Learn about Gold Heart
Gold Heart Tattoo is a woman-owned tattoo studio and community art space on La Crosse’s Northside, founded by artist and tattooer Missy (Hoch) Moe-Farino. Rooted in creativity, inclusivity, and self-expression, Gold Heart brings a fresh perspective to an industry historically dominated by masculinity. The studio is known not only for custom tattoo work, but also for fostering connection through art and community engagement.
Beyond tattooing, the studio regularly hosts rotating exhibitions featuring local and visiting artists, clothing swaps, community fundraisers, art and craft markets, and a community fridge initiative. Through collaborative events and an approachable atmosphere, Gold Heart reflects a belief that art should be accessible, social, and woven into everyday life.
Meet Missy
Missy (Hoch) Moe-Farino is a tattooer, painter, and the owner of Gold Heart Tattoo.
A La Crosse area native, Missy grew up on her family’s organic orchard farm, Hoch Orchards, an upbringing that continues to influence her creative perspective and connection to community.
She earned her BFA in Painting and Contemporary Art in 2012 and began her tattoo apprenticeship shortly after. With more than a decade of experience, tattooing has become the central focus of her artistic practice, though she also continues to take painting commissions. Her work is known for its colorful, illustrative style — often strange, playful, and slightly garish, balanced with touches of realism. Through both her personal artwork and Gold Heart Tattoo, Missy has cultivated a space that celebrates creativity, individuality, and accessible community-centered art.