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Breaking the mold

Ceramics studios come and go, but Off The Wall withstands the test of time by offering instruction, help, space and time to be creative.

By JOSH ZIMMER
Published January 23, 2005

UNIVERSITY NORTH - Cyndie Dorsch lifted her brush from the container and applied another layer of gray paint to the ceramic vase.

The color didn't seem to hold much promise at this point. But Dorsch was confident.

Fire would eventually transform the different shades of gray into an explosion of deep reds and black.

Another creative itch becomes reality.

In the years she has been a customer of Off The Wall, Dorsch has walked away with dozens of ceramic items that express her own artistic flair. On top of everything, it's cheaper getting the stuff here than somewhere else.

"You can buy a $350 lamp or do it here," said Dorsch, who lives in Tampa Palms. "And you can say, "I made it.' "

Thank a struggling woman from Cleveland for the opportunity.

Sharon James started this venture 30 years ago when she was pregnant with her third child and about to separate from her first husband. Decades later, her Fletcher Avenue store remains a small commercial gem in a community that appears ready to shake off its economic doldrums.

Along the way, Off The Wall has survived the invasion of special events studios that let people paint their own ceramics for a few hours, a one-time experience for those looking for a work break or a fun birthday. Successful ceramic crafts stores adapted by offering services for the long-term hobbyist.

"Most of my customers are here on a weekly basis," James said.

At Off The Wall, a misstep is out of the question. One is surrounded by breakable objects, ceramics of all shapes and sizes that fill several rows of high shelves. James, 57, displays some finished pieces, but the vast majority are unpainted.

Always wanted to own a famous sculpture? You can have The Kiss by Rodin, or an equally unmistakeable bust of Beethoven, the one with the mesmerizing stare.

Amid magical winged creatures and a zoo-worthy collection of animals sit religious objects, such as menorahs, crosses and several versions of The Last Supper. The Indian faces are noble. Other pieces are unabashedly cute, such as the snowmen and Sesame Street figures. Large animals and copies of ancient sculptures stand nearby.

Dozens of others emerge from her extensive collection of molds. She employs one person just to smooth off the rough edges on objects made from the slip - liquid clay from south Mississippi.

James, who lives in Land O'Lakes, initially ran Off The Wall in a strip mall just west of 15th Street. At first she just sold the pieces. When she moved into the current space in the mid 1990s, she began offering everything the ceramic hobbyist could need, including paints, instruction books and her own expert advice.

Getting off the ground wasn't easy, she said. Female store owners were rare 30 years ago, and bank after bank turned her down for a startup loan - because of her gender, she believes.

Finally, a branch office of what is now Regions Bank agreed to fund the business. She still drives to that Waters Avenue and Dale Mabry Highway location out of loyalty.

While Off The Wall does a considerable walk-in business, the heart of the store lies at the classroom side of the building. Throughout the week, groups of 15-or-so adults congregate around a set of tables, sharing ideas and positive energy. Most of them are women.

"Phyllis, how long have you been coming?" she yelled out to Phyllis Schneider of Seminole Heights.

"Nineteen years," Schneider replied.

For Christmas this year, Schneider churned out 13 hand-painted Santa mugs and nine similarly anointed serving trays. She said she likes to give each of her grand- and great-grandchildren a new piece every year.

The atmosphere at a recent class was ripe with laughter and familiarity. Though not quite the veteran Schneider is, others have been coming for years. Dorsch for 15; Karen Prisland, a Temple Terrace resident, for more than 10. They talk about their jobs and their children.

"When we started here our kids were in grade school," Dorsch said.

They credit James not just for being artistic, but also for staying current with the latest products.

"Sharon is creative and she teaches you to be creative," Schneider said. "We trust her."

James, who has developed close friendships with some of her customers, tries to stay on top of her consumers' wants. Tastes change. She doesn't want to sell what other ceramic stores do. Lately, she began offering new classes in decorative glass and sculpture, in which students apply wet clay to cast pieces. She hosts birthday parties now, too.

Store owners need to think that way, said Mike Harbridge, publisher of two ceramic hobbyists magazines. That's because special events studios remain strong after taking root in the 1990s.

"You're selling an experience," Harbridge said.

Josh Zimmer covers Temple Terrace and the University of South Florida area. He can be reached at 813-269-5314 or zimmer@sptimes.com .