Mother-daughter duo expands Chandler tattoo removal shop - SanTan Sun News SanTan Sun News

Mother-daughter duo expands Chandler tattoo removal shop

May 25th, 2022 SanTan Sun News
Mother-daughter duo expands Chandler tattoo removal shop

By Josh Ortega
Staff Writer

It all started at a Cubs Spring Training in 2005 or was it 2006.

Marci Zimmerman-White noticed fans taking off their shirt revealing a variety of old tattoos fading and barely recognizable.

She said that moment started her on the journey to starting Delete Tattoo Removal & Medical Salon. Even during the pandemic, the business continued to grow from its flagship location in Phoenix in 2010.

Now they have a second location in downtown Chandler she opened in 2021.

“Mistakes were made, people change,” White said. “What does someone do when they grow tired of something that’s supposed to be permanent?”

White grew up in the Midwest and moved to Arizona in 1999, when her husband Michael accepted a job offer.

She said change is a part of life and despite tattoos representing something people initially wish to be permanent, it doesn’t always work out that way.

“We’re designed to change,” she said. “Our bodies change and our preferences change.”

Marketing Director Lena Zimmerman joined her mom’s business in 2019 and has learned what she does and doesn’t want with tattoos.

She said her mom strives to fight the taboo that tattoo removal is too expensive, too painful and too unbelievable.

They overcome this by offering payment plans, numbing the area of the tattoo and using their unique “Delete Method” to treat the skin and the tattoo together.

“We’re really treating the tattoo and the skin holistically, as opposed to just lasering away the ink,” she said.

The Delete Method looks to remove tattoos in the most efficient and effective way possible over multiple treatments.

Traditionally, tattoo removal requires a laser using very short pulse durations that only breaks away the tattoo ink.

Zimmerman said Delete focuses on treating the individual person’s skin to ensure that it doesn’t blister and scar.

“I’ve also received every treatment that we offer in our store,” she said. “It hurts if you don’t choose the numbing [agent] but the numbing makes it so much better.”

She compares the laser treatment to a rubber band snapping against the skin multiple times and the heat from it only gets more intense with bigger tattoos.

White said she warns people to do their homework with tattoos and not to use white ink – which lightens colors such as from red to pink –because they’re more difficult to completely remove.

“You want to go into it thoughtfully,” she said.

The entire process to remove a tattoo depends on the size and amount of color used but can last anywhere from one to two years.

This is spread out to every two months, or eight to 12 visits on average, and the individual treatments start at the bottom layer of skin, unlike traditional methods on the top.

The cost can range from $100 per visit for a small piece to $500 per visit for a full-arm tattoo, often called a “sleeve.”

“Removing a tattoo is part of an overall process,” White said.

She said she’s seen a litany of tattoo removals, some racist and gang tattoos, but mostly those dedicated to ex-lovers.

Since 2015, they’ve used the Picoway Laser by Syneron Candela uses highly concentrated soundwaves that reaches the deepest pigment and tattoo ink but uses the shortest picosecond pulses.

This translates to less heat, fewer side effects, more ink cleared, and in combination with skin rejuvenation, allows to make the “Delete Guarantee” of complete tattoo removal.

White said the pandemic marked a “stressful” time but they knew the other side of it would mark a turning point for the business.

“We were really committed to not laying off anyone,” she said. “It’s always been the plan to expand.”

She said she’s “really proud of the team” she has and taking care of people is the best part of owning her own business.

One of her most memorable stories was removing knuckle tattoos on a man that allowed him to get hired for his dream job.

“The most impactful thing for me is owning my own business,” she said.

In 2019, White founded the Delete Foundation, a nonprofit aimed at providing low-cost to no-cost tattoo removal for former inmates and gang members as well as sex trafficking and domestic violence victims.

“We try to the right work, the right way every day,” she said. “And if you do that, you can guarantee your product.”

Information:, 602-654-0001