Sarah Gray, co-owner of Pewaukee Tattoo Parlor, has spent the past two decades building a business that she envisioned as a welcoming space for people from all walks of life.
Reflecting on her journey, Gray shared how the shop began as a leap of faith. “Year one, I had written that I wanted to be a shop owner,” she said. “I went to work every day hoping someone would just walk in the door.” Today, her tattoo studio is a well-established part of downtown Pewaukee, drawing a diverse clientele, including local business owners and people from all backgrounds.
“We tattoo a lot of business owners. Every single type of person comes through these doors,” Gray added, highlighting the inclusive nature of her business.
However, the welcoming environment at Pewaukee Tattoo Parlor was recently challenged in an unexpected way. On Monday, April 21, Gray’s co-owner, Matt, opened an envelope delivered to the shop with no return address. Inside was a single sheet of paper covered with four Pride flags. At first, Gray was hopeful that the letter was a gesture of appreciation. “At first, I only saw the Pride flags,” Gray recalled. “I thought maybe someone was thanking us for making them feel welcome, especially since we fly a Pride flag.”
But upon further inspection, Gray was devastated to realize the flags had been altered to form a hate symbol. “It could be directed to me, or maybe someone was upset we fly a Pride flag,” she said. “It was a sucker punch to the gut. To look at a symbol of love and think, ‘If I put some of this together, I can create a symbol of hate’ — it was heartbreaking.”
Gray, who is a member of the LGBTQ community and has been married for 15 years, immediately took action. She and Matt installed new security cameras at the shop and reported the incident to Pewaukee police. Deputy Chief Brian Heinrich Foth confirmed that while the department has yet to identify the sender, they are investigating the matter. If law enforcement determines the sender’s actions were intended to harass or intimidate, they could face penalties. Foth also emphasized the importance of reporting such incidents to local authorities, noting that the department collaborates with the United States Postal Service to investigate and pursue potential charges.
Despite the emotional toll of the incident, Gray remained resolute. “Up until that point, I never even thought it was something I should feel threatened by,” she said. “But now, it’s a reminder that there are still people out there who try to spread hate.”
In the days following the unsettling discovery, Gray received an outpouring of support from friends, customers, and members of the community. “If nothing else, we are just people living, working, and trying to make a positive impact on the community,” Gray said. “Sometimes bad things happen—and that’s when you find your friends rally up and give you a big hug.”
Despite the unwelcome letter, Gray made it clear that she would continue to keep her business a safe and inclusive space. “It’s an important time to keep flying the flag and show people that we’re going to accept everyone and be a safe space for everyone,” she said. “Because everyone deserves to feel the love I felt in a moment like that.”
Gray also expressed hope that the incident would spark greater awareness in the community. “Hopefully more people will realize it’s happening in their community,” she said. “Maybe if we open people’s eyes, more love will be spread than hate.”
Gray’s commitment to fostering a positive and inclusive environment at Pewaukee Tattoo Parlor stands firm, as she continues to fly the flag of love and acceptance for all.
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