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Hernando Today

Creative Alley Designs Makes A Unique Mark

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By TONY HOLT

Published: March 3, 2009

SPRING HILL - More than a decade ago, Jay Lawn wanted to get his band's name circulated among the music fans in Boston.

He did it the old-fashioned way. He came up with his own designs for flyers and T-shirts and distributed them as best he could.

His hard work paid off as his band opened for several big names in the hard rock circuit – from Metallica to Korn.

"I was a musician for 24 years and I learned how important it was to make your own merchandise," Lawn said. "I had to do it on my own accord. That was a lot of fun for me."

The drummer and vocalist eventually turned more of his attention to merchandising. His wife, Jenna, lost her corporate job. She, too, had a creative side and wanted to put it to use.

The couple looked toward making a switch from wholesale to retail.

They got their wish last October when a retail space opened along Spring Hill Drive near Mariner Boulevard. Creative Alley Designs was born.

It emerged in a perfect location and gave them a place to show off their unique designs, as well as their collection of accessories – from berets to flip-flops.

"I came by and saw it and thought, 'Man, this is it,'" Jay Lawn said of the store.

While still living in Boston, Lawn worked for Just Say Rock, a band merchandising company that signed a deal with Oasis, one of the best-selling groups in the world at the time.

While he was working for JSR as a screen printer and designing shirts for various punk bands, he would find time to branch out and try out new designs on his own.

Before long, Lawn designed the T-shirts for Anytime Fitness and Westshore Pizza. His wholesale business was taking off while his wife's corporate job paid the bills.

Now both of them are relying on their creative skills. They said they are carving a niche for themselves because their store is a special attraction for local kids and teenagers. They no longer have to travel far to find something expressive to put on their chest.

"Outside of Tampa, there's really not that much available," said Jenna Lawn.

Her husband has his arms covered in tattoos and he wears black plugs in his ears. Lawn herself sports tattoos, wears colorful clothes and spikes her hair.

Her T-shirt on Friday read, "Kiss Me, I'm Feeling Froggy."

Most novelty stores include R-rated and X-rated merchandise, but not Creative Alley Designs. The couple quickly dispelled any notion they were in the sex shop business.

"We're Christians," said Lawn. "We teach Bible school. We have moral values."

Creative Alley Designs also is the preferred vendor for many schools in Pasco and Hernando counties, Lawn said.

"There's nothing for kids to do around here," Jay Lawn said. "They can come here and express themselves and be themselves. We can design their own T-shirts for them."

Lawn's skills are in logo designs. His wife finds joy in finding off-the-wall novelty items – from bacon-flavored jellybeans to cake-flavored floss.

Lawn talked about local band Clenchfist, an up-and-coming commercial rock group that recently contacted him for help with their merchandising.

He said the band one day "is going to be huge."

He has promised to do anything for his clients. He won't quit until he creates a design to their liking. All too often, he came across artists who got offended whenever a client suggested changes to their logos, he said.

"If someone has a vision, I'm going to extend myself any way I can to help them," he said.

The recession doesn't scare them. They're undaunted.

Jenna Lawn knows what it is like to lose a job without warning. She thinks she has found the right fit, regardless of the economic climate.

"Everybody needs T-shirts," she said.

Biz at a glance:

Name of biz – Creative Alley Designs

Owners – Jay and Jenna Lawn

What it is – Novelty retail store that specializes in T-shirts, jewelry, souvenir items, etc.

Where it is – 10546 Spring Hill Drive

Hours of operation – 10 a.m. to 5 p.m. Monday through Friday; 9 a.m. to 1 p.m. Saturday

Get in touch – 352-556-4841

Reporter Tony Holt can be reached at 352-544-5283 or wholt@hernandotoday.com.

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