For many years, tattooing was synonymous with masculinity. Tattoos were often associated with the military or prison, and tattoo shops were run by men. But in La Crosse, Wisconsin, Missy Hoch is evening out the industry with her brand of female energy as the owner and operator of Gold Heart Tattoo, a tattoo shop on the city’s northside.  

Beyond tattooing, Gold Heart functions as an active art space. The studio regularly hosts rotating art exhibitions, transforming its walls into a gallery that highlights both local and visiting artists. These exhibitions, along with opening receptions and community events, reflect Gold Heart’s belief that art should be accessible, social, and woven into everyday life.