Within 6 months of opening, ‘Sugar Cream Clay’ earned the love of its community and became a finalist in the coveted ‘Best of the Bay’ awards.
Courtesy of Mahika Kukday.
By Mahika Kukday
In her vibrant corner of the Grand Central District, 31-year-old Allie Case is perpetually surrounded by clay, colors and cuteness. Rows of yellow and pink cubbies hold the striped, wavy and dotted ceramic creations of her students.
From “Oscar” the green sofa, to endless “work-in-progress” mugs, Case’s pottery studio is an ode to her love of all things light and sweet, and proof of a passion project that successfully became a job.
“I was pulling out all these old mugs I had made that I hadn’t touched in six years,” Case said, remembering a time in the pandemic when she had to forgo the Starbucks and drink coffee at home. “It made me really sad because I was holding them and thinking, ‘What is wrong with me? This is what I love.’”
Case said this realisation came when she had just quit her job of six years: teaching art to children in grades K-5 in Hillsborough County. The ceramicist said she made this decision because of difficulties during the pandemic and feelings of dissatisfaction with the state’s education system.
However, her choice to start a small business is part of a much larger conversation in St. Petersburg. This city has cemented itself as a cultivator of creativity and expression. With its focus on staying local, St. Petersburg has become an attractive place for following one’s passion.
“I started slowly, very nonchalantly showing my own stuff and never thought of it going anywhere,” Case said. “I started doing markets and the face-to-face interaction brought me so much happiness, because I never had anyone to talk to about my art before.”
Data from the United States Census Bureau hints that St. Petersburg may be the perfect place to do just that – create and share one’s art.
In 2022, “Education Services, health care and social assistance” employed the largest share (22.3%) of St. Petersburg’s civilian employed population aged sixteen and over.
However, the categories of “Arts, entertainment, recreation, and food services” and “Retail trade” made up a combined, impressive share of 22.7% of the population. Comparatively, the other eleven categories represent much smaller groups of people.
As she began working in shared studio spaces across the city, including the famous Morean Arts Center and the St. Petersburg Center for Clay, Case said she felt the need for an independent workspace and a connection to her love of teaching.
“I was terrified,” Case commented about her initial thoughts on renting a studio space on Central Avenue. Katie, an artist friend of Case’s, informed her of an available space next to her own store.
Facing a self-inflicted deadline of one month until opening, Case spoke fondly of the sleepless nights and hard work that went into building the storefront.
“It became an obsession, thinking about colors and all the little bits,” she said. “I just started painting and thrifting things, and it was cool to make decisions without anybody.”
In a thoughtful nod to her coffee-epiphany, she named her business ‘Sugar Cream Clay’. The vivid storefront at 2939 Central Ave. is an explosion of bright colors and childlike warmth. From the giant bubble letters reading “You’re the cherry on top” to hot-pink, fuzzy toilet that serves as a seat, the space is a joyful call to celebrate authenticity and art.
Since opening, Case conducts group and individual pottery classes, creates ceramics for sale and commissions and continues to appear at markets.
Case’s goofy smiley-face designs and wavy mugs have earned her a dedicated following in the St. Pete arts community. She spoke passionately about how the elementary school teacher in her wanted the location to be cute and girly, and that inclusivity was of utmost importance to her.
“We are in the Grand Central District, which is also known as the gay district. With St. Pete being St. Pete, I really wanted everyone to feel welcome,” she said.
Community values were always a cornerstone of Case’s mission. According to her, other artists aren’t competition; in fact, she strongly believes that there is enough space for all the creative forces in the city.
Case currently runs the studio with her full-time employee, Phia, who is a fellow artist and fashion designer.
When asked about succeeding as a small business, the ceramicist stressed the importance of carving out an identity. “I tried to look for something that wasn’t there already,” she said.
Case mentioned that it requires tremendous passion, love and care, and that the profitability of one’s business varies tremendously based on personal factors.
At Sugar Cream Clay, fellow creators pop into the studio throughout the day, sharing inspiration and conversation. Novices and experts alike delight in making ceramics from scratch, perched on the pink toilet. Paintbrushes, clay blobs and smiles are permanent residents.
As Case puts it, “This is a St. Pete thing. This can only happen here.”
She is optimistic about the booming local business market of the city, and grateful that she can make a living out of her greatest passion.
