A tattooist for 25 years, John "Digs" Diggle, of Dunedin, said tattoos were becoming increasingly "mainstream" and, despite the gloomy economic outlook, business was booming.
Five tattooists operated from his Dig A Tattoo business, with the shop opening seven days a week to cater for demand, he said.
"We have people from all walks of life coming in who want a tattoo, but the biggest change in recent years has been the number of women getting them done."
Despite the recession, people still had money to get a tattoo, he said.
Now, more than half of all clients were female, with women preferring "around three tattoos compared to the men, who seem to want a larger, single tattoo".
Colourful, small stars were the latest trend in tattoos for women, who were becoming more adventurous in their choices, he said.
Tattoos of clients' children, or of their offsprings' first scribbles, were popular requests, and there was a move towards "old-school tattoos" such as sailor tattoos and images of 1950s Americana.
Business had also been bolstered by expatriate New Zealanders returning to get work done and tourists wanting a more permanent memento of their time in the country.
Mr Diggle, who tattooed himself "very young", said although tattoos were becoming increasingly acceptable, he still had sage advice for people after their first tattoo.
"Keep them above the elbow - it will help your career prospects."
Dunedin tattoo studio Visual Intelligence had an eight-month waiting list after only four years of business, co-owner Macaela Manuel said.
Women now made up half of all clientele, and an increasing number of older people were inquiring about getting tattoos.
"They have previously worried about the stigma of tattoo, but it is now seen as socially acceptable."
Her husband, tattooist Aaron Manuel, specialised in larger tattoos and his ta moko work was in demand.
"The thing about tattoos is our work acts as a form of advertising, and business has never been better."
Dig A Tattoo owner John "Digs" Diggle with fellow tattooists Aja Lehrke, Tony Scarer and Jack Diggle.
