An Insight into: Monsters of Art on Mill Lane

Last month we started a series of interviews with local independent shop owners. This month we’re talking to Dan Gold from Monsters of Art, a tattoo studio and art gallery. Dan has been a tattoo artist for 25 years, learning his art across the world, so how has he ended up in Mill Lane?

What brought you to West Hampstead?

We had lived in Muswell Hill, the East End and had shops in Islington and King’s Cross but one day I was riding down West End Lane and instantly fell in love with it and decided to move here. Why the shop on Mill Lane? Well, we ended up living in Narcissus Road where I had a private studio but I got too busy. I know Ian, who owns this shop and he said the charity Best Beginnings was leaving and was I interested. That was four years and seven months ago!

Dan at Monsters of Art

Dan at Monsters of Art (with Simon in the background)

What was your first (fondest) memory of the area?

It was seeing West End Green, the fire station and thinking ‘wow!’. I had commuted up and down the Finchley Road for years and just didn’t know it was here. West End Lane lies nestled between the the bigger Finchley Road and Shoot up Hill. I still have clients who come that have no idea West Hampstead is here.

What has surprised you the most about how West Hampstead has changed?

It’s almost becoming like Hampstead. I’ve seen the houses round Sumatra Road being converted back from bedsits to family houses and I’ve seen this (gentrification) reflected in the people. When we started we sold edition prints but we are selling more and more one off pieces, we see a real difference.

Mill Lane as a whole is undergoing change at the moment. We miss Bake-a-boo. It was the sort of unique business that drew clients to it. Hen parties would come there and then come back to other businesses. Mill Lane needs shops like that, destination shops to help the others that survive on passing trade. Although we are lucky that parking is OK round here. I have clients that are are here for seven or eight hours.

I’m lucky because I have my own loyal client base [Ed – a client had just arrived from Portsmouth, to have Queen Nefertiti tattooed on her leg and this is how it turned out].

And inside the store, art and tattoos.

And inside the store, art and tattoos.

How do you feel about the changes that are coming to the area?

There is a real resistance to change, but sometimes change is good. Everywhere in London is always changing, personally I feel it will have a positive impact and West Hampstead has a good future.

We sometimes forget we are very lucky we don’t have the problems of the Caledonian Road or Kings Cross or Chapel Market, where I had previous shops. I was sometimes concerned for my safety (I was held up at gun point!) and that of my clients. But that is not a worry here, West Hampstead has the balance just right.

We could do with more local independent shops but it is tricky to find a niche that isn’t covered by the big brands and supermarkets.

What’s for lunch?

Well, we are spoilt for choice! It can be a BLT from the Kitchen Table, a salad from West End Lane. It’s one thing that is great about West Hampstead you are never short of something good to eat.

West Hampstead in three words?

very pleasant indeed

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