Online Exclusives

Modern Bride

July 15, 2009

I Do Tattoo lets a woman put her own stamp on the biggest day of her life.

Modern Bride

I Do Tattoo lets a woman put her own stamp on the biggest day of her life.

By Marshall Pearson
Assistant Editor

I Do Tattoo is making its mark in the lucrative wedding industry. When preparing for that special day, many women embrace the age-old adage of “something old, something new, something borrowed, something blue.” With her recently-launched line of temporary tattoos entitled I Do Tattoo, entrepreneur Debbie Franchi is providing a new alternative for women seeking to find their own unique “something blue.”

Her company, The Occasional Tattoo, LLC, located in Little Falls, NJ, was started in 2008 following Ms. Franchi’s departure from a career in advertising. The group offers a series of eight original designs hand-drawn by tattoo artist Sandy Haight of Seattle. Brides-to be can choose from hearts, cupid, roses, rings, love doves, flutes, sexy legs and commitment designs.

Brides can choose from eight designs, including sexy legs.
For $36, customers receive a set of two tattoos inside a commemorative blue folio that showcases the chosen design in screen printed, scratch-resistant silver ink. The folio also provides space enough to insert a 5x7 inch wedding photo or invitation. The product was designed to coordinate well with any style of wedding dress, as well as to provide women with a discrete option that would not show through clothing.

The flexibility of the product extends to the tattoos themselves. Each package includes two tattoos, one of which may be used to practice before the big day. The bright blue ink used to print the custom designs is made using vegetable dye that will not smear on fabric, and is both safe and FDA approved. According to Ms. Franchi, the color of the ink will remain vibrant for as many as two days but she encourages customers to apply the tattoo on the day of a wedding for optimum appearance.

For Ms. Franchi, the inspiration for I Do Tattoo came largely from dissatisfaction with her own "something blue." However, this innovative entrepreneur recognized the modern woman's need for unique alternatives to traditional observances.

“What I really wanted to do is offer brides an alternative…when I got married I struggled with what to wear and I ended up with a garter because there wasn’t anything better. ‘Something blue’ is an emotional need for the bride on her wedding day, and these tattoos are something new that is fun and hip,” said Ms. Franchi.

I Do Tattoo has increased its visibility in the market by participating in several charity events, including the “Fashion For a Cause” benefit event in Florham Park, NJ for the New Jersey Battered Women’s Service. Through these events and her website (, as well as other dedicated publicity efforts, Mrs. Franchi’s brainchild has achieved much exposure and many accolades.

“Every retailer that I go to wants to carry my product. At the shows and at retailers, the response has been positive,” said Mrs. Franchi. “People are saying that it is a really great idea and a great alternative.”

I Do Tattoo makes it easy to find "something blue."
The current economic downturn is affecting nearly all aspects of the personal care industry, yet Mrs. Franchi feels that I Do Tattoo's unique product will continue to remain profitable.

“People get married regardless of the economy and it is not an expensive item…people need a something blue and it is same price as a garter,” she said. “I don’t want people to think that it is too expensive. I charge what is a fair profit margin for me and that’s it.”

Promoting sales of I Do Tattoo is the top priority for this entrepreneur, but she expressed interest in featuring single designs from popular celebrities. Mrs. Franchi also hopes to develop a line of temporary blue tattoos for bridesmaids that will be sold in the future.

I Do Tattoo are available at eight New Jersey retailers: Bridal Couture in Chatham, Carol Rose Bridals in Caldwell, New York City Shoes in Parsippany, Once Upon a Time in Little Falls, Small & Co. in Caldwell, Paper Boutique in Upper Montclair, Tina’s Bridal in Totowa and Victoria’s Hallmark in Verona. The product is also available online at the company's website.

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