Burlingame Avenue, known for its trendy atmosphere and beloved local businesses, has recently welcomed a new addition — Eleven and Luxe. This stylish piercing and tattoo studio, a small, family-owned operation, is making waves with its innovative approach to body art, elevating the concept of self-expression to new heights.

The studio’s sleek and modern aesthetic creates a space that feels more like an upscale art gallery than a traditional tattoo parlor.

Eleven and Luxe is a family-operated business owned by Veronica Morales and supported by her daughters. They started doing pop-ups about a year ago and opened their second brick-and-mortar location in May 2023. 

Morales’ mission is to showcase the power of feminism and create chic tattoos, jewelry and piercings for women to feel confident. 

“I had noticed there was a gap in the market, where there wasn’t a space for women to be able to receive these services. It was more geared towards something that was more male based,” Morales said. “We have a very modern approach and want women to feel comfortable.”

Morales owns another salon in San Francisco, which she used to test the market. Once Morales saw that women wanted more female-owned tattoo and piercing parlors, she expanded further down the peninsula to Burlingame. 

“Eleven and Luxe mirrors my original location, as well as my first salon. I would say this is more of the fun, wild younger sister and my other business is more sophisticated. I wanted to create a space that was more fun here,” Morales said. 

Morales was drawn to open her business in Burlingame due to its welcoming environment. 

“I just love the area. I love the type of community that is here. Very close knit. It felt very safe to be able to open a jewelry store,” Morales said. 

What sets Eleven and Luxe apart is its dedication to providing a premium experience from start to finish. Upon entering the studio, clients are greeted by a team of skilled and friendly artists who take the time to understand their unique visions. 

The talented team at Eleven and Luxe is well-versed in a wide range of piercing and tiny tattoo styles, from delicate and minimalist designs to intricate masterpieces. They also include permanent jewelry welding with varieties of unique bracelet, anklet and ring designs. 

Destiny Goodman, the newest member of the staff, loves making clients feel beautiful inside and out. She currently works the front desk and is in training for piercings and jewelry welding. 

“I would say this position takes a lot of people and sales-oriented experience. Also the services we offer take lots of learning, like the anatomy of the ear and much more. I am really open to learning new things and this is one of my favorite jobs I’ve ever had,” Goodman said. 

Goodman values Eleven and Luxe’s feminist approach and feels it’s a great space for women to feel supported and secure. 

“I noticed that a lot of times when I was trying to find a place to get my nose pierced or even look into tattoos, it’s always a male-dominated space,” Goodman said. “This is an amazing area where women can shop and avoid being uncomfortable.”