Last month, following a long period of girlish cajoling, my daughter finally got her ears pierced in celebration of her 7th birthday. The setting was not the traditional mall kiosk staffed by some bored and minimally trained 16-year-old. Instead I took my daughter to a tattoo parlor.

Surprised they even allow 7-year-olds in those kinds of places? Think again. A growing number of parents are apparently turning to tattoo parlors to bejewel their children’s little lobes. I didn’t come up with this crazy idea out of the blue; I’m a reporter, after all: I researched where to take Shira and weighed the pros and cons. I found that tattoo parlors — despite the blaring heavy metal music — were mom-approved by a local parenting email list. When even a nurse cast her vote in favor of the tattoo parlor, I deliberated no longer.

“There is a stigma attached to tattoo parlors that they’re dirty and will be bombarded by foul-mouthed people,” says Sarah LaRoe, a mom with multiple facial piercings and tattoos creeping up her neck, who pierced my little girl’s ears so tenderly that she left her not in tears but with a big, happy smile on her face.

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Contrary to what you might think, tattoo parlors — at least the one I went to — are actually bastions of cleanliness. Some states regulate them, and reputable ones use disposable needles and sterilize all their equipment in an autoclave. In contrast, mall piercers and many jewelry stores use piercing guns that have been associated with complications and can’t be completely sterilized. Armed with that knowledge, which would you choose?

While some parents might be freaked out by the idea of taking their kid to a tattoo parlor, I looked upon the outing as an adventure, joking with my daughter about getting a Hello Kitty tattoo for mom. What I didn’t expect was that the experience would evolve into a lesson in tolerance. In that unnerving way little kids have of speaking their mind, Shira took an initial look at LaRoe and stage-whispered: “I think she looks ugly like that.”

I immediately flashed her my scary mom eyes to signal her to clam up. But later, after we’d left the store, her comment served as an opportunity to point out that just because someone looks different, it doesn’t mean she’s not a good person. LaRoe, regardless of her unconventional piercings, was super-professional and extremely kind.

For professional piercers like LaRoe, who stick needles through noses, eyebrows, tongues and nether regions, ears are the most mundane of piercing locations. But that doesn’t mean they don’t take it seriously. LaRoe spent nearly an hour with us, versus the quick in-and-out that I remember from getting my ears pierced at the mall as a girl. Before leading us into the piercing room — which looked just like a doctor’s office — LaRoe handed the birthday girl a bag with a lollipop, which expertly distracted Shira from being overly nervous about what was going on.

The bag also contained non-iodized sea salt and instructions for mom on how to mix a saline solution to clean newly pierced ears. Unlike the alcohol that mall kiosks recommend for cleaning, salty water doesn’t burn.

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Now for the gory details: at tattoo parlors, piercers use hypodermic needles to core out a sliver of skin, making room for an earring — a relatively painless procedure. In contrast, at the mall, the piercer uses a gun that painfully jams a blunt-tipped earring stud into the ear lobe; the process does not remove skin, but effectively pushes it aside.

LaRoe is so convinced of the superiority of needles over piercing guns that she’s signed petitions to ban the guns; one such petition makes the case that “only cowboys use guns.” In her quest to reform the ear-piercing industry, LaRoe leaves her business card at schools and pediatricians’ offices. When she takes her own son to the doctor, she’ll frequently get questions about her multiple piercings; sometimes she gets customers that way too.

Ultimately, though, change starts parent by parent, through word of mouth. “It kind of acts like a trendsetter,” says LaRoe. “All it takes is one little girl who goes to school and says it didn’t hurt.”

It didn’t hurt? Well, maybe a little. But so little that Shira didn’t even blink when LaRoe pierced her first ear. During the procedure, LaRoe had her do some deep, yoga-like breathing, which Shira is familiar with from her weekly yoga class. In and out, in — pierce! Of course, the lollipop helped too.

Read next: Tips for Every Age: How to Raise Grateful Kids

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