Businesses on Berkeley's Telegraph Avenue, just south of the University of California campus, come and go. But Industrial Tattoo & Piercing (2434 Dwight Way) has been going strong since the Nineties thanks in large part to co-owner and manager Lysa Taylor. She's the shop's head piercer and has seventeen years of experience. Whether you come in for an understated nose stud or hardcore body modifications, she has a knack for making body jewelry look good with almost anyone's personal style. Not only does Taylor do each job quickly and professionally, she also takes care to make first-timers feel comfortable by walking them through the process to dispel any sense of squeamishness. Though she pierces dozens of people each week, she often remembers her customers long after they've had work done and is happy to give piercing after-care advice whenever they come back to the shop. Not to mention, she's always sporting unique facial jewelry that can be inspiring if you're not sure what to get.