Convention Connection: He Was the Only Hispanic Kid in School, Then James Guillen Found Tattooing
James Guillen grew up as the only Hispanic kid in his school in Pennsylvania’s Lehigh Valley. He didn’t speak any English at all. He picked it up at school and from watching TV, but he still couldn’t connect with the kids around him. So he drew. By the time he was 19, he’d fought his way into a tattoo apprenticeship in an industry where, as he puts it, everyone was white.
Today, he tattoos illustrated black and gray at Electric Cheetah Tattoos in Bethlehem, Pennsylvania, on coil machines he customizes himself. Chico Cortez caught up with James at the Tattoo Society World Expo in New York for Convention Connection.
Key Takeaways
His start: James was the only Hispanic kid in school and spoke no English, so drawing became how he expressed himself.
His tattoo apprenticeship: He landed one at 19, after tattoo shops judged him for his background and his age.
His style: Illustrated black and gray, inspired by metal, punk rock, Hispanic culture, and West Coast Chicano tattooing.
His tools: He stays loyal to coil machines, which he can take apart, fix, and customize himself.
His mindset: He’d rather be the best at one thing than mediocre at everything.
Who is James Guillen?
James Guillen is a Salvadoran Tattoo Artist at Electric Cheetah Tattoos in Bethlehem, Pennsylvania. He reps the Lehigh Valley and its 610 area code with pride.
Where he grew up was diverse, but not diverse enough. He was the only Hispanic kid in his school, and he didn’t speak any English. He learned the language at school and from TV, but he still couldn’t connect with others through it.
Drawing filled that gap. As he says, he was able to grow up an artist. As he got older, more Hispanic kids came to his school, and things became more accepting. But getting into tattooing brought a new set of challenges.
Why does belonging matter so much in tattooing?
For James, finding a place in tattooing was hard because he didn’t look like the people already in it.
When he started looking for a tattoo apprenticeship, everyone in the tattoo shops was white. He says they definitely noticed that about him. They also noticed how young he was. He was 19 when he finally landed one.
He doesn’t name the Tattoo Artist who gave him that tattoo apprenticeship. He says that person took care of him when he needed it, then moved on when James didn’t need it anymore. James respects that. They each had their own path.
They worked together for a few months, then again later. That second time, James says, his Mentor screwed them all over. He shrugs it off: it happens, especially in this industry.
He still credits that Mentor for one big thing: teaching him how to take a coil machine apart, fix it, and put it back together.
At Ink Different, we believe no one should have to fight that hard just to get in the door. That’s why our “Good Humans” culture matters so much to us.
What is the tattoo convention connection?
Convention Connection is Ink Different’s interview series, filmed at tattoo conventions across the country. It’s where we meet Tattoo Artists like James and hear their stories.
Conventions also show how different regions shape tattooing. James remembers seeing West Coast tattoos and loving the lettering, because no one in his area was doing it. He wanted to bring that influence to the East Coast.
That mix of regions and cultures is part of what makes his work stand out.
How can your background fuel your tattoo career?
James’s background shaped everything about his style.
Black and gray comes from his culture
James tattoos what he calls illustrated black and gray, which gives him no boundaries. He gets some criticism for not doing color, and he doesn’t care.
He says black and gray is a big part of Latino culture. He also grew up drawing with pencils and charcoal, which is where he succeeded most. When he started tattooing, he already knew this was what he could do and wanted to do. He decided to be the best he could be at it instead of mediocre at everything.
He blends American and Hispanic influences
James’s work is inspired by metal, punk rock, and Hispanic culture. He grew up in the U.S., so he has an American influence alongside his Hispanic roots. He says that American side of being Hispanic often gets ignored, and there’s a whole Chicano culture built around it.
One look at his artwork, he says, and you’ll see something like a punk rock girl with clown makeup.
He adds his own flair to any idea
Clients come to him for his style. They can bring any idea, like a cowgirl, and he’ll add a Latina flair through classic West Coast LA shading, pepper shading, and dot work. He says his style is taking off where he lives because few others are doing it.
How do you start a tattoo career from scratch?
Step 1: Draw constantly. James grew up drawing, and his pencil and charcoal skills became the foundation of his style.
