In lieu of roses and candy, a local body art store is asking the public to get a tattoo or piercing and hopefully save a life.

Devil's Isle Tattoo, located in Bermudiana Arcade, will donate today's profits to the Bermuda Heart Foundation.

All proceeds will go towards free health screenings and advertisements to help raise awareness of heart disease.

Tattoo artist Tommy Murphy said: "I would really like to do something about this Hallmark holiday. People should show love to each other every day. Heart disease is the number one killer on the Island and this way you can do something this Valentine's that will benefit yourself and someone else.

"Bermuda Heart Foundation is not in the forefront of everybody's mind so when I thought of this idea and told the owner, Smoking Joe about it, he said, 'Go for it'."

He added: "I am from New York and Bermuda has been very good to me so this is my way of giving back."

Mr. Murphy told TheRoyal Gazette that many New York tattoo and piercing parlours did a similar thing each August for the March of Dimes Foundation, a nonprofit dedicated to pregnancy and baby health.

"It is very successful in the States. People don't realise the urgency of getting their heart checked regardless of their age. We have bad diets and basically beat up our bodies, so keeping a good heart is something we all need to practice.

"One of the best things a person can do is to go and get their heart checked out. My responsibility as a father and a husband is to make sure I stick around for a while."

Mr. Murphy has been a tattoo artist for 19 years and hopes that other businesses follow his company's efforts.

"If all goes well," he said, "other businesses will get involved and make it an annual thing. I'm also hoping this would spark business even further. I truly believe in Karma every thing lights up."

He said anyone who comes in for a procedure today will be informed about the free screenings at King Edward VII Memorial Hospital, and encouraged to take part.

Tattoos at Devil's Isle start at $60, with average prices $150 to $200.

"I think this time of year is the best time to get a tattoo," he said. "You don't have to worry about sun exposure or water exposure during the healing process. If you don't know what to do for Valentine's Day, come and get a tattoo or a piercing."

Devil's Isle will be open from 11 a.m. until at least 10 p.m., with extended hours should customers continue to support the effort.

For more information telephone 295-8573.