People daring enough to bare their breasts and let the world watch as they get their nipples pierced in the window of a local tattoo shop this month will get the $70 procedure, and the jewelry, for free.
Renee Sachs, owner of Sachs body piercing and tattoo in Nob Hill, is well versed in New Mexico laws on nudity. But she says she is willing to push the boundaries to keep her business on the competitive edge.
Starting today from 11 a.m. to midnight and every subsequent Tuesday in March, Sachs is offering the opportunity to anyone - men and women - willing to go front stage, seated in the window that faces out onto busy Central Avenue.
Sachs' piercers say they will abide by all health codes despite the density of clientele. Individuals willing to undergo the procedure will be given free surgical steel jewlery along with guidelines on how to care for their new piercings. Nipple piercing normally costs $45 dollars for one nipple, $70 dollars for two.
Sachs owners say performing the piercings live in the window will give people the chance to see how things are done behind closed curtains.
"We expect a big turnout as we do for all our monthly promotions," said Billy "Fingers" Pulliam the store's main piercer. He added that the public display might dispel some piercing shops myths.
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Pulliam says he earned his nickname after 10 years of quick and painless practice. He will perform all of the public piercings Tuesday. He estimated each one will take from five to 10 minutes.
When asked why she would want to risk citation from the city for breaking public nudity ordinances, Sachs said, "What's wrong with it?"
Gene Oneil, who was entering a restaurant across the street from Sachs Monday, said she is concerned with the promotion, which she says is insensitive to customers dining across the street.
"Who said we have to test every law?" she asked.
Sachs said she has had to work to defend the store's legal rights ever since its opening in 1988. Last year, the Nob Hill Neighborhood Association unsuccessfully petitioned against her for displaying two stuffed, black leather teddy bears - anatomically correct, of course - with their genitalia pierced. Sachs also was cited for violating state laws against materials harmful to minors.
The bears remain in the store window.
