it derailed by different visions or values. Also - trust the red flags!

They’re there for a reason, I used to overlook them or justify things, but now, I take them seriously.

Tools of the Trade

For me, it’s been a mix of Procreate, Canva, and CapCut. These tools help me design, market, and share my work visually in a way that feels aligned with what I do. They’ve definitely streamlined the creative side of running the studio and promoting events like the Dunedin Tattoo Expo.

What Do You Hope People Remember the Most?

The atmosphere and the tattoos. I want people to walk away feeling like they had a great experience - whether it’s their first piece or their fiftieth. The vibe matters just as much as the final product.

Final Words

Businesses can be successful and ethical at the same time. Whatever you’re doing, make sure you’re doing it for you. If you’re passionate about your work, the money will come - but you’ve got to stay true to what lights you up. That’s what I’ve built Redemption Ink on.

This is what Hustle Diaries is all about—real talk from business owners building bold, intentional paths. Got your own story of starting over, pushing through, or doing things differently? We’d love to hear from you.