Step 2: Study tattooing. James was obsessed with tattooing his whole life. He watched every tattoo show he could. That’s how he first learned tattooing even existed.
Step 3: Find real training. James fought for his tattoo apprenticeship. A structured path can make it easier, like Ink Different’s Traditional Tattoo Apprenticeship.
Step 4: Learn your machine. James loved the sound, look, and feel of coil machines from those TV shows. He calls them punk rock. Everything he owns has to be customized, and with a coil, he can paint the frame and choose every part: the builder, the tube, and the needle. He tried a pen machine once and hated it.
Step 5: Learn safety. Every Tattoo Artist must know the OSHA bloodborne pathogens standard.
Step 6: Focus your style. James chose to master black and gray rather than spread himself thin.
What does the Traditional Tattoo Apprenticeship offer?
Ink Different’s Traditional Tattoo Apprenticeship is an 18 to 24 month, four-phase tattoo apprenticeship that takes beginners to job-ready Tattoo Artists with licensing support.
Ink Different has trained Tattoo Artists for 15 years. Here’s what you can expect:
No experience required: It’s designed for beginners who are hungry to learn.
Four structured phases: You build skills in the right order, from fundamentals to supervised client work.
Hands-on mentorship: You learn in person from experienced Mentors inside a working tattoo studio.
Licensing support: Guidance through your state’s requirements.
A guaranteed job offer: You’ll receive a guaranteed job offer at one of Ink Different’s own tattoo studios.
This is a career that comes with confidence. You’ll finish with job-ready skills, licensing support, and a guaranteed job offer at one of Ink Different’s own tattoo studios. The Traditional Tattoo Apprenticeship is available at 60+ tattoo studios nationwide.
What is the Master Mentorship program?
Once you’ve built your foundation, Ink Different’s Master Mentorship connects you with Master Mentors, including Al Fliction, Liz Cook, Kyle Dunbar, Boneface, Jordi Pla, and Marcel Oliveira.
James built his style by focusing on one lane and mastering it. Master Mentorship helps Tattoo Artists do the same with guidance from some of the best in the industry.
How does Ink Different make training accessible?
Ink Different offers Spanish-speaking locations in Denver, Orange County, New York City, Miami, San Antonio, and San Diego.
James grew up without speaking English, and drawing became his language. Ink Different wants language to never be the thing that stands between someone and a tattoo career.
Seats are limited, with only two apprentices per tattoo studio per Mentor.
Ready to Become a Tattoo Artist?
James Guillen turned being the only Hispanic kid in school into a style that’s all his own. He fought for his tattoo apprenticeship, held on to his love of coil machines, and built work that blends punk rock, metal, and Latino culture.
Ready to become a Tattoo Artist? Apply now to Ink Different’s Traditional Tattoo Apprenticeship and start building an AI-proof career with licensing support and a guaranteed job offer at one of Ink Different’s own tattoo studios. Prefer to talk it through first? Fill out our quick questionnaire to see if it’s right for you.
To see James’s work, follow him on Instagram at @guillen.art. If you’re in Bethlehem, Pennsylvania, visit him at Electric Cheetah Tattoos (@electriccheetahtattoos). Follow Chico at @m4l_chico.
Frequently Asked Questions
Who is James Guillen?
James Guillen is a Salvadoran Tattoo Artist at Electric Cheetah Tattoos in Bethlehem, Pennsylvania, known for illustrated black and gray.
How old was James when he got his tattoo apprenticeship?
He was 19. He says tattoo shops judged him for being young and Hispanic.
Why does James Guillen use coil machines?
He loves their sound, look, and feel. He can also customize every part and fix them himself.
What inspires James Guillen’s style?
Metal, punk rock, Hispanic culture, and West Coast Chicano tattooing, blended with his American upbringing.
How long does the Traditional Tattoo Apprenticeship take?
Ink Different’s Traditional Tattoo Apprenticeship takes 18 to 24 months across four phases, with licensing support and a guaranteed job offer at one of Ink Different’s own tattoo studios.
Are there Spanish-speaking tattoo apprenticeship locations?
Yes. Ink Different has Spanish-speaking locations in Denver, Orange County, New York City, Miami, San Antonio, and San Diego.